Suppliers
Divide and conquer分治 • Every KFC market in China has its • individual purchase team and supply network. This is an autonomous, federal-style organization structure and it’s very suited for early KFC China. Union统一 • It means every market that used to be separated will come to an end. STAR system will replace the old operating pattern. It assembles each market’s purchasing power to Shanghai headquarters.
• Now, it becomes a life style for Chinese people to have meals in KFC.
Why?
Political/legal environment
Economic environment
Macro environment
Sociocultural environment
analysis2: The breakfast package price is reasonable, and its potential customers should be all class.
reasonable
Analysis 3: Modern family consists of major young people. Usually they don’t like to cook and unwilling to sacrifice much time on preparing breakfast. Thus, they usually choose go out for breakfast or take it home. According to it ,KFC breakfast is close to this group’s consuming custom especially to white collar.
DO YOU KNOW
Colonel Sanders
Introductቤተ መጻሕፍቲ ባይዱon
• KFC (Kentucky Fried Chicken) is a chain of fast food restaurant that specializes in fried chicken. The company is currently the second largest business of global food service industry. • Founder: In 1952, KFC was founded by Harland Sanders,(哈兰德· 桑德斯上校) • Products: Fried chicken, chicken burgers, French fries, soft drinks, salads, desserts, and breakfast.
• The system motives the potential employee to work hard for promotion.
Since new staff signed contract with company, they were measured for specific training and developing strategy for different positions.
The Analysis of KFC’s Marketing Environment 关于肯德基的市场营 销环境分析
Members:李灿杰、欧阳冠荣、吴伟泽、刘雯婷、尹子坪
Content
Introduction KFC ‘s development in China Macroenvironment Microenvironment
Staff training system (员工培训制度)
Such as quality management
team corporation
product quality assessment service communication effective time management
labor cost management
Analysis of customers( take KFC’s breakfast for example) analysis1: There are many kinds of food are rooted among people and favored by everybody. Its brand is accepted by everyone.
With the development of economy, people’s income increased. Their consumption structure also improved.
They are able to have more choices for their life.
• With the increasing income, people are no longer just satisfied with a full stomach. • They tend to choose a fashionable and healthy balanced diet. • People are curious about the appearance of new things.
FOR EXAMPLE:
KFC allied with Pepsi, and former sells soft drink that Pepsi（百事可乐) provided.(except some countries, like Japan, Korea in where sells Coca Cola )
2000 outlets
2015
KFC in China
• Hundreds of millions of dollars was purchased every year. • KFC has established 480 enterprises supplier network in China. • Every year, the company creates 23 million job opportunity directly or indirectly in China.
• Parent company: Yum! Brands(百胜餐饮集团), which is one of the largest restaurant companies in the world. • Business idea: constantly introduce new products or repackaging previously products to satisfy people’s fresh desire and thus make profit. • (不断推出新的产品，或将以往销售产品重新包装，针对 人们尝鲜的心态，从而获得利润) • Now there are more than 10,000 KFC around the world.
Customers
Children ：delicious fried drumsticks, hamburgers etc.
Students： convenient, cheap, good place for dating. White collar ：works are heavy, they need fast meal.
Every year, hundreds of restaurant managers from different regions in China would be awarded the outstanding medals carved “Flying Dragon” which is called “Jinlong reward”（金龙奖）for their excellent achievements at the annual meeting.
China has the second largest population in the world. Customers have great purchasing power so the market potential are promising. The company chose Beijing as its first restaurant in China has the following reasons: ①Beijing is the political and cultural center of China, there are large population and people’s spending power are comparative good than other parts of China. ②People in Beijing are easier to accept the new foreign culture. ③There are lots of foreign business man and travelers in Beijing. It can meet their taste for food.
Demographic environment
After China followed the policy of reform and opening, it carried out some favorable policies for foreign companies to attract the capital, which aims to promote the development of domestic economy.