Large youth population as the young generation are

Large Youth Population:
As the young
generation are more open to fast foods and
demand it more, this is good news for the
company
Boom In Organized Retail And Consumerism: with urbanization the
Aspiration level of the people
especially the youth has gone to a level at which American eateries are the “in” thing and the
Fast food chains are cashing on it by attracting more of the market to their joints.
New Variety:
Company can also come up with new variety in the menu like Pizzas, garlic breads
to attract more customers
16 | P a g e

THREATS:
Competition:
Competitor companies like McDonalds, Subways, and other fast food chains more
familiar with the Indian ethos are fast catching up with the market.
Threat From Ngo’s And Political Organizations:
Anti-KFC campaigns, such as the one from
PETA are affecting KFC’s brand image in a negative way and result in direct dollar losses, as less
people are consuming KFC chicken.
Saturated U.S Market:
As the US markets
are already saturated ,company necessarily
needs to look at offshore foreign markets to
generate sales and keep up the profits.
Bulk Of The Population Is Vegetarian:
India
is still mostly a vegeta
rian dominated cultured
society
. This may reduce the market share of the company.
Economic Crisis:
With the Government facing a high fiscal deficit tax and duty hike will result
expenditures cutting on luxury food items. This is a serious threat facing KFC.
17 | P a g e

Recommendation
Short term
 Introduce more new recipes suited to local taste
 Introduce cheaper items in the menu
 Work on the image of a healthy fast food chain through advertising
Long Term
 Change the image of KFC from fried to ‘healthy’
 Engage is CSR activities related to animals & environment
 Develop a strong culture of good service
18 | P a g e

19 | P a g e

Conclusion
With a rapidly growing economy and a developing
middle and upper-class population well into the
hundreds of millions, international companies such as KFC expanding into India was always
inevitable. KFC maintain a Global Standardized Strategy however choose to adapt this strategy
to suit international markets that require a higher level of local responsiveness and not so much
focus on cost reductions. It now operates numerous stores in all the Indian cities and can see
opportunity for continuous growth throughout the country as the economy develops.
20 | P a g e

Bibliography




 26
 Krug, Jeffrey, Kentucky Fried Chicken and the Global Fast-Food Industry in 1998.
Marketing Management Case Analysis 2005.


 ww.yumfranchises.com/about_yum.asp


21 | P a g e