Essay about Kfc Vietnam - 3051 Words

MARKETING AND MANAGEMENT EXECUTIVE SUMARY Table of Contents 1. Company Profile and History 4 2. Current Market Situation 4 2.1 PEST Analysis 4 2.2 Porter’s Five Forces 6 2.3 Competitor Analysis 7 2.4 Market Segmentation 8 3. SWOT and issue analysis 11 3.1 SWOT analysis 11 3.2 Key Successful Factors 13 3.3 Issue Analysis 13 4. Objectives 14 5. Marketing Strategy 14 Appendix 15 Figure 2 15 Reference 16 1. Company Profile and History Kentucky Fried Chicken (KFC), founded by Colonel Harland Sanders in 1930, has developed to become one of the largest fast-food chicken operator and franchiser around the world with more than a billion finger lickin good. In 1966, it went public and was acquired by PepsiCo, Inc. In†¦show more content†¦It made the cooking become faster to order and reduced the serving time. KFC Vietnam also use online website to provide customers another tool for ordering via phone. In the future, customers may also purchase KFC products and perform online transactions (KFC Vietnam 2008). 2.2 Porter’s Five Forces Threat of new entrants (Strong) Recently, Vietnamese government has applied Commercial Law that encourages foreign franchises coming to Vietnam market. Costs for establishing location, buying furniture etc. are not very high. Because the awareness of American franchise businesses is strong, many Vietnamese businesses interested in taking possession to operate American franchises (U.S Commercial Service 2009b). The American’s potential new entrants could enter Vietnamese market are McDonald’s, Carls Jr, Burger King, Taco Bell, Subway and etc. Bargaining power of suppliers (Moderate) The suppliers in Vietnam had moderate bargaining power. KFC Vietnam took the supply of fresh and quality chicken meat from Thai-invested CP Viet Nam Livestock Company and Long Binh which is a joint venture with France (ICARD 2004). KFC started helping local suppliers with technological support to improve their product. The strong relations between KFC and local suppliers lowered supplier bargaining power. Bargaining power of buyers (Moderate) The bargaining power of buyers in Vietnam isShow MoreRelatedKfc - the Best Fast-Food Restaurant1114 Words   |  5 PagesXuà ¢n Luà ¢n: 100035 [pic] 1. Why is KFC famous? Kentucky Fried Chicken, better known as KFC, is the largest chicken restaurant KFC is an internationally fast food industry in the world. KFC began with Colonel Harland Sanders, in America in the year 1939. They have the main ambition to increase maintain the quality in fast food industry. Their aim is to capture the fast food market. Every day, more than 12 million customers are served at KFC restaurants in 109 countries and territoriesRead MoreMarketing Assignment3297 Words   |  14 PagesMcDonald is â€Å"better, not just bigger†, the company want to serve customers in the best things. 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