Kfc Case Study

455 WordsFeb 14, 20132 Pages
Case Study:Kentucky Fried Chickenand 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 FriedChicken after KFC sale for $2M Acquisition of KFC by Pepsico/Tricon Global Heublein Makes Changes in 1970 1980’s Profit and Expansion in 50 years 1952, Col. Sanders started franchising his recipe door to door financed by his$105.00SS Check 1964, Col Sanders had more than 600 franchised outlets in the US and Canada. 1964, Sold his interest in his company for $2 millionto 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 byPepsiCo, 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 withnearly 32,500 in more than 100 countries and territories. Yum! Brands, In., is a Fortune 300 company Yum! Brands, Inc. global system sales totaled more than$22 billionin the year 2001. Current Market Cap value on the NYSE is7.2 Billion Problem/Issue How would KFC maintain a marketleadership in the global fast-food industry Issue: A competitive marketing strategy in the international market focused on the Latin American countries Internal AnalysisFunctional Areas Finance/AccountingSince 2001, Yum Brands Inc. has outperformed the market Computer Information Systems Newly established Computer information system Marketing Positioning among competitors is favorable unconventional methods of distribution multibranding Management Objectives and goals are measurable and

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