Large Youth Population As the young generation are more open to fast foods and

Large youth population as the young generation are

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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
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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
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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
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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
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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
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