Kfc Mission 4y3c1t

Company Background

Name

KFC (Kentucky Fried Chicken)

Logo

Industries served

Restaurants, Fast Food

Geographic areas served

Worldwide

Headquarters

U.S.

Current CEO

Roger Eaton

Revenue

$ 9.5 billion (2012)

Profit

N/A

Employees

N/A

Parent

Yum! Brands

Main Competitors

McDonald’s Corporation, Burger King Worldwide Inc., Subway, Wendy’s Company and many other companies.

KFC is a fast food restaurant chain, which specializes in fried chicken. It is the world's largest fried chicken chain with over 17,000 outlets in 105 countries and territories as of December 2011.

Mission KFC mission statement 2013 “To sell food in a fast, friendly environment that appeals to pride conscious, health minded consumers”

Evaluation

Does it include...?

Customers

Products/ Services

Markets

No

Yes

No

Technology

Concern for survival

Philosophy

No

No

Yes

Self-concept

Concern for public image

Employees

No

No

No

Does it mention values like...?

Customer or product-

oriented?

Citizenship

Teamwork

Product-oriented

No

No

Score

Excellence

Integrity

No

No

0.7/4.5

Overview KFC’s mission has received one of the lowest scores in all of our evaluations so far. The statement is clearly too short and lacks 7 out of 9 essential components: customers, markets, technology, concern for survival, self-concept, concern for employees and public image. The statement only reveals one value – friendly environment, but doesn’t mention any of the 4 values used by the world’s best performing companies. Their mission is product-oriented, which is a drawback for any mission compared to customer-oriented statement. Product-oriented missions tend to focus on certain products and services rather than on satisfying customers’ needs or solving their problems. They offer less flexibility for the company to expand into other product markets. In overall, KFC does a poor job in utilizing their mission as a communication tool to present important business information to company’s stakeholders.