Case Study of KFC-Free-Samples for Students-Myassignementhelp.com

Question: Discuss about the Foreign Market of KFC in Asia. Answer: Company Background of KFC: The American fast food company Kentucky Fried Chicken is known as KFC and it is the second largest fast food chain in the world. The home country of the company is America and the headquarter of the company is inLouisville, Kentucky. KFC is the subsidiary of the Yum! Brands (KFC, 2017). Though the company offers various kinds of fast foods, the basic offering of the company is based on chicken. International Operations: The key foreign market of KFC is Asia. The business operation of the company is widespread in Asia. Among the 123 countries within which the company is operating, India is one of the biggest markets of the company. The company has 350 outlets in India and the business of KFC was refranchised in 2015 (Mishraand Dwivedi, 2013). Among all the outlets, one third is operated by franchisees, later were sold to Sapphire Foods India Pvt. Ltd. The first outlet of the company was in Bangalore and the company started expanding its business outside Bangalore in and from the year 2004 (Gera, 2012). The company also has updated menu according to the demand and taste of the Indian people. There are different meals and combos for the customers. On the other hand, the offerings of the company to its home country are different. However, the outlets of the company in America are also owned by the franchisees or the by the company (KFC, 2017). In India, the brand of the company is as much known as it i s in its home country. The KFC is itself a brand to the consumers of India, whereas in United States the company operates under its parent company. Evaluation of the International Business: Rationale: Considering the fact of the international business of KFC, it is operating within a larger market of fast food. The final product is reached to the consumers by the retailers. The company depends on the local wholesaler for the raw materials of the products. The supply chain of the company is based on local market of the host country. Company Performance: The market share of KFC in India is approximately 12% (Rajput, Kesharwani Khanna, 2012). The performance of the company in the Indian markets it strong and stable. India being the culturally diverse country produces number of consumers of the products. Within a very short span of time, the company has gained competitive advantages as well as earned reputation in the market of India. Success Factors: The company has been successfully running its business in the fast food market of India because of the strategic performance of the company in terms of business operations. The company has set its strategies according to the demand, taste and capabilities of the consumers existing in India. The strategies like extensive menu, reasonable price, location, attractive offers and many others are the factors that are influencing the success of the company in the Indian market (Mishraand Dwivedi, 2013). In addition, the culturally diverse society of India is also the influencing force behind the success of the company in the said market. References: Gera, N. (2012). Customer Perception for the Fast Food Destination of Indian Youth-KFC: An Exploratory Research.Al-Barkaat Journal of Finance Management,4(2), 93-99. KFC. (2017). KFC: Finger Lickin Good. KFC: Finger Lickin Good. Retrieved 11 November 2017, from https://www.kfc.com/ Mishraand, B., Dwivedi, S. (2013). SUCCESS STORY OF Mc. D IN INDIA: STORY OF ITS STRUGGLE IN INDIAN MARKET.Asian Journal of Science and Technology,4(07), 066-070. Rajput, N., Kesharwani, S., Khanna, A. (2012). Dynamics of female buying behaviour: a study of branded appa