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 transport the business to two Louisville businessmen. In 1966 they took KFC ordinary 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 concern all over quality guard issues and restaurant 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 orbiculate Restaurants, Inc.\n\nReasons for going overseas Companies moves beyond national commercialize s into international markets for the interest reasons: *Potential demand in foreign market * fecundation of domestic markets *Fol junior-grade domestic customers that go abroad *Bandwagon motion *Comparative advantage - virtually countries possess unique native or human resources that pull in them an edge when it comes to producing particular products. This factor, for example, explains atomic number 16 Africas dominance in diamonds, and the aptitude of developing countries in Asia with low wage rates to make do 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 developed by companies such as IBM, Hewlett-Packard and Intel Organization structures for International Markets (Modes of Entry) *The elbow room of entry affects a companys faultless marketing mix exporting * exporting merchant (Indirect) *Export agent ( run) *Company gross revenue branches Contracting *Licensing *Franchising *Contract manufacturing Direct Investment * voice take a chance *Strategic alliance * only owned subsidiaries Criteria for selecting a way of life of entry 1.Companys marketing objectives: - outturn volume - time scale (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 plication requirements 8.Risks: political or frugal 9.Control needs Mode(s) of entry for KFC *Franchising/Licensing * totally owned subsidiary *Joint venture Firstly, KFCs traditional franchising strategy, which is express standardization and reducing financial risk, on the...If you want to maturate a full essay, tell it on our website :

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