KFC And Burger King Strategies Case Study Example | Topics and Well Written Essays - 2000 words

KFC And Burger King Strategies - Case Study Example The company's core products are Buckets, Burgers and Twisters and Colonel's Crispy Strips chicken with home-style side dishes. The first 'Soul Food' product to hit the stores was 'Warm Chicken Salad'. The success of this salad led to new variants being developed, and more 'Soul Food' products continue to feature on KFC's menus. . The 'Soul Food' philosophy has also made a real impact upon KFC's retail estate, manifesting itself in all aspects of communication, from window posters to the menu boards and staff uniforms. (www.kfc.co.uk) In case of Burger King, the philosophy of "One size fits all" does not fit with its customers, as customisation is king for them. The target segment is core 18- to 35-year-old "burger-and-fries-loving" customers. To appeal to a broader customer base, it offers a variety of food options, such as a full line of breakfast products, salads, BK VEGGIE burgers, desserts and more. This strategy involves making modifications in the product characteristics so as to stimulate sales. (Kotler, 367).KFC is committed to serving foods that meet the changing needs of its customers. Kentucky Fried Chicken (KFC) has slashed the amount of dangerous trans fats in its foods in the UK. It uses a low trans fat blend of cooking oil in its 713 British and Irish stores. Previously the company used a partially hydrogenated rapeseed oil. The fast food chain says the switch means that all of its products will contain less than one per cent trans fat. The trans fats have been removed without sacrificing the great taste that is the foundation of KFC brand. Trans fats occur naturally in small amounts in dairy products and meat, but they're also formed artificially when manufacturers hydrogenate liquid vegetable fat or oil. (KFC slashes trans fats on UK menus) Product Line Extension This strategy involves adding new products or services to the existing product line (Onkvisit, Shaw, 384). Burger King has planned to build a chain of Whopper Bars in Britain, which will sell a variety of its signature hamburgers in a hipper, more adult setting. THE "barbell strategy "is being used by Burger King to beef up profits, pushing higher-priced products and cheap items on the same menu. Burger King has plans to build Whopper Bars in places such as airports and other venues with limited space (Rushe , 2008). Product Innovation This strategy involves introducing new products from time to time so as to cater to the changing needs of the customer. KFC and Burger King have followed this strategy. Burger King launched The Angus Steak Burger, which was differentiated based on higher quality beef, while TenderCrisp Chicken Sandwich gave BKC a product in the chicken sandwich category where it was traditionally weak. KFC launched The Wrapstar with delicious ingredients for the young, busy adult who eats lunch on the go.(www.utalkmarketing.com).KFC would launch a revolutionary finger lickin' new menu addition -- Kentucky Grilled Chicken This great tasting product will help KFC continue to evolve and increase its relevance among consumers looking for nonfried menu options. It's the latest and most exciting of many recent menu innovations at KFC and would deliver the great flavor that the customers expect.Even the Colonel's iconic bucket

Management Principles Essay Example | Topics and Well Written Essays - 500 words - 2

Management Principles - Essay Example This leader is actively involved in coaching, training, directing and supervising the team members’ performance. The team leader appreciates and recognizes good performance on a regular basis. Moreover, he provides feedback to the people that do not perform well or achieve the required targets. This team leader reports to a manager. The manager provides targets and directs what tasks to be performed. Very often, the manager takes all decisions related to work and staff members. The monthly and yearly targets and goals are decided by the manager. Although the manager monitors the work, he is not proactive in appreciating or rewarding good performance. The manager holds all authority in distribution and control of stationery and other facilities related stuff. Keen observation reveals that the team leader follows situational leadership style, as proposed by Hersey and Blanchard (Schermerhorn, 2009). The team leader keeps changing his style according to the situation. For example , he trains and coaches team members on the job and continuously monitors and encourages so that they achieve the required targets. He appreciates those that achieve or exceed their performance targets. He also delegates extra responsibilities to the good performers so that they are motivated. He involves all team members in important discussions related to work and/or tasks assigned by the manager.