“Yum! Brands is committed to continuing the success realized during our first ten years. Our success has only just begun as we look forward to the future, on which promises a long runway for growth, especially on an international level” (“Stock Information”, n.d. pp.1). This quote of Yum’s vision statement provides a good deal of information about the company and hints at clues regarding their future direction.
First off, we notice that they focus on their first ten years of operation as a breakthrough period of sorts. I believe it is an attempt to set the bar high for future achievement, but I fear that it may also signal a high watermark of sorts that may hearken to their glory days of industry leading performance. Next they focus on international growth which is always a good direction, but the way it is stated, I am lead to believe that they are less concerned with improvement in their position in the domestic industry.
Domestically, Yum seems to have quit trying. They sold their Long John Silver’s and A&S chains in 2011 and bought a series of restaurants in China known as Little Sheep (Patton, 2011). Pizza Hut as slid in market share to independent pizzerias, but they hope to invigorate sales with a drastic menu change (Horovitz, 2014, Hynum, 2014). I wonder if Yum has completely given up on Taco Bell …show more content…
This accounts for the 1600 new KFCs and 780 Pizza Huts in China and smaller but similar growth in India (Yum, 2011; Yum 2015). