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EXECUTIVESUMMARY

Kentucky fried chicken (KFC) is one of most popular and renowned fast food restaurantall over the world. KFCs outstanding brand recognition, experienced management, highquality food, site development expertise, advanced operational systems & unique globalinfrastructures position them to capitalize on global opportunities. It continues to berecognized as a premier franchising company around the world. KFC is currently seekinghighly qualified individuals to join the KFC family as new franchisees in both U.S. &International markets. The feature of their tasty fast food items with unique value &services, creating a high demand for KFC in the international business arena. KFCalready proves their demand in the global market by providing quality-fried chicken,burgers & other fast foods. KFC is the world's largest chicken restaurant chain, with morethan 10,000 locations worldwide. Furthermore, there is a golden opportunity for KFC toexpand their global foodservice in Bangladesh also. KFC can enter the Bangladeshimarket for its demand & brand image. The biggest franchise company- KFC. Uniquebrand quality fast food provider KFC holds some exclusive strength. They are theprovider of world quality foods. Different varieties of food items are there in KFC. They

will get the maximum competitive advantage in Bangladesh for their exclusive brandimage & superior food & service. Demand for KFC foods is another strength for them.KFC is always famous for their customer- oriented attitude. They always provide gift

items with each purchase of food items or accessories. KFC hold some fabulousopportunities in Bangladesh as a world-class fast food provider. For a high demand offast food in our country, they can set the high standard of fast food restaurant over here.One is the present condition of the fast food shops in Bangladesh & the other one isintroducing KFC in Bangladesh. Almost 95% people are already aware of KFC & around80% of the targeted audience wants KFC to be in Bangladesh. Itll be beneficial for ourcountrys people, where they can get some world famous quality foods from KFC.

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Brief view at

KFC (Kentucky Fried Chicken) is the world's largest chicken restaurant chain, with morethan 10,000 locations worldwide. Colonel Harland Sanders started KFC in the 1940's. Heis responsible for popularizing the concept of franchising in fast- food. His special blendof herbs and spices became known as the Colonel's "Original Recipe" and its popularitygrew rapidly.

Colonel Harland Sanders, born September 9, 1890, actively began franchising his

chicken business at the age of 65. Now, the KFC business he started has grown to beone of the largest quick service food service systems in the world. And Colonel Sanders,a quick service restaurant pioneer, has become a symbol of entrepreneurial spirit.

KFC rich history began with him. The strong foundation that he built continues todaywith KFC vision-

NO BODY DOES CHICKEN LIKE KFC

BACKGROUND:

KFC Corporation, based in Louisville, Ky., is the world's most popular chicken restaurantchain specializing in Original Recipe, Extra Crispy, Colonel's Crispy Strips and HoneyBBQ Wings with home-style sides and freshly made chicken sandwiches. Since itsfounding by Colonel Harland Sanders in 1952, KFC has been serving customersdelicious, already-prepared complete family meals at affordable prices. There are over11,000 KFC outlets in more than 80 countries and territories around the world servingsome eight million customers each day.

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Franchising Requirements of KFC

Business qualification that KFC seek in its potential franchisees

High personal integrity

Entrepreneurial spirit & strong desire to succeed

A proven ability to motivate & train people

The ability to manage finances

A willingness to personally devote full-time

A willingness to complete a comprehensive training program

Financial resources

KFCs franchising cost

KFC S MAIN CONCERN IS ABOUT

They focuses on customers and respond to the voice of the customer

They believe in people, trust in positive intentions, encourage ideasfrom everyone and actively develop a workforce that is diverse instyle and background

They find reasons to celebrate the achievements of others and have fun

doing it.

They coach and support each other

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They do what we say, we are accountable, we act like owners.

-They take pride in our work and have a passion for excellence

They execute with positive energy and intensity...they hate

bureaucracy and all the nonsense that comes with it.

They practice team together, team apart

KFC encourages performances and one can get more money through regularperformance appraisals, feedback, and merit increases.

KFC also provides training and promotions..

