...MINOR PROJECT REPORT ON “TO STUDY AND ANALYZE THE CONSUMER BUYING BEHAVIOR WHILE EATING OUT AT KFC AND TO STUDY THE MARKETING STRATEGIES OF KFC FROM THE PERSPECTIVE OF STRATEGIC MARKETING” PROJECT SUPERVISOR SUBMITTED BY:- Amity School Of Business (ASB) Sector 125, Noida, Uttar Pradesh Phones: 0120 244 5252 Website: www.amizone.net CERTIFICATE This is to certify that Mr.___________, Roll No.________, has completed his research project and has submitted this project report entitled “To study and analyze the consumer buying behavior while eating out at KFC and To study the marketing strategies of KFC from the perspective of Strategic Marketing” towards part fulfillment of the requirements for...
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...Kentucky Fried Chicken (KFC) Operations Management Group Final Project Outline Table of Contents I. Background of Kentucky Fried Chicken (Mehmet Kaptan) II. Operations management activities in details 1. Process Strategy and Capacity planning (Mehmet Kaptan) 2. Managing Quality (Alaa Tashkandi) 3. Project Management: Manpower planning, acquisition, and control (Yi-Chien Lee) 4. Scheduling (Yi-Chien Lee) 5. Location Strategy and Layout Planning (Yi-Chien Lee) 6. Material control (Yi-Chien Lee) 7. Aggregate Planning (Tsing-Hui Chen) 8. HR Strategy: Training and development for employees (Tsung-Hui Chen) 9. Supply Chain Management (Tsung-Hui Chen) 10. Design of Goods and Services (Alaa Tashkandi) III. Operations Management Problem 1 and Solutions (All members participate in discussion, consolidated by Alaa Tashkandi) IV. Operations Management Problem 2 and Solutions (All members participate in discussion, consolidated by Mehmet Kaptan) V. Conclusion (Tsung-Hui Chen) VI. Bibliography (All members) I. Background of Kentucky Fried Chicken (Mehmet Kaptan) Kentucky Fried Chicken as known as KFC is one of the most famous fast restaurant chains in the world with its over 17,000 outlets in 105 countries. Headquartered in Louisville, Kentucky, the chain became an “American icon” with its specialization in fried chicken. As a subsidiary of “Yum! Brands” like Pizza Hut and Taco Bell, the company made an estimated...
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...INTRODUCTION This project puts in perspective the multinational company called Yum!Brands, which is an American company in the fast-food industry. We will be discussing about some aspects of this company generally, but we intend to give more details on the company Kentucky Fried Chicken(KFC) which is one of the Strategic Business Units (SBU) of Yum!Brands. We will give the profile of Yum!Brands and KFC, and also analyze the strategy of the company, its internal and external environment, its position vis-à-vis its competitors, its competitive advantage and how far it has come/how well it is doing today. We intend to focus on one local market, so in this project we are taking KFC China as our case study. We decided to choose Yum!Brands and specifically KFC as our project case study because we have noticed the rapid growth of the fast-food industry. Fast-food is a typical American trend which reflects the American eating culture of “grabbing a quick bite” so to speak. Today people are very busy, not only in America but all over the world. People have less time to sit and eat a home cooked meal, especially at lunch time when almost everyone is out of the house and working. The most convenient thing to do is to go for a “fast-food”. We noticed that this trend has even moved from being just a lunch-time substitute for home cooked meals to being a fun time meal between friends, colleagues and family. Some corporate bodies even order fast-food for meetings or corporate get-togethers...
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...stated goals. We would like to recognize the sincere and devoted efforts of many people who added their input to the processes of developing this Project Report. As stated in the developing story section, we received invaluable advices and suggestions during the development and revision process. Purpose Of The Project The purpose of this project is to find out the History, Functions, Operations and Services of KFC . Then do give suggestions and recommendations and in the end to conclude the effect of the implementations. Executive Summary This project gives a brief detail of Fast Food Industry in Pakistan The Final Project gives the brief snap shot of Situational Analysis on Fast Food Industry. The SWOT analysis indicates the Strength, Weakness, Opportunities and Threats of the KFC. To get reasonable market share in Fast Food Industry required a reasonable amount of capital to open up outlets in different locations, plants with high definition equipments for food processing and for designing a distribution channel form plant to outlet. Also huge amount required for the marketing to sell their product at different locations and to establish the positing in the mind of potential customers. The market leader in Fast Food Industry is KFC and its major competitors are McDonald, Pizza Hut. KFC is sticked with their original recipe but...
