marketing of KFC
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Title: marketing of KFC

Essay Details:

Subject: Business
Author: Michael G
Date: January 25, 2014
Level: University
Grade: A
Length: 18 / 5171

Essay text:

In 1971, Heublein, Inc. acquired KFC, soon after, conflicts erupted between the Colonel (which was working as a public relations and goodwill ambassador) and Heublein management over quality control issues and restaurant cleanliness. In 1977 a "back-to-the-basics" strategy was successfully implemented. By the time KFC was acquired by PepsiCo in 1986, it had grown to approximately 6,600 units in 55 countries and territories. Due to strategic reasons, in 1997 PepsiCo spun off its restaurant businesses (Pizza Hut, Taco Bell and KFC) into a new company called Tricon Global Restaurants, Inc. Reasons for going overseas Companies moves beyond domestic markets into international markets for the following reasons: *Potential demand in foreign market *Saturation of domestic markets *Follow domestic customers that go abroad *Bandwagon effect *Comparative advantage - some countries possess unique natural or human resources that give them an edge when it comes to producing particular products...

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