Course Title: Strategic Management

Course Code: MGT489

Section: 02
Report
On
“YUM Brands”

Submitted to:
Mr. Samuel Mursalin
Lecturer, Department of Management
School of Business and Economics
North South University
Summer 2021
Submission date: September 17, 2021
Group Members:
Name ID

Md. Nafiuzzaman 1511359030

Md. Shovon Mahmood Plabon 082141030
Umme Tahrim Bin Kabir 1610959030
Tehjeba Tasnove Joyeta 1712352030
Sakib Hossen 1712911630
Sayem Reza Chowdhury 1812864630
Shefata Noor Shefa 1731264030
Md. Nayem Uddin 1811743630
ABM Nasib Rahman 1812992630
 OVERVIEW OF YUM! BRANDS

Yum Brands Incorporated (YUM), a quick service restaurant (QSR) with over 34,000 locations

in over 100 countries and territories, was founded in 1997. KFC, Pizza Hut, Taco Bell, The Habit

Burger Grill, Long John Silvers (LJS), A&W all American Food Restaurants (A&W), and YUM

Restaurants International are the six operating segments of Yum (YRI). YUM, formerly known

as Tricon, comprehends that to maintain a strong position in the market the company needs to

have strong marketing strategies to deal with competition.

The compatibility of the two organizations involved is at the top of the list. If the interface

between the partners is to be productive, the corporate cultures must be relatively compatible.

The alliance's foundation should be based on information sharing as the primary justification for

its continuing existence. If one of the two aims, more revenue or lower expenses, is followed, the

alliance's links can be unusual and inventive. To be effective, Intercalant's merger with Enviro-

tech must be one of compatibility. Researching both firms to discover where the gaps are, as well

as knowledge transfer from each company to fill up the gaps, in order to make Interclan a top

competitor in its industry. KFC, Pizza Hut, and Taco Bell are the global leaders in the chicken,

pizza, and Mexican-style cuisine sectors, respectively.

Their mission in the restaurant industry is to "create the world's most loved, trusted, and fastest-

growing restaurant brands." Yum's passion is to bring a smile to people's faces all around the
world by pleasing customers every time they eat meals and doing so better than any other

restaurant chain.

BUSINESS LINE

Yum! operates the brands KFC, Pizza Hut, Taco Bell, The Habit Burger Grill, and Wing Street,

with the exception of China, where the brands are operated by a separate firm, Yum China.

Yum! was once the owner of Long John Silver's and A&W Restaurants.

Yum brands have almost 50,000 outlets in over 150 countries and territories, primarily running

the company's restaurant brands – KFC, Pizza Hut, and Taco Bell – which are global leaders in

the chicken, pizza, and Mexican-style cuisine industries. The Company's family of brands also

includes The Habit Burger Grill, a fast-casual restaurant concept specializing in made-to-order

chargrilled burgers, sandwiches, and more.

Current Brands:
• KFC

• Pizza Hut

• Taco Bell

• Wing Street

• Banh Shop (minority investor)

• The Habit Burger Grill

YUM! BRANDS SWOT ANALYSIS

Yum! Brands' swot analysis provides information on the company's core strengths, weaknesses,

opportunities, and threats. Yum! Brands' internal study clearly says that its subsidiaries,

specifically the three critical brands under Yum, KFC, Pizza Hut, and Taco Bell, have developed

a robust global footprint for the parent firm. Yum Brands subsidiary brands serve exceptional

food with competitive prices, which has helped the company establish a loyal customer base.

Due to the high demand and popularity of Yum! Brands cuisine in the Chinese market, Yum!

Decided to create a new corporation, yum China Holdings Inc, which began operating as a Yum!

Brands licensee in Mainland China in November 2016.

Yum! Brands' specific qualities include a strong management team, a distinctive and excellent

food style, incomparable recipes, good financial positioning, multi-branding, and a global

presence. Yum also has a competitive advantage over its competitors as a result of these factors.

