deskresearch案头调研学习课程

1、INTRODUCTIONIneverycorneroftheworldandineverycityinChina,wewilloftenseethesmilingfaceofanoldman,withgraybeardandwhitesuit,andwhichwillalwaysbethatdress.Thatsmile,Imafraid,isthemostfamousandexpensiveoneintheworld,becausethatkindoldmanisjustthesignandsymbolofthefamousfast-foodchainKFC.第1页/共21页第一页，编辑于星

2、期五：十六点 三十七分。INTRODUCTIONFormanyyoungpeople,perhapstheyarejusttoofamiliarwiththatoldman.ContrastbetweenChineseandwesternfood,althoughChinesefoodhasbecomeaculture,andprecipitationforthousandsofyears,therearesomanypeoplelikeKFC,especiallyforyouths.Whatsthedifferencebetweenthem?Howdowesternfood,KFC,appe

3、altoouryouths?第2页/共21页第二页，编辑于星期五：十六点 三十七分。A GENERAL INTRODUCTION OF KFCKFCCorporation,basedinLouisville,Kentucky,istheworldsmostpopularchickenrestaurantchain,specializinginOriginalRecipe ,ExtraCrispy ,Twister andColonelsCrispyStrips chickenwithhomestylesides.Everyday,nearlyeightmillioncustomersarese

4、rvedaroundtheworld.KFCsmenuincludesOriginalRecipechicken-madewiththesamegreattasteColonelHarlandSanderscreatedmorethanahalf-centuryago.Customersaroundtheglobealsoenjoymorethan300otherproducts-fromaChunkyChickenPotPieintheUnitedStatestoasalmonsandwichinJapan.KFChasmorethan11,000restaurantsinmorethan8

5、0countriesandterritoriesaroundtheworld.AndinquiteafewU.S.cities,KFCisteamingupwithsisterrestaurants,A&W,All-AmericanFood,LongJohnSilvers,TacoBellandPizzaHut,sellingproductsfromthepopularchainsinoneconvenientlocation.KFCispartofYum!Brands,Inc.,whichistheworldslargestrestaurantsystemwithover32,500

6、KFC,A&WAll-AmericanFood,TacoBell,LongJohnSilversandPizzaHutrestaurantsinmorethan100countriesandterritories.第3页/共21页第三页，编辑于星期五：十六点 三十七分。THE DATA第4页/共21页第四页，编辑于星期五：十六点 三十七分。It includes the general datas of KFC第5页/共21页第五页，编辑于星期五：十六点 三十七分。2015Fromthefirstgraphs,wecanfindKFCisverypopularinChinaandthe

7、reisatrendofrisingup.2016From 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.第6页/共21页第六页，编辑于星期五：十六点 三十七分。The potential Fromthethirdgraph,wecanfindthereisarapidslowdownofKFCinChina,butitgoesdownquicklyin2015. Fromthefo

8、urthgraph,wecanfindthereisacontinusouslytrendsofgoingupsalesvolumes,whichshowsitspopularityinChinesepeople.第7页/共21页第七页，编辑于星期五：十六点 三十七分。2 eating habits1 market environment3 It offers different kinds of foods第8页/共21页第八页，编辑于星期五：十六点 三十七分。SWOT AnalysisStrengths 1. KFC products have realized the standardi

9、zation 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页第九页，编辑于星期五：十六点 三十七分。第10页/共21页第十页，编辑于星期五：十六点 三十七分。3.Elegant environment and first-class service It create

10、s 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第11页/共21页第十一页，编辑于

11、星期五：十六点 三十七分。Weakness 1.FriedfoodKFCfoodcookingmethodsmainlyisfried2.ThehighstaffturnoverrateExcessiveliquiditywillincreasecompanysoperatingcosts,andefficiencywillbereduced.3.PriceThepriceofKFCishighforordinaryChinesepeople.Mostofordinaryresidentscannotafforditandnottomentionforruralpeopletobuyit.第1

12、2页/共21页第十二页，编辑于星期五：十六点 三十七分。O represents opportunityIn 2015,Allied Chain-stores of top 100 has been released in China and KFC has entered smoothly 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 a

13、llied chainstores,we can come to conclusion that KFC has great market potential and slaes opportunity in China.第13页/共21页第十三页，编辑于星期五：十六点 三十七分。Increased Sale volumes of KCF from 2013 to 2015From 2013 to 2015,The sales volume of KFC presents an upward trend第14页/共21页第十四页，编辑于星期五：十六点 三十七分。In 2015, the tot

14、al number of KFC stores has increased to 5000 in ChinaKFC has some potential saling opportunities in China第15页/共21页第十五页，编辑于星期五：十六点 三十七分。Three major opportunities of KFC in Chinese marketOne the one hand,With the development of Chinas social economy and the improvement of peoples living standard,peop

15、le 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

16、,because the popularity of KFC continues to enlarge.第16页/共21页第十六页，编辑于星期五：十六点 三十七分。The second opportunityMost 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

17、-tier cities.So,there is a huge business opportunity for KFC in these cities.According to analysts, KFC is benefiting from its locations in Chinas lesser-developed cities,where rent is lower than big cities and there is less competition.第17页/共21页第十七页，编辑于星期五：十六点 三十七分。The Third opportunityThe Chinese

18、people have always been interested in Foreign cultures,Foreign food.It has gradually became a fashion that people can eat authentic foreign food in homeland.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.第18页/共21页第十八页，编辑于星期五：十六点 三十七分。THREATSTHREATSMacDonald (Big gun, number oneAC/DC) Enterprises of national known fast food （You are not alone, I am here with youJackson）第19页/共21页第十九页，编辑于星期五：十六点 三十七分。SUMMAR