3. INTRODUCTION
• KFC Corporation, or KFC, founded and also
known as Kentucky Fried Chicken, is a chain of
fast food restaurants based in Louisville, Kentucky.
• KFC is a brand and operating segment, called a
"concept" of Yum! Brands since 1997 when that
company was spun off from PepsiCo.
4. CONT...
• KFC primarily sells chicken in form of pieces, wraps ,salads
and sandwiches. While its primary focus is fried chicken,
KFC also offers a line of roasted chicken products, side
dishes and desserts.
8. CONT...
• Presently KFC is branched out in nine major
cities of Pakistan (Karachi, Lahore, Rawalpindi,
Faisalabad, Multan, Peshawar,
Sialkot, Hyderabad, and Islamabad)
• with 45 outlets nation-wide.
• Opening the first KFC outlet in Gulshan -eIqbal , Karachi in 1997.
9. Cont...
• Presently KFC has provided employment
to over 1200 Pakistanis, which adds up
to 6000 individuals directly dependent on
KFC Pakistan.
• The Government of Pakistan receives over
Rs.10 to 11 million per month from KFC
Pakistan as direct taxes
10. Changing name to KFC
• The reason they changed from Kentucky
fried chicken to KFC was that people got
conscious when they read the word
‘’FRIED’’ which gave them an impression
that its not healthy because it contains fat,
so Kentucky fried chicken had to change
their trade name from KENTUCKY fried
chicken to KFC. JUST TO avoid the fatty
impression.
•
15. Weaknesses
•
•
•
•
High prices
Image of ‘’Fried’’
Only chicken related recipe
Most of product having close substitute in
market
• Inconsistent quality of service in many outlets
• Lack of control in join venture agreements
20. SPACE MATRIX
Financial Strength
Return on Investment
+5
Increase in EPS
+3
Leverage
+4
Working Capital
+5
Increase in Cash Flow
+5
Average financial strength
+4.4
27. BCG Matrix
Relative Market Share Position
High
1.0
Industry Sales Growth Rate
High
+20
Medium
Medium
.50
Stars
Low
0.0
Question Marks
High Market Share
High Growth rate
Profit potential
0
Cash Cows
Low
-20
Ch 6 -27
Dogs
28. Strategy
• Market development
• Product development
• Market penetration
Reason : High market share and High growth
Opportunity