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 Yum! Brand the parent to KFC was started in October 7, 1997 KFCs revenue was $520.3million

1952 The first franchise was opened in South Salt Lake, Utah

1930
KFC started by Harland Sanders

Comparison of Worldwide Units Yum! Brands Restaurant Count International USA excluded (2009)
251 293 35 37,000

Yum! Brands

Mcdonald's

32,000

Subway KFC 5153 8230 Pizza Hut A&W Taco Bell Long John Silver's Buger King 12,000 Starbucks 17,000

32,000

Wendy's

10,000

Domino's Pizza

9,000

Dairy Queen

6,000

Quiznos

5,000

McDonalds
McDonalds 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 Kings 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

Government

Culture

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 30 25 20

Ease of Doing Business Global Rank

31 25

15
10 5 0
1 10 6

14

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 KFCs 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!