Table of ContentsSection One

Introduction

Industry overview

Section Two

Macro environment – PESTLE Analysis

Section Three

Micro Environment – Stakeholder Analysis

Competition

Customers

Local publics – groups who may have an interest in the company

Suppliers

Section four

Recommendations

IntroductionKFC (Kentucky Fried Chicken) Founded by Colonel Harland Sanders, an entrepreneur who was a fried chicken seller at roadside of Corbin,Kentucky in 1952. His tasty chicken soon spread. He sooned open a restaurant where he perfect his ‘’secret recipe of 11 herbs and spices’’. In 1953 Kentucky Governor RubbyLaffon made Harland an honorary “Kentucky Colonel” and Colonel Sanders Kentucky Fried Chicken was complete. The Colonel Drive himself from restaurant to restaurant cooking chicken and by selling franchises KFC become one of the largest food fast food chain in the world. The first overseas franchise was established in the United Kingdom 1964More than 18,000 (2012) outlet.120 countries and territories around the world.8 miIlion customers each day. This is a fast food restaurant chain headquartered in Louisville, Kentucky United States., which specializes in fried chicken. An "American icon", it is the world's second largest fried chicken chain and the first largest restaurant chain isMcDonald's ,First "Kentucky Fried Chicken" franchise opened in Utah in the early 1950s. The chain primarily sells fried chicken pieces and variations such as chicken burgers, chicken sandwiches and wraps as well as side dishes such as French fries and coleslaw, desserts and soft drinks.Its most famous product is original fried chicken pieces.

Industry OverviewKFC Corporation, based in Louisville, Kentucky, is the world's most popular chicken restaurant chain, specializing in Original Recipe®, Extra Crispy™, Twister® and Colonel's Crispy Strips® chicken with homestyle sides. Every day, nearly eight million customers are served around the world. KFC's menu includes Original Recipe® chicken made with the same great taste Colonel Harland Sanders created more than a half-century ago. Customers around the globe also enjoy more than 300 other products. From a Chunky Chicken Pot Pie in the United States to a salmon sandwich in Japan. KFC has more than 18,000 restaurants in more than 120 countries and territories around the world. And in quite a few U.S. cities, KFC is teaming up with sister restaurants, A&W, All-American Food™, Long John Silver's, Taco Bell and Pizza Hut, selling products from the popular chains in one convenient location. KFC is part of Yum! Brands, Inc., which operates world's largest restaurant system with over 32,500 KFC, A&W All-American Food™,Taco Bell, Long John Silver's and Pizza Hut restaurants in more than 100 countries and territories.

Pestle Analysis of KFC

Politics

KFC is a running fast food business. KFC faced very little political problem. In India and Pakistan government have banned beef mixed food items because of their minorities religious culture. KFC follows every health and safety guideline. So there’s no problem for them to run business where political situatios are unstable.

Economic

Every successful business associated with the countries economy. These condition includes Capital flow, Costs, Standard of living , stock rates etc. The buying ability of customer from KFC is important. Many countries have slow economy growth. Which affects in sales reduction of KFC.In many country KFC affected in these problems.

Social

For being a global company KFC can’t go against social ritual and other things of a country. It may undergo the side effect of fast food, increased vegeterians and other health issues.

KFC has been the target of ancampaign by the animal rights organization PETA. In spite of KFC executives have protested that the Yum! chain is unfairly singled out for criticism. KFC has also been accused by Greenpeace with contributing to the destruction of the world's rainforests with unsustainably sourced cardboard and paper packaging.Which can’t be able to support the future.

Technology

In this 21st century technology become a very important part of every business. KFC customers are more rational about their food choice, price, taste. By the bless of internet everyone is able to do marketing of their business. But using the facility companies getting so many rumors. In case of fast food KFC recently suffered from a rumor of animal cruelity. Protesting the false news KFC ensured their quality maintenance and other issues to the authority.

By using advance technology they are minimizing cost of productions, speeding up production and maintaining their customer mania.

Environment

Environment is the one of the important analysis that must be had by the company. Without environment they can’t run their transaction because the environments are their customer and they get profit from the product that has been bought. Many people like KFC because they are not like the industrial company. KFC does not disturb the public activity by make a noisy. They just invite the environment to come to the restaurant to enjoy their food.

Legal

KFC is a legal company of Yum! They gather with Pizza Hut and McDonald’s that they are the food company. This legal analysis guides them to go overseas because the companies which want to going international business are the legal company. They also can hold their recipe because it has been legality so no one can steal it. In other hands, the employee also protect from the stealing cooking recipes. Kentucky Fried Chicken Company can growth bigger and bigger. They are legal so every activity is done in legal system.

Stakeholder AnalysisA organization can affect or be affected by Its stakeholders or Stakeholders can affect or be afftected by the Organization.

Stakeholders can be characterized in many way.

Primary stakeholders are the group of peoples that stand to be directly affected, either positively or negatively, by an effort or the actions of an agency, institution, or organization. In some cases, primary stakeholders on both sides of the equation: a regulation that benefits one group may have a negative effect on another. Aincrease of price in KFC, for example, benefits KFC, but may hurt the regular customers who are mostly eat in KFC.

Secondary stakeholders are people or groups that are not directly affected, either positively or negatively, by an effort or the actions of an agency, institution, or organization. A program to reduce salt in chips at KFC, for instance, could have a positive effect on people who have blood pressure. It might need timeto get used to the salt preferable customers. Both of these groups would be secondary stakeholders.

