Kentucky Fried Chicken and Fast Food

Paper Summary:

The paper relates that the fast food industry generally does well both domestically and internationally. The paper looks at the recent movement towards healthy living and eating that has impacted negatively on the industry. The paper discusses KFC's competition, corporate governance, ethics and social responsibility, stakeholders, internal strengths and weaknesses, and external opportunities and threats.

Table of Contents:
Introduction
Competitors
Corporate Governance
Trends Affecting the Fast Food Industry
Ethics and Social Responsibility
Stakeholders
External Environment
Internal Strengths and Weaknesses
External Opportunity and Threats
Issue Priority Matrix
Mapping Strategic Groups
Industry Matrix

From the Paper:

"Though KFC, Yum! Brands, Inc., and the fast food industry in general are lucrative, recent movement towards healthy living and eating has impacted negatively on the industry and now comprises a significant long-term sociocultural environmental variable. Short term, the fast food industry generally does well both domestically and internationally owing to busy lifestyles and the growing number of adults who live alone and prefer take-out to cooking. However, the industry is now being threatened by healthier, swift, sophisticated and cheap alternatives, such as the current take-away sushi boom. Many existing players in the fast food industry have responded to this environmental threat by including healthy food options in their restaurants. Prominent examples include McDonalds and the newer entrant to the fast food market, Subway. However, as KFC is primarily popular for its fried (and therefore, unhealthy) chicken and related fried products, the company has not adjusted to this threat at a competitive level."

Sample of Sources Used:

• "2005 Annual Report." (2005). Yum! Brands, Inc., online. Retrieved January 10, 2006 from http://www.yum.com/investors/annualreport/05annualreport/pdf/yum_ar05.pdf.
• "Exchange List." (2006). Kentucky Fried Chicken online. Retrieved January 10, 2006 from http://www.kfc.com/nutrition/exchange.asp.
• "Fast Food - September Report." (2005). Key Note. Retrieved January 10, 2007 from http://www.keynote.co.uk/FAST%20FOOD%20_%20SEPTEMBER_1%20KN%20version.pdf.
• "Fast Food Factory" (2006). BBC World Service. Retrieved January 10, 2007 from http://www.bbc.co.uk/worldservice/specials/1616_fastfood/.
• "Great Chicken... Building Great Careers!" (2006). KFC online (Australia). Retrieved January 10, 2007, from http://www.kfc.com.au/Default.asp?page=/careers.

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