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...for different types of audiences. A type of written communication that can be used when communicating business information is a letter. This type of written communication would be suitable for KFC to communicate with when writing to the government. To elaborate on, this is because the format of a letter is set out as professional and formal and when writing to the government it is required that you write formal and professionally. This is why a letter would be the most suitable written communication for KFC because this letter will give the government a good first impression on KFC and it will prove to them that KFC is a company that is very capable of being successful. In addition, when writing the letter to the government KFC would also need to make sure that they know their audience. Because their audience is the government it means that they are inexperienced in the situation that you are talking about to them. This means that when writing the letter KFC would need to explain everything in detail so that the government fully understand the concept of the letter. A Memorandum, also known as memo is also another non electric communication that can be used when communicating business information. A written communication like this would be most suitable for the sales department in KFC to communicate to the finance department. This is because a memorandum expresses its communication through graphs and charts. Therefore, the audience for this communication would be the finance...
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...Preface This report focus on KFC marketing strategies, its marketing environment , demographic factor ,marketing factors. We designed a report to provide a brief description about its marketing mix & its major competitors in Pakistan. We also discuss four P’s of marketing & their marketing tools. In addition to it, this report includes a research base survey on KFC. We all have tried our level best to fulfill all the requirements mentioned to us. Now its depend upon the reader to read it carefully and understand what we want to communicate. This report provides a brief knowledge about KFC in Pakistan. Acknowledgement In the name of Allah, the most beneficent & the Merciful. Firstly, we all likely to thank mighty Allah who provides us knowledge, energy & skills to get opportunities & to increase our knowledge & experience by completing this project. Secondly, we especially thank to our instructor Ms. RAHEELA ZULFIQAR who guides us at every step & every aspect of this report, so that’s competed successfully. Finally, thanking management of KFC, for providing us with helpful knowledge needed. After that we are able to complete this report with hard working & cooperation. EXECUTIVE SUMMARY In September 2007, Ms. RAHEELA ZULFIQAR assigned us a project. We are asked to explain how our chosen product is being marketed, and how environmental factors, buying behavior, market segmentation, demographic trends, target market, positioning strategies, marketing mix...
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...“COMPARATIVE STUDY OF CONSUMER BEHAVIOUR PREFERANCE TO McDonald, KFC & PIZZA HUT IN NOIDA” Submitted To Submitted By dr. adarsh arora ruchika jain Faculty Guide A3104609016 B.com (H) 2009-2012 AMITY college of commerce and finance AMITY UNIVERSITY UTTAR PRADESH ACKNOWLEDGEMENT “Not a single gram can be breaking the whole vessel”. This is a common saying and it is correct. Any project is not an outcome of a single participation but it is a team work. So, I take a great opportunity to thank those entire people who helped me throughout my project. With deep sense of gratitude, I want to acknowledgment my faculty guide, Dr. ADARSH ARORA, for his valuable guidance and timely suggestion offered to me throughout the course of my project. I take an opportunity to acknowledge our heartiest thanks to department for their valuable guidance and support at all time in fulfilling the requirement for the reasonable work. Last but not least, I also very much thankful to my parents, sister, my seniors, my batch mates and friends especially for their continuous encouragement and moral support in preparing this project. DECLARATION I hereby certify that the project work being presented in this report “COMPARATIVE STUDY OF CONSUMER BEHAVIOUR PREFERANCE TO McDonald, KFC & PIZZA HUT IN NOIDA ” .Institute is solely prepared for the...
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...UTTAR PRADESH CERTIFICATE OF ORIGIN This is to affirm that I, Ms. ASHNA KHANNA, a student of Under Graduate Degree in B.com (HONS.); 2013-2016, Amity College of Commerce and Finance, Noida has worked under the able direction and supervision of Mr. ADARSH ARORA, designation______________, This Project report has the essential standard for the partial fulfillment of the Under Graduate Degree in Commerce and Finance. To the best of our insight no piece of this report has been recreated from any other report and the contents are established on unique exploration. I am mindful that in the event of non-compliance, Amity College of Commerce and Finance is qualified to cancel the report. Signature (Student) Name of the student: ASHNA KHANNA Enrolment No.: A3104613162 Signature of Project...
