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TRICON GLOBAL RESTAURANTS 1  The Tricon Global Restaurants case 2 is set at the company’s 1997 spin-off from PepsiCo into a publicly traded firm. At that time, Tricon owned and operated three quick-service restaurant systems – KFC, Pizza Hut, and Taco Bell. Since its inception, Tricon changed its name to Yum! Brands, Inc. In 2002, the company added through acquisition the A&W Restaurants and Long John Silvers Restaurants chains. Although the company maintains an extensive website at http://www.yum.com/, you should respond to the questions below from the perspective of the company as it existed in 1997 (the website has the company’s 1997 annual report to stockholders). From a value chain perspective, one can view Tricon as a set of interrelated business activities. The company’s products and services pass through these activities gaining value from each. In developing “value chain” analysis, Michael Porter categorizes an entity’s activities into two categories: primary and support. Primary activities are the entity’s core business processes – the processes that develop, produce, market, and distribute the company’s primary goods and
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This note was uploaded on 07/30/2011 for the course ACCT 560 taught by Professor Chandler during the Summer '11 term at University of Illinois, Urbana Champaign.

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