KFC provides STA200 training program to increase ones skill and performance. The Inthe Lead program can help prepare to become a shift supervisor and increase ones

earnings even more. The Vision I programs provides training to help become anAssistant Unit Manager, while the Be the Leader programs can help one develop skillsto become a Restaurant General Manager -- The BEST job in the industry!

FranchisingFranchising...... In BangladeshIn Bangladesh

KFC is spreading out all over the world, because of its superior vision. It is because of thefeature of their tasty fast food items with unique value & services, creating a high demand forKFCs in the international business arena. As a result of this powerful coalition, KFCfranchisees have many multi-branding options at their disposal. Not only do multi-brandfranchisees have more menu variety to attract more customers, but they leverage their initialand marketing investments, sharing resources, space and labor amongst multiple profitcenters, to get more for their money. YUM! Currently focuses on multi-branding as a majorvehicle for future expansion.

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KFC sells more chicken than any other quick service restaurant in the world and commandsmore than 50% of its market share. Every day, more than eight million customers savor theColonels famous specialties, such as Original Recipe and Extra Crispy chicken, the Colonelscrispy chicken strips, Twister and many home style sides. The worlds largest chickenrestaurant is a YUM! Brand and, hence, a member of the worlds largest restaurant company.

With more than 32,000 restaurants in more than 10 countries and territories, four of YUM!sfive internationally-recognized brands command the highest market share in the chicken,pizza, Mexican and seafood markets. As they already creating demand in the Asian markets &with that, if the possibilities are in the favor of Bangladesh, then our country can create a greatmomentum with KFCs. Furthermore, there is a golden opportunity for KFCs to expandtheir global food service in Bangladesh also.

Their attributes clearly define the support on creating a global market. As we alreadyknow, the globalization of markets refers to the merging of historically distinct & separatenational markets into one huge global marketplace. That concept comes on thediscussion only because of the KFCs interference in the international business. KFCs

already proves their demand in the global market by providing quality hamburgers &other fast foods. Its almost everywhere around the world.

Rankings in Entrepreneur Magazine 1999-2003

Franchise 500 rank:

#29 (2003) ; #12 (2002) ; #44 (2001) ; #32 (2000) ; #6 (1999)Ranked #1 in category in:

2003 , 2002 , 2000 , 1999Fastest-Growing Franchises:

#10 (2003) ; #8 (2002) ; #86 (2001) ; #6 (2000) ; #6 (1999)America's Top Global Franchises:

#14 (2003) ; #20 (2002)

In PORTERS Framework KFC

Factor Condition does MatterDemand Condition is neededRelated & Supporting Industries are NecessaryFirm Strategy, Structure & Rivalry should be considered

http://www.entrepreneur.com/franzone/listings/fran500/0,5831,,00.htmlhttp://www.entrepreneur.com/franzone/listings/fran500/0,5831,,00.htmlhttp://www.entrepreneur.com/franzone/listings/fran500/0,5831,,00.htmlhttp://www.entrepreneur.com/franzone/listings/fastestgrowing/0,5844,,00.htmlhttp://www.entrepreneur.com/franzone/listings/topglobal/0,5835,,00.htmlhttp://www.entrepreneur.com/franzone/listings/fran500/0,5831,,00.htmlhttp://www.entrepreneur.com/franzone/listings/fastestgrowing/0,5844,,00.htmlhttp://www.entrepreneur.com/franzone/listings/topglobal/0,5835,,00.html

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All of the above terms of Porter Diamond Model will be taken into consideration, whenKFC will enter in the Bangladeshi market. How this framework matters in Bangladesh isreally important to know when KFC is there. So, lets have a close look when worlds oneof biggest fast-food provider KFC & Porters Framework combines together.

