Kentucky Fried Chicken
Target market: Norway
Presented by:
Melody, Franziska ,Sean, Emmanuel
Fun Fact
• Each day, 1 in 4 Americans visits a fast
food restaurant
• Nearly 8 million people visit KFC everyday
• Before Chinese children can speak they
can recognize KFC
• About 14 million chickens are consumed
everyday worldwide
History
2007
1997
1952
1930
KFC started
by Harland
Sanders
The first
franchise was
opened in South
Salt Lake, Utah
Yum! Brand the
parent to KFC
was started in
October 7, 1997
KFC’s revenue
was
$520.3million
Comparison of Worldwide Units
Yum! Brands Restaurant Count
International USA excluded
(2009)
251
293
35
37,000
Yum! Brands
Mcdonald's
32,000
Subway
32,000
KFC
Pizza Hut
5153
Starbucks
17,000
A&W
8230
Taco Bell
Long John Silver's
Buger King
12,000
Wendy's
Domino's Pizza
Dairy Queen
Quiznos
10,000
9,000
6,000
5,000
McDonald‘s
• McDonald‘s May 15, 1940 in San
Bernardino, California
• The revenue for the last fiscal year
was $23.83 billion
• There are 32,000 locations worldwide
Buger King
• Buger King established in July 28,
1953 in Florida.
• Burger King’s revenue for the last
fiscal year was $623 million
• It has 41,000 (2008) employees
globally
BEAR Analysis
What makes Norway a good fit for KFC?
Demographics
Economics
Culture
Government
Physical
Infrastructure
Demographics
•
•
•
•
Population of 4,660,539
Density of 32.924 people per square mile
Medium Age of 39.7%
Urban population makes up 77%
Age Distribution
15.20%
18.50%
0-14
15-64
66.20%
65+
Government
• AAA country stability rating
• Member of the European Area
Agreement
• Open to foreign investment
35
Ease of Doing Business –
Global Rank
31
30
25
25
20
14
15
10
10
5
0
6
1
16
90
80
70
60
50
40
30
20
10
0
Starting a Business –
Global Rank
84
22
1
28
30
33
35
Physical Infrastructure
• Well-developed with 92,946 km of roads compared
to 323,802 km of total surface area
important to get ingredients fresh
Economics
• GDP Growth Rate is -1.5% and GDP per Capita is
$57,400 citizens can afford KFC
• High price level BigMac Meal $11.50
Culture
• Willingness to change
• Ambitious
• Open minded
• Religious Beliefs Evangelical
Lutheran
Competitive Nations
Sweden
Finland
Norway
Best Choice
Sweden
• The food industry is abundant and
nearly saturated
• Government policies limit KFC’s
ingredients
• Different eating habits and
preferences
Finland
• Finns dislike a noisy dining
environment
• Government has strict food safety
regulations
• Finns prefer their traditional food
over fast food
Short-Term Recommendations
Local Food
Comfortable
Restaurant
Environmentally
Friendly
Long-Term Recommendations
Attract
Children
Find a Good
Supplier
Build Healthy
Image
Conclusion
•
•
•
•
Animal welfare program for poultry
Co-branding
High customer demand
Sustainable and successful franchise
Thank you for your attention!