KEF position in China is one of its main strengths as China's fast food market is growing steadily. 0 Combination of KEF - Pizza Hut and KEF - Taco Bell. KEF partnership with other Yum! Brands yields some advantage as the restaurant can offer items from its partners it doesn't have itself and satisfy more customers' needs. 0 KEF is the market leader in the world among companies featuring chicken as their primary product offering. KEF has positioned itself clearly among other fast food chains bearing its famous slogan and trademark chicken products.

Weaknesses 0 Untrustworthy suppliers. Over the years, KEF has been contracting suppliers, which supplied contaminated poultry to KEF or were mistreating chicken, thus exulting in falling sales and damaged reputation. 0 Negative publicity. KEF receives much criticism from PETA over the conditions chickens have been raised. Furthermore, it received bad publicity for selling chicken wing with kidney. There are many more or less bad news from KEF, which damage firm's reputation significantly. 0 Unhealthy food menu. KEF menu is largely formed of high calorie, salt and fat meals and drinks.

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Such menu offering prompts protests by organizations that fight obesity and hence, decreases KEF popularity. Consumers also often opt out for healthier choices. 0 High employee turnover. Employment in KEF is a low paid and owe skilled Job. It results in low performance and high employee turnover, which increases training costs and add to overall costs of KEF. Opportunities 1 . Increasing demand for healthier food. While demand for healthier food increases, KEF could introduce more healthy food choices in its menu and reverse its weakness into strength. 2. Home meal delivery.

KEF could fully exploit (it test deliver services now) this opportunity and reach more customers. 3. Introducing new products to its only chicken range. KEF could introduce new meals to its menu and offer pork, beef or only vegetarian meals, which would target wider consumer roof and would result in more costumers. Threats 1 . Saturated fast food markets in the developed economies. The fast food market in the developed countries is already overcrowded by so many fast food restaurant chains and this already proves to be a threat to KEF as it finds it hard to grow in the developed economies. . Trend towards healthy eating. Due to government and various organizations attempts to fight obesity, people are becoming more conscious of eating healthy food rather than what KEF has mainly to offer in its menu. 3. Local fast food restaurant chains. Local fast food restaurants can often offer a more local approach to serving food and menu that exactly represents local tastes. Although KEF does a great Job in adapting its own menu to local tastes, the rising number of local fast food chains and their lower meal prices is a threat to KEF. 4. Currency fluctuations.

KEF receives part of its income from foreign operations. That income has to be converted into dollars and may affect the business' profits, especially when the dollar is appreciating against other currencies. 5. Lawsuits against KEF. KEF has already been sued for many times and lost quite a few lawsuits. Lawsuits are expensive as they require time and money. As KEF continues to operate more or less the same way, there is high probability for more expensive lawsuits to come. AID model Awareness: We are trying to make people aware about CIFS healthy product .

For the awareness we have a site describing the dedication of CIFS towards people health and the environment. We have tried to aware people about CIFS product are fully hygienic, the oil used is cholesterol free and the paper products used are recycled paper products. Added value for the product also creates the awareness to the people about KEF. People can visit the green website of KEF is dedicated towards the health of people and nature. Interest: To generate the interest among the people about green KEF or to make people know about the green profile of KEF.

We have have brought the concept of Unique id. This concept will help KEF to attract people to visit the website through which people can know about the green profile of KEF. As we know everybody is conscious about the environment. So, once they have visited the website more interest will be created in the people towards KEF. Desire: Also the concept of the unique id will help to create a desire among the users. They will of course have the desire of winning and will visit the website and also they will have the desire of living healthy with KEF.

Via this website we are trying to show that we can fulfill the desire of people living healthy and in the beautiful clean environment. Action: This action would come as natural results of movement through the first three stages. The concept of unique id will attract the people to go for CIFS product and hence know about the green KEF and its dedication towards peoples health and nature. Finally there will be lot of visitors and customers at the end of the day to visit to KEF and the website swell.