Kfc Case Analysis Study

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KFC Case Analysis Case Study: Kentucky Fried Chicken and the Global Fast-Food Industry Relevant Case Facts - History * Early Life of Colonel Sanders * Sander’s First Franchise in 1952 * New Management/culture for Kentucky Fried Chicken after KFC sale for $2M * Acquisition of KFC by Pepsico/Tricon Global * Heublein Makes Changes in 1970 * 1980’s Profit and Expansion From $105 to 7.2 Billion in 50 years * 1952, Col. Sanders started franchising his recipe door to door financed by his $105.00 SS Check * 1964, Col Sanders had more than 600 franchised outlets in the US and Canada. * 1964, Sold his interest in his company for $2 million to a group of investors. * 1966, KFC went public * 1969, Listed on the NYSE * 1971, KFC was acquired by Heublein Inc . for $285 million . * 1982, Heublein & KFC Inc . was acquired by RJ Reynolds * 1986, RJ Reynolds & KFC , was acquired by PepsiCo, Inc . $840 million . * 1997, PepsiCo, Inc . spined-off of its qsr’s into independent Tricon Global Restaurants . * 2002, Tricon changed it's corporation name to Yum! Brands, Inc . . * NOW: * Yum Brands, Inc . is the world's largest restaurant company in terms of system units with nearly 32,500 in more than 100 countries and territories. * Yum! Brands, Inc ., is a Fortune 300 company * Yum! Brands, Inc. global system sales totaled more than $22 billion in the year 2001. * Current Market Cap value on the NYSE is 7.2 Billion STATEMENT OF THE PROBLEM * How would KFC maintain a market leadership in the global fast-food industry? * Issue: * A competitive marketing strategy in the international market focused on the Latin American

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