Quick service, a large variety of diversified food products, and brand loyalty are some of Yum!

Brands' key success elements. One of the company's weaknesses, particularly under the KFC
brand, is the quality issue and varying taste in different stores, mainly due to the supply chain

failing to satisfy the growing demands of all outlets.

More franchisees in expanding markets, along with some new meals to tantalize consumers' taste

buds, as well as competitive research and development, create a massive opportunity for Yum!

Brands. McDonald's, KFC, Domino's, and Pizza Hut pose a significant threat to Yum's cash cow.

Detailed SWOT Analysis of Yum! Brands

Strengths:

Focus on emerging markets: Yum! Brands, supported by its KFC and Pizza Hut brands, focus on

expanding regions such as China and India, which gives the company a significant competitive

advantage. With a modest growth rate of 2.5 percent, the fast-food sector in the United States is

nearly saturated, thus capitalizing on the growth potential of these underserved markets has been

a boon for the company. In China, brands even exposed the first-mover advantage. KFC

generates 60% of its volume and profits in emerging nations, whereas Pizza Hut generates 33%

of its importance and profits in emerging regions, demonstrating its significant expansion in

these markets.

Dependable supply chain operations: Yum! Brands has built a strategic and robust supply

chain with a unique, long-lasting, and unrivaled core capability. Yum! Brands collaborate with

restaurant supply chain solutions to provide supply chain services and employ special purchasing

techniques to ensure that minimum quality criteria are met at the best possible price. The

organization also notes stringent supplier controls in place, including a supplier code of conduct

and a broad supplier base to decrease dependency and exploit multiple viewpoints.
Strong decentralized management and localization: Its ambitious expansion strategy has been

made possible by its internal focus on developing robust decentralized control and localization

structure. Yum! has the freedom to modify its menu to the desires of its clients since the local

management has a greater understanding of the market conditions. It also provides agility,

flexibility, and reactivity to this massive corporation. It provides Yum! with a competitive

advantage that is difficult to match. Has managed to decentralize while maintaining the most

significant level of product quality.

China dominance: Yum! Brands have an absolute monopoly on the Chinese food market, with

KFC being a huge hit and generating a lot of revenue due to the popularity of non-vegetarian

food. Yum has chosen to split into two firms, Yum! Brands and Yum China, because it is so

prevalent in China.

Brand equity and umbrella Brand: Yum! The brand is a massive corporation that owns three

of the most prominent fast- food businesses (Pizza Hut, KFC, and Taco Bell). It has a market

capitalization of USD 26 billion. Because of the company's big domination and presence and the

popularity of its brands, it is complicated for any smaller competitor to compete with them. The

organization benefits from this competitive advantage in terms of scalability and expansion.

Weaknesses:

Quality: Quality control was a severe challenge to KFC, at least in India. You can go far and

wide, but McDonald's quality remains consistent. On the other hand, KFC has received

numerous complaints about its inability to produce consistent flavor across multiple locations. Of

course, this is a significant disincentive for them.

Customer service: McDonald's is praised for its customer service, However KFC and Pizza Hut

are not in the same league. Yum! Brands have to put a greater emphasis on customer service and

better train their franchisees. More crucially, they require ground-breaking measures to elevate

their customer service above and above the usual, ensuring that customers are happy and

satisfied. Of course, saying it is easier than doing it.

Constant supply chain issues: Supply issues are a huge issue in such a large hospitality

industry. When you expand quickly, supply suffers, and the food material may not arrive at far-

flung outlets fresh and wholesome. As a result, there are losses and, in certain situations, client

unhappiness.

Research and Development: Even though Yum! Brands Inc spends more on research and

development than the industry average. It spends far less than select players who have gained a

considerable competitive advantage due to their unique goods.

