desk research 案头调研学习.pptx

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1、INTRODUCTIONIneverycorneroftheworldandineverycityinChina,wewilloftenseethesmilingfaceofanoldman,withgraybeardandwhitesuit,andwhichwillalwaysbethatdress.Thatsmile,Imafraid,isthemostfamousandexpensiveoneintheworld,becausethatkindoldmanisjustthesignandsymbolofthefamousfast-foodchainKFC.第1页/共21页INTRODUC

2、TIONFormanyyoungpeople,perhapstheyarejusttoofamiliarwiththatoldman.ContrastbetweenChineseandwesternfood,althoughChinesefoodhasbecomeaculture,andprecipitationforthousandsofyears,therearesomanypeoplelikeKFC,especiallyforyouths.Whatsthedifferencebetweenthem?Howdowesternfood,KFC,appealtoouryouths?第2页/共2

3、1页A GENERAL INTRODUCTION OF KFCKFCCorporation,basedinLouisville,Kentucky,istheworldsmostpopularchickenrestaurantchain,specializinginOriginalRecipe,ExtraCrispy,TwisterandColonelsCrispyStripschickenwithhomestylesides.Everyday,nearlyeightmillioncustomersareservedaroundtheworld.KFCsmenuincludesOriginalR

4、ecipechicken-madewiththesamegreattasteColonelHarlandSanderscreatedmorethanahalf-centuryago.Customersaroundtheglobealsoenjoymorethan300otherproducts-fromaChunkyChickenPotPieintheUnitedStatestoasalmonsandwichinJapan.KFChasmorethan11,000restaurantsinmorethan80countriesandterritoriesaroundtheworld.Andin

5、quiteafewU.S.cities,KFCisteamingupwithsisterrestaurants,A&W,All-AmericanFood,LongJohnSilvers,TacoBellandPizzaHut,sellingproductsfromthepopularchainsinoneconvenientlocation.KFCispartofYum!Brands,Inc.,whichistheworldslargestrestaurantsystemwithover32,500KFC,A&WAll-AmericanFood,TacoBell,LongJohnSilvers

6、andPizzaHutrestaurantsinmorethan100countriesandterritories.第3页/共21页THE DATA第4页/共21页ItincludesthegeneraldatasofKFC第5页/共21页2015Fromthefirstgraphs,wecanfindKFCisverypopularinChinaandthereisatrendofrisingup.2016Fromthesecondgraphs,wecanfindtherearemoreandmoreKFCstores,openingintheChina,whichreflectsitis

7、likedbymanypeople.第6页/共21页The potential Fromthethirdgraph,wecanfindthereisarapidslowdown of KFC in China,but it goes down quicklyin2015.Fromthefourthgraph,wecanfindthereisacontinusouslytrendsofgoingupsalesvolumes,which shows its popularity in Chinesepeople.第7页/共21页2eatinghabits1marketenvironment3Ito

8、ffersdifferentkindsoffoods第8页/共21页SWOT AnalysisStrengths 1.KFC products have realized the standardization and industrialization,to ensure the quality of the product,has played a very good brand effect.2.Variety food,innovation and adhering to the“localization”of product updates.第9页/共21页第10页/共21页3.El

9、egant environment and first-class service It creates a good consumption environment and people will feel more comfortable when they are eating at store.First-class service has impressed on people,so they will come again.Although,you do not order anything,you can still stay at store and use its WIFI.

10、4.Good crisis management team第11页/共21页Weakness 1.FriedfoodKFCfoodcookingmethodsmainlyisfried2.ThehighstaffturnoverrateExcessiveliquiditywillincreasecompanysoperatingcosts,andefficiencywillbereduced.3.PriceThepriceofKFCishighforordinaryChinesepeople.Mostofordinaryresidentscannotafforditandnottomentio

11、nforruralpeopletobuyit.第12页/共21页O represents opportunityIn2015,AlliedChain-storesoftop100hasbeenreleasedinChinaandKFChasenteredsmoothlyintothelistagain.Whatsmore,KFChasbeenlistedinthetop100AlliedChain-storessince2013.FromtheincreasedsalesvolumedataandincreasedKFCalliedchainstores,wecancometoconclusi

12、onthatKFChasgreatmarketpotentialandslaesopportunityinChina.第13页/共21页Increased Sale volumes of KCF from 2013 to 2015From2013to2015,ThesalesvolumeofKFCpresentsanupwardtrend第14页/共21页In2015,thetotalnumberofKFCstoreshasincreasedto5000inChinaKFChassomepotentialsalingopportunitiesinChina第15页/共21页Threemajor

13、opportunitiesofKFCinChinesemarketOnetheonehand,WiththedevelopmentofChinassocialeconomyandtheimprovementofpeopleslivingstandard,peoplehavetobeaccustomedtothefast-pacedlife.thedemandforfastfoodhasbecomebigger.So,themarketpotentialishuge.Onetheotherhand,Consumergroupsareconstantlyexpanding.So,anincreas

14、inglynumberofChinesepeoplebegintoaccepttheKFC.Undoubtedly,themarketpotentialishugeofKFC,becausethepopularityofKFCcontinuestoenlarge.第16页/共21页ThesecondopportunityMostoftheKFCstoresarekeenonbeinglocatedinthefirst-tiercities,suchasShenzhen,Guangzhouandsoon.Buttheproblemisthattheinvestorsdoignorethepros

15、pectsofthesecondandthird-tiercities.So,thereisahugebusinessopportunityforKFCinthesecities.Accordingtoanalysts,KFCisbenefitingfromitslocationsinChinaslesser-developedcities,whererentislowerthanbigcitiesandthereislesscompetition.第17页/共21页TheThirdopportunityTheChinesepeoplehavealwaysbeeninterestedinFor

16、eigncultures,Foreignfood.Ithasgraduallybecameafashionthatpeoplecaneatauthenticforeignfoodinhomeland.Inaddition,Inaddition,Chinahasalwaysbeenanation,wholovetoeat,(EspeciallyfortheyounginChina),whichprovidesthepossibilityfortherapiddevelopmentofKFCinChina.第18页/共21页THREATSTHREATSMacDonald(Big gun,numbe

17、r oneAC/DC)Enterprises of national known fast food（You are not alone,I am here with youJackson）第19页/共21页SUMMARYSUMMARYAfter close examibnation concerned with strengths,weaknesses,opportunity and threats,its not difficult to draw the conclusion that only when the quality of service in KFC get improved,can customers be more satisfied.第20页/共21页感谢您的观看。第21页/共21页