KFC
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Identification
Kentucky Fried Chicken has enjoyed much success expanding their restaurants in the U.S. and internationally in the latter half of the 20th century. By 1971, KFC had 2450 franchises and 600 company owned restaurants in 48 countries. Unfortunately in the last decade, growth within the industry has been sluggish due to increased competition. The fast food market is saturated in the U.S. and KFC feels that the major growth opportunities exist abroad. KFC's senior management is willing to re-evaluate their current strategy to determine what markets will provide greater opportunities for growth for the organization.
KFC's current strategy in 2000 focused on sustaining its position in Mexico and the Caribbean, but postponed plans to expand into other large markets like Venezuela, Brazil and Argentina...