Diversification in the workforce: Yum! Brands Inc has a predominantly local force with a

small percentage of workers from different racial origins. Lack of diversity makes it difficult for

employees of various racial backgrounds to acclimatize to their new job, resulting in talent loss.

Opportunities:

R & D: Yum! Brands have a big possibility to use their existing financing to create more

adventurous franchises in the market. To do so, they must conduct research and development to

produce new meals regularly and entice customers. After all, that is the secret to conquer the

market.
Emerging Markets: Expansion is the cornerstone to Yum! Brands' continued success, and it

must continue to expand into new areas to continue to thrive. Investing in stores in growing

regions is one of the most acceptable ways to keep expanding. People in emerging markets have

more disposable income and are more willing to try new things. As a result, new franchises in

emerging markets are in high demand. Yum! Brands should always have these as their target

markets.

Better operations: Better operations are a crucial component that can help a company the size

of Yum! Brands increase revenue and profits. Yum should fine-tune their operations as much as

possible and develop new ways to ensure that each franchise delivers on the brand's promise of

quality and security. It will discover pleasant growth on its doorstep if it achieves this.

Internet: The quantity of people using the internet has increased all across the world. This

implies Yum! Brands Inc has the opportunity to develop its online presence by interacting with

customers via the internet.

E-commerce: The e-commerce industry has seen a new trend and increased sales. As a result, a

large number of consumers are increasingly making purchases online. Yum! Brands Inc can

make money by setting up online stores and selling products through them.

Social Media: The number of people using social media has risen around the world. The three

social media networks that have had the most growth in monthly active users are Facebook,

Twitter, and Instagram. Yum! Brands Inc can utilize social media to advertise its products,

communicate with customers, and gather feedback.

Technological developments: Technology has significant advantages in a variety of fields. To

save money, what can automate operations. Technology makes it easier to obtain better data

about customers and improves marketing efforts.

Skilled workers: The number of skilled workers accessible in the country has expanded due to

increasing education and training by different institutes. This means that if Yum! Brands Inc can

acquire talented workers, and it will have to spend less on training and development, resulting in

cost savings.

Threats:

Competition from the big two: KFC is Yum! Brands' star, but it faces stiff competition from

McDonald's, which holds most of the burger market share. Similarly, Pizza Hut is Yum’s

second-largest brand, but Dominos is rapidly gaining market share.

Health-Conscious Mindset: This affects the whole fast-food sector, and Yum! Brands should be

no exception. Because the United States has a severe obesity problem, public awareness of the

harmful effects of fast food has grown. Fast food intake naturally decreases as a result of this.

Aside from the United States, there are numerous other countries where fast food is frowned

upon. Fast food consumption is deliberately encouraged by doctors and health activists. And this,

of course, will have a gradual but significant impact on the company.

Unorganized competition: Yum! Brands face competition from KFC and McDonald's and

various indirect competitors such as Starbucks, other fine dining establishments, and even local

fast-food franchises. As the number of small enterprises increases, they can provide better
services to local customers and even have a more localized taste. As a result, the parent brand is

burdened by this unorganized rivalry.

Technological developments by competitors: Customers attracted to this new technology may

be lost to competitors, reducing Yum! Brands Inc S overall market share. New technical

breakthroughs by a few competitors within the industry constitute a threat to Yum! Brands Inc.

Suppliers: With the reduction in the number of suppliers, suppliers' bargaining strength has

increased over time. Yum! Brands Inc’s input costs could rise as a result of this.

New entrants: Numerous firms have entered the industry and are increasing market share by

acquiring current enterprises. Yum! Brands Inc is at risk of losing customers as a result of these

new entrants.

COMPETITORS ANALYSIS OF YUM BRANDS

Yum Brands is one of the giant American fast-food companies that was listed in Fortune 1000.

Yum Brands operates some sub-brands as KFC, Taco Bell, The Habit Burger Grill, Pizza Hut,

and Wing street all over the world. These brands made the standard quality fast-food position in

their consumer mind. Because the good quality of foods with different tastes make it famous.

