Kfc Product Analysis

Competitor VRIO Analyses

1. KFC

Product: KFC is popular around the world because of its Original Recipe on its chicken. Their product is rare because they offer products which have an “Original Recipe” and this also makes their product not easily to imitate. Their product itself is their sustainable competitive advantage.

Place: They are located in shopping malls, near schools and along hi-ways. They place their store close to schools, colleges, cinemas and markets where there is a huge traffic flow of people with high-purchasing power. They have a valuable location because they capture their target market and their locations have a really good traffic flow. It is imperfectly imitable because it requires a lot of capital and also a lot of

They also promote through TV ads, flyers, leaflets and many more. Their promotion is valuable because they were unable to send the message of their company to the customers.

2. McDonalds

Product: McDonalds offers different variety of menu like hamburgers, chickens, fries, drinks, etc. They give value to their customer by continuously developing their menu which satisfies the customers want. McDonalds has also diversified their products according to the location. They also offer happy meal for children. Their product is not difficult to imitate but its functionality is very difficult to achieve.

Place:McDonalds outlets, not only in the Philippines are very evenly spread throughout making it very accessible to its consumer, they also have drive-thru options that make the McDonalds product more convenient. The place is easy to imitate but without the needed resources, it is difficult to achieve.

Price:The Company consider the customer’s perception of value as the basis of their price charged. They also consider the price set in market as well as the possible reaction from its competitors. They were able to organize to capture value because it can be clearly seen that it is customer

It is not rare because competitors also use this kind of promotion.

6. Chic-boy

Product: Chic-boy a fast food chains in the Philippines the offers best qualities of best chicken inasal, lechonmanok and liempo. They are rare because they have a wide variety of dishes that the Filipino people can choose from. No it is not imperfectly imitable because it can be easily to imitate.

Place: Most of their franchise are located in other places of NCR where there is a foot traffic. They give value to their customers by providing them convenience of their store. No it is not rare because other competitors may copy their place strategy.

Price: The pricing of Chic-boy is very affordable to its target market. Their pricing is valuable because it gives benefits to their consumers but it is not rare because many businesses also price their product based on the purchasing power of the consumer, having their price as a competitive parity.

Promotion: Chic-boy use advertising such as TV ads, billboards, public relations and through the word of mouth. Its promotion is costly because it spends almost a hundred thousand for its TV advertisement. They give value to their