HISTORY

Kentucky Fried Chicken (KFC)- one of the most known fast food chains in the world started in the early 1930's by Colonel Sanders in the Southern USA as a small franchise operation. Colonel Sanders has become a well known personality throughout thousands of KFC restaurants World wide. Quality, service and cleanliness (QSC) represents the most critical success factors to KFC's global success.

MISSION STATEMENT
To sell food in a fast, friendly environment that appeals to pride conscious, health minded consumers

KFC PAKISTAN:
Presently KFC is branched out in ten major cities of Pakistan (Karachi, Lahore, Rawalpindi, Faisalabad, Multan, Gujranwala, Peshawar, Sialkot, Hyderabad, and Islamabad) with 45 outlets nation-wide. Opening the first KFC outlet in Gulshan-e-Iqbal, Karachi in 1997, and KFC wore the title of being the market leader in its industry. Serving delicious and hygienic food in a relaxing environment made KFC everyones favorite. Since then, KFC has been constantly introducing new products and opening new restaurants for its customers. In Pakistan totally Chicken buy from Pakistani Poultry Forms, and also this Chicken is 100% Halal.

ORGANISATION CULTURE
Big on diversity in the workplace Promotes differences in background, Team-oriented environment Focuses on teaching everybody something new Promotes unity in the workplace Focuses on building relationships and creating diversity and commitment ethnic cultures, and values

within the company and amongst employees and customers

S.W.O.T ANALYSIS
Strength Refocused international strategies Competitive marketing strategy Distribution strategy Weakness Management Shift Conflicts between KFC and PepsiCo cultures Opportunities International Appeal to American products Economies of Scale and Scope Threats Consumer health food trend Saturated fast food industry in the U.S. market

MARKET STRATEGIES
KFC Target Market KFC targets the young generation, as here in this country the young generation is more towards eating out and is more energetic. It targets the early single segment that is the upper class.

Aggregation Strategy KFC does not need aggressive marketing or advertising because Brand is strong enough. Market Segmentation Previously they were focusing on single segment that was through Niche Marketing by offering Combo Deals. Now they are focusing more on other classes as well. They are dealing in masses by introducing value deals; most recently introduced Zinger Junior. Benefits Colonels value combo meals introduced previously were expensive and so there were less sales but through their recent offers, they have increased the sales by offering low prices. Purpose Inflation highly affects the purchasing power of the customers. And here the purchasing power of many customers is low. To cover this major segment, they have introduced affordable meals, so that it is in reach of the masses. Want Specification The people here need a friendly and family restaurant, which must be affordable for them.

BRANDING AND SLOGAN

Brand Name: Color: Symbol: Slogan: KFC Red, white Colonel Harland Sanders Today Tastes So Good

picture with KFC logo.

RECEPTION
Believe in value creation. Provide ultimate choice of quick service restaurants for consumers. Won the hearts of millions of Pakistanis

CONCLUSION
KFC is a very strong chain of fast food restaurants with more than 10,000 restaurants all over the world. Being in Maturity Stage it has high opportunities of introducing its new products and deals. In Future it will be expanding its chain by introducing more outlets in Pakistan as well as in other countries. References:
www.kfc.com www.cogmap.com http://en.wikipedia.org/wiki/KFC http://www.kfcyumcenter.com/