Yum Brands have lots of rivals in their fast food business all over the world. Those competitors

made the best challenges for Yum Brands. But Yum Brands maintain their customer through

their beautiful atmosphere and proper hospitality. That’s why most of the customers like to stay

longer than their competitors. On the other hand, many sub-brands of the Yum brand have a huge

influence on social media and make a bridge to their customers. (KFC India, Strategy Review,

May 30, 2014)

Chipotle Mexican Grill: This organization operates a chain of Mexican fast-food restaurants.

It’s an American chain of fast-casual restaurants in the United States, United Kingdom, Canada,

Germany, and France. The motto of Chipotle Mexican Grill is food and integrity. That means the

company is committed to providing foods that are ethically and naturally produced. Chipotle

claims that their serving meat is tastier than what other restaurants serve. One of the major keys

for Chipotle success is a small menu that means Chipotle stocks only the fresh ingredients

because there is a chance for food spoilage. To reduce the waste, it decrees their cost and serves

their menu at a cheaper price. That's why It became one of the biggest rivals of Yum Brands.

(Vanessa page, 2019).

Starbucks: It is one kind of international chain of restaurants that provides handcrafted fast

foods, coffee, tea, and fresh food items. Starbucks’s brand acquired in the position of #33 on the

list of top 100 Brands in the world. Starbucks maintains almost 32,660 stores that belong to more

than 83 countries. Starbucks made the position to their customer as a luxury brand with an

affordable price. The attractive atmosphere and extensive menu make it so luxurious. Nowadays,

most customers find these types of restaurants to enjoy a good time with their family. Behind the

success of Starbuck is providing their best quality of coffee with a nice fragrance that attracts

customers all over the world. On the other hand, Starbuck made the 3rd place between work and

home where their customers can enjoy coffee, passing time with relaxation, and experiencing an

innovative environment. Its franchise has commanded substantial brand loyalty, market share,

and company value. As a result, it stands as a competitor of Yum Brands.

Chick-fil-A: Chick-fil-A maintains the fast-food restaurant chain which specializes in chicken

sandwiches. It was founded by the Cathy family in 1946. One of the largest American fast food

restaurant chains and a good rival of Yum Brands. This company committed to serving good
quality foods with their exceptional service at a premium price which was greatly complemented

by their operation. Chick-fil-A made a strong position in their consumer mind not for their good

quality product but for providing their best service. It operates more than 2,672 restaurants and

the Revenue of the company is 10.5 Billion.

Restaurant Brands International: Restaurant Brands International is a quick-service restaurant

company. Canadian-American multinational fast food holding company. It is one of the largest

operators for fast-food restaurants in the world and gained fifth position. This organization

merged among three giant brands like Burger King, Tim Hortons, Popeyes. For the reason of

providing the best quality with different tastes. The organization committed that they are

providing healthy food for their customers with a quick service. These brands are very famous in

the USA and Canada because they connected themselves with the American and Canadian

cultures. That means when a customer enters their restaurants, the décor and food chain make

them feel the real American culture. Another thing is they charge less price on their food rather

than their competitors. It operates in more than 100 Countries over the world and has $12.5

billion in mergers among Burger King, Tim Hortons, Popeyes to improve their business model

and make a strong position over the world.

McDonald's: McDonald’s is much more popular in the whole world for its fast food and

McCafe. It was serving over 69 million customers daily in over 100 countries. The main key of

the company is competitive advantages. That means this restaurant company provides nutrition,

convenience, affordability, value-added service, quality, hygiene. Behind the success of this

company is the ability to leverage its key strength that’s why it can overcome its weakness.

McDonald’s made a better business system where the company reduces their cost so that they

can provide their products at a cheaper price to people that allow them to grow and be more
profitable. It became one of the world's largest restaurant chains by earning its revenue. The

revenues of McDonald’s come from their franchisees who provide rent, royalties, and fees. It’s

also one of the major competitors for Yum Brands. (McDonald’s Competitive Strategy, Term

Paper, 2013).

