资源描述
单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,KFC,KFCcompanybelongs to theworlds largestcateringgroup,withmorethan onehundred countriesincludingdistribution in thearea,andnearly three thousand chain.,Yums globalfood group,KFCrestaurants,Pizzahut,Taco Bell,Grouporganizationalchart,History andSign of KFC,Inrecognitionofhiscontribution to hishome,Kentuckygave himthehonorarytitleofColonelSanders.,Colonel Sandersasuit,gray-hairedandbeardedimageofthegoathasbecame an internationalbrand.,whichisthebestsymbolofKFC.,KFCsvalues,Ourmission,Ourexpectation,Ourbelief,Ourworkattitude,KFCenterpriseculture,Service andthepursuitofexcellence,Attentionand perfectservicequality,Positive,encouraging.,“Restaurantmanager first”,Work,toexcellence,Main business strategy,Becomemorebrandintegration,the leader,Ina restaurant,letconsumercanenjoytwo gourmetbrandand morechoices,Main business strategy development,Mode of operation,Fast-foodchainform,Industrializedproduction,Standardizedproducts,Employeelocalization,Rawmaterials areimported,Provide condimentandbeveragesupplierdirectly,Friedchicken burgerandfriesand in-store processing,A newkind of foodper month,With thecustomersatisfactionasthe centervaluechainmanagement,1、,Obviously,thetargetmarket,2,、cookingchickenexpert,“,“,3、,Customerasthecenter of marketing,Objectives:bigger,InChinaandotherdevelopingcountriesisthe incomeintheupperlevelofthe people.,1、,Targetmarket positioning:obviously,Partition type,Severe consumers,Moderate consumers,Mild consumers,Time to,Visit once every week,Visit a monthly,Visit once every six months,Investigation shows thatcurrently severeconsumershaveoccupied30%40%,which constitutethe maintarget market.,Accordingtothe table:lead intoconsumers,Table:target marketanalysiscustomergroup,2、,Product positioning:cookingchicken expert.,3、,Marketingpositioning:customer as thecentre,KFCstorelocation,：,Thecenter of thecity,General tight getlargestores,Objective:to betterforthe consumer groups.AvoidChinesefast food,1、,Win-win,franchisemode,2、,Effectivebusinessplanningand decision-makingleveloftwoShenPiZhi location(localcompaniesand headquarters),“know-how,”,”,Principle:strivetogatherinmostplacesneartheguestand theshop,Tips:locationmust consider whenpeople willbecaught competitors,Win-win franchisemode,Employeegrow ladder,Part-timeemployees,Formalemployee,Trainee attendant,Assistantinternshipfor2months,Oneach stage hasa verycompletetraining,Assistantmanager,Thestoremanager,As,thenew,add,ascendingfaster,Company human resource management,Main incentivesystemand measures,2、thecompany sales andmanagement of restauranttitleexaminationrequirements.Testing,1、Asenior staff,thecompanytoformulateannual performance assessmentsystem of goldaward,3、“,Businesschampionchallenge.”,supplier,Individual performance,KFC,employees,Cooperation manufacturer,Cooperative joint ventures partners,Overall performance,More than,Rapidgrowthopportunities,More competitive in themarket,Guiding visionconsensus,Companiesoperating in theproduction chain,Product safetyandhealth management,Suppliers safetyandhealth management:,Strictrequestallsuppliers to fowl-run andplantmanagement,Ineverylink in anyinfectionmay preventcomprehensively,Forsuppliers arerequiredbylocalanimalquarantinedepartment issuedbytheanimal products thereofout of quarantinecertificateandanimalsandanimal products vehicledisinfection proof,Restaurantsoperatinghealth management:,Request forrestaurant diningtimesdailyfacilities andequipmentofall cleaning anddisinfection,Tostrengthenstaffpersonalhealthand hygienemanagement,Thestorageofrawmaterials strictsafetyand healthmanagement,FromthatKFCrestaurantsoperating on productsafety.,KFCwithsuppliersofstrategic cooperative partnership,1、,Supplieroflocalization,2、,Supplierevaluation systemofthestar,3、,Supplierssupportingtraining,Includesfour aspects:,The,enterprise value chain of optimization,unobstructed of supplychainmanagementWin-win chain managementofcustomersatisfaction,chain,KFCchainoperation of strategic,Structure:,Value-chainstrategicmanagement,：,1、,Globalunifiedmanagement policies,：,CHAMPSand McDonalds,KFCCQSV,also have CHAMPS,theoperatingprinciple,CHAMPS isnotonlythevalueofall activities,andMcDonalds morecomprehensive,morethan consumer orientation.,2、,Toincreaseasthecoreofstrategy,:aimhigh growthmarkets,preemptive,speedexpansion,3,、,Make fulluse of synergy,:morebrandportfolioProduction of rawmaterialsprocurementand distributionunified coordination,Marketingcooperativestores sharing,cross sellingand joint promotionsFinancialsynergyfundsbalance expenditureTalentacross thebrandofcollaborative,4,、,Thehumanresources development:,Culturalorientationandtrainingsystem,Company annualmeeting,each managementdepartmentwithinthe group withpartners,vendorsand mutualcooperationandthe futuredirectionofdevelopmentare discussed,the exchange of experience,makeeachothertostrengthen thecommunication,promote enterprisecohesiveforce,andthepursuitofexcellence.,Betweenpartnersandsuppliers of interaction,KFCin China,KFCs
展开阅读全文