INTRODUCTION

KFC is the worlds No.1 Chicken

QSR.
Leading in UK, Australia, South
Africa, China,USA, Malaysia and
many more.
Introduced many offerings for its
growing customer base in India
while staying rooted in the taste
legacy of Colonel Harland
Sanders secret recipe.
Products are made on the motto
ofCrispy outside, juicy inside .
In India, KFC is growing rapidly
and today has presence in 21

HISTORICAL
BACKGROUND
In 1930s Colonel Harland Sanders

some distinguished Kentucky folks

licking their fingers.
Founder of the original Kentucky Fried
Chicken, was born on September 9,
1890.
By 1964, Colonel had 600 franchise
outlets for his chicken across the
United States and Canada.
KFC now stretches worldwide with
more than 13,000 restaurants in more
than 80 countries and territories

PROBLEMS FACED
Why doesn't KFC use healthier

oil?: the oil does have dangerous

trans-fatty acids.
Is KFC's food really that
unhealthy?: a three-piece extracrispy combo meal contains as
much as 15 g of Trans fat--more
than a person should ingest in a
week.
What are other chains doing?: the
Cheesecake Factory is doing so
already, McDonald's backpedaled
on a promise to cut Trans fats and
says it's studying alternative oils,
as is Burger King.

PROBLEMS FACED IN
INDIA..
KFC entered India in 1995,
The regulatory authorities found that

KFC's chickens did not adhere to the

Prevention of Food Adulteration Act,
1954
KFC faced severe protests by People
for Ethical Treatment of Animals
(PETA), an animal rights protection
organization.
PETA accused KFC of cruelty towards
chickens and released a video tape
showing the ill-treatment of birds in
KFC's poultry farms

RE-ENTRY OF KFC
The company had to shut all but

one outlet in the country.

Recently in 2003 it made a quiet
re-entry into the Indian market.
Came up with the strategies and
menu that is desirable by the
Indian consumers.
Mission statement
To be the leader in western
style quick service restaurants
through friendly service, good
qualit food and clean
atmosphere

GOALS OF KFC..
Build an organization dedicated to

excellence.
Deliver superior quality and value in
our products and services.
Maintain a commitment to innovation
Generate consistently superior
financial returns and benefits our
owner and employees.
Establish in India our position as
leading WQSR (Western Quick
Service Restaurant) chain, serving
good value.

STRENGHTS.
KFC's secret recipe: the "secret

recipe" was the initial home

replacement strategy.
Name recognition and reputation: the
KFC logo was the only one which
significantly enhance the brand's
image
Conflicting cultures of KFC and Pepsi
Co.
Turnover in top management.
Recent contractual disputes with
franchisees in the United States.

OPPORTUNITIES..
New

Markets: Globalisation has

opened doors for new markets for
the company
Cross Culture: Generally there is a
good acceptance of American culture
of fast food in India
Large Youth population: India has a
very large share of youth population
a compared to other countries.
New variety: Company can also
come up with new variety in the
menu likePizzas, garlic breads to
attract more customers.

THREATS.
Competition: Competitor companies

like McDonalds are fast catching up

with the market.
Organizations like PETA People for
Ethnic Treatment for Animals have
given a bad name to the company
Saturated US Market: Now KFC
cannot rely on just its home market to
generate sales. As the US markets
are already saturated and leave no or
little scope for growth,

PROBLEMS.
No defined target market.

Saturation of the U.S. Market.

Health Conscious Consumers.
Increased Start Up Costs.

PRODUCTS OF KFC.

THANK YOU.