Yum Brands, Inc.

Paper Summary:

This paper presents a case study of Yum Brands, Inc., and explains that the study is structured around a number of topics such as the U.S. fast-food industry, multi-branding and franchising strategies, Yum Brands' international strategy and issues of risk assessment. The paper uses audit style analysis to make recommendations to continue to grow the Yum Brands business. In addition, the paper recommends coadaptation based upon multi-branding strategies, which offer consumers a larger menu base in a smaller area and are highly functional for brand recognition and franchise sales.

Table of Contents:
Executive Summary
Introduction
Assumptions
Situation Analysis/Internal Analysis
Business Goals
Current Strategy
SWOT Analysis
Stakeholder Expectations
Market/Industry Analysis
Macro-Environmental forces
Main Industry Forces
3 Main Competitors
Key Factors for Success
Options
Options to Reject
Options to Adopt
Recommendations
Action/Implementation Plan
Conclusion

From the Paper:

"Though healthy trends are not necessarily at the center of concerns in the international markets, what is of concern is the need to tailor offerings to culture, as acceptance of fast-food delivery and food offerings are often specific to culture. Some examples of this can be found in the Yum Brand Case Study as market expansion in certain areas, despite their overall ideal conditions might not do as well if the overall culture does not accept the delivery methods of fast food. For this reason it is essential that full country and market analysis be done on each and every potential market."

Sample of Sources Used:

• Brown, S & Eisenhardt, KM (1998), Competing on the Edge: strategy as structured chaos, 1st edn, Boston: Harvard Business School Press.
• Gomez-Mejia, L. R., & Palich, L. E. (1997). Cultural Diversity and the Performance of Multinational Firms. Journal of International Business Studies, 28(2), 309.
• Michman, R. D., & Mazze, E. M. (1998). The Food Industry Wars: Marketing Triumphs and Blunders. Westport, CT: Quorum Books.
• Mintzberg, H. Ahlstrand B. and Lampel, J. (1998), Strategy Safari, 1st edn, New York: Prentice Hall.
• Morrison, K. A. (1997). How Franchise Job Satisfaction and Personality Affects Performance, Organizational Commitment Franchisor Relations, and Intention to Remain. Journal of Small Business Management, 35(3), 39.

More papers on Yum Brands, Inc.:

• Case Study # 109727 : "Yum! Brands"
• Essay # 65798 : "A Market Study of Yum Brands."
• Research Paper # 101668 : "The Fast Food Industry and KFC"

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