general case study on KFC(Kentucky Fired Chicken)

1. Case Study On KFC
Presented By Shomedeep Mondal(15164019)

2. BACKGROUND OF KENTUCKY FIRED
CHICKEN(KFC)
• KFC is based in Louisville, Kentucky, and is the world’s most popular
chicken restaurant.
• Founded by Colonel Harland Sanders in the early 1930s by cooking
& serving food hungry travellers. In 1952 Sanders started
franchising his chicken business & named it as KENTUCKY FIRED
CHICKEN.
• KFC is now the world’s largest restaurant company in terms of
system restaurants, with more than 36,000 locations around the
world.
• KFC operates more than 5,200 restaurants in U.S and more than
15,000 units around the world.
• 109 countries and territories around the world.
• Every day, more than 12million customers are served at KFC
restaurants.

3. KFC’S ENTRY IN INDIA
• KFC was the first fast food multinational to enter India, after
the economic liberalization policy of the Indian Govt. early
1990s.
• KFC received permission to open 30 new outlets across the
country & Opened first fast food outlet in Bangalore in June
1995 by targeting upper middle class population.
• Pepsi Co planned to open 60 KFC and Pizza Hut outlets in next
7 years in the country.

4. ISSUES
• Understand the significance of cultural, economic,
regulatory and ecological issues while establishing business
in a foreign country.
• Understand the importance of ethics in doing business.
• Examine the reasons for protests of PETS(People for Ethical
Treatment of Animals).
• Identify solutions for KFC’s problems in India.

5. PROBLEMS FOR KFC
• Protests by farmers led by the Karnataka Rajya Ryote
Sangha (KRRS) & the farmers leader was Nunjundaswamy
who used the term ‘junk food’ against KFC.
• Protests by cultural & Economic activists.
• Protests by PETA in the late 1990s.
• Support of celebrities in against of KFC.

6. SWOT ANALYSIS
STRENGTH
• Ranks highest among all
chicken restaurants for its
convenience and menu
variety.
• Oldest and finest in business.
• High goodwill does not have
any core competitor in
chicken serving.
• Serves variety of items under
singly menu.
• Loyal customers.
WEAKNESSES
• Presence of Multinational
competitors in the market
e.g. McDonalds(specialized
not in chicken serving but in
burgers)
• Imported raw material rise
their prime cost.

7. SWOT ANALYSIS
OPPORTUNITIES
• Cheap and easy availability of
labor.
• Increase consumption of fast
food has increased the market
size.
• Consumer prefer “All under
one roof” in order to increase
their sales turnover they can
increase or add the served
items.
THREATS
• Entrance of new competitors
into the market.
• High political instability
Uncertainty.

8. CONCLUSION
• Finally, we can understand from the case that every business
organization should understand the importance of ethics by
understanding the culture, regulatory and ecological issues
indifferent countries.
• KFC should implement a farm level guideline & audit program
– a program which is industry leading in the areas of poultry
care and handling, mainly for their in the broiler industry.