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Brand Values - Essay Example

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This paper is going to look into one of the biggest brands that exist in the fast-food industry today and going to deeply analyze its current market position on the basis of thorough first and second hand research.
Kentucky Fried Chicken (KFC), incorporated in 1955 is one of…
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Brand Values
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Download file to see previous pages The menu does differ country to country according to the tastes, culture, want and demands of the people. Around 20% of the restaurants are owned operated by KFC Corporation itself while the rest have all been off as franchises around the world. Based in Kentucky, KFC makes more than half its profits from international franchises and its largest division is in China having about 1700 outlets. KFC is division of the global fast-food franchiser YUM! which is the world’s largest restaurant companies in terms of system restaurants (Scribd, 2009).
The last decade was when KFC realized the extent to which the international market was contributing to its huge success. Between 1988 and 1992, the companies profits and sales from the international arena nearly doubled, particularly in Asia where from 1993, KFC outlets were growing at 30% a year. Delivery, drive-through, carryout, and supermarket kiosks were all used to gain orders and customers around the world (WikiInvest, 2009). The market in China continued to expand and by 2001, KFC was the most recognized brand in China with over a 500 outlets there. By 2006, the number of outlets rose to 1700 in China. In the year 2000, it was proclaimed the world’s largest Fried Chicken Corporation and third largest fast-food chain. Profits and sales were often seen growing at 25% in some quarters while in others they remained highly competitive relative to the rival fast-food chains.
KFC generally faces direct competition from chicken chains but it ranges greatly from prices to product features and even advertising. The major competitors of KFC are McDonalds Corporation, Burger King, Popeye’s Chicken and Biscuits and Faircloth Food Services Inc.
KFC has a very long history of over 50 years in as the most recognizable brand in chicken. It is indeed the leader in chicken thanks to KFC’s secret recipe of 11 herbs and spices ...Download file to see next pagesRead More
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