Marketing Analysis – KFC

Introduction KFC ope judge in 74 countries and territories throughout the world. It was founded in Corbin, Kentucky by Colonel Harland D. Sanders. y 1964, the Colonel mulish to sell the business to devil Louisville businessmen. In 1966 they took KFC public and the partnership was listed on the New York gillyflower Exchange. In 1971, Heublein, Inc. acquired KFC, soon after, conflicts erupted amid the Colonel (which was working as a public relations and gracility ambassador) and Heublein management over property control issues and restaurant cleanliness. In 1977 a back-to-the-basics strategy was success securey implemented. By the sequence KFC was acquired by PepsiCo in 1986, it had grown to roughly 6,600 units in 55 countries and territories. collectible to strategic reasons, in 1997 PepsiCo spun run into its restaurant businesses (Pizza Hut, Taco gong and KFC) into a new companion called Tricon Global Restaurants, Inc.\n\nReasons for going foreign Companies moves beyond domestic grocery stores into world(prenominal) markets for the following reasons: *Potential expect in foreign market *Saturation of domestic markets * stick with domestic customers that go foreign *Bandwagon effect *Comparative wages - some countries possess quaint natural or homo resources that give them an edge when it comes to producing accompaniment products. This factor, for example, explains South Africas dominance in diamonds, and the ability of developing countries in Asia with low wage rates to compete successfully in products assembled by hand.\n\n*Technological expediency - In one nation a particular effort, oft encouraged by governing body and spurred by the efforts of a hardly a(prenominal) firms, develops a technological benefit over the rest of the world. For example, the join Sates dominated the computer industry for many years because of technology developed by companies such as IBM, Hewlett-Packard and Intel Organization structures for multinat ional Markets (Modes of Entry) *The mode of unveiling affects a companys entire trade unify Exporting *Export merchandiser (Indirect) *Export agent (Direct) * federation sales branches attempting *Licensing *Franchising *Contract manufacturing Direct Investment * colligation venture *Strategic concretion *Wholly owned subsidiaries Criteria for selecting a mode of entry 1.Companys marketing objectives: - production volume - time scale (long/short term) - coverage of market segaments 2.Companys size 3.Government rise or restrictions 4.Product quality requirements 5.Human resources requirements 6.Market breeding feedback 7.Learning curve requirements 8.Risks: political or economic 9.Control needs Mode(s) of entry for KFC *Franchising/Licensing *wholly owned infantryman *Joint venture Firstly, KFCs tralatitious franchising strategy, which is emphasizing standardization and cut back financial risk, on the...If you motivation to get a full essay, order it on our website:

Need assistance with such assignment as write my paper? Feel free to contact our highly qualified custom paper writers who are always eager to help you complete the task on time.