CORPORATE-LEVEL STRATEGY

Yum brand is one of the largest food industries. The company was deciding with the top-level

business owner. Before taking any decision, first, know its implementation. That's ways the

business is local, and people are more enjoyable. The yum brand for different perspectives

acquired other companies, and after that, the company achieved great success. yum! Brands'

second technology investment is now to continue accelerating its digital innovation strategy.

Horizontal integration, which is the Yum brand, had Acquired the Habit burger grill. Both are

at the same level of the value chain as the food industry. The big company can decide to dissolve

the small company and take all its resources and those small company's product under the brand

name of the big company. Yum brand Also Vertical acquisition integration such as Kavantum,

Tictuk technology, Dragon tail. Yum brand the primary purpose of Acquisition those companies

for wealth maximization and different types of the company through the company want to take

leadership market position.

Related diversification stands for coming up with different market segments for different

products partnering with other ventures. The entire portfolio can be put under the same umbrella,

meaning the products are the same type, such as Fanta, Sunkist, hot coffee, cold coffee, Coke,

Pepsi. These all drinks have become the same type. Yum brand has followed related

diversification. They have been selling different kinds of food, beverages over the years through

other countries across the globe. Diversification strategy helped the YUM brand enter the new
market segment by adding new food & beverages items. Strategic Alliance between Beyond

Meat and Yum! Brands will build on the companies' growing track record of collaborating to

create delicious and sustainable plant-based products—vegan burger meat for the vegan people

its completely different from other burgers but its tastes real ("Beyond Meat® Announces Global

Strategic Partnership with Yum! Brands to Offer Signature Plant-Based Menu Items | Beyond

Meat, Inc.", 2021). And non-vegetarian and health-conscious people consider making a complete

plan based.

Habit burger grill: Yum brand is specialized over the food items, but the yum brand didn't

specialize in the burger sector. Before Acquisition with the yum brand, it was not a trustworthy

brand for a burger. In the food segment, the competitive advantage in Berger sectors like burger

king and Macdonald. The Acquisition of the yum brand to bait Berger is the only reason to fight

the sale level of other businesses like burger king and Mcdonald's. On top of that, if the Yum

brand was started as a new specialized burger business, it needs a substantial initial cost rather

than an acquisition. So the Yum brand made a good decision for Aquzationto habit grill Burger.

Kavantum: Yum brand plans to acquire the Kvantum brand because this brand is a core

business like Data analytic and marketing optimization and keeps data records in several

international markets by enabling data-driven marketing decisions to increase sales. Now

Kavantam, through the Yum brand using Artificial intelligence and machine learning

approaches, understands human behavior. Yum brand belief that Kvantum and collier Lab

improve marketing strategy continually.

Tictuk Technology: When Covide-19, most restaurants almost shut down, or some businesses

didn't make enough sales. That time Yum brand applied a corporate strategy. Provide-19, KFC,

Taco Bell, Pizza hut those the restaurant was doing business more challenges, so it's overcome
by Tictuk technology. It brings "Digital innovation" to the ordering and marketing platform; it

uses customer orders like social media or conversation channels. Customers order through SMS,

Chat in Whatsapp, and globally order the customers. Yum! Brands' digital sales reached a new

high of $17 billion in 2020, up 45 percent from the previous year, demonstrating its commitment

to pivoting its business model to win in an off-premise environment and fulfill new consumer

expectations (WIRE, 2021).

Dragon Tail: Working efficiency is significant for every business, especially when people want

fast services because more people demand high. Yum brand Acquisition of Dragon Tail to

improve working efficiency can be smooth. Dragontail to Yum! Brands' increasing technology

portfolio is intended to give Yum! Brands the ability to scale Dragontail's artificial intelligence

delivery technology and kitchen order management globally. According to Chris Turner, Chief

Financial Officer says, ``Yum, "enhance our delivery technology capabilities, especially

optimize the end-to-end food preparation process at Pizza Hut" (WIRE, 2021).