Factor Condition does Matter

Economic theory says factors of production are labor, land, natural resources, capital &infrastructure. Those factors eventually will determine the flow of trade. The franchiseefor KFC has to determine these factors that makes the most use of it. From theperspective of skilled labor & infrastructure, Bangladesh will get the advantage of largepopulation with potential manpower. Also it has many unemployed people who areseeking for job every time. So, employees for the production house & also for the sales

centers & offices will be very much available. So labor will not be a major factor to beconsidered. The location of the center can face a bit problem, as there is scarcity of placein Dhaka city- as it is the most populated cities in Bangladesh. Reasonable place in areasonable cost (rental or sold) might be a problem to find. So, for a better location

where KFC can have potential customers, places like Gulshan, Banani, Uttara, Baridharaor Dhanmondi can be the better options.

Continues with the frameworkKFC Demand Condition is needed

If we give a close look at the local demand of fast food in Bangladesh we will find out thatthere are very few good quality fast food shops meeting the demand of potentialcustomers. The demand can be mainly found in Dhaka, because all the big & famousschools, colleges, universities & offices are situated over here. The appeal for KFC isgreatly expanded by the people who can afford to buy, who has the craze, & who follows

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the trend. The sites or the locations that we already mentioned for KFC, is the reason forthose people who have the attitude & acceptability power. In these posh areas of Dhaka,fast food centers are very much popular; food lovers gather there is large numbers tohave snacks & drinks & also to pass some quality time. Because of lack of entertainmentplaces, people of Dhaka also wish the food centers to be big & comfortable enough sothat they can pass some times there. As we can see that other companies like Wimpy,Helvetia are already in the Bangladesh & captured the target market, KFC has got agreater chance to be the center of the attraction in the fast food competition over here.

Related & Supporting Industries are necessary

In that term, KFC will face most of the problem. As the climate & geographicalconditions of Bangladesh are very different from that of U.S.A. & U.K., the

quality raw materials that are essential for a food item to be an actual KFC itemwill be very difficult to get. The firm may not find the right quality of chicken,

potatoes, and pickles etc. they may need to produce them here or bring fromsome other countries to maintain the quality of the foods For example, KFCdoes not use real chickens. They actually use genetically manipulatedorganisms. These so called "chickens" are kept alive by tubes inserted into their

bodies to pump blood and nutrients throughout their structure. They have nobeaks, no feathers, and no feet. Their bone structure is dramatically shrunk to getmore meat out of them. This is great for KFC because they do not have to pay somuch for their production costs. There is no more plucking of the feathers or theremoval of the beaks and feet.

So, may be KFC will need to bring them from other countries. Same thing can be happenwith other materials also- that will increase the cost of making the foods & subsequentlythe price of the foods- which might be unaffordable for the customers. In that case it

would be good options to buy local materials without hampering its quality. It will be good

for our economy because it encourages local industry.

Still continues with the framework KFC

Firm Strategy, Structure & Rivalry should be considered

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The Government of Bangladesh does not create many problems for any foreign companyto enter its market. So from that perspective, there are fewer problems expected. Rivalry

wise, KFC dont have that much rivalry. The only direct rival in Dhaka may be Wimpy.Except for that, all the other fast food centers like Western Grill, Helvetia, AmericanBurger, Swiss, & Golpea Burger are not comparable to KFC- as their quality, price,promotion- all the styles are different from others. Just to take in consideration thatbuying power matters KFC should offer the price of the snacks & drinks- like Wimpy orother big fast food shops are providing. The target should be the customer.

So, after considering all the factors, KFC can enter the Bangladeshi market for itsdemand & brand image. If they can attract the customers through its world quality foods& services with the convenience, then KFC has got a glorious opportunity to make arelationship with our country also- as they did with one hundred & twenty countries

already. One of the biggest franchising companies-

NO BODY DOES CHIKEN LIKE KFC!!!!

SWOT ANALYSIS of

Now we are going to show a complete picture of the strength, weaknesses, opportunities, &threats of KFC when itll make its step on our country. Lets give a closer look on thefollowing term:

STRENGTHS

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Unique brand quality fast food providerKFC holds some exclusive strength. They can makea worth use of those when theyll be in the Bangladeshi market. Those are asfollowing:

KFC is famous for their brand image all around the globe. The potential customers of

Bangladesh will support them, as KFC title is already in their mind. Means, peoplesawareness will automatically create the demand. KFC is the provider of world quality foods. Different varieties of food items are there

in McDonalds. This is one of the major strength that KFC holds to be successful inour country.