Key stakeholders, who might belong to either or neither of the first two groups, are those who can have a positive or negative effect on an effort, or who are important within or to an organization, agency, or institution engaged in an effort. The owner of an KFC franchise might be an obvious key stakeholder, but so might the managers – those who work directly with participants – who carry out the work of the effort. If they don’t believe in what they’re doing or don’t do it well, it might as well not have begun. Other examples of key stakeholders might be some one who’s been choosen by vote or from a group interview.

Who are the main stakeholders:

Main stakeholders are the owners or partners, who are directly related to the business.Those who are gaining profit and taking risk of loss. There is no real limit of partners. May be liability be limited to as few as 1 partner inthe group. So the main KFC brand owner Yum! , its other titles and the franchise owners are main stakeholder here.

Other StakeholdersPublics are other stakeholders. Includes Financial publics, media publics, government publics, Citizen actions publics, Local publics, General publics and Internal publics.

Financial publics

Persons or public who invests in some project to gain or lose money until the completion of the project. Currently KFC don’t have any investment project.

Media publics

Media publics can be good or can be bad. Good publicity by them can help bad publicity can hurt. KFC has been affected by these kind of publicity so many times. PETA issue, unprocessed meat, unhealthy foods and so many.

Government publics

Government regulations can be a good outcomes. Guidelines influence may test the outcome. In some countries KFC doesn’t have any pork or beef contained food. They can use halal meat only in those country. Because of some religional ritual. Government of those countries made these regulations that’s why KFC is out of questions and conflicts.

Citizen actions publics

Some decisions from KFC may by questioned by the citizens, consumer organizations, environmental groups, minority groups and others. The public relation department should go and communicate with those groups.

Competetors

14951

7250

5000

4200

3500

2518

1994

McDonald'sBurger KingPizza HutTaco BellKFCSubway

Top 6 Leading U.S. Fast-Food Chains U.S. Sales ($M)

15800

7830

5400

4853

3720

3520

1995

McDonald'sBurger KingPizza HutTaco BellKFCSubway

In the over past seven years from 1987-1994, Kentucky Fried Chicken worldwide has grown in the around on average rate 8.2 percent.The world has gone to the more healthy living and this is the chance off KFC to meet the changing demands society with make a changes on

their menu just like Honey BBQ Chicken, Popcorn Chicken, Rotisserie Chicken and they had begun promoting the lunch and dinner buffets. The buffets are very important in Kentucky Fried Chicken because it can persuade customer to dine-in instead of take out.

Customers All ages peoples KFC’s Target Customer. Everybody loves chicken.

KFC has so many loyal customers. Most of the customers are familiar with staffs. Same customer come again and again even sometimes same customer come to eat in KFC 4-5 time on the same day.

KFC has so many variety menu of foods. Deals are very attractive which attract customers. KFC has a website named ‘’talk to KFC’’. It’s a customer satisfactory survey site. Which helps a lot to know customers.

Families are most seen in KFC. Because of KFC’s variety of bucket chicken menu’s.

Local People’sLocal people’s always have interest in everything around their neighbourhood. Sometimes they taste foods around the area. They write review or give feedback in some social media sites. These days some group of people use these social media sites in a very bad way. They are related with some other rival company or they have been paid to do by those company. They spread bad names. Some few years ago a number of facebook user spread a rumor that KFC sells waste part of chicken. Which is totally not logical. And they couldn’t prove anything by pen and paper.

SuppliersKFC always choose local suppliers for their chicken and other raw food supplies. In Ireland they use Irish chicken and pork in their food. In middle east and other muslim religion based country they use only Halal chicken. In India they don’t sell beef because of hindu religion rituals.

Recommendation for KFC

- Staff’s need to be more trained.- They should make a marketing strategy to gain control of the food

chain industry.- Customer service should be natural.- Sometime staffs fake smile annoy customers.- KFC standard has to be equal everywhere in the world.

ConclusionKFC is a profitable and successful venture in everywhere. KFC must aim at providing not just the product but an entire experience which will be share via social media encouraging one of the guests’ friends to walk down the same path in turn the KFC obtaining more consumers due to better basics such a quality, cleanlinessand online security, hyper convenience such as ease-of-shop, home delivery, online payments and experience such as edutainment and digital engagement should be start in future.

References

KFC - Wikipedia, the free encyclopedia. 2013. KFC - Wikipedia, the free encyclopedia. [ONLINE] Available at: http://en.wikipedia.org/wiki/KFC. [Accessed 23 November 2013].

List of countries with KFC franchises - Wikipedia, the free encyclopedia. 2013.List of countries with KFC franchises - Wikipedia, the free encyclopedia. [ONLINE] Available at:http://en.wikipedia.org/wiki/List_of_countries_with_KFC_franchises. [Accessed 23 November 2013].

Top 10 Ways KFC in Japan is different from KFC in the US | Eating & Restaurants in Japan. 2013. Top 10 Ways KFC in Japan is different from KFC in the US | Eating & Restaurants in Japan. [ONLINE] Available at:http://www.facingtherisingsun.com/japan-travel-tips-eating/japan-kfc-different. [Accessed 23 November 2013].

Main Section | Community Tool Box. 2013. Main Section | Community Tool Box. [ONLINE] Available at: http://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvement/identify-stakeholders/main. [Accessed 26 November 2013].

KFC COMPANY PESTEL ANALYSIS GOING INTERNATIONAL. 2013. KFC COMPANY PESTEL ANALYSIS GOING INTERNATIONAL. [ONLINE] Available at: http://www.ukessays.com/essays/management/kfc-company-pestel-analysis-going-international-management-essay.php. [Accessed 28 November 2013].