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1、KFC company belongs to the worlds largest catering group,with more than one hundred countries including distribution in the area,and nearly three thousand chain.Yums global food groupKFC restaurantsPizza hutTaco Bell Group organizational chartHistory and Sign of KFC In recognition of his contributio
2、n to his home,Kentucky gave him the honorary title of Colonel Sanders.Colonel Sanders a suit,gray-haired and bearded image of the goat has became an international brand.which is the best symbol of KFC.KFCs valuesOur mission Our expectationOur beliefOur work attitudeKFC enterprise cultureService and
3、the pursuit of excellenceAttention and perfect service qualityPositive,encouraging.“Restaurant manager first”Work,to excellenceMain business strategy Become more brand integration,the leaderIn a restaurant,let consumer can enjoy two gourmet brand and more choices Main business strategy developmentMo
4、de of operationFast-food chain formIndustrialized productionStandardized productsEmployee localizationRaw materials are importedProvide condiment and beverage supplier directlyFried chicken burger and fries and in-store processingA new kind of food per monthWith the customer satisfaction as the cent
5、er value chain management1、Obviously,the target market2、cooking chicken expert“3、Customer as the center of marketingObjectives:biggerIn China and other developing countries is the income in the upper level of the people.1 1、Target market positioning:obviouslyPartition typeSevere consumersModerate co
6、nsumersMild consumersTime toVisit once every weekVisit a monthlyVisit once every six monthsInvestigation shows that currently severe consumers have occupied 30%40%,which constitute the main target market.According to the table:lead into consumersTable:target market analysis customer group2 2、Product
7、 positioning:cooking chicken expert.3 3、Marketing positioning:customer as the centreKFC store location：The center of the cityGeneral tight get large storesObjective:to better for the consumer groups.Avoid Chinese fast food1、Win-win franchise mode2、Effective business planning and decision-making leve
8、l of two ShenPiZhi location(local companies and headquarters)“know-how”Principle:strive to gather in most places near the guest and the shopTips:location must consider when people will be caught competitorsWin-win franchise modeEmployee grow ladderPart-time employeesFormal employeeTrainee attendant
9、Assistant internship for 2 monthsOn each stage has a very complete training Assistant managerThe store manager Asthe newaddascending fasterCompany human resource managementMain incentive system and measures2、the company sales and management of restaurant title examination requirements.Testing1、A sen
10、ior staff,the company to formulate annual performance assessment system of gold award 3 3、“Business champion challenge.”supplierIndividual performanceKFCemployeesCooperation manufacturerCooperative joint ventures partnersOverall performanceMore thanRapid growth opportunitiesMore competitive in the m
11、arketGuiding vision consensusCompanies operating in the production chainProduct safety and health managementSuppliers safety and health management:Strict request all suppliers to fowl-run and plant managementIn every link in any infection may prevent comprehensively,For suppliers are required by loc
12、al animal quarantine department issued by the animal products thereof out of quarantine certificate and animals and animal products vehicle disinfection proofRestaurants operating health management:Request for restaurant dining times daily facilities and equipment of all cleaning and disinfection,To
13、 strengthen staff personal health and hygiene management,The storage of raw materials strict safety and health management,From that KFC restaurants operating on product safety.KFC with suppliers of strategic cooperative partnership1 1、Supplier of localization2 2、Supplier evaluation system of the sta
14、r3 3、Suppliers supporting trainingIncludes four aspects:The enterprise value chain of optimization,unobstructed of supply chain managementWin-win chain management of customer satisfaction,chainKFC chain operation of strategicStructure:Value-chain strategic management：1 1、Global unified management po
15、licies：CHAMPS and McDonalds,KFC CQSV,also have CHAMPS,the operating principle,CHAMPS is not only the value of all activities,and McDonalds more comprehensive,more than consumer orientation.2 2、To increase as the core of strategy:aim high growth markets,preemptive,speed expansion3、Make full use of sy
16、nergy:more brand portfolio Production of raw materials procurement and distribution unified coordination Marketing cooperative stores sharing,cross selling and joint promotions Financial synergy funds balance expenditure Talent across the brand of collaborative4 4、The human resources development:Cul
17、tural orientation and training systemCompany annual meeting,each management department within the group with partners,vendors and mutual cooperation and the future direction of development are discussed,the exchange of experience,make each other to strengthen the communication,promote enterprise coh
18、esive force,and the pursuit of excellence.Between partners and suppliers of interactionKFC in China KFCs development in ChinaThe growth in Chinas KFC restaurantsKFC Chinas chain effectIn China,16 years in the city has been opened 1,000 230 stores,Product raw materials from mainland China 100%Hundred
19、s of millions of dollars annually purchasesKFC established in mainland China with 480 enterprises supplier networkEvery year,directly or indirectly,creating jobs 23 millionIn the next few years,KFC will promote more items from abroad and domestic production,supply into China and build in China for b
20、ase to the worlds supply of new chainKFC secret of success and management experience:Never to vigorous,willing to challenge their young,and to open the door to the training of the staff,encourage employees and KFC grow together.Fast of small toys,to reflect strong service consciousness,From the diner to employ himself again,the students-time-released low cost principle,Team spirit and humanistic atmosphere.