presentation-of-kfc(肯德基英文介绍).ppt

presentation-of-kfc(肯德基英文介绍).ppt

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IntroductionHistoryMenuKFCsvaluesCultureStrategyOperationManagementStaffEffectComparisionKFC,alsoknownasKentuckyFriedChicken,isachainoffastfoodrestaurantsbasedinLouisville,Kentucky.ThecompanywasfoundedasKentuckyFriedChickenbyColonelHarlandSandersin1952.IIntroductionntroductionColonelHarlandSandersIIntroductionntroductionKFCiscurrentlyoneofthelargestbusinessesoftheglobalfoodserviceindustryandiswidelyknownaroundtheworldasthefaceofColonelSanders.TheColonelhasspreadhisindustrycurrentlytomorethaneightycountriesglobally.Everyday,nearlyeightmillioncustomersareservedaroundtheworld.HistoryHistoryHarlanSandersarealreadyfamiliarwithmorethan10kindsofruralcookingrecipes.18971930sIntheroadsiderestaurant,hehassuccessfullydevelopedoutoftheKentuckymysteriousformula.1939sHarlandSanderssskillandreputationtoattractalargenumberofcustomers.Inrecognitionofhiscontributiontoculinaryindustry,HarlandSanderswasnamedaKentuckyColonel.1960sThroughouttheUnitedStates,peopleenjoyKentuckysuckingreferstothechickenflavor.Graduallyintopeopleslives.1980stheColoneldied,theirhomestategovernmentgivesitsHonoraryLife.MenuKFCprimarilysellschickeninformofpieces,wraps,saladsandsandwiches.Whileitsprimaryfocusisfriedchicken,KFCalsooffersalineofroastedchickenproducts,sidedishesanddesserts.OutsideNorthAmerica,KFCoffersbeefbasedproductssuchashamburgersorkebabs,porkbasedproductssuchasribsandotherregionalfare.Menu1.Economicluxurymeal2.Suckingmeanschickenflavormeal3.NewOrleansroastchickenburgermeal4.Crispfresh/spicychickenburgermeal5.Mexico/oldBeijingchickenrollmeal6.NewOrleansroastwingsmeal7.Spicychickenwingsmeal8.Chuanlanenniufive-meal9.WholeshrimptoJaneFortmeal10.BlackPeppertenderbeefrice11.Goldencurryporkchopwithrice12.NewOrleansroastchickenFort13.Freshcrispy/spicychickenburger14.PastoralchickenFortAndsoon.KFCsvaluesKFCsvaluesOurmissionOurexpectationOurbeliefOurworkattitudeCultureCultureKFCenterprisecultureServiceandthepursuitofexcellenceAttentionandperfectservicequalityPositive,encouraging.“Restaurantmanagerfirst”Work,toexcellenceStrategyStrategyMainbusinessstrategyBecometheleaderofmorebrandintegration!

Inarestaurant,letconsumerenjoytwogourmetbrandandhavemorechoices!

ModeofoperationAchainformIndustrializedproductionStandardizedproductsLocalemployeeRawmaterialsareimportedProvidecondimentandbeveragesupplierdirectlyFriedchickenburgerandfriesaremadein-storeAnewkindoffoodpermonthOperationOperationManagementManagementWiththecustomersatisfactionasthecentervaluechainmanagement1、Obviously,thetargetmarket2、cookingchickenexpert“3、CustomerasthecenterofmarketingObjectives:

biggerInChinaandotherdevelopingcountriesistheincomeintheupperlevelofthepeople.StaffStaffCompanyhumanresourcemanagementPart-timeemployeesFormalemployeeTraineeattendantAssistantinternshipAssistantmanagerThestoremanagerEmployeegrowladderEffectEffectKFCseffectinchinaInChina,KFChasbeenopened1,000230storesduring16years.100%productmaterialsfromChina.Hundredsofmillionsofdollarswaspurchasedeveryyear.KFChasestablished480enterprisessuppliernetworkinChina.Everyyear,directlyorindirectly,creating23millionjobopportunity.ComparisionComparisionComparisionComparisionKFCHeadquarterslocation：

USAEstablishedtime：

1952BusinessScope：

westernfastfoodCompanyslogan：

WeDoChickenRightStaffquantity：

840thourand（2007）McdonaldsHeadquarterslocation：

USAEstablishedtime：

1954BusinessScope：

Fast-foodchain,DessertCompanyslogan：

ImlovinitStaffquantity：

390thourandComparisionComparisionMcDonaldsandKFCindifferentcountry:

IntheUnitedStates,thescaleoftheMcDonaldsfarmorethanKFC.ButinChina,theKFCtoentertheChinesemarketearlierthanMcDonalds,andthesizeofthescaleofthefarmorethantheMcDonalds.KFC本本土土化化战战略略Mcdonalds全全球球化化战战略略GlobalizationstrategyLocalizationstrategyComparisionComparisionGlobalizationstrategypklocalizationstrategyMcDonalds:

globalizationstrategy-moreinclinedtostrategicmanagementadjustments.麦当劳：

全球化战略麦当劳：

全球化战略更倾向于战略性的经营调整更倾向于战略性的经营调整Kentucky:

localizationstrategy-doinRomeastheRomansdo肯德基：

本土化战略肯德基：

本土化战略“入乡随俗入乡随俗”ComparisionComparisionChinasMcDonaldisstilltheworldofMcDonalds.“中国麦当劳，仍是全世界的麦当劳。

”ChinasKFC,slowlybecometheChineseofKFC.“中国肯德基，慢慢成为中国人的肯德基。

”KFCsstrengthKFCsstrengthjumpstart,firstimpressionsaremostlastingfranchise,acceleratedevelopmentChinesecharacteristic,thepositiveinnovationsciencelocation,efficientoperation“抢跑抢跑”，先，先入为主入为主特许经营，加特许经营，加速发展速发展中国特色，积中国特色，积极创新极创新科学选址，高科学选址，高效运营效运营ComparisionComparisionIntheUnitedStates,KFChasbeenalow-endproducts,butinChina,itbecameakindofmediumandeventhemiddleandhigh-endoftheproducts.在美国，肯德基一直是一种低端产品，而在中国，却成了在美国，肯德基一直是一种低端产品，而在中国，却成了一种中端甚至是中高端的产品。

一种中端甚至是中高端的产品。

Onestepaheadoffamilylead,inMcDonaldsplanentertheChinesemarket,KFChasstarteditsexpansion一步领先，步步领先，就在麦当劳谋划进入中国市场的时一步领先，步步领先，就在麦当劳谋划进入中国市场的时候，肯德基已经开始了它的扩张候，肯德基已经开始了它的扩张