 By Nishant Kumar

 KFC was founded by colonel harland sanders who was born in 1890 from the small town Henryville in U.S. He started selling fried chicken from the road side restaurant in Corbin kentucky it was there he served the recipe that he learned in his childhood.

 KFC is also known as kentucky fried chicken started in 24September,1952 is an american fast food restaurant chain that specializes in fried chicken headquatered in louisville, kentucky. It is the second largest restaurant chain after MC Donald with almost locations globally in 123 countries. The revenue of KFC is 33US$ billion according to report of 2013.

 Fried Chicken  Chicken Sandwiches  French Fries  Soft Drinks  Desserts  Krushers(Milk shake)  Burgurs

 Strength  Ranks highest among all chicken restaurants for its convenience and menu variety.  Oldest and finest in business.  High goodwill does not have any core competitor in chicken serving.  Serves variety of items under single menu.  Loyal customers  Weakness  Presence of Multinational competitors in the market. Eg: Mc Donalds(specialized not in chicken serving but in burgers)  Imported raw material rise their prime cost.

 Don anderson a sign painter hired by harman coined the name. Harman gave the phrase “its finger licking good” In 1957 they came up with a signature meal with 14 pieces of chicken,five bread rolls with pint of gravy in a cardboard bucket. But due to age factor he sold his company to johny brown and Jack C Massey in 1964.

 In july 1940 Sanders finalised what came to be known as his original recipe of 11 herbs and spices although he never publically revealed the recipe he admitted to the use of salt and pepper. He came up with one more strategy to give franchisee in exchange of sanders secret blend of herbs and spices he has given his first franchisee to Pete Harman who was his friend in Utah.

 KFC entered into the indian market in Bengaluru in june,1995 with 30 outlets in India but they failed to attract the Indian customer. In 2004 KFC India relaunched their product by adopting a new strategy to attract local customers by expanding their vegetarian menu option with Veg Zinger, Paneer Zinger, Potato Krisper Burger and Hot veg Snacker etc. They came to know 42% Indians are vegetarian and they have number of festivals and they want both non-veg and veg items.After capturing the Indian market then again in 2016 company fell back on chicken centric strategy and opted to promote their new chicken items. They came with Watt-a –Box 5 in 1 meal which was a master stroke by KFC that while having their meal they can charge their mobile phones.

 KFC japan was opened in 1970 by Takeshi okawara who managed first KFC restaurant in japan. KFC used dark meat instead of white meat because japenese perception is that dark meat is good to eat. KFC came up with rice bowls because they studied the market and they got to know that japanese staple food is Rice and they use used to serve it in a Bento-Box which was made up of wood because like to eat in wooden utensils. As we know that japan is technolised country so KFC played one more game they brought chicken shaped mouse,USB stick and even keyboard to attract japanese customers. This was again a masterstroke by KFC they came up with “kurisumasu ni wa kentakki” (Kentucky for christmas) its shocking to know only 1 to 2% are christian in japan but they made it a festival for them and due to KFC japanese people started celebrating christmas in huge way and now the situation is that they have book their orders before one month and have to wait in a large que this is very shocking that 3.6 million people of japan go to KFC for having KFC menu featuring fried chicken,wine, cake and Champagne etc.

 KFC taught us for every business we need to study the market before entering into any business because without studying or knowing the culture of any country if we are starting our business then we are putting axe on our own leg.