1. Food health is questioned. The food provided by KFC has always been regarded as unhealthy food and there are many health risks. It is not difficult to find that the ingredients selected by KFC are generally considered to be rich in hormones and other chemical components, such as six-winged chicken and instant chicken. Secondly, its cooking is mainly fried, and the safety of oil and fried food is difficult to control. Secondly, the nutritional level of its food is questioned, and what's more, it is called non-nutritive junk food.
2. The mobility of employees is high, and the service awareness and quality of employees are uneven.
3. The confusion of preferential policies leads to misunderstanding among consumers, and there are also virtual promotions.
4. Products tend to be the main consumer groups, and the target customer groups are relatively single, but with the improvement of customers' health awareness, the increase of substitute products, the change of consumer demand and taste, their consumption of KFC will decrease.
CPI has been rising in recent years. Some people think that China has ushered in an era of high prices, and rising labor wages have led to rising costs. If the price of products sold by KFC increases, it will lead to the loss of customers. Therefore, while keeping prices stable, the weight of food is decreasing, which gives us a direct feeling that hamburgers are getting smaller and smaller, and there are fewer and fewer French fries.
6. In order to attract customers, enhance brand value, continue to invest in advertising, coordinate community relations, participate in public welfare activities, and coordinate relations with the media and the government, more and more capital needs to be invested.
7. KFC is a brand of Yum! Brand. The main raw materials of KFC products (chicken, mashed potatoes, condiments) are decided by the head office, and the general raw materials (bread, beverage puree, vegetables, packaging boxes, etc.). ) are all set by district-level companies. The utilization of resources is not reasonable enough and there is waste. The scale of KFC is expanding, the energy scattered in distribution will be more and more in short supply, and the distribution model will be rigid.
8. KFC's product pricing has been criticized, and the price is obviously decoupled from the international level.
9. Both products and services want to promote localization, and the localization of services is smooth, but the localization of products is not smooth. For example, products such as fried dough sticks and porridge can only be described as unpalatable.
10. Parkson Group has too many management levels, which does not meet the requirements of flattening modern management levels, and it is difficult for the top management of enterprises to respond to emergencies quickly.
1 1. There are many franchised KFC stores, which are becoming more and more difficult to manage. Moreover, many brands under Parkson have formed competition, and the competition inside and outside the enterprise and the industry has intensified.
Second, advantages
1. KFC has many franchise stores, which have obvious scale effect and negotiation advantage.
2. Due to its early entry into the domestic market, KFC's brand awareness is extremely high. At the beginning of entering the domestic market, China was full of yearning for the United States, imitating the American lifestyle and eating habits. Many people adore foreign things, and at that time, domestic fast food was scarce, and its high pricing made KFC from the United States instantly establish a "high above" representative. Eating at KFC is a status symbol and a representative of American life. People yearn for KFC, its excavation.
Excellent marketing strategies are adopted to attract customers and build brands.
3. Compared with other fast food, it has invested more in advertising, social relations and public welfare, which has won its brand awareness and reputation. For example, the overwhelming TV, Internet and paper advertisements, and the holding of student basketball matches, etc.
4. Marketing strategy keeps pace with the times
(1) launched a 24-hour fast food service.
(2) Using new media, such as launching APP and electronic coupons.
(3) You can order food online and by phone, and deliver it to your door for free.
(4) Detailed services, such as breakfast, Chinese food, afternoon tea, dinner, midnight snack and dessert.
(5) With the growth of target customers' age, from the initial children to the present youth, their interior design is becoming more and more fashionable and bright, and they use star welfare to attract customers and hire fashion stars to shoot fashion advertisements.
5. Product innovation, giving customers a constant sense of freshness and stimulating consumption. At the same time, the product is unique, fashionable and unique, which is convenient to eat and increases appetite.
6. Products and services are constantly localized, such as KFC changing from fast food to "Chinese slow food".
7. KFC is open to the outside world from toilets to some service equipment. Customers can use toilets, tables and chairs for free without spending.
8. Convenient and quick, using the package to promote consumption, and the price is actually lower than today's price level.
Excellent management system and corporate culture
(1) A brand-new chain operation mode with unified logo, unified clothing and unified distribution mode.
(2) KFC's "speed-oriented" fast food enterprise spirit makes it pay special attention to team spirit and achieve high efficiency through team cooperation, thus ensuring the correctness and rapidity of business peak period.
(3) KFC's tenet is "customer first", which makes every customer feel at home.
10. Brand effect, corporate image, service and product quality are guaranteed, and customer rights and interests can be effectively safeguarded.
1 1. The enterprise has abundant funds, excellent management and R&D team, high enthusiasm of employees, clear promotion channels for employees, higher management level, salary level and R&D ability than similar enterprises, and a mature corporate culture.
12. Follow the footsteps of McDonald's, that is, open a store in the area where McDonald's has already opened, and reduce the cost of market development.
13. There are many branches in China, which are widely distributed in cities, whether in first-tier or second-tier cities.
14. All stores are located in busy areas, near shopping malls, and in areas with heavy traffic, and most of them are located on the first floor of the building, with outstanding geographical advantages at the corner.
15. There are many stores and the location is superior. Even if KFC enters a recession, KFC can make a lot of money by selling facades.