Avon Essay

2493 words - 10 pages

UNIVERSITATEA ROMÂNO-AMERICANĂ
Facultatea de Relaţii Comerciale şi Financiar Bancare Interne şi Internaţionale

ANALIZA MEDIULUI DE MARKETING LA KFC

Student:

Bucuresti
2010

SCURT ISTORIC AL FIRMEI

KFC ( Kentucky Fried Chicken ) opereaza sub un contract de franciza prin care licenta este acordata companiei US Food Network SA.
Primul restaurant a fost deschis in aprilie 1997 pe Blvd. Magheru din Bucuresti.
In 2004 KFC deschide al saptelea restaurant al sau, in Constanta, la Tomis Mall, primul in afara capitalei. 
In prezent Compania US Food Network SA detine 38 de restaurante KFC, dintre care 17 in Bucuresti si celelalte in Constanta, Timisoara, Oradea, Iasi, Brasov, ...view middle of the document...

La varsta de sapte ani era un adevarat maestru in pregatirea unor mancaruri traditionale.
Cand Harland avea 12 ani mama sa s-a recasatorit, iar el a plecat de acasa si a inceput sa lucreze la o ferma in Greenwood. In urmatorii ani a avut mai multe slujbe temporare: conductor de tramvai, soldat in Cuba timp de 6 luni, pompier pe calea ferata, a studiat dreptul prin corespondenta si a practicat o perioada, a vandut asigurari, a lucrat pe un vapor, navigand pe raul Ohio, iar la 40 de ani, a inceput sa gateasca pentru calatorii infometati care se opreau la benzinaria sa in Corbin, Kentucky.
La acea vreme nu avea restaurant, dar ii servea pe calatori la masa din locuinta sa.
Cu timpul au inceput sa vina tot mai multi oameni numai pentru mancare; astfel a fost nevoit sa se mute vis-a-vis, intr-un motel care avea si restaurant. 
Timp de 9 ani el si-a perfectionat reteta alcatuita din 11 ierburi si mirodenii si tehnica de prepare, care este folosita si astazi. Faima lui Sanders a crescut. Guvernatorul Ruby Laffoon i-a acordat titlul onorific de ‘’Colonel al statului Kentucky’’ in anul 1935, in semn de recunoastere a contributiei sale la dezvoltarea bucatariei regionale.
La inceputul anului 1950, o noua sosea interstatala era planificata sa treaca prin Corbin. Colonelul si-a scos la licitatie afacerea si a fost nevoit sa supravietuiasca un timp cu un ajutor social de 105 $ pe luna.
Increzator in calitatea puiului pregatit dupa reteta sa, Colonelul s-a dedicat concesionarii afacerii sale. A strabatut tara, a mers din restaurant in restaurant, a gatit puiul dupa reteta sa pentru proprietarii restaurantelor si angajatii acestora. Daca reactia era favorabila, stabilea printr-o strangere de mana o intelegere verbala cu proprietarul restaurantului, intelegere prin care acesta se angaja sa ii dea Colonelului cate 5 centi pentru fiecare bucata de pui vanduta in restaurant dupa reteta sa.
In anul 1964, in peste 600 de restaurante situate atat in SUA cat si in Canada, se vindea pui pregatit dupa reteta Colonelui. In acelasi an, el si-a cedat drepturile de pregatire a puiului unui grup de investitori care il includea si pe John Y. Brown Junior, cel care mai tarziu a fost guvernator al statului Kentucky, din 1980 pana in 1984. Colonelul Sanders a ramas purtatorul de cuvant al companiei. In anul 1976, in urma unui sondaj, Colonelul Sanders ocupa locul 2 in randul personalitatilor cele mai populare in SUA.
Administrata de noii proprietari, societatea pe actiuni Kentucky Fried Chicken s-a dezvoltat rapid; in ianuarie 1969 a fost listata la bursa din New York. Peste 3500 de restaurante din intreaga lume au inceput sa opereze sub licenta in momentul in care Heublein Inc. a achizitionat KFC Corporation pentru 285 milioane dolari.
KFC a devenit filiala a R.J. Reynolds Industries cand Heublein a fost achizitionata de aceasta in 1982. In 1986, KFC a fost achizitionata de catre PepsiCo Inc. pentru 840 milioane dolari. In prezent, impreuna cu alte patru...

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