KFC will get the maximum competitive advantage in Bangladesh for their exclusivebrand image & superior food & service.

Demand forKFC foods is another strength for them. KFC will sell their foods in a comparable price like Helvatia & Wimpy, where these

two are regarding as their main competitor. KFC is always famous for their customer- oriented attitude. They are always

conscious about consumers perception, their choice, their demand & so on. Theyalways take customers suggestions & all the information. Such kind of attitude caneasily make customers in Bangladesh.

KFC always provide gift items with each purchase of food items or accessories. Suchstep will attract more customers in Bangladesh.

continues with the SWOT ANALYSIS of

WEAKNESS

Though KFC is really strong for the above strength, they might face some problem for someof the weaknesses. Those are as following:

A high initial cost is needed for the establishment & decoration ofKFC. Unavailability of some raw materials can be a major weakness ofKFC in Bangladesh.

As we already mentioned, setup cost forKFC is really high. So, affordability is reallynecessary for that.

Location is a big factor forKFC in Bangladesh. They need a good place to be selectedfor their location.

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still continues with SWOT ANALYSIS of

OPPORTUNITIESKFC

KFC hold some fabulous opportunities in Bangladesh as a world-class fast food provider.Those opportunities are as following:

For a high demand of fast food in our country, they can set the high standard of fastfood restaurant over here.

Availability of supplier will be on their support. Availability of labor is also one of their advantages in Bangladesh. KFC will get the opportunity of expanding their branch on the other part of the

Bangladesh if they can create & maintain the overall demand. So, the branchingopportunity is also in KFC favor.

still continues with the SWOT ANALYSIS of

THREATS

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KFC might face some threats as well in Bangladeshi market. Those threats are very minor forthem, but possibilities are there in hampering their reputation. Those few threats are asfollowing:

As a major opponent, Wimpy, Chicken King, BFC can be a threat for them. Economic infrastructure of Bangladesh is not that superb. So that can be judge as a

threat for this world quality restaurant. During strike time, supplier ofKFC will face a major problem. Lack of customer at

that time can be a major threat for their profit- making flexibility.

PEST ANALYSIS of

Now we will focus on the Political, Economical, Social, & Technological aspects in termsofKFC entrance in Bangladeshi market. How these terms can intervene in the condition of

KFC, PEST Analysis will give us a clearer view on that.

POLITICALCONDITIONS

Following political conditions can affect KFC in different manner:

Political corruption like strike, hartal, etc. can negatively affect KFC. Government rules & regulations can intervene in KFC success. Trade barrier can create a lot of problem for KFC on bringing raw materials from

other country.

ECONOMICALCONDITIONS

Some economical criterias can affect KFC. These are as following:

Poor economical infrastructure might affect KFC. Financial help can be generated from the banks of Bangladesh.

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Maintaining the profitability with high investment to be returned can be a Job inhand forKFC.

continues with the PEST ANALYSIS of

SOCIALCONDITIONS

There are some social factors that should be taken under consideration while entering theBangladeshi market. KFC has to be lineal to judge those factors. Those are as following:

First of all, they have to understand the culture of Bangladesh. Food must be providedaccording to the cultural substances.

Religion is also important to consider. 95% people in Bangladesh are Muslim. Thereare also other religions people also. So, they can bring beef, chicken, vegetable- allkind of food in this country.

TECHNOLOGICALCONDITION

Some technological criterias should be mentioned which is important in KFC perspective.

Those are as following:

Technological items of KFC give them the competitive benefit on producing highquality food. They are also known as worlds best quick service restaurant. Its justbecause of the use of integrated & fast machines.

The KFC franchising department will provide all the necessary machines. We donthave to pay any additional fees or charges for those exclusive machines. Itll beincluded with the initial cost.

