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Category: Business and Industry
Date Submitted: 09/25/2011 07:02 AM
KFC Case Study - Presentation Transcript
1. Case Study: Kentucky Fried Chicken and the Global Fast-Food Industry
2. Relevant Case Facts - History
o Early Life of Colonel Sanders
o Sander’s First Franchise in 1952
o New Management/culture for Kentucky Fried Chicken after KFC sale for $2M
o Acquisition of KFC by Pepsico/Tricon Global
o Heublein Makes Changes in 1970
o 1980’s Profit and Expansion
3. From $105 to 7.2 Billion in 50 years
o 1952, Col. Sanders started franchising his recipe door to door financed by his $105.00 SS Check
o 1964, Col Sanders had more than 600 franchised outlets in the US and Canada.
o 1964, Sold his interest in his company for $2 million to a group of investors.
o 1966, KFC went public
o 1969, Listed on the NYSE
o 1971, KFC was acquired by Heublein Inc . for $285 million .
o 1982, Heublein & KFC Inc . was acquired by RJ Reynolds
o 1986, RJ Reynolds & KFC , was acquired by PepsiCo, Inc . $840 million .
o 1997, PepsiCo, Inc . spined-off of its qsr’s into independent Tricon Global Restaurants .
o 2002, Tricon changed it's corporation name to Yum! Brands, Inc . .
o NOW:
▪ Yum Brands, Inc . is the world's largest restaurant company in terms of system units with nearly 32,500 in more than 100 countries and territories.
▪ Yum! Brands, Inc ., is a Fortune 300 company
▪ Yum! Brands, Inc. global system sales totaled more than $22 billion in the year 2001.
▪ Current Market Cap value on the NYSE is 7.2 Billion
4.
5. Problem/Issue
o How would KFC maintain a market leadership in the global fast-food industry
o Issue:
o A competitive marketing strategy in the international market focused on the Latin American countries
6. Internal Analysis Functional Areas
o...