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...planning and decision making on an enterprise-wide basis, Therefore it allows each department to share information and communicate which greatly benefit for a more productive and effective business flow. ERP is one of the newest Information Technology System which is implemented on all KFC Restaurants around the world which is used to analyze and integrates all of business processes. Enhancing the customer relationship is one of the main features coming under the core objectives of every ERP system, the newest web-based system enables quick generation of inventory, sales and revenue report which is very effective for every QSR Restaurants including KFC. There are various modules in ERP system including Finance, Human Resource Management, Manufacturing, Project Management etc. KFC is a major quick serving restaurant (QSR) with stores located in 109 countries and territories around the world and serves over 12 million customers every day generating nearly $10 billion a year, Founded by Col. Harland Sanders and based in Louisville, Kentucky USA, it is now the world’s most popular chicken restaurant fast food chain specialized in Original Recipe, Hot and Crispy Chicken and freshly made chicken sandwiches. KFC is part of Yum! Brands, Inc., the world’s largest restaurant company in terms of system restaurants with more than 36, 000 locations around the world which implement ERP system on their everyday business transactions. Basis for Success KFC’s success is owed much to the vision and...
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...Preface This report focus on KFC marketing strategies, its marketing environment , demographicfactor ,marketing factors. We designed a report to provide a brief description about itsmarketing mix & its major competitors in Pakistan. We also discuss four P’s of marketing & their marketing tools.In addition to it, this report includes a research base survey on KFC. We all have triedour level best to fulfill all the requirements mentioned to us. Now its depend upon thereader to read it carefully and understand what we want to communicate. This report provides a brief knowledge about KFC in Pakistan. Acknowledgement In the name of Allah, the most beneficent & the Merciful.Firstly, we all likely to thank mighty Allah who provides us knowledge, energy & skillsto get opportunities & to increase our knowledge & experience by completing this project.Secondly, we especially thank to our instructor Ms. RAHEELA ZULFIQAR who guidesus at every step & every aspect of this report, so that’s competed successfully.Finally, thanking management of KFC, for providing us with helpful knowledge needed.After that we are able to complete this report with hard working & cooperation. EXECUTIVE SUMMARY In September 2007, Ms. RAHEELA ZULFIQAR assigned us a project. We are asked toexplain how our chosen product is being marketed, and how environmental factors, buying behavior, market segmentation, demographic trends, target market, positioningstrategies, marketing mix, market planning & brands are relevant...
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...Case Study: Quick Service Restaurants CASE STUDY: QUICK SERVICE RESTAURANTS The Story so far... The project KFC were bowled over by Merrychef when researching heating options for a new product in 2004. Parent company Yum! Brands wanted an oven to speedily deliver a consistent product throughout its 300+ outlets in the UK. Merrychef worked in close partnership with the KFC food development team to create the Rice Bowl, a combination of KFC’s original recipe chicken breast fillet with basmati rice and a sweet and sour sauce for a “fully fused flavour sensation”. The Results The finger lickin’ good Rice Bowl project saw Merrychef supply more than 600 heavy duty 1925 micro cook ovens within a three month period for a high profile national launch. The HD 1925 is now specified for all KFC-A&W and KFC-Long John Siler multi-brand sites across Europe, making it a firm favourite with parent company Yum! Brands. The Menu Rice Rice Bowl sauce Bbq Baked Beans Corn Cobette Gravy Tortilla Key Benefits • • • • • • Consistent quality Consistent operational delivery Speed of service Reduced number of lost sales Ease of operation Reduced training time Many development chefs use our development kitchens to work on new food solutions. If you would like to see how we can improve results and speed up cook times OR for more information on our products and services or would like a copy of our corporate DVD please call Carol Thompson on 01252 553718 or visit www.merrychef.com Merrychef...
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...ABSTRACT Firstly I would like to thank my beloved lecture who gave me a chance to gain a new experience and knowledge. Besides that, they helped me to make this project successful by giving me guidelines and advices. Special lecture which was given on this topic did help me to understand more about the project which should be carried out. Furthermore, I would like to thanks to my manager of KFC Ms Rossa giving me this learning opportunity. Her organizational skills, professionalism, and kindness create a work environment that is enjoyable to work in. This report bears testimony to the large amounts of knowledge and experience that I have gained throughout my Students in Enterprise Programmed (SIEP) Training duration at KFC PEN (M) SDN BHD, GELANG PATAH,JOHOR. The report touches briefly on KFC as an excellent as a team member. Special attention was given to the business skills I received in every area of my training. Introduction Entrepreneurship is a process of creating and expanding businesses that collectively form a force for national development and societal prosperity. Entrepreneurs are individual who actively form or lead own business. Active involvement means direct participation and repeating the acts as deemed opportune at others times. There are few personal entrepreneurial competencies such as initiative, sees and acts on opportunities, persistence, information seeking and concern for high quality for work. These competencies are good qualification...
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...SUMMARY Boasting a secret recipe of numerous spices and “finger licking good” chicken meals, KFC was started by Harland Sanders as a tiny restaurant called “Sander’s Court and Café” at a gas station. Now, a more than 11000 restaurants in 85 countries, KFC is the world’s largest chicken fast-food restaurant and one of the top fast-food chains worldwide. It was also one of the first fast food restaurants to go international4 and is popular in many countries. After having gone through many different hands, KFC is now under Yum! Brands Inc together with A&W All-American, Food Restaurants, Long John Silver’s, Pizza Hut, and Taco Bell. With a market such as China with a longstanding tradition, KFC executes must realize that they are faced with customers very different from the rest of the world. It cannot distribute the exact same products there as it does in every other part of the world. As they are faced with different markets, KFC must learn to adjust its products accordingly. Like most multinational companies, KFC was first attracted to China by the size of the country’s market potential which is 1.3 billion people, 20% of the world’s total. China is a market with a few thousand years of recorded history, a deeply entrenched culture, and very different from the West. KFC’s decision to pursue a broad and active localization strategy in China began with the assembly of its local leadership team made up of US-educated ethnic Chinese drawn from Taiwan and other parts of...
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...VRIO Framework of KFC VRIO framework use to find out the core competencies or sustainable competitive advantages which are helping firm to operate profitably in long term. For KFC, we try to find out its competitive advantage where we used four key components which help to identify in what KFC have competitive advantage compare to its competitors. Resources Valuable Rare Inimitable Exploited by the Organization Brand Recipe Experience X X Location X X Price X X Advertisement X X X Through the use of VRIO framework we have found that brand value and the recipe of making food in KFC are its competitive advantages. The reason behind these- Brand: The brand or the logo of Kentucky Fried Chicken, the KFC, is a registered trademark for their company which is a part of Yum! Brand. As it is registered it is inimitable and thus it is rare, as only the company it is franchised to gets the right to use this logo. The logo acts as a brand name, with Colonel Sanders with his signature string tie, wearing a red apron, and with this uniqueness they have become very famous and this individuality has made it easier for people to recognize it, making it a very valuable essential for the company. And since the beginning of the KFC it has been exploited by the company thoroughly, first by Colonel Sanders himself, and then by the companies that owned it. Recipe: The secret recipe that was used by Colonel Sanders since 1940 has been invariably one of the...
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...PROJECT REPORT KENTUCKY FRIED CHICKEN [pic] COURSE ID: CIS-101 COURSE NAME: FUNDAMENTAL OF COMPUTER SYSTEM PURPOSE OF THE REPORT: FINAL PROJECT SUBMITTED BY: INTANGIBLE GROUP SUBMITTED TO: DR. MAHADY HASAN DATE OF SUBMISSION: 25.04.201 INDEPENDENT UNIVERSITY, BANGLADESH Acknowledgements: This project cannot be completed without active support from different sources. We have been lucky in this respect & received advice and assistance from many directions. Among our contemporary benefactors, we would like to pay our deepest gratitude and heartiest tribute to our instructor Mr. Mahady Hasan for his successful guidance and very friendly conduct to complete this work. His kind and friendly behavior can’t be forgotten at all. Finally, we are thankful to our friends for their support and encouragement, . • Introduction of KFC: 4 • Company Overview: 9 • Product and Services: 12 • Conclusion: 25 • References: 28 • Appendix: 29 Introduction of KFC: Background: Kentucky Fried Chicken was founded by Harland Sanders in Corbin, Kentucky. Harland Sanders was born on a small farm in Henryville, Indiana, America, in 1890. Sanders loved to cook and to invent a new recipe. One day he tested to mix eleven herbs...
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