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Kfc in Pakistan

In: Business and Management

Submitted By ahtasham007
Words 1470
Pages 6
Brac University | KFC in Pakistan | Case Study |

Submitted by:
S.M. Ahtashamul Hoque

April 12, 2013
HISTORY OF KFC
Historically fast food industry had emerged in the 1920’s to cater the needs of American busy lifestyle. “White Castle” is generally considered the first fast food restaurant started in 1921. Later on, many other fast food brands have launched their operation & became successful. Basically fast Food Industry boom took place during the period of 1950s to 70s in which many successful global brands started their operation. Globally some famous fast food brands are KFC (1952), McDonald (1940s), Burger King (1954), Arby’s (1964), and Wendy’s (1974).
Kentucky Fried Chicken (KFC) is founded by Colonel Harland Sanders is one of the most recognized fast food chains in America. Recently it is owned by PepsiCo and became the part of their Tricon Global Restaurant Division, now a day known as “Yum Brand”. KFC operates in more than 80 countries & territories with over 11000 outlets today serving some 8 million customers every day. Along with core product line fried chicken, they have been satisfying customers with Chicken Nuggets, Popcorn chicken, Hamburgers, Pork ribs & a variety of desserts.
KFC- PAKISTAN:
KFC launched its operation in Pakistan in 1996, opening its 1st outlet at Gulshan e iqbal, Karachi in January’ 1997. It has got a tremendous market in Pakistan & currently operating in 11 cities with 40 outlets nationwide. The franchise right of KFC Pakistan has been currently reserved with Cupola, the Gray Mackenzie Restaurant International Ltd.

MARKETING STRATEGIES OF KFC PAKISTAN
Mission:
KFC Pakistan mission is to capture the rapidly developing market of South Asia focusing on value through change, challenging existing paradigms & applying vision, innovation and skilled execution.
Target Market:
Initially the

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