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