Market Potential of

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Demand for

Our survey was based on three things. First one was to know the present condition of thefast food shops in Bangladesh & the second one was the prospects of fast food shoppingbusiness in Bangladesh and the last one was introducing KFC (Kentucky Fried Chicken)in Bangladesh. In the first part we tried to find the leading fast food shops, their marketingpolicy etc. In the next part we tried to find the demand for fast food, where we found thedemand has increased rapidly among the potential customers. Probably the reasonbehind this is, in our country we are lacking of recreational areas & people always lookfor a place where they can go, spend some time, & relax. On the other hand, in the finalpart of our survey, we found that KFC can meet the vast demand of fast food for higherclass and higher-middle class people in our country. Almost 90% people are alreadyaware of KFC & around 70% of the targeted audience wants KFC to be in Bangladesh.

Quality of food in

At KFC, they take great pride and care to provide us the best food and dining experiencein the quick service restaurant business. They believe eating sensibly, combined withappropriate exercise, is the best solution for a healthy lifestyle. Some of theingredients they are using for making those quality foods, they just bring those form thecountry where they origin from. They never sacrifice quality for anything else. Along withquality they also care about balance so they offer some items with lower fat, lowercalories and variety of menu items & moderation in consumers diet. Itll be beneficial forour countrys people, where they can get some world famous quality foods from KFCs atconvenient price

Varieties of food in

Variation may occur depending on the local supplier, the region of the country & theseason of the year. For instance, KFC provides specialties such as KFC chicken withextra Crispy Breast, Drumstick, Whole Wing, KFC Chicken with hot and spicy, Popcornchicken, KFC sandwich with Crispy Caesar twister, Honey BBQ Crunch Melt, HoneyBBQ flavored sandwich, Biscuit, Macaroni & Cheese, Mashed Potatoes with gravy,

Potato Salad, KFC dessert like Colonels pies, Apple pies, Double chocolate chip cake,ice cream. These delicious items are hardly available in the either of the fast foodrestaurants of Bangladesh.

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Rivals of

The only brand wise competitor of KFC in Dhaka right now will be Wimpy, Pizza Hut.Along with them, KFC have other potential local competitors such as Helvetia, Sauslys,Dominous Pizza, American Burger, Southern Fried Chicken, Best Fried Chicken,Western Grill, New Yorker, Chicken King, American Fried Chicken etc.

Sales Potential of

ESTIMATED TOTAL COST: Approximately 6, 00, 00,000Tk.

TARGETED TIME TO REACH THE BREAK- EVEN POINT: 2 yrs 7 months

SALES NEEDED TO REACH THE INITIAL POINT (per year): 2,31, 00,000Tk.

ESTIMATED SALES:

Cost Type Cost in Tk.NEW RESTAURANT COST 2,80,00,000Tk.

OPENING EXPENSES 50,00,000Tk.

INITIAL CASH INVESTMENT 1,50,00,000Tk.

PROMOTIONAL CAMPAIGN COST 80,00,000Tk.

OTHER EXPENSES 40,00,000Tk.

TOTAL COST (approximately) 6,00,00,000Tk.

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(The above chart shows the estimated sale of KFCs each year. This calculationwill vary according to the demand, quantity, preferences & so on. It can also varyyearly. So, this is just an estimated figure by how KFC can reach the break-evenpoint in 4 yrs.)

Product Policy of

Product policy of KFC must be according to ones country culture and their food habits.For instance, about 90% of the Bangladesh population is Muslims and as a result pork isprohibited in Bangladesh. Therefore, any kind of food items made from pork will not be

accepted by our culture. So the management who are in charge of this has to keep this inmind while franchising KFC in Bangladesh. There are a wide variety of products that wecan offer but there are some specific products that we should not offer. Products such asHamburger, Peppered bacon; and all the sausages should be made from chicken or beefas preferred.

ITEMSSALES

(Price*quantity per day*365days)

KFC chicken with extra Crispy Breast 140*60*365 = 30,66,000Tk.

KFC Chicken with hot and spicy 150*60*365 = 32,85,000Tk.KFC sandwich with Crispy Caesar twister 80*40*365 = 11,68,000Tk.

Drumstick 120*25*365 = 10,95,000Tk.

Whole Wing 120*60*365 = 26,28,000Tk.

Popcorn chicken 100*30*365 = 10,95,000Tk.

Honey BBQ Crunch Melt 150*25*365 = 13,68,750Tk.

Macaroni & Cheese 90*50*365 = 16,42,500Tk.

Mashed Potatoes with gravy 70*35*365 = 8,94,250Tk.

Double chocolate chip cake (per lb) 600*15*365= 32,85,000Tk.

Ice-cream 100*100*365=36,50,000Tk.TOTAL SALES (per year) = 2,31,77,500Tk.

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So to address the ingredients ofKFC food, a complete list with details of the menu itemsfrom KFC Chicken to small order of fries must be provided to the franchisee ofBangladesh. It therefore gives the management a clearer view about the contents of thefood items as well as nutrition analysis.

Pricing Policy ofNow we are going to focus on the pricing policy of KFC. It should be according to the

pricing policy of McDonald, Wimpy as well as other local fast food shopsfor competitive reasons. If compared with other fast food shop, KFCscomplete meal will cost $3.79. Chicken Nuggets (6 pcs.) in others shop

cost much more, whereas is KFCs it will cost $3.09. This perhaps givesKFCs a competitive advantage over the local competitors regarding thepricing policies & also in terms of the quality of the foods.

Snacks & Meals

Available in Original Recipe, Extra Tasty Crispyor Tender Roast

Menu Item Chicken & Bread Complete Meal

2pc Thigh & Leg $2.35 $3.79

2pc Breast & Wing $3.15 $4.59

3pc Thigh & Leg $3.39 $4.85

3pc Breast & Wing $4.69 $6.15

4pc Chicken $4.49 $5.95

Chicken Only & Complete Family Meals

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Available in Original Recipe, Extra Tasty Crispyor Tender Roast

Menu Item Chicken Only Complete Meal

8pc Chicken $8.69 $13.69

12pc Chicken $12.99 $19.99

16pc Chicken $17.39 $26.39

20pc Chicken $21.79 $29.79

Colonel's Crispy Strips

& Buffalo Strips

Menu Item Price

3pc Strips Meal $3.69

3pc Strips & Biscuit $2.59

12pc Strips $7.99

12pc Strips Meal $12.99

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1 Strip $0.65

Chunky Chicken Pot PieChicken Nuggets

(not available in all

stores)

Hot Wings & Honey

BBQ Wings(Honey BBQ Wings not available in

all stores)

Menu Item Price

6pc Wings $2.49

6pc Meal $4.59

18pc Wings $6.99

36pc Wings $12.98

100pc Wings $35.00

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Menu ItemMenu Item Price

Pot Pie6pc Nuggets $1.69

Pot Pie Combo 6pc Nugget Meal $3.09

18pc Nuggets $4.59

Chicken Livers

Menu Item Price

Small Livers $2.29

Large Livers $3.49

Liver Meal $3.99

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Side Items

Menu Item Individual Large

Mashed Potatoes & Gravy $0.99

Gravy $0.69$1.19

Mashed Potato, Coleslaw, Potato

Salad, BBQ Baked BeansPotato Wedges, Corn on the Cob,Green Beans, Mac & Cheese

$0.99 $2.29

Pepper (1) $0.19

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Drinks

Menu Item SmallMediu

m

Large

Pepsi, DietPepsi, 7up,Orange, Sweet andUnsweet Tea

$0.99 $1.09 $1.19

Coffee $0.59

Milk $0.59

Sandwiches

Menu Item Price

Chicken Filet Sandwich $1.99

Filet Sandwich Deluxe $2.29

BBQ Sandwich $0.99

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Distribution Policy of

Distribution is needed very much for any company, and more complicated while a foreigncompany is entering a new market. It goes with KFCs while entering Bangladesh.

