The main objectives of this thesis are (a) to understand consumer's level of recognition of Kentucky Fried Chicken existence (b) to understandudconsumer's perception of Kentucky Fried Chicken quality compared to the same competitor's quality (c) to evaluate consumer's perception betweenudKentucky Fried Chicken and the same competitor's products and services (d) to determine increase of Kentucky Fried Chicken competitive quality strategy.udThe method used is survey method by distributing questionnaires as well as that of interviews. Brand Perceived Quality and Cross Tabulation are used toudrecognize Kentucky Fried Chicken consumer's perception and satisfaction against the same competitor's products and services, formulate increase ofudKentucky Fried Chicken competitive strategy after identifying company's internal and external factors. Results of the Kentucky Fried Chickenudcompetitive quality strategy are (a) to conduct market penetration strategy (b) irs increase KFC home delivery and KFC Stop (c) to apply joint ventureudshategy (d) to apply backward integration strategy (e) to apply product development strategy.
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