The blue ocean strategy of KFC: BOS Framework and Tools
BOS frameworks and tools include: 1) Strategy Canvas: diagnostic & action framework 2) Four Actions Framework: value innovation analysis 3) Eliminate-Reduce-Raise-Create Grid 4) Six Paths Framework: market reconstruction analysis 5) Four Steps Visual Strategies: big picture analysis 6) 3-Tier Of Non customers: demand expansion framework 7) BOS sequences 8) Buyer Utility Ma 9) Buyer Experience Cycle 10) Price Corridor of the Mass 11) BOS Profit Model 12) Blue Ocean Idea Index 13) Tipping Point Leadership fair process 1.Reconstruct Boundaries
3.Reach Beyond Demand
Market 1: KFC is not can make use of their fast-food restaurants around the world to launch express delivery service, 24-hours a day. 2: KFC's market, mainly in crowded urban centers, bright and spacious building fast-food restaurants. You can also concise way into the convenience store has some rural population density, density, which is across market boundaries. KFC is to continue to increase or decrease their strategic layout of fast food restaurants fast food restaurants in their particular market, in addition to pay attention to statistics in the reaction of problems, but also concerned about the region's economic growth potential and flow growth potential. Existing 1 more attention needs to detail, product segments continue to meet the needs of existing customers differentiated. Therefore, the more market segmentation, service will be more
perfect, and the cost will be higher, the lower the profits. This pattern is difficult to increase demand, but only segments of demand. 2. truly beyond existing demand is concerned non-customers, how to focus on the common needs of non-customers and existing customers, attract customers into the non-consumer customers, is the key to profits generated increased demand. 4.Get The Strategic Sequence Right To Validate The sequences are Buyer utility, Price, Cost and Blue Ocean Strategy Adoption.
6.Build Strategy
Execution
Into
First, the cognitive impairment of the new strategy (to break with the status quo that part of the organization's focus closely on the extraordinary influence of the new strategy to promote the introduction, for example, to meet and persuade dissatisfied customers.); Two new exhibits resource barriers (to overcome limited resources, make good use of existing resources, stressed and play value and influence of existing resources, such as the optimization of existing resources to the new strategy of hot products. do the old and new products to pass on.) ; Third, the new strategic incentive barriers (the incentive for employees to fully and avoid obstacles such as refined decomposition staff to promote the new strategy of self-transformation through new strategic task.); four, in different markets and political obstacles (customer service different markets strong opposition from vested interests, such as professional counterparts PR) First, the design and development of Blue Ocean Strategy at every stage of each step. Second, the Blue Ocean Strategy team building, you can invite participation, external personnel, internal potential. Three, optimize personnel and detailed division of labor, clear their respective expectations. Fourth, track and analyze results of the implementation strategy, analyze the
situation to find out why, scroll executed continuously updated. BUSINESS PRICE QUALITY TASTE AVAILABILITY MARKETING
HYIGENIC FOOD
ENVIRONMENT
KFC
25
50
80
80
50
80
50
Mc Donald
80
80
80
50
80
50
80
Hardees
50
25
25
25
50
25
50
KFC: 80= High KFC: 50=Medium KFC: 25=Low
In as it strategy we will analyze the existing or current strategies of the industry. So our industry is fast food industry and we have selected t he KFC for our project. The competitors of our company are Macdonald and Hardees we have selected and draw on the as its strategy canvas on the bases of these competing factors. Price Quality Taste Availability Marketing of Products Hygienic Food Environment After the as it is strategy we have come to know that where we are in the market (existing market).Now we select the non customer of our products (Which People who are not our customers).So we will use the ERRC Grid for change in our products and capture the noncustomers
The Four Actions Framework ERRC Grid for KFC:
