Marketing Analysis – KFC

Introduction KFC ope evaluate in 74 countries and territories throughout the world. It was founded in Corbin, Kentucky by Colonel Harland D. Sanders. y 1964, the Colonel heady to sell the business to twain Louisville businessmen. In 1966 they took KFC public and the corporation was listed on the New York origin Exchange. In 1971, Heublein, Inc. acquired KFC, soon after, conflicts erupted between the Colonel (which was working as a public relations and free grace ambassador) and Heublein management over forest control issues and restaurant cleanliness. In 1977 a back-to-the-basics strategy was success enoughy implemented. By the conviction KFC was acquired by PepsiCo in 1986, it had grown to approximately 6,600 units in 55 countries and territories. collectable to strategic reasons, in 1997 PepsiCo spun take away its restaurant businesses (Pizza Hut, Taco doorbell and KFC) into a new attach to called Tricon Global Restaurants, Inc.\n\nReasons for going overseas Companies moves beyond domestic grocerys into international markets for the following reasons: *Potential get in foreign market *Saturation of domestic markets * watch out domestic customers that go abroad *Bandwagon effect *Comparative value - some countries possess ridiculous natural or humanity resources that give them an edge when it comes to producing concomitant products. This factor, for example, explains South Africas dominance in diamonds, and the ability of developing countries in Asia with low wage rates to compete successfully in products assembled by hand.\n\n*Technological utility - In one ground a particular fabrication, practically encouraged by government and spurred by the efforts of a few firms, develops a technological good over the rest of the world. For example, the united Sates dominated the computer industry for many years because of engine room developed by companies such as IBM, Hewlett-Packard and Intel Organization structures for international Mar kets (Modes of Entry) *The mode of insertion affects a companys entire market liquefy Exporting *Export merchant (Indirect) *Export agent (Direct) * lodge sales branches stupefying *Licensing *Franchising *Contract manufacturing Direct Investment * peg venture *Strategic bond paper *Wholly owned subsidiaries Criteria for selecting a mode of entry 1.Companys marketing objectives: - production volume - time scale (long/short term) - insurance coverage of market segaments 2.Companys size 3.Government rise or restrictions 4.Product quality requirements 5.Human resources requirements 6.Market schooling feedback 7.Learning curve requirements 8.Risks: political or economic 9.Control needs Mode(s) of entry for KFC *Franchising/Licensing *wholly owned auxiliary *Joint venture Firstly, KFCs conventional franchising strategy, which is emphasizing standardization and decrease financial risk, on the...If you lack to get a full essay, order it on our website:

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