1. Advantages

1. There are many KFC franchise stores, and the enterprise's scale effect is obvious, which gives it a negotiating advantage.

2. Due to its early entry into the domestic market, the KFC brand is extremely well-known. At the beginning of entering the domestic market, the country was full of longing for the United States and imitated its lifestyle and eating habits. Many people worshiped foreign countries. , coupled with the scarcity of domestic fast food at the time and its high pricing, KFC from the United States instantly became a "high-class" representative. Dining at KFC was a status symbol and a representative of American life. This makes people yearn for KFC very much. It has adopted excellent marketing strategies to attract customers and build its brand.

3. Its investment in advertising, social relations, public welfare, etc. is larger than other fast food, which has won it brand awareness and reputation. Such as overwhelming TV, Internet, paper advertisements, student basketball games, etc.

4． Marketing strategies keep pace with the times

(1) Launch fast food service around the clock

(2) Use new media, such as launching APP, launching electronic coupons, etc.

(3) You can order food online or by phone, with free home delivery

(4) Refine your services, such as introducing breakfast, lunch, afternoon tea, dinner, late-night snacks, desserts, etc.

(5) As the age of the target customers continues to grow, from the original children to the current youth, their interior design is becoming more and more fashionable and trendy, with bright colors, hiring fashion stars, taking advantage of star benefits, etc. Ways to shoot fashion advertisements to attract customers.

5. The products are introduced to bring forth new ones, giving customers a constant sense of freshness and stimulating consumption. At the same time, the products are unique, fashionable and chic in shape, convenient to eat and increase appetite.

6. Products and services continue to be localized. For example, KFC has changed from fast food to "Chinese slow food".

7. KFC is open to the public from toilets to some service facilities, and customers You can use toilets, tables and chairs for free without spending any money.

8. It is convenient and fast, using set meals to promote consumption, and the price is actually lower than today's price level

9. Excellent management system and corporate culture

(1) Unified logo and uniform clothing , a new chain operation model with unified distribution methods

(2) KFC’s “speed-oriented” fast food industry enterprise spirit makes it pay special attention to teamwork and achieve high efficiency through teamwork, thus ensuring Correctness and speed during peak business hours

(3) KFC’s tenet is “customer first. It is this purpose that makes every customer who comes to dine feel at home

10. Brand effect, large corporate image, service and product quality are guaranteed, and customer rights and interests can be effectively protected.

11. The company has strong funds, excellent management, R&D and other teams, and highly motivated employees. The promotion channels are clear, the management level, salary level, and R&D capabilities are higher than other companies of the same type, and the corporate culture is mature.

12. Follow the footsteps of McDonald's, that is, open stores in areas where McDonald's has already opened, and reduce the number of employees. The cost of market development.

13. There are many domestic branches, and they are widely distributed in various cities, whether in first-tier or second-tier and third-tier cities.

14. , near shopping malls, in areas with high flow of people, and most of them are located on the first floor of the building, at the corner, with outstanding geographical advantages.

15. There are many stores and excellent locations. Even when KFC enters a period of decline, KFC is still in decline. You can also make a lot of money by selling the storefront.

2. Disadvantages

1. Food health has been questioned, and the food provided by KFC has always been considered unhealthy. There are many health risks. It is not difficult to find that the ingredients used by KFC are generally considered to be rich in hormones and other possible chemical ingredients, such as chicken with six wings and instant chicken. Secondly, its cooking is mainly fried. , among which the safety of oil products and fried foods are difficult to control.

Secondly, the nutritional level of its food has been questioned, and some even call it nutritious and junk food.

2. Staff mobility is high, and staff service awareness and quality vary.

3. The preferential policies are confusing and not clear enough, causing misunderstandings for consumers. There are also virtual promotions

4. The products are too biased towards the main consumer group, and the target customer group is relatively single. However, with the improvement of customers' health awareness, the increase of alternative products, changes in consumer demand, and changes in taste, their consumption of KFC will be reduced.

5.CPI has been rising in recent years. Some people believe that China has ushered in an era of high prices. The rise in labor wages has led to rising costs. If the prices of products sold by KFC are raised, it will lead to the loss of customers. Therefore, while maintaining price stability, the portion of food is reduced. The direct feeling we have is that burgers are getting smaller and smaller, and fries are getting fewer and fewer.

6． In order to attract customers, enhance brand value, continuously invest in advertising, coordinate community relations, participate in public welfare activities, and coordinate relations with the media and government, more and more capital needs to be invested.

7. KFC is a brand of Yum Brands. The main raw materials of KFC products (chicken, mashed potatoes, condiments) are determined by the head office. The general raw materials (bread, beverage puree, vegetables, packaging boxes, etc.) are provided by various district-level companies. Identify suppliers. The utilization of resources is not reasonable enough and there is waste. As the scale of KFC continues to expand, the energy dispersed in distribution will become less and less than the demand, and the distribution model will become rigid.

8. KFC’s product pricing has been criticized, and prices are clearly decoupled from international standards.

9. If you want to promote the localization of products and services, the localization of services is going relatively smoothly, but the localization of products is not going smoothly. For example, the products such as fried dough sticks and porridge that are launched have an unpleasant taste. describe.

10. Parkson Group has too many management levels, which does not meet the requirements of modern management level flattening. It is difficult for corporate executives to quickly respond to emergencies.

11. There are many KFC franchise stores, and management is becoming more and more difficult. In addition, Parkson's numerous brands have created competition, which has intensified competition both inside and outside the company and within the industry.