Intangible product is a service that cannot be touched.įor example, counter service person served customers to make an order. Tangible product is one that consumers can actually see, hear, smell, taste or touch, such as burger and French fries. Thus, a product is anything tangible or intangible that can be offered for purchase or use by consumers. For example, customer went KFC to buy fried chicken because they want taste it, fulfill their desired, not because they want a food. Consumers buy want satisfaction, not object. Product is a bundle of physical, any combination of goods and services offered and symbolic attributes designed to satisfy the needs and wants of consumers. VisionTo be the leading integrated food services group in the Asia Pacific region based on consistent quality products and exceptional customer-focused service.| MissionTo maximize profitability, improve shareholder value and deliver sustainable growth year after year| 2.2 Company Vision, Mission and Objective Both of these divisions of PepsiCo are based in Dallas. KFC is part of the two PepsiCo divisions, which are PepsiCo Worldwide Restaurants and PepsiCo Restaurants International. Peter Waller is head of franchising while Olden Lee is head of Human Resources. John Hill is Chief Financial Officer and Colin Moore is the head of Marketing. The organization is currently structured with two divisions under PepsiCo. The company is ranked #239 on the Fortune 500 List, with revenues in excess of $11 billion in 2008. KFC is part of Yum! Brands, Inc., the world’s largest restaurant company in terms of system restaurants, with more than 36,000 locations around the world. Customers around the globe also enjoy more than 300 other products - from Kentucky Grilled Chicken in the United States to a salmon sandwich in Japan. KFC is world famous for its Original Recipe® fried chicken - made with the same secret blend of 11 herbs and spices Colonel Harland Sanders perfected more than a half-century ago. KFC operates more than 5,200 restaurants in the United States and more than 15,000 units around the world. Since its blooming, KFC have not contribute anything to green marketing, which include pricing, product, place and distribution KFC Corporation, based in Louisville, Kentucky, is the world’s most popular chicken restaurant chain, specializing in Original Recipe®, Extra Crispy®, Kentucky Grilled Chicken™ and Original Recipe Strips with home-style sides, Honey BBQ Wings, and freshly made chicken sandwiches.Įvery day, more than 12 million customers are served at KFC restaurants in 109 countries and territories around the world. Due to market saturation in the United States, international expansion will be critical to increased profitability and growth. KFC is the largest chicken restaurant and the third largest quick service chain in the world. By the end of 1994, KFC was operating 4,258 restaurants in 68 foreign countries. PepsiCo Worldwide Restaurants was created to create synergism between its restaurant companies. It divested non-compatible units and organized along three lines: soft drinks, snack foods and restaurants. PepsiCo found that the marketing of fast food was very similar to the marketing of its soft drinks and snack foods. PepsiCo has a consumer product orientation. The PepsiCo management style and corporate culture was significantly different from that of KFC. PepsiCo presently runs Taco Bell, Pizza Hut, and KFC. Finally, in 1986, KFC was acquired by PepsiCo, which was trying to grow its quick serve restaurant segment. took a more laid back approach and allowed business as usual at KFC. Heublein, Inc purchased KFC in 1971 and was highly involved in the day to day operations.
In 1964, KFC was sold to a small group of investors that eventually took it public. These changes were brought about due to the changes of ownership that followed since Colonel Sanders first sold KFC in 1964.
Since its inception, KFC has evolved through several different organizational changes. The pricing and promotion strategies would also be looked into as KFC Malaysia prepares to introduce its new healthier menu to the public. The new healthier menu that KFC Malaysia is going to introduce would not only be a new healthier alternative to its existing products, but also an addition to what it already has to offer. KFC Malaysia would, nevertheless, have to fight off fierce competition from other fast food operators, such as Kenny Roger’s, Burger King, A&W, Radix Chicken and KFC’s biggest rival, McDonald’s, who are also trying to take hold of the new market of healthier products.
0 kommentar(er)
