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Case Title:

Yum! Brand’s Key Growth Strategies

Publication Year : 2005

Authors: Ms. Shruti Khatri

Industry: Food, Diary and Agriculture Products

Region:USA

Case Code: GRS0124P

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
KFC Pizza Hut and Taco Bell are the world-wide leaders in Chicken, Pizza and Mexican food restaurants respectively. All these are sister brands and belong to Yum! Brands Inc. Yum is one of the world’s largest quick service restaurant companies and owns two more brands: A&W Restaurants Inc. and Long John Silver’s. The restaurant company faces competition from brands like McDonald’s and Subway. To combat competition the company implemented certain strategies. The case discusses these innovative strategies and their success. Yum’s strategies have helped the company in improving its brands and have placed them among the top brands in the food industry globally.

Pedagogical Objectives:

  • To discuss the growth strategies adopted by Yum! Brands globally
  • To discuss the concept of multibranding innovated and employed by the restaurant group and its advantages
  • To discuss the strategies behind the success of all the brands in the group.

Keywords : Yum; KFC; Pizza Hut; Fast Food/Food Industry; Taco Bell; China; Tricon; PepsiCo; Long John Silver’s; A &W Restaurants; Multibranding strategy; Growth Strategies Case Study; Dual brands

Contents : 
Introduction
Background Note
A&W Restaurants, Inc.
KFC Corporation
Growth Strategies
Building Dominant China Brands
Driving Profitable International Growth
Run Great Restaurants
Expand USMultibrand Concepts

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