KFC (Kentucky fried chicken )

INTRODUCTION:

KFC (Kentucky fried chicken ), Kentucky is the world's most popular chicken restaurant chain, specializing in Original Recipe®, Extra Crispy™, Twister® and Colonel's Crispy Strips® chicken with homestyle sidesFood, Fun & Festivity, this is what KFC is all about. Leading the market since its inception, KFC provides the ultimate chicken meals for a chicken Loving Nation. Be it Colonel Sanders secret Original Recipe Chicken or the Hot & Spicy version, every bite brings a YAM on our face. At KFC we can proudly say, "WE Do Chicken Right".Opening the first KFC outlet in Gulshan-e-Iqbal, Karachi in 1996, KFC Wore the title of being the market leader in its industry. Serving delicious and hygienic food in a relaxing environment made KFC everyone's favorite. Since then, KFC has been constantly introducing new products and opening new restaurants for its customers. Presently KFC is branched out in nine major cities of Pakistan (Karachi, Lahore, Rawalpindi, Faisalabad, Multan, Peshawar, Sialkot, Hyderabad, Islamabad) With 34 outlets nation-wide.

Facts:

Apart from fulfilling our commitment of serving delicious, fresh and hygienic food at the same time providing our customers with the ultimate entertainment, KFC also plays part in the economic development of our country. As
- Presently KFC has provided employment to over 1200 Pakistanis, which adds up to 6000 individuals directly dependent on KFC Pakistan.
- 95% of food and packaging material used in KFC Pakistan is procured locally, which sums up to a purchase of over Rs.35 million per month.
- Each new outlet developed by KFC Pakistan costs approximately Rs.40 million, which is a huge amount for our construction industry.
- KFC and Pakistan... Growing Together.

Cupola Pakistan:

Cupola is a Dubai based multinational company involved in several business including, oil gas exploration, plastic cards, retail markets and food furnishing. Cupola holds the master franchise rights to operate KFC in Pakistan.

Their Vision:

Cupola creates value through change, challenging existing paradigms and by applying vision, innovation and skilled execution. They seek opportunities for investment where others do not look and they examine these opportunities with open-mindedness, throughness and hard-headed practicality.

Their Mission:

Their mission is to harness and reap the potential of the rapidly developing markets of the Arabian Peninsula and South Asia. They apply a regional focus to allow them to reap the potential of rapidly expanding markets in the Arabian Peninsula and South Asia. In the mature capital markets of Europe and United States, they are well regarded as innovative and creative niche investors. They believe in the minimization of risk: through the depth of their senior management and the quality of their professional staff; through exhaustive and through an emphasis on pre-feasibility.
What everyone in Cupola shares is an almost obsessive drive for quality, an active consciousness of the team approach and a commitment to their collective success. They strive continually to improve the tangible and intangible returns of all their stakeholders.

Company Weaknesses and Constraints:

KFC has been known to be a company that did not come up with new products too often. They have a limited menu and have sticked to their original recipe chicken that made their success since the beginning. We remember that even though KFC was in the chicken industry, McDonalds came up with the chicken sandwich [14] months before KFC did. KFC then occurred high cost in order to try to create awareness for its sandwich. Unfortunately, due to low sales they had to change its strategy.

Company Strategy:

Primary objective is to take advantage of the potential growth in other countries, to establish a strong position and to develop their image. Key Success Factors are ever continuing cost savings through R&D, innovations and use of new technology to work efficiently. These success techniques will lower costs and increase profits in the industry. KFC uses an integrated low cost/differentiation leadership, since it can count on its brand name and original taste and recipes to be unique while at the same time compete on price using the benefits of cost savings from economies of scale.

Strategy A:

Change the name from Kentucky Fried Chicken to KFC. Nowhere in a KFC restaurant will you see the name Kentucky, unless it's in a promotional piece featuring the slowly-fading icon of Colonel Sanders. They'll simply call themselves KFC from now on. And that'll be that. No more "fried", since they can't think of another word to replace "Fried" with that still works in context with "Kentucky" and "Chicken." And to be fair, it worked. The public vernacular now refers to it as KFC.

Strategy B:

They're getting buried with the fried thing. But hey, chicken's good for you, right? So technically, since fried chicken isn't a greasy cheeseburger, it's healthy. Well, healthier, at least. So they go with the healthy message.
Now, I don't know if you were lucky enough to see any of the spots that followed this strategy, but the commercials born of this thinking were borderline absurdist. One featured a young wife bringing home a bucket of chicken home to her couch-anchored husband with the line "it's okay. It's healthy." Needless to say, this spot lasted only a few weeks because we, the general public, while easily hoodwinked, are not about to believe that fried chicken is healthy. We may miss a lot, but give us a little credit.


Strategy C:

An extraneous strategy, really. Seems everyone still knew that the "F" in "KFC" still stood for fried. But they changed it already, remember? It's not "fried" anymore, it's KFC! Apparently there was some need felt in corporate to make sure the fried message disappeared entirely. So what now?
They change the "F", that's what. We make sure that everyone knows the "F" stands for "fresh," not "fried," and we call the whole product "kitchen fresh chicken." And the spots? Several people sniffing into the air saying "is that kitchen fresh chicken?" Of course it is! And it's delicious!
So what are we left with? Chicken, that's true. From Kentucky? Not anymore. Fried? Yes, but let's pretend it's not. Fresh? No, but let's pretend it is. Kitchen? I suppose in some loose way, it is created in a "kitchen" (but only with added finger quotation marks)..