文档介绍：KFC
pany belongs to the world's largest catering group, with more than one hundred countries including distribution in the area, and nearly three thousand chain.
Yums global food group
KFC restaurants
Pizza hut
Taco Bell
anizational chart
History and Sign of KFC
In recognition of his contribution to his home, Kentucky gave him the honorary title of Colonel Sanders.
Colonel Sanders a suit, gray-haired and bearded image of the goat has became an international brand.
which is the best symbol of KFC.
KFC's values
Our mission
Our expectation
Our belief
Our work attitude
KFC enterprise culture
Service and the pursuit of excellence
Attention and perfect service quality
"Positive, encouraging."
“Restaurant manager first”
Work, to excellence
Main business strategy
e more brand integration, the leader
In a restaurant, let consumer can enjoy two gourmet brand and more choices
Main business strategy development
Mode of operation
Fast-food chain form
Industrialized production
Standardized products
Employee localization
Raw materials are imported
Provide condiment and beverage supplier directly
Fried chicken burger and fries and in-store processing
A new kind of food per month
With the customer satisfaction as the center value chain management
1、Obviously, the target market
2 、"cooking chicken expert“
3、Customer as the center of marketing
Objectives: bigger
In China and other developing countries is the e in the upper level of the people.
1、Target market positioning: obviously
Partition type
Severe consumers
Moderate consumers
Mild consumers
Time to
Visit once every week
Visit a monthly
Visit once every six months
Investigation shows that currently severe consumers have occupied 30% ~ 40%, which constitute the main target market.
According to the table: lead into consumers
Table: target market analysis customer group
2、Product positioning: "cooking chicken expert."
3、Marketing positioning: customer as the centre