First, the success and development of KFC
Any organization is in a certain internal and external environment, and it is impossible to survive without the environment. The impact of environmental changes on enterprises is complex, which not only brings constraints and survival threats to the production and operation activities of enterprises, but also creates development opportunities for enterprises. KFC seized this opportunity.
1. With the continuous improvement of people's living standards, people pay more and more attention to the nutritional components in the diet. Chicken is not only rich in protein, but also delicious and tender. Besides, people in almost all parts of the world eat chicken, while people in many countries don't eat beef. This opportunity has brought great advantages for KFC to occupy its own market until it enters the international market.
2. Due to the progress of science and technology and the acceleration of people's life rhythm, KFC fried chicken and its fast food industry are favored by the broad masses of people for its delicious nutrition and time-saving and labor-saving eating characteristics. This feature also brings advantages to the development of the company.
3. Orientation of market competition: KFC fried chicken was invented by Harland Sanders in the United States in 1930s. KFC has been resold four times since its rise. The expansion of capital and the enrichment of personnel and technical force brought by each resale have laid a reliable foundation for the smooth development of KFC, brought a strong competitive advantage for the company's development, and enabled the company to gain a firm foothold in the fierce market competition and continue to grow and develop.
4. Excellent leadership and management skills. In the case description, two main company leaders deserve our attention: michael myers and Tony Wang. Among them, Myers successfully completed the turnaround of Hcublcin Company. Miles was authorized to be responsible for the global strategic transformation. The core content of his strategy is to return to the basic purpose of opening a shop in QSC, providing high-quality products, services and decision-making, and support the implementation of this strategy through the following activities: a new series of employee training plans, random checks on the company's own branches and franchisees, and the promotion of new products with "our roast chicken method is the most scientific and unique". The formulation and implementation of this strategic goal has brought new opportunities and vitality to KFC, which has made it through the difficult period and embarked on the road of development again. Another typical figure is Tony Wang, deputy general manager of KFC in Southeast Asia. He is not only an adventurer, but also a doer. He regards the development of KFC fried chicken in China as a personal challenge and the opportunity to establish the first western-style fast food restaurant in China as a historic opportunity. In his commercial operation of KFC in Southeast Asia and later in China, we can easily see his outstanding management ability, superhuman wisdom and persistent spirit in his career, especially in his mission to enter the China market. From the beginning of understanding China's history, cultural background, local customs, to the company's site selection, finding partners, signing contracts, and finally opening operations, we can easily see the standardization of the decision-making process, the consistency of strategic objectives and actions, and the shrewdness and adaptability of entrepreneurs. Under the complicated internal and external economic conditions, the survival and development of enterprises can not be separated from the determination, courage, will and leadership art of entrepreneurs. The success of KFC fully illustrates this point.
5. Franchise mode: Franchise is one of the exclusive types, which is widely used in fast food, soft drinks, restaurants, motels, gasoline, automobiles and other industries. In franchising, the franchisor signs a contract with the franchisee, stipulating that the franchisor will allow the franchisee to operate business, produce or sell goods under the franchisor's brand name under certain conditions. For franchisees, the franchise relationship can provide outlets and manufacturers for their products and gain the largest market share with the least investment.
Franchising has played an important role in the development of KFC's domestic business, and this method has also played a great role in the expansion of its international business. This method can effectively avoid political risks and cultural differences, and can also guarantee a certain fixed income with little investment, thus greatly increasing the profitability of existing stock funds. In the development history of KFC, it is not difficult to see that franchising has played an important role that cannot be ignored.
6. Successful 4P combinations:
Successful enterprises can't do without 4P combination ―― the organic combination of four factors: product, price, place and promotion, because many enterprises don't do well because they don't have good products, but the combination of these four factors is disorderly. And KFC is impeccable in these four aspects.
Products-fried chicken and drinks with high quality and unique taste. Chicken comes from chickens that are only 6 weeks old (the fastest growing in the seventh week), and the temperature of the drink is kept at 4-6℃ (the result of repeated tasting is that this temperature is the best).
Price-looks expensive on the surface, but from the overall meaning of the product, its elegant and comfortable environment, warm and thoughtful service, high taste and high-grade enjoyment ..., customer satisfaction has far exceeded the pity for this price.
Channels-KFC's marketing network covers all countries and regions in the world, and there are dozens of outlets in China alone, so people can eat conveniently. The increase of outlets is guaranteed by high quality and high service level.
Promotion-for white-collar workers and children, the strategic goal is clear and the promotion is very successful. For example, there is a children's playground in the store, which holds birthday parties for customers, presents gifts, and holds various special entertainment activities to make customers stay. Become a passionate frequent visitor. The perfect combination of KFC 4P is the best embodiment of its wise strategic decision-making and management level.