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By Manjindar

The art and science of developing and employing instruments of national power on a synchronised and integrated fashion to achieve theatre, national and/or multinational objectives The calculation of objectives, concepts, and resources within acceptable bounds of risk to create more favourable outcomes than might otherwise exist by chance or at the hands of others

One of the largest quick food service systems in the world. Went public in 1966 and listed on New York stock exchange in 1969 KFC franchised by YUM! Brand Inc. is the world largest in terms of system units

Mission: United to protect, promote and advance the mutual interests of all member franchisees and Kentucky Fried Chicken System Vision: Committed to continuing the success realized during the first ten years and promising the long run way growth.

Contribute to maintain and improve the profitability of the restaurants to for the short and long term Represent the members interests in different areas Defend and protect franchisees contractual rights Communicate as one voice

Demographic Factors
Natural Factors Technological factors

Political factors
Cultural Factors

Entry: Not Difficult for a fast food restaurant to enter the market Brand Name is already established Buyer/Supplier Bargaining Power: Individuals buyers has no bargaining power Helping local suppliers by giving them technological support to improve their products and hence suppliers bargaining power is low

Substitutes: Traditional dinning, ready to eat foods are substitutes Substitutes products would be pizza, burgers, sandwiches etc. Rivalry: Little Rivalry with similar fast-food chains Core products are different, as in they sell different kinds of fast-foods

Strengths: Strong trademarks recipes ranks highest among all chicken restaurant chains for its convenience and menu variety Weaknesses: Lack of knowledge about their customers Loosing market share as other chicken chain increased sales at a faster rate

Opportunities: Baby boomers aged 35 to 50 continued the largest customer group for fast-food restaurants Introducing new food items and products can increase its market share and profits Threats: The competitors have successfully captured the large market share The local restaurants in different countries pose a threat to the company

KFC manages their debts and liability wisely

Net Profit Margin ~ 10.57% Return on Equity ~ 77.61% Debt/Equity Ratio ~ 1.82

Marketing: Should incorporate different level of membership within the organisation Could employ a point system where customer rise to the next level of membership Cost Strategies: Developed strong relations with suppliers that use cheap ingredients Flexible in supply chain and product differentiation

Expanding Geographically: The strategy is to open new restaurants in cities with population of more than 150,000 With rapid urbanization, city residential areas are becoming more crowded Product Differentiation: To increase profits by increasing consumer demand and decreasing the demand of price elasticity Is most impacted by location service, and physical characteristics

Product: Needs improvement in their hot-menu, should make it more dynamic by introducing new meals New items should be introduced by varying the taste Price: Price is always the primary concern for consumers, so KFC should adopt certain strategies to attract costumers KFC could introduce discount packages for families, employees, students etc.

Placement: KFC needs to have more outlets at commercial areas which might help in targeting the actual and potential consumers Mobile outlets would be an effective addition Promotion: Being a large market symbol, company should strive for having actual customers Should organise and run advertisement campaigns and can also setup promotional campaigns

KFC is based in Louisville, Kentucky and is subsidiary of YUM! Brands KFCs grip on market is extremely solid and strong KFC could expand even more by applying certain innovative strategies which were discussed above.