Project Report On KFC

Citation preview

Project Report On

Kentucky Fried Chicken From

Supervised by : Prof.Dr.Zain Yousafzai Submitted by : Siawoosh Wared ( BBA Hons ) Registration # 1711-306055 ( BBA 11 ) th

Preston University Peshawar Session 2006 – 2010

Project Report Marketing Strategies With Reference To Kentucky Fried Chicken

A Project report submitted to the Preston University in partial fulfillment of the requirement for the Degree of Bachelor of Business Administration. Supervised by : Prof.Dr.Zain Yousafzai Submitted by : Siawoosh Wared ( BBA Hons ) Registration # 1711 – 306055 ( BBA 11 ) th

Preston University Peshawar Session : 2006 – 2010 II

Project Report On

CD Page

III

Approval Sheet

Vice Chancellor :

______________________ Prof.Dr.Anwar Hassan

Internal Supervisor :

______________________ Prof.Dr.Zain Yousafzai

External Supervisor

:

__________________

IV

Department of Business Administration Preston University Peshawar

Preface This report focus on KFC marketing strategies, its marketing environment , demographic factor ,marketing factors. I designed a report to provide a brief description about its marketing mix & its major competitors in Pakistan. We also discuss four P’s of marketing & their marketing tools. In addition to it, this report includes a research base survey on KFC. We all have tried our level best to fulfill all the requirements mentioned to us. Now its depend upon the reader to read it carefully and understand what we want to communicate. This report provides a brief knowledge about KFC in Pakistan.

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V

Acknowledgement With profound sense of gratitude and regard, I express my sincere thanks to my guide and mentor Prof.Dr.Zain for his valuable guidance and the confidence he instilled in me, that helped me in the successful completion of this project report. Without his help, this project would have been a distant affair. His thorough understanding of the subject and professional guidance was indeed of immense help to me. Also, this acknowledgement would remain incomplete without thanking the staff of KFC Islamabad and Peshawar for their whole-hearted and kind co-operation. I am also greatly thankful to the faculty members of our institute who cooperated with me and gave me their valuable time.

Siawoosh Wared VI

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Table of Contents Chapter 1st

Introduction

. 1. 2. 3.

Introduction of company . . . . . . . . . . . . . . . . . . . . . . . Introducing New Product . . . . . . . . . . . . . . . . . . . . . . Pricing Issue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Chapter 2nd . 1. 2. 3. 4.

Company

and

15 15 16 17

Branches

Situation Analysis ( Current Products ) . . . . . . . . . . KFC’s Original Recipe . . . . . . . . . . . . . . . . . . . . . . KFC’s Outlets In Pak . . . . . . . . . . . . . . . . . . . . . .

Chapter 4th 1.

Analysis

KFC History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Company’s Overview . . . . . . . . . . . . . . . . . . . . . . . . KFC Pakistan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Values of KFC . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Chapter 3rd . 1. 2. 3.

Situation

11 12

19 20 21

KFC’s Mission and Philosophy

Philosophy of KFC The “CHAMPS” Program . . . . . . VII

. 24

The CHAMPS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Mission of statement . . . . . . . . . . . . . . . . . . . . . . . . . . . Goal of KFC . . . . . . . . .