...TO KENTUCKY FRIED CHICKEN [pic] Submitted by- Rohit Ahuja 0791491708 BBA (gen) SEM 3 CERTIFICATE This is to certify that Rohit Ahuja student of MSI of course BBA Batch (2008-2011), has completed her research work titled “Marketing Strategies of PVR Cinemas” under my guidance and supervision .The work submitted is genuine and authentic. Certificate PARAMVEER ACKNOWLEDGEMENT With profound sense of gratitude and regard, I express my sincere thanks to my guide and mentor Mr.PARAMVEER, for his valuable guidance and the confidence he instilled in me, that helped me in the successful completion of this project report. Without his help, this project would have been a distant affair. His thorough understanding of the subject and professional guidance was indeed of immense help to me. Also, this acknowledgement would remain incomplete without thanking the staff of KFC(RAJOURI GARDEN), New Delhi for their whole-hearted and kind co-operation. I am also greatly thankful to the faculty members of our institute who co-operated with me and gave me their valuable time. Acknowledgement ROHIT AHUJA Introduction of Company KFC Corporation, based in Louisville, Kentucky, is the world’s most popular chicken restaurant chain, specializing in Original Recipe ®, Extra Crispy TM, and Colonel’s Crispy Strips® chicken with home style sides and five new freshly...
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...kfc Research Team KFC Final Research Plan Book Spring 2009 Stacey Ackerman, Tom Bass, Juliette Burguieres, Brian Cash Table of Contents 1. Overview of Research…………………………………………(3) 2. Situational Analysis Summary………………………………..(4) 3. Research I (Survey) a. Survey Plan……………………………………………....(9) b. Survey Sample………………………………………..…(11) c. Summary of Results…………………………………......(15) 4. Research II a. Research Work Order…………………………………..(19) b. Research Plan……………………………………………(21) c. Moderator’s Guide………………………………………(23) d. Concept Test Results………………………………….…(25) 5. Research III a. Research Work Order………………………………...…(30) b. Overview of Plan…………………………………….…...(32) c. Moderator’s Guide…………………………………….....(34) d. Copy Test Results…………………………………….…..(36) 6. Summary of Contribution To The Agency Team ………….....(46) 7. References………………………………………………………..(44) Overview of Research Beginning with the situation analysis, we analyzed the market situation that KFC is facing in terms of Company/Product, Competition, and Consumers. We provided our own insights as to why we saw certain trends or patterns. Then, we conducted a survey targeting college students to understand the market. We focused on the health perceptions for consumers of KFC, their products, their competition and competition’s products. We then conducted our first...
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...SECONDARY RESEARCH Secondary research is also known as desk research and it consist the data which has already been produce it can be quantitative, qualitative or historical also it can be seen as internal data and as well as external data. Secondary research is the process which involves collecting data it may be originator or distributor of primary research, secondary sources include documents, letter, diaries, autobiographies and referencing other forms of research and quotes. KFC they are able to save money and time through having enough employees who are able to do most on the work which saves time as well as money because they will serve more customers in a short period of time. KFC are able to get information and access information...
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...Comparative Study of McDonald's and Kentucky Fried Chicken (KFC) Development in China Wei Hu & Yuanyuan Xie Bachelor’s Thesis 28. 04. 2013 International Business Administration Bachelor’s degree (UAS) SAVONIA UNIVERSITY OF APPLIED SCIENCES THESIS Abstract Field of Study Social Sciences, Business and Administration Degree Programme Degree Programme in International Business Author(s) Wei Hu & Yuanyuan Xie Title of Thesis Comparative Study of McDonald's and Kentucky Fried Chicken (KFC) development in China Date 28.04.2013 Pages/Appendices 53+2 Supervisor(s) Jari Niemelä &Heikki Likitalo Client Organization/Partners McDonald's Corporation & Kentucky Fried Chicken Corporation Abstract McDonald's and KFC are two international fast food restaurants. They both expended their businesses in global scale. It is obvious that McDonald surpassed KFC in terms of sales and fame in international level. However, in China, KFC performs better than McDonald's. The aim of this study is to find out how these two companies developed differently in Chinese market. By making a comparative study of McDonald's and KFC, different operation and competitive strategy theory will be integrated with their development situation. Research is made based on strategy theory, Internet sources and interviews. The thesis is started with general information, Chinese fast food industrial situation introduction and thesis structure. After having introduced the two companies background, we illustrated strategy...
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...lead you to move in advance on your opponents and how you must recognize for the opportunities to defeat the enemy. As indicate in business application, according to the Product Life Cycle there are 3 stages. According to the above as Sun Zi said, this is the first stage of the Product Life Cycle. If your company would like to come out a new product wait for the good opportunity and see the external environment such as government policy, competitor’s strategy, consumer behaviour, trend, supplier and more. The manager of the company have to do some research about the current market, collect more information, build up connection, build up strong financial background, build up internal culture and Research and Development in order to succeed in the future. The vital action is being well prepared before the opportunity coming. In this stage, when an established company comes out with a new product and the product may invest a lot of research and development capital. However the investor might not getting good returns or feedback when compare with the effort they are putting. In other words, this also show an indication that the company to rest and do another well preparation before they start over again for the next battle. As a leader or the top management, must have advance mission and do forecast for the market trend in the future. Future development and improvement is one of the method and vital element to let the company growth. A company can control the market however the right...
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...Comparative Study of McDonald's and Kentucky Fried Chicken (KFC) Development in China Wei Hu & Yuanyuan Xie Bachelor’s Thesis 28. 04. 2013 International Business Administration Bachelor’s degree (UAS) SAVONIA UNIVERSITY OF APPLIED SCIENCES THESIS Abstract Field of Study Social Sciences, Business and Administration Degree Programme Degree Programme in International Business Author(s) Wei Hu & Yuanyuan Xie Title of Thesis Comparative Study of McDonald's and Kentucky Fried Chicken (KFC) development in China Date 28.04.2013 Pages/Appendices 53+2 Supervisor(s) Jari Niemelä &Heikki Likitalo Client Organization/Partners McDonald's Corporation & Kentucky Fried Chicken Corporation Abstract McDonald's and KFC are two international fast food restaurants. They both expended their businesses in global scale. It is obvious that McDonald surpassed KFC in terms of sales and fame in international level. However, in China, KFC performs better than McDonald's. The aim of this study is to find out how these two companies developed differently in Chinese market. By making a comparative study of McDonald's and KFC, different operation and competitive strategy theory will be integrated with their development situation. Research is made based on strategy theory, Internet sources and interviews. The thesis is started with general information, Chinese fast food industrial situation introduction and thesis structure. After having introduced the two companies background, we illustrated strategy...
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...Administration as a mandatory requirement of the Business Research Methodology [BRM-430] course. The research proposal has to be prepared based on the knowledge and experience gained from researcher’s BRM-430 course. SWOT analysis has been considered to be a very important tool of market analysis in the recent years. SWOT analysis can be referred to an evaluation of companies’ strengths, weaknesses, opportunities and threats. (Kotler & Armstrong, 2010:53-54) 2. Problem Statement Every company has some weaknesses and evils. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Threats are the external factors or trends that may present challenges to performance. (Keller & Kotler, 2010:168-169). The researcher will find out the weaknesses, threats, opportunities and strengths. 3. Importance/Advantages Eliminating or overcoming the weaknesses and minimizing the threats marketing analysis like SWOT analysis will lead to operational excellence of an organization. Internal capabilities like strengths help to reach its objectives. (Keller & Kotler, 2010:169-170). 4. Purpose of the Research 1. To gather primary ideas about KFC as a fast food company serving in Bangladesh. 2. To understand the strengths and weakness of the products and services of KFC. 3. To understand the influencing factors like Growth Opportunities & Threats of KFC. 5. Company overview KFC in Bangladesh: Transcom Foods Limited (TFL) started...
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...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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...MARKETING STRATEGIES OFKFC | SUBMITTED BY: Ms. ASHNA KHANNA B.COM (HONS.) (2013-2016) Roll No. : 162 FACULTY GUIDE: STUDENT NAME: Mr. ADARSH ARORA ASHNA KHANNA DESIGNATION: ENROLLMENT NO.: A3104613162 COURSE & BATCH: B.com (hons.) ; 2013-16 AMITY COLLEGE OF COMMERCE AND FINANCE, NOIDA AMITY UNIVERSITY – 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) ...
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...Branding and Consumer behavior of McDonalds and KFC Introduction and Background to the research The UK fast-food market is worth an estimated £7.82 billion annually (Keynote, 2003), amounting to an average expense of £20/month per adult (McDonald, 2003). Due to busier consumer lifestyles and dual-working families with children, emphasis is increasingly being placed on quick meal solutions (Atkins and Bowler, 2001). This has resulted in a market growth of 19 per cent in fast food since 1998 (Keynote, 2003). UK consumers tend to regard convenience and wholesomeness as polar opposites, rather than a complementary type of food value (Jack et al., 1998). The factor of choice is characteristically broad in UK, owing to the willingness of the British to adapt to new styles of eating and drinking from all over the world. Portuguese chicken, Japanese sushi and Spanish tapas have joined the more traditional curry houses and French or Italian restaurants found in most British towns. However, the most traditional British venue - the local pub or hotel - still has the highest sector share of formal, sit-down restaurant meals. These results do not include the fast food such as burgers and fried chicken. On the other hand, other distinct concepts include pizza, curry and roadside restaurants. Background of KFC and McDonalds McDonalds is the world’s largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. McDonald’s headquarters is located in Oak Brook...
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...Introduction KFC, which has full name as Kentucky Fried Chicken, is one of well-known fast food brand names in the world due to their effective marketing strategies. To create good marketing strategies, KFC needs to understand the market by conducting a market research and collecting information about micro and macro environment. Therefore, they can influence factors in the micro environment and respond to potential macro environmental factors that can affect to them within next 12 months in Australia. This report focuses on marketing concepts which explain micro and macro environment. These key marketing concepts will be analysed and explain how KFC applied into their strategies. This report is based on academic resources such as marketing lecture notes of Insearch, text books of Philip Kotlers and academic online resources. II - Micro Environment Micro environment is examined as an environment in which the company can indirectly influence such as customers, partners, competitors and industry. For each factor, the company need to have suitable strategies to affect. 1. Customers Under marketing concepts of Philip Kotler (Marketing Management, Defining marketing for the 21st century, Philip Kotler), customers are determined as people who purchase product and they may or may not use that product for themselves. Besides, Kotler states that customers are centred instead of products. The company need to meet their customers’ needs, wants or demands. In this case study, KFC applied...
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...There have been many unlikely partnerships in the past like the Coyote and the Badger, Newt Gingrich and Nancy Pelosi on Global Warming, and now Kentucky Fried Chicken (KFC) and the Susan G. Komen (SGK) for the Cure organization. This partnership between KFC and SGK has not been without controversy even though it has raised more than $4.2 Million for the cause, the single largest donation in the organization’s history. Throughout this experimental assignment, I will analyze the qualitative data posted on the various blog sites and will give the reader a better consumer perception of the alliance through the eyes of the survivors and patients of breast cancer as well as the Non-breast cancer patients and survivors. I will compare and contrast these perceptions and how they relate to cause-related marketing, cause-brand failure, and decision-making. The previously stated objectives will be covered by exploring the topics of “Pinkwashing”, Brand Implications, and Conflicting views on Association as they relate to this alliance and its qualitative analysis. “Pink-Washing” What is “pinkwashing”? Before exploring this topic, it is relevant to discuss the origin of this word when attempting to better understand it. “Pinkwashing” is a pejorative term derived from “greenwashing” and shares similarities. “Greenwashing” was coined by environmental activists to describe efforts by corporations to portray themselves as environmentally responsible in order to mask environmental...
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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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...Factors effecting…. Factors Effecting Brand Preferences: A Comparative Study of McDonald’s and KFC Abstract The study was undertaken with an objective to identify factors affecting brand food products about two major food industries i.e. Mc-Donald’s and Kentucky Fried Chicken (KFC). Factors included were taste and quality of product, price of product, delivery of product, availability of product, environment of restaurant, staff of behavior and value for money. A pre design questionnaire was used to collect relevant data about these two food industries. The study found that the product of KFC were relatively better as compared to that of Mc-Donald’s in most of the traits studied especially in Taste and quality of food, price of product, staff behavior, delivery of product, and environment of the restaurant. Key words: Brand Preference, McDonalds, KFC Restaurants are becoming an important part in an industry system, providing services to people away from home in the form of foods. In view of this many forms took place and one break through is fast food restaurants. Factors effecting…. Fast food was a breakthrough from traditional catering method and standards fast food has their own benefits which their consumers perceive. Because of which they patronize their selection. Such benefits were rated on different variables shown in figure below. Perception regarding such benefits may be formed by word of mouth communication, exposure to promotion from restaurants...
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...Hoi Shan Wu Prof. Dennis Lee Doing Business in China 16 May 2017 KFC in China As China develops the pace of life has gotten quicker. The Chinese people’s demand for fast food service with good hygiene has grown due to fit their busier lifestyle. An analyst from China Venture Group, Wan GE, said that fast-food has become the first choice for 85% of Chinese city residents when eating out. (Hu and Chen) The fast-food industry in China is fast growing with an 11.6% growth from 2010 to 2015. (Fast-Food Restaurants in China: Market Research Report) Kentucky Fried Chicken (KFC) a subsidiary of YUM! Brands, was the first quick-service restaurant (QSR) to enter China in 1987, and remains China’s number one QSR today with more than 5000 restaurants in over 1100 cities. (Yum! Restaurants in China) KFC started as a joint venture company; 60% stake held by KFC, 27% by the Beijing Tourist Bureau and 13% by Beijing Food Production. In 1988, Bank of China bought 25% of the venture, diluting KFC to 51% of shares. The first KFC was opened in Beijing, Qianmen, five minutes away from Tiananmen square. (Qingfen) When KFC first entered China, it was a great success. It was an eye-opener into American cuisine and culture. Chinese consumers had the perception that anything from the west is the best; since KFC is from the west it was the best. Chicken is the second preference of meat followed by pork in China. Naturally Chinese customers loved KFC’s fried chicken not only because of the product...
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