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Yum Brands Executive Summary

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INDUSTRY ANALYSIS
According to BMI Research (2013), US- based fast- food company Yum Brands has outlined plans to target rising demand in Africa as part of its ambitious emerging market (EM) growth strategy. Set to expand operations primarily with its KFC chain, the company is keen to capture a slice of the continent's increasingly dynamic consumer growth story, spurred by large, youthful populations, rising incomes and demand for Western - style fast - food products. For the company , which also owns the iconic Pizza Hut and Taco Bell chains, EMs have played an increasingly central role in the pursuit of growth beyond maturing Western markets. Yum built 380 new international outlets last year, with 88% of this development located in high - …show more content…

In addition to direct franchising and wholly owned operations, the company participates in joint ventures, and continues investigating alternative venues to gain market share in the increasingly competitive fast-food market. In late 1997 the company expected to become a wholly owned subsidiary of Tricon Global Restaurants, Inc., to be formed from the spin off of PepsiCo's restaurant holdings.

PRODUCTS/SERVICES OFFERED
KENTUCKY FRIED CHICKEN is the most famous chicken chain in the world. This extremely popular Louisville, KY based chicken franchise specializes in Original Recipe, The Colonel’s Crispy Strips and Kentucky Grilled Chicken with homemade-style sides, chicken sandwiches made fresh and Honey BBQ Wings. Since Colonel Sanders established the business in 1952, KFC has been serving customers freshly prepared, complete, family meals.
KFC offered free home delivery service at specific branches in specifics cities. They take at 30 min for delivery and the minimum delivery order should Rs.200.They also provided services to celebrate the birthdays of kids at there home or in KFC restaurants. Now recently KFC also provide services of mobile unit of KFC.

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