For the storehouse distribution, KFCs does not need to work hard at first, as in thebeginning it will start with only one place in Dhaka. So in the preliminary stage, thedistribution of the foods to the customers will not be of much hazard. And even whenthere will be more than one stores, the distribution of the foods to the customers willnever be a very big thing, as the foods are always prepared on spot at KFCs. So thefoods are always ready to reach the customers within some moments.

The main distribution KFCs has to think is the external distribution of how will they getthe supplies of the raw materials and from where. There are many materials usually usedto prepare the foods that are not easily available in Bangladesh. For those materialsKFCs has to bring them from other places, like India. As an example, the potatoes usedby KFCs for preparing their French-fries have to be of a certain quality. The potatoeshave to be of a certain shape and size, and this needs special type of soil to grow, whichmay not be found here. So maybe the potatoes have to be brought from somewhereelse. Like that items as sesame seeds for the buns, special sauce of KFCs, tartar sauce,

cellulose gum and some others are not very much available here. They need to bebrought from somewhere else.

According to the management contract policy of KFCs, they have their certaindistribution system. For the raw materials, they have certain places from where to bring

which product and how. So we have to follow the instructions of the policies given by theauthority to conduct the distribution.

Promotion Policy of

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Biggest fast food restaurant KFCs promotional style will be vast. As we already knowthat they are very familiar with the potential customers in Bangladesh, their promotionalactivities will give them the additional benefit with the existing awareness amongcustomers.

Now let see what are the promotional activities KFCs can plan & implement for makingitself as a big shot in Bangladesh. There are different types of promotional campaign thatcan be taken to consideration. Further discussion will give us a clear view of KFCspromotion policy.

Advertising in the front page of the famous newspapers of our country. Like,Prothom Alo, The Observer, The Daily Star, Ittefaq, and Jugantar etc.

Advertising inside the magazines. L Lots of leaflets will be published & distributed in the roadside to make theawareness more among the people. Attractive brochures will also be published for more convenience.

Electronic media, like television, radio will also help with general advertisement formore publicity. Itll be generated almost everyday. Use of Internet based media will help KFCs to advertise itself that it has now inBangladesh. Advertisement in different web- sites & web pages will allow KFCs tomake more of their publicity.

KFCs will provide gift items with each food purchase; this can be a very good

promotional policy for KFCs. From this they can gain much more competitiveadvantage, because still no fast food shop in our country is creating such kind ofattraction.

KFCs stickers, balloons, souvenirs, & attractive accessories will give themadditional advantage in the fast food market.M McDonalds will make a KID ZONE for small children just beside or inside thefood store. This will make a quite good attraction among the young children. Finally, a lot of advertisement in the road- side billboards, posters, banners, &signboards will attract people. Whenever they see, wherever they see- all around the

city; will give them the 100% competitive advantage in the fast food competition.

Cnclusion

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the older restaurants in the cities are often open twice in a day. But nowadays fast fooKFCs the best & the largest franchising global food service retailers in the world today. Itis also d place sell more, because their prices could be lower. Now, peoples that live in abig cities have not much dead time, people can work 24 hours a day. They dont want tospend a lot of time for eating each meal. For these KFC brings many services forcustomers. They have direct service & indirect service. Their unique vision has takenthem to the highest position in the global business arena. Their quality and promotionalstrategy have helped KFC to conquer the world and we hope that it will continue it inBangladesh also. That is because there is an increasing demand of fast food restaurantshere and franchising KFC in Bangladesh will not only maintain its position but will alsoenhance its competitive position in the international market.

Dreaming about

1. Age: 2. Gender: 3. Profession: 4. Residence: .

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5. How do you rate fast food in Bangladesh?

a. Poor b. Moderate c. Good d. Excellent

6. Do you want more fast food shops in Bangladesh?

a. Yes b. No c. dont know

7. How do you rate the quality of fast food in Bangladesh?

a. Satisfying b. Not satisfying c. Ill eat anyway d. No comments

8. How do you rate the price of fast food in Bangladesh?

a. Affordable b. Cheap c. Oh my god! d. Price doesnt matter

Which fast food shop you prefer in Bangladesh?

a. Helvatia b. Wimpy c. Golpea Burger d. Swiss e. Other

9. How often you take fast food?

a. Once a year (if I have money) b. Everyday c. once a week d. never

Have you ever heard of KFC (Kentucky Fried Chicken)?

a. Definitely b. What is KFC? C. Sounds familiar!

10. If you found KFC in Bangladesh, what will be your reaction?

a. Who cares? b. Wow c. So funny d. Dream comes true

11.If KFC comes to our country, will you try it?

a. Id like to b. Never- ever c. if its affordable, Ill be there everyday

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12. What price range of KFC fast food can make you go there?

a. 100-150 b. 150-200 c. 200-250 d. >250

13. With whom you always want to be in the KFC?

a. Friends b. Mom & Dad! c. Girl friend/ Boy friend d. Alone e. Grandma!

14. Have you ever tasted KFC in abroad?

a. Yes b. No c. I dont remember

15. Where you want KFC to be in the Dhaka City?

a. Banani b. Dhanmondi c. Gulshan d. Baily road e. Uttara

16. Do you want KFC to compete with other fast food shops in Dhaka?

a. Not at all b. Let them fight! c. Let see who wins? d. KFC will win!

17. KFC vision is NO BODY DOES CHICKEN LIKE KFCWhat do uthink about their vision?

a. Acceptable b. oh really?! C. Cool d. I dont think so (cuz I dont know)

18. Do you really want to see KFC in Dhaka city?

a. Never b. Im confused c. If its here, Ive no problem d. I want KFC!

SITUATION ANALYSIS

PRESENTCONDITIONOFFASTFOODSHOPSIN BANGLADESH

Fast food is a growing trend in Bangladesh. Its rapid increase has showed that fast foodrestaurants are quite popular among the local people, especially the youth.

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A survey was conducted which was based on the present demand of fast food in our country.Through the survey we found out the following preferable conditions. Such as:

The growing demand for fast food in Bangladesh is 85%. According to the peoples need, there are not enough quality fast food shops in Dhaka.

From the survey it shows that 92% of the people seeks for more quality fast foodshops.

Reviewing the customers preference, it shows that 36% people are not satisfied withthe existing quality of the fast food. Only 31% of the people are satisfied with thequality. The rest of the people would eat anyway.

In terms of price range, 84% of the people can afford to have fast food. Whereas,only 8% thinks that its beyond their affordability.

Most popular fast food shop in Dhaka right now seems to be BFC (Best fried chicken),

Pizza Hut, Chicken King, Helvatia etc. They have the preference of 60% people.

Feasibility Study

After all the analysis & planning, if we do the feasibility study for KFC, then some criteriahas to be consider. Those are as following:

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For bringing KFC in Bangladesh, a very high investment is necessary. Making such ahigh payment at- a- time is really tough.

Initial cost for bringing KFC is also very high. Cash/ liquid assets require to acquire a franchise is worth $1732,300, which is a very

big amount. Other additional costs are also there to make the investment very high. When KFC will be in Bangladesh, they have make a very quick sales & heed to reach

at the break- even point in 4 years time. If they couldnt reach the target, then theymight face a severe struggle in Bangladeshi market.

They might create the attraction in the first year of their arrival. But if they couldntcontinue in the same speed next couple of years, then loss will be there.

Price ofKFC items will play a big role on their success or failure. If the price is toohigh, the customer will be at the minimum level, because of the low affordability.KFC cant even dream of the profit then in Bangladesh.

So, we can conclude in our feasibility study that, for the high investment & price of foods,its not quite feasible enough to bring it in our country. Its just because, when a companyis in international business, theyll always look for demand & then profit will beautomatically there. So, if KFC cant guarantee to cover the whole cost in 4 years aftertheir arrival in Bangladesh, then in our view its not feasible to bring KFC for the timebeing.