Fast Food Global Market-Kfc

3096 Words13 Pages
Corporate Culture: An initiative to seek new opportunities, a striving desire to achieve superiority, an expanding enterprise and a vision: determinants which aid in defining the competence culture of Kentucky Fried Chicken. The global fast-good industry while apart of various segments creates a competitive market, one that chains are pushing to become superior. My analysis of KFC illustrates this goal through various companies, illustrating desire to grow the company and franchise the restaurant base throughout the world. The creator of KFC, Colonel Sanders, originated and produced a unique and marketable product which became superior amongst the chicken segment (Krug, 2001). The product began to flourish after franchising more than 200 outlets across the United States and selling the business. Jack Massey and John Brown, new owners, began the expansion of the company in which they “listed on the New York stock exchange” (Krug, 2001, p. 33). Shortly after they grasped a foothold on the US market, they decided to take a different approach and seek out new opportunities in the international markets. Upon entering into a “new joint venture with Mitsuoishi Shoji Kaisha, Ltd.”, franchising rights came about in Japan and England (Krug, 2001, p. 33). The expansion of business by Massey and Brown underline a competence culture by obtaining the threshold of new opportunities. The enterprise grew further when Heublein Inc. took over. Heublein’s transition while not a great success starting off was responsible for the expansion of building new restaurants. Upon implementing a new “back-to-the-basics strategy,” an upgrade was announced for all existing restaurants which enabled better control and allowed for aggressive stimulation to build new restaurants (Krug, 2001, p. 33). Kentucky Fried Chicken was further built after RJR took over shortly after selling to
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