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    Sa Sai Noah
    KFC is entering the Myanmar market as the first international fast food chain. Myanmar represents an opportunity for KFC as it does not yet have major fast food competitors and most Burmese are familiar with KFC. KFC will target youth and those in urban areas like Yangon and Mandalay near shopping malls, airports, hospitals and universities. While KFC faces some challenges like higher prices compared to local options and regulations that are still developing, franchising represents the best entry mode for KFC in Myanmar given the growth of the restaurant franchise industry. Overall, the analysis finds Myanmar is a good market for KFC's products to gain new customers and profits.

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    IB

    Uploaded by

    Sa Sai Noah
    529 views21 pages
    KFC is entering the Myanmar market as the first international fast food chain. Myanmar represents an opportunity for KFC as it does not yet have major fast food competitors and most Burmese are familiar with KFC. KFC will target youth and those in urban areas like Yangon and Mandalay near shopping malls, airports, hospitals and universities. While KFC faces some challenges like higher prices compared to local options and regulations that are still developing, franchising represents the best entry mode for KFC in Myanmar given the growth of the restaurant franchise industry. Overall, the analysis finds Myanmar is a good market for KFC's products to gain new customers and profits.

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    KFC is entering the Myanmar market as the first international fast food chain. Myanmar represents an opportunity for KFC as it does not yet have major fast food competitors and most Burmese are familiar with KFC. KFC will target youth and those in urban areas like Yangon and Mandalay near shopping malls, airports, hospitals and universities. While KFC faces some challenges like higher prices compared to local options and regulations that are still developing, franchising represents the best entry mode for KFC in Myanmar given the growth of the restaurant franchise industry. Overall, the analysis finds Myanmar is a good market for KFC's products to gain new customers and profits.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    529 views21 pages

    IB

    Uploaded by

    Sa Sai Noah
    KFC is entering the Myanmar market as the first international fast food chain. Myanmar represents an opportunity for KFC as it does not yet have major fast food competitors and most Burmese are familiar with KFC. KFC will target youth and those in urban areas like Yangon and Mandalay near shopping malls, airports, hospitals and universities. While KFC faces some challenges like higher prices compared to local options and regulations that are still developing, franchising represents the best entry mode for KFC in Myanmar given the growth of the restaurant franchise industry. Overall, the analysis finds Myanmar is a good market for KFC's products to gain new customers and profits.

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    At a glance
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    Some of the key takeaways from the document are that Myanmar represents an untapped market for international fast food chains like KFC due to a lack of competition and familiarity with fried chicken among the population. KFC entering Myanmar could capitalize on opportunities like low labor costs, availability of raw materials, and an opening economy with government incentives.

    Some of the strengths and opportunities mentioned for KFC in Myanmar include a large population between 20-50 years old, preference for spicy and fried chicken, middle income levels allowing customers to afford KFC, availability of raw materials, low costs, and a government opening the market to foreign investors.

    Challenges and weaknesses discussed are potential higher prices compared to local alternatives, need for product variety like smoothies, potential for understaffing during peak hours, changing policies and regulations as Myanmar's government and economy develop, and infrastructure issues like transportation and electricity.

    KFC ENTERS MYANMAR

    Group Members
    Grace Pyone Mya
    Theint Theint
    Ng Shing Yun

    Contents
    Introduction
    Company Profile
    Country , Myanmar
    Target Market
    SWOT Analysis
    Challenges
    Conclusion

    Introduction of KFC
    Kentucky Fried Chicken, worlds most popular
    chicken restaurant chain.
    Based in Louisville, Kentucky.
    Founded by Colonel Harland Sanders in 1952.
    More than 11,000 outlets, 85 countries and
    territories.
    Part of YUM! Brands, Inc., worlds largest
    restaurant, 36,000 locations.

    Products of KFC
    Original
    Extra
    Chicken
    Honey
    H
    C
    omestyle
    Crispy
    BBQ
    Recipe
    Sandwiches
    Wings

    Introduction & Culture of Myanmar


    One of ASEAN countries, population

    around 56 million
    Sharing borders Bangladesh, India,
    China, Laos and Thailand.
    Located between China and India
    - Buddhism and Mon People
    - Christian, Muslim, Hindu and
    ethnic groups
    Rich cultural and historical heritage
    - Shwedagon Pagoda
    - Bagan

    Buddhism

    Mon
    People

    Target Market : Places


    Center of City, Population

    Mobility & location with


    convenient traffic
    Yangon & Mandalay

    Shopping Mall

    Airport

    Hospitals

    Universities

    Target Market: Audiences


    Youth

    11%

    25%

    64%

    Reason for choosing Myanmar as the new entry?


    No international fast food outlets
    until
    now
    KFC can be 1st outlet of Myanmar
    Myanmar Government allows
    foreign
    investors with chances right now
    Most of Burmese are familiar with
    KFC
    Not difficult to penetrate into the
    new
    market
    No need to face with global
    competitors

    Demographic Analysis of Myanmar


    High Population
    Most are age between 20-50
    Local persons prefer spicy tastes&
    fried chicken
    They usually have breakfast with
    big meals
    Religions (Buddhists, Christians,
    Muslims & Hinduisms)
    Middle Income Level
    Most people can afford to
    consume KFC

    SWOT Analysis Between KFC & Myanmar

    Strengths

    Plenty of Raw Materials; chickens, potatoes,


    spices, etc
    Cheap Prices
    Low Labor Costs
    High Labor Qualities
    Government starts opening global
    market
    Offers incentive for tax exemption
    Festivals country

    Students and Staffs need excellent fast


    food centers because of rush hours
    Burmese like fried chicken rather than
    pizzas, sandwiches, pasta

    Opportunities

    Myanmar

    Weaknesses
    Prices of KFC are a little bit
    high to compare with Myanmar
    money
    Need Smoothie and
    fruit desserts
    In peak hour, staffs cant
    serve quickly and face with
    food shortage

    Threats

    THE GREATEST CHALLENGES


    New POLICY/RULES AND REGULATIONS
    Some Laws are changing period
    New Weak coordination and cooperation between

    government organizations
    party (NLD) won the 2012 election

    THE GREATEST CHALLENGES


    PHYSICAL INFRASTRUCTURE

    Transportation system
    Difficulty in delivery system

    COMMUNICATIONS INFRASTRUCTURE

    Telecommunication system
    IT communication system

    Technology still need to improve

    Information difficult to access

    Shortage of electricity

    Some information may lack of

    credibility

    THE GREATEST CHALLENGES


    o ECONOMY OF MYANMAR
    o Currencies exchange rate fluctuation
    o No foreign banking experience
    o Weak awareness of international market

    Myanmar
    f
    o
    y
    m
    o
    n
    o
    c
    E
    r
    Summarize fo

    Local Competitors
    Tokyo Fried Chicken
    Feel Burger & Snacks
    Pizza Corner
    CP Fried Chicken

    HOW TO OVERCOME
    Technology training to the people for our products
    Research the good market place of Myanmar and use
    the substituted machines
    Research the detail of culture , laws and regulations
    Research the taste of Myanmar people
    Choose the right entry mode

    THE RIGHT ENTRY MODE


    FRANCHISING
    KFC one of the product from Yums franchising

    company
    The Restaurant Franchise industry is one of the fastestgrowing franchise industries
    According to The National Restaurant
    Association, restaurant revenues reached $566 billion in
    2009, at 945,000 restaurants nationwide

    Conclusion
    By doing analysis , Myanmar good

    market place to invest


    Acceptable for KFCs products
    KFC one of the world famous for fried
    chicken
    Gain huge and new customers
    Sure to get the profit and benefits

    Thank You

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