deskresearch案头调研.ppt

,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,*,*,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,Group Members,MA WEN LIN,LAN TING,TING,LIU GANG,LIU ZHEN,Desk research of KFC,2026/10/28,1,INTRODUCTION,IneverycorneroftheworldandineverycityinChina,wewilloftenseethesmilingfaceofanoldman,withgraybeardandwhitesuit,andwhichwillalwaysbethatdress.Thatsmile,Imafraid,isthemostfamousandexpensiveoneintheworld,becausethatkindoldmanisjustthesignandsymbolofthefamousfast-foodchainKFC.,2026/10/28,2,INTRODUCTION,Formanyyoungpeople,perhapstheyarejusttoofamiliar,withthatoldman.,ContrastbetweenChineseandwestern,food,althoughChinesefoodhasbecomeaculture,and,precipitationforthousandsofyears,therearesomany,peoplelikeKFC,especiallyforyouths.Whatsthe,differencebetweenthem?Howdowesternfood,KFC,appealtoouryouths?,2026/10/28,3,A GENERAL INTRODUCTION OF KFC,KFC Corporation,based in Louisville,Kentucky,is the worlds most popular chicken restaurant chain,specializing in Original Recipe,Extra Crispy,Twister and Colonels Crispy Strips chicken with,homestyle,sides.Every day,nearly eight million customers are served around the world.KFCs menu includes Original Recipe chicken-made with the same great taste Colonel Harland Sanders created more than a half-century ago.Customers around the globe also enjoy more than 300 other products-from a Chunky Chicken Pot Pie in the United States to a salmon sandwich in Japan.KFC has more than 11,000 restaurants in more than 80 countries and territories around the world.And in quite a few U.S.cities,KFC is teaming up with sister restaurants,A&W,All-American Food,Long John Silvers,Taco Bell and Pizza Hut,selling products from the popular chains in one convenient location.KFC is part of Yum!Brands,Inc.,which is the worlds largest restaurant system with over 32,500 KFC,A&W All-American,Food,Taco,Bell,Long John Silvers and Pizza Hut restaurants in more than 100 countries and territories.,2026/10/28,4,THE DATA,2026/10/28,5,THE DATA,It includes the general,datas,of KFC,2026/10/28,6,The potential,2015,From the first graphs,we can find KFC is very popular in China and there is a trend of rising up.,2016,From the second graphs,we can find there are more and more KFC stores,opening in the China,which reflects it is liked by many people.,2026/10/28,7,The potential,From the third graph,we can find there is a rapid slowdown of KFC in China,but it goes down quickly in 2015.,From the fourth graph,we can,find there is a continusously trends of going up sales volumes,which shows its popularity in Chinese people.,2026/10/28,8,THE REASON FOR ITS POPULARITY,2 eating habits,1 market environment,3 It offers different kinds of foods,2026/10/28,9,SWOT Analysis,Strengths,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.,2026/10/28,10,2026/10/28,11,3.Elegant environment and fi,r,st-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.,4.Good crisis management team,2026/10/28,12,Weakness,1.Fried food,KFC food cooking methods mainly is fried,2.The high staff turnover rate,Excessive liquidity will increase companys operating costs,and efficiency will be reduced.,3.Price,The price of KFC is high for ordinary Chinese people.Most of ordinary residents can not afford it and not to mention for rural people to buy it.,2026/10/28,13,O,represents opportunity,I,n 2015,Allied Chain-stores of top,100 has been released,in China and,KFC,has entered,smooth,ly,into the list again,.,Whats more,KFC has been,listed in the top 100,Allied Chain-stores since 2013.,From the increased sales volume data and increased KFC allied chainstores,we can come to conclusion that KFC has great market potential and slaes opportunity in China.,2026/10/28,14,Increased Sale volumes of KCF from 2013 to 2015,From 2013 to 2015,The sales volume of KFC presents an upward trend,2026/10/28,15,In 2,015,the total number of KFC stores,has increased to,5000,in China,KFC has some potential saling opportunities in China,2026/10/28,16,Three major opportunities of KFC in Chinese market,One the one hand,With the development of Chinas social economy and the improvement of peoples living standard,people have to be accustomed to the fast-paced life,.the demand for fast food has become bigger.So,the market potential is huge.,One the other hand,Consumer groups are constantly expanding.So,an increasingly number of Chinese people begin to accept the KFC.Undoubtedly,the market potential is huge of KFC,because the popularity of KFC continues to enlarge.,2026/10/28,17,The second opportunity,Most of the KFC stores are keen on being located in the first-tier cities,such as Shenzhen,Guangzhou and so on.But the problem is that the investors do ignore the prospects of the second and third-tier cities.So,there is a huge business opportunity for KFC in these cities.,According toanalysts,KFCis benefitingfromitslocationsinChinaslesser-developed cities,whererentislowerthanbig citiesandthere islesscompetition.,2026/10/28,18,The Third opportunity,The Chinese people have always been interested in,F,oreign cultures,F,oreign food,.It has,gradually,became a fashion that people,can eat authentic foreign food,in,home,land.,In addition,In addition,China has always been a nation,who love to eat,(Especially for the young in China),which provides the possibility for the rapid development of KFC in China.,2026/10/28,19,THREATS,MacDonald,(,Big gun,number oneAC/DC,),Enterprises of national known fast food,（,You are not alone,I am here with youJackson,）,2026/10/28,20,SUMMARY,After 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.,2026/10/28,21,