The strengths behind KFCs strong brand recognition

August 23, 2017 Marketing

KFC is the largest and the most popular Fried poulet eating house concatenation in the universe, there are more than 80 states open more than 14,000 KFC eating houses in the universe, they receive 1,200 million clients every twenty-four hours ( KFC 2011 ) .

There are six shops in Nigeria now and will be after to open 20 eating houses during 2011 with the development of economic system ( How we made it in Africa 2010 ) .

2.The First-class Management System

2.1 Focus on QSCV

2.1.1 Quality

The selected merchandises have really rigorous criterions about weight, quality and so add-on, to guarantee the quality and gustatory sensation every poulet perfectly for client satisfaction, chicken must be sold after Fry in the saving clip, or fried poulet must fling ( Baidu wenku 2011 ) .

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2.1.2 Service

Making clients experience sort, comfy and fast in KFC, and meet clients ‘ demands. KFC has a receptionist system which receptionist will assist clients to order nutrient, bring clients to suited topographic points and expression after kids were playing in the resort area ( Baidu wenku 2011 ) ..

2.1.3 Clean

There is a rigorous and complete clean wellness system in KFC, including clean handily and clean day-to-day, hebdomadal and monthly on a regular basis so that supplying a comfy and clean environment for clients ( Baidu wenku 2011 ) ..

2.1.4 Value

Value non merely displayed in delightful merchandises, besides is dependable quality, sort polite service and comfy wellness dining environment ( Baidu wenku 2011 ) ..

3. Professional Training

All these employees in the KFC who are must take portion in international preparation and go through the trial to vouch rigorous quality control.In add-on, all supplies should take part in preparation and analyze the Hazard Analysis Critical Control Point ( HACCP ) courses so that all supplies use the planetary criterion set ( M2online 2009 ) .

4.Concentrate on safe, hygeian and alimentary nutrient

4.1 Audit and Test

The company pay more attending to nutrient safety and hygiene. They on a regular basis embark on audits of nutrient safety and hygiene trial to providers ‘ installations. Thereby they can accomplish the international criterion ( M2 online 2009 ) .

4.2 Advocate balanced nutrition

KFC advocated “ the balanced nutrition and healthy life ” nutrient wellness policy which eating sanely with appropriate exercising and KFC offer all sorts of bill of fare points that lower fat, lower Calorie picks ( So good 2011 ) .

5.Localized selling

Harmonizing to local clients ‘ eating wonts, KFC uninterrupted invention new merchandises for them and KFC engage local employees for supplying better services.


KFC is the most popular Fried poulet eating house concatenation in the universe is the ground why it has a secret spirit formula which consist of 11 types of particular herbs and alter the sum of oil used with poulet being cooked. in add-on, cooking poulets need a higher demands to temperature for the first minute.KFC has a higher demands for natural stuffs. Particularly, they use the best murphies to guarantee gustatory sensation delightful, therefor to pull more consumers ( Baidu Baike 2011 )

Organization orientation

Introduction of KFC

KFC originated from the United States, is a world-famous Fried poulet fast nutrient concatenation endeavors in the universe, there are more than 80 states open more than 14,000 KFC eating houses in the universe, including China, Britain, Australia, Korea, Mexico and France, Germany, the Netherlands, etc except the chief market America.

They receive 1,200 million clients every twenty-four hours. It was created by Harland Colonel Sanders in 1952. KFC is a rank of yum trade names group which is the universe ‘s biggest nutrient group. including KFC, pizza hut, TACO BELL, A & A ; W and Long John Silver ‘s ( LJS ) five universe celebrated catering trade name, in cooking poulet, pizza, Mexico spirit nutrient and seafood eating house ranked the first in the universe severally.

Until 2010 at the terminal of December, KFC has 6 eating houses in Nigeriaaa‚¬aˆsIt usage purely unified direction and clean elegant dining environment to do a good feeling in client heart.The reaching of KFC non merely modern fast-food construct is introduced in Nigeria, so that people felt the cardinal difference from nutrient spirit to the dining manner, and convey important influence in the construct of service ( KFC 2011 ) .

Market Objective

KFC will go the most influential fast nutrient industry and the most popular eating house in Nigeria and programs to run 20 KFC eating houses in Nigeria during 2011 and 300 KFC eating houses in Nigeria by 2020 ( How we made it in Africa 2010 ) .

KFC will continuous invention new merchandises Harmonizing to local clients ‘ Eating wonts and demands.

Marketing orientation

the companies, which pay attending to selling orientated, ever concentrate on client demands. Variable needs show possible opportunities in market. Furthermore, this sort of altering demands play a polar function in marketing way.

On the other manus, market goaded house ever generates the merchandises and services, which meets client satisfaction in current market, even future market ( Jobber 2007:6 ) .



Potential Market



merchandises and services


Figure 1.3 Selling orientation ( Jobber 2007:6 )

Selling scheme

Localized selling

Localization scheme of KFC attempts to intermix in mark market, to go a member of the mark market. It requires the endeavor into local civilization, it stressed the endeavor must accommodate to local environment to derive greater infinite for development. KFC will bring forth assorted bill of fares of fast nutrient harmonizing to Nigeria consumer eating wonts, developing new merchandises with the regional feature in Nigeria.

Focus on wellness

Health scheme of KFC is link wellness with exercising closely, complete “ balanced nutrition, wellness life advocators ” trade name placement. And KFC offers a assortment of menu points for those that want lower fat, lower Calorie picks.

KFC will set up nutrient wellness advisory commission by industry nutrient, nutrition experts and convene meeting on a regular basis for provide advices for merchandise research and development way and supply counsel for popularisation of healthy diet and nutritionary facts.


KFC take franchising theoretical accounts to spread out concern in Nigeria. The theoretical account is a mature KFC eating houses will be transferred to applicant through the overall rating of the making, and authorized to utilize KFC trade name continue to run.


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