Analyse de stratégie : KFC
Date de publication :
11/04/2008
Langue :
Anglais
Format :
.doc
Nombre de pages :
5 pages
Sommaire :
Sommaire
- External analysis
- Pesel analysis
- Porters' five forces analysis
- Value Chain Analysis
Résumé :
Kentucky Fried Chicken or kfc is an American fast food chain founded in 1939 by Harland D. Sanders. Firstly, we can examine the sharp increasing of kfc corporation value between 1964 and 1986. Sanders sold his own business for 2 millions dollars in 1964, and, 22 years later, PepsiCo, a multinational firm, acquired this same business for 840 millions dollars. This figures let us thinking about the profitability and the success of this company. kfc, with different franchised in worldwide operation, is one of the famous fast food chain over the world with Macdonald. But the fast food market is saturate in USA with so many competitors and scarce market shares.
It's the reason why, in 1987, kfc supervised by Tony Wang, decided to seize a huge opportunity for the world fast food market and entered the Chinese market. In 1987, the gamble was dared. Chinese food habits were very difficult to foresee and they didn't know if Chinese people were ready to this difficult lifestyle step.
Notwithstanding these trials, kfc and Tony Wang succeeded to convince Chinese people by a suitable strategy and good will. In fact, kfc became the first fast food chain in china and is still the first one now.
To understand this Chinese success and analysing kfc's strategy in this country, we will examine the external environment and the value chain of this incredible company.
It's the reason why, in 1987, kfc supervised by Tony Wang, decided to seize a huge opportunity for the world fast food market and entered the Chinese market. In 1987, the gamble was dared. Chinese food habits were very difficult to foresee and they didn't know if Chinese people were ready to this difficult lifestyle step.
Notwithstanding these trials, kfc and Tony Wang succeeded to convince Chinese people by a suitable strategy and good will. In fact, kfc became the first fast food chain in china and is still the first one now.
To understand this Chinese success and analysing kfc's strategy in this country, we will examine the external environment and the value chain of this incredible company.
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