BUSINESS-LEVEL STRATEGY

Yum brand is an American multinational fast-food chain company with annual revenue of over

5.597 billion USD (FY December 31, 2019) Billion consists of brands like Pizza Hut, KFC, Taco

Bell, etc. According to research from (Macrotrends, n.d.)

Four operational divisions help to complete the Yum! System: the KFC Division, the Pizza hut

division, the Taco Bell division, and the Habit burger grill division all over the world. The firm

has a strong international reputation and leads the market in many sectors. The company's brand

equity is enhanced through a differentiation strategy. The brand is characterized as a high-end,

value-oriented brand for each of the market sectors in which it competes, and it applies a

premium and price-skimming approach to establish a relationship with its consumers. The

business provides its clients with the highest-quality goods available in the industry, and it

demands premium pricing as a result of its superb quality and standardized offerings all over the

world. The company has been able to maintain its position in the market for the last 3 decades

and has continuously been rated as the leading brand among Fortune 500 businesses as a result of

abiding by this business plan. The business has a group of skilled marketers that can provide

insights into the consumer behavior of various markets and help create a personalized go-to-

market strategy for each one. The business typically establishes franchise locations as well as

corporate-owned and managed locations to guarantee that consumers get high-quality goods.

Because of its excellent supply chain team, it is able to acquire superior raw materials for its

outlets, resulting in the production of high-quality food items.

Yum’s Invade in China

In research from (ICMR, 2007) In the decade before entering China, Pizza Hut and KFC had

already had success in Thailand, making it one of the company's most profitable regions.

However, by the end of the decade, Pizza Hut had established itself in the Thai fast-food

industry, despite the fact that neither pizza nor cheese was very popular at the time of the

company's establishment. In comparison to the United States, the business was successful in

Japan. (Bell & Shelman, 2014) discovered that KFC entered the Chinese market with the help of

local Chinese businesses. The government poultry department joined in the effort. In the early

1980s, KFC began expanding its operations. After the privatization authorized by the Chinese

government, the various industries began competing fiercely. Afterward, they formed an

international trading association.

According to the study, in order to achieve development and expansion, the fast-food pioneer

KFC had to modify its business strategy in the United States, cut expenses, and take a radical

approach in China. They had been formed locally to compete against other local Chinese squads

as well as western-educated teams. In addition, KFC benefited from being the first to market in

the fast-food restaurant industry. KFC has moved away from the dominating approach that has

been used in the United States, one that relies on a restricted menu, cheap prices, and a focus on

takeout. To enhance long-term shareholder value, Yum made an essential choice on the

appropriate corporate structure and capital structure. They also did menu design work that was

customized to suit the local population's tastes. The Chinese activities were given top attention

by the management team. Despite all the challenges, Yum China was able to establish itself in

the Chinese market (ivypanda, 2021).

Consequently, we can see that the Yum brand's business strategy is concentrated on premium

pricing, a highly efficient supply chain, standard product selections, and ultimate control over the

operations of each location. Yum brands have a major target consumer in the urban market, and

their consumers are distributed throughout the world. It offers a diverse selection of goods that

appeal to consumers of a variety of ages and demographics. It has created goods that are

appealing to youngsters while also developing products that are primarily aimed at adults,

according to the company. Furthermore, the business is emphasizing organic vegetables and low-

fat edible oils, as well as attempting to reinvent itself as a health-conscious food producer.

FUNCTIONAL-LEVEL STRATEGY

Any kind of operational level activities or any implementation of business-level strategy or

decision making is called functional level strategy. Functional-level strategies are aimed at
improving the effectiveness of a company’s operations and its ability to attain superior

efficiency, quality, innovation, and customer responsiveness. Yum Brands was formerly known

as Tricon Global Restaurant Inc. and is an American fast-food restaurant. It operates key brands

like KFC, Pizza hut, Burger Grill, Taco Bell, etc. in the global market.

The Functional-Level Strategies of Yum Brands are as below:

Multi-brand functional strategies: The Yam brand is in charge of a number of different brands.

As a result, they're looking into multi-brand management solutions for their intended global

market. This strategic strategy aids in the management of each brand's effectiveness within the

scopes of their respective aims. Individual brands work on their strategic operational strategy to

ensure that they are compatible with their operational goals and that they achieve the intended

business outcomes.

Functional objective-based strategies: Yum Brands is experimenting with functional objectives-

based strategies for each of its brands in order to develop key strategic functional objectives for

its operations and then work toward attaining those functional objectives. Working out functional

objectives for their brands is a method that helps them choose important strategic functional

objectives that will help the company reach its intended success and growth. These functional

aims are also beneficial to the brands' future (short-term) success.

Functional Strategy focuses on Efficiency and Effectiveness: The functional strategies are based

on essential factors such as effectiveness and efficiency in the functional operations. The purpose

of functional strategies is to achieve the required effectiveness and efficiency in their functional

activities in order to improve functional output and produce more income for the company. This
will assist the organization in resource optimization and maximizing the contribution of the

available resources. This will benefit the organization in the long run.

RECOMMENDATIONS

As expected of YUM Brands, they are very good at implementing local and global strategies and

decision-making. It is always hard to find any mistakes from them. Going over the analysis it is

only possible to offer a few recommendations for them which are mostly for future endeavors

and some involve suggesting careful execution of current strategies.

As observed, we have seen that YUM Brands has been expanding its market rapidly. From 2014

to 2019, YUM China's average yearly growth in new restaurant openings was 6%. It launched an

average of two new stores each day from 2016 to 2018. Despite the temporary shutdown of 30%

of its locations owing to COVID-19, the business established 179 new outlets in the first quarter

of 2020. When comparing different markets, YUMC sees plenty of space to expand its market

reach, claiming that it has the long-term potential to reach 20,000 restaurants and 1,000

additional cities. This rapid expansion is however causing some adverse effects on the

environment, disrupting their own supply chain system which in turn causing some reputational

crisis. Digital innovation is definitely good, make no mistake about that. But for big companies

such as YUM Brands, every move they make is closely observed by everyone. Therefore, they

should plan their expansion more carefully so that they can reduce any harm to the environment

and at the same time maintain smooth supplies.

Just like a big company should have, YUM Brands also have strong marketing teams in all of its

companies.
However, not all of its subsidiaries perform equally well. We have seen that Taco Bell is

exceptionally good at their promotion which has earned them the title “king of innovative

marketing awareness”. Their other brands such as KFC, Pizza Hut are fairly old brands. These

brands are facing new challenges and competing with new and upcoming food brands on a

regular basis. To keep up their game, these brands need to do exceptionally well in their

marketing. YUM Brands should consider using Taco Bell’s marketing team's prowess to boost

the performance of the other brands to keep themselves relevant in this ever-changing dynamic

world of marketing.

Lastly, as mentioned above, new fast food brands are coming up with new varieties of food items

for the new generation. To sustain itself in the market, YUM Brands must adapt to face these

new challenges. They should keep introducing new items occasionally by closely monitoring the

tastes and preferences of people of this generation. They should promote intrapreneurship among

their employees to bring new ideas for new food items. Investing in R&D more can assist this

cause further. This will keep YUM Brands relevant to the young generation of food lovers and

sustain further in the long run.

It is considered that people who love food are the best kind of people. Since YUM Brand has the

burden of controlling such a huge aspect of human life, it is expected from them to keep

performing the best to their ability as they have done so far and keep excelling in doing so to

entertain the future customers in an equally pleasant way.

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