King's Own Institute: KFC Franchise Business Proposal Analysis Report

This report presents a business proposal for a KFC franchise, authored by a student at King's Own Institute (KOI). The report begins with a profile summary of the student, Madan Raj Upreti, outlining his experience as an Assistant Manager at KFC and his educational background. The core of the report is a business proposal that identifies a problem: KFC's failure to effectively strategize its value proposition despite strong brand elements. The proposal suggests opening a franchise and customizing its marketing to emphasize KFC's credibility and value, focusing on intangible aspects like being a leader in chicken recipes and its long-standing presence with minimal scandals. The proposed marketing strategy involves outdoor advertising campaigns to boost brand credibility. The report includes references to relevant academic articles to support its arguments. The author aims to leverage the brand's existing strength by focusing on its intangible assets and differentiating the franchise through a tailored marketing approach. The report is a comprehensive analysis of the brand's potential and strategies for market differentiation within the fast-food industry.

Running head: Property Values: Literary Analysis
Property Values: Literary Analysis
Name of the Student:
Name of the University:
Author Note:

1PROPERTY VALUES: LITERARY ANALYSIS
A. Profile summary
My name is Madan Raj Upreti, and I am currently pursuing my bachelor’s degree in
accounting. Hailing from Nepal, I am currently pursuing my education at King’s Own
Institute (KOI), Sydney. Having detailed my educational background, I must outline what I
have been doing in the recent times. To be specific, I work as an Assistant Manager in KFC,
where I look after the operations and business aspects of the outlet, at a regional level. I am a
highly energetic professional with a vision to create job opportunities in the society.
I keep interest in reading business and marketing journals, such as International
Journal of Management, The BMJ and the Wall Street Journal. These journals have become a
necessity in my career, since they impart me with visions and ideas on how a business should
be run effectively. I have also been working towards developing my own business plans,
which include getting licensed from KFC to register a franchise. I believe that this is a step
forward in my life, towards getting to become an entrepreneur in the near future. However, I
am an optimistic visionary, who prefers to focus on one step at a time, without compromising
on sustainable development.
My current goal is to complete my education and get my degree to further validate my
credibility to get the license that I am aiming for. KFC is one of the world’s most popular fast
food chains, with an enhanced brand image. The fact that it specializes in chicken
preparations and recipes, gives it a unique value over the other fast food competitors. My
goal is to reinstate that, by marketing my franchise in that manner, since KFC, despite
excelling in brand elements, has not been able to effectively deliver a strong value
proposition in its business model.

2PROPERTY VALUES: LITERARY ANALYSIS
B. Business Proposal
Problem statement
Despite having a strong set of brand elements, KFC has not successfully strategized
its value proposition in its business model, which is central to a BMC. Kim and Kim (2004)
claim that this is because it has not stressed on the idea that it provides the world’s best
chicken at the most reasonable prices. This is the reason why the company has been
perceived as just another big player in the fast food retail industry. The public need a value to
recognize, pertaining to which they would differentiate the brand from the rest. The company
also needs to pounce on the credibility factor, based on the time duration for which it has
been in the market, and also on the fact that it has the minimum number of scandals in the
market despite the long duration. All of these aspects need to be considered to make sure that
the brand is differentiated from the rest of the players in the same market, as this is an
opportunity for the brand, since its competitors have been overlooking similar aspects of their
own businesses.
The business idea
The idea is simple. It is to open up a franchise of KFC in a locality, and market that
outlet in a customized manner. That is to say, the main idea is to make KFC differentiate
itself on grounds of credibility and value proposition. KFC is an already established business,
and therefore, nothing much exists which can improve the business operations of the brand.
However, what could be done is to market the brand in a way which highlights the intangible
aspects of the brand, rather than the tangible ones. This is because intangible elements help in
persuading an audience more effectively than tangible ones (Daniel and Titman 2006).
The strategy
In order to fill in the gap which has been identified, a proper marketing campaign
must be conducted in the locality of the franchise, of course, with the permission of the
company. The main strategy is to design messages which cover and convey the intangible
deliverables of the brand, to the customers. These include being the best in the world min
chicken recipes, and being one of the oldest running players in the market, with minimum
scandals to its name. Therefore, the parent strategy is to boost the credibility of the brand
through promoting the flawless intangible aspects of it. The media mix for the campaign
would only include outdoor forms of advertising.

3PROPERTY VALUES: LITERARY ANALYSIS
URL to LinkedIn Profile
https://www.linkedin.com/in/madan-raj-upreti-3b9bb5184/

4PROPERTY VALUES: LITERARY ANALYSIS
References
Daniel, K. and Titman, S., 2006. Market reactions to tangible and intangible information. The
Journal of Finance, 61(4), pp.1605-1643.
Kim, W.G. and Kim, H.B., 2004. Measuring customer-based restaurant brand equity. Cornell
Hotel and Restaurant Administration Quarterly, 45(2), pp.115-131.