Marketing Analysis – KFC

Introduction KFC operates in 74 countries and territories throughout the world. It was founded in Corbin, Kentucky by Colonel Harland D. Sanders. y 1964, the Colonel decided to p lower-ranking the business to two Louisville businessmen. In 1966 they took KFC humanity and the company was listed on the New York Stock Exchange. In 1971, Heublein, Inc. acquired KFC, soon after, conflicts erupted between the Colonel (which was work as a public relations and goodwill ambassador) and Heublein steering oer quality fudge issues and eatery cleanliness. In 1977 a back-to-the-basics strategy was successfully implemented. By the time KFC was acquired by PepsiCo in 1986, it had grown to approximately 6,600 units in 55 countries and territories. Due to strategic reasons, in 1997 PepsiCo spun off its restaurant businesses (Pizza Hut, Taco Bell and KFC) into a new company called Tricon ball-shaped Restaurants, Inc.\n\nReasons for going overseas Companies moves beyond municipal trades into int ernational markets for the side by side(p) reasons: *Potential demand in foreign market * saturation of domestic markets *Follow domestic customers that go abroad *Bandwagon set up *Comparative advantage - somewhat countries possess unique inherent or human resources that entrust them an edge when it comes to producing particular products. This factor, for example, explains southwestern Africas dominance in diamonds, and the baron of developing countries in Asia with low wage rates to deal successfully in products assembled by hand.\n\n*Technological advantage - In one country a particular industry, often advance by government and spurred by the efforts of a few firms, develops a technological advantage over the rest of the world. For example, the United Sates reign the computer industry for many an(prenominal) years because of technology essential by companies such as IBM, Hewlett-Packard and Intel Organization structures for International Markets (Modes of Entry) *The personal manner of entry affects a companys immaculate marketing mix export * merchandise merchant (Indirect) *Export agent ( betoken) *Company gross revenue branches Contracting *Licensing *Franchising *Contract manufacturing Direct Investment * conjunction hypothesis *Strategic alliance * entirely owned subsidiaries Criteria for selecting a way of entry 1.Companys marketing objectives: - business volume - time descale (long/short term) - coverage of market segaments 2.Companys size 3.Government encouragement or restrictions 4.Product quality requirements 5.Human resources requirements 6.Market information feedback 7.Learning edit out requirements 8.Risks: political or scotch 9.Control needs Mode(s) of entry for KFC *Franchising/Licensing * only owned subsidiary *Joint venture Firstly, KFCs traditional franchising strategy, which is accent standardization and reducing monetary risk, on the...If you want to spring up a full essay, line of battle it on our website:

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