How can KFC corporation Ltd Successfully Compete on each of the criteria such as quality, cost, speed & innovation. KFC Corporation based in Louisville, Kentucky, is the world’s most popular chicken restaurant chain, it operates more than 10,200 restaurants worldwide in more than 79 countries. After PepsiCo brought up KFC in 1986, KFC carried out significant changes in different areas including the new focus on product quality, the new product offerings and differentiation, and the control system.Specializing in original recipe , extra crispy tm, and colonel’s crispy strips chicken with home style sides and five new freshly made sandwiches.
. Every day, nearly eight million customers are served around the world. KFC’s menu everywhere includes original recipe chicken. KFC, Sri Lanka was launched in 1995 and since then opened 15 outlets island wide. Cargill’s has successfully infused an International brand with Sri Lankan tastes by developing a host of new dishes to suit local palates – like the Buriyani and Kotthu – along with the signature KFC meals.
KFC is an internationally renowned fast food industry in the world. They have the main ambition to increase & maintain the quality in fast food industry. Their aim is to capture the fast food market. Basically they want to provide their products to anyone that is why they expanding their branches in all over the world. All KFC products are processed using 99% local raw material. Page added that with the introduction of VAT, KFC has reduced their prices without compromising its quality.They want to increase their profit through giving maximum satisfaction & other better facilities to people that they want.
KFC provide many innovative products such as zinger burger, krushers,gamebox,twister,boxmaster,chicken bucket,hot wings,fries,corn on the cob,zing kong,snacker(chicken & veggie),veggie feast,soft drink,coleslaw,chicken thali,veg finger,snack box ,sundae,soft twirl,brownie sundaeNow after catching such a marvelous position in the international market, KFC is introducing a new item “boneless fried chicken”, with even more attractive and charming taste on order to compete in the market.And also they follow localization strategies in the markets. KFC focus all resources to the restaurants operation, expand and update training with time, be open, honest and direct in their dealings with one and other, commit their selves to the highest standard to the personal and professional integrity at all times, encourage new and innovative ideas because these are the key to the competitive growth and dedicate themselves to continuous growth in sales, profit and size of organization and work as a team.Because the fast food market is highly competitive, KFC faces a wide number of direct and indirect competitors. KFC’s main competitors are fast food chains such as McDonald’s and Dominoes. McDonalds’s in particular is a direct competitor. But, there are a number of other competitors that is also focusing on ‘chicken’ types products. All this competition makes it quite difficult for KFC to maintain or even broaden their customer base.However, with the introduction of a new and healthy and quality product range, KFC can differentiate itself from most competitors and will gain a competitive advantage. recently KFC launches double-decker restaurant bus -Kentucky Fried Chicken (KFC) managed by Cargills Ceylon Limited launched its first double-decker bus restaurant. this was the first such mobile restaurant in the world. Philosophy of KFC is the CHAMPS progamme. CHAMPS stands for their belief that the most important thing each of them can do is to focus on the customer.It stands for our commitment to provide the best food and best experience for the best value. Champs stand for the six universal areas of customer expectation common to all cultures and all restaurants concepts. The champs are: cleanliness, hospitality, and accuracy, maintenance of facilities, product quality, and speed of service. Champs is the philosophy to ensure that the customer has the consistent quality experience in every restaurant, everyday, on every occasions and you will be playing role in delivering champs to customers.KFC compete its competitors by five ways: 1)KFC compete its competitors through marketing strategy 2)they offered different packages at different events like ramdan offer, Midnight offer etc. 3) KFC compete there competitors by providing good services 4) they must hired the hard selling persons to market their product in the market 5) motivate their employees for the sake of organizations and employees do well and they compete there competitors. KFC has quality products and through these quality products they compete their competitor.KFC should be looking to competitors innovation and improve itself in term of integrating technology in managing its operation. For example in inventory system, supply chain management system to manage its supply, easy payment and ordering systems for its customers and wireless internet technology. Implementation of technology can make the management more effective and cost saving in the long term. This will also make customer happy if cost savings results in price reduction or promotional campaign discount which will benefits them from time to time.Conclusion It is clear from the above report that a high number of people actually like to order from their home or work place rather than coming. This may be due to more convenience, time shortage or just not willing to come and dine. Therefore, to conclude that KFC should successfully compete their competitors certainly through the home delivery market, speed, cost and innovation and also market localization due to that KFC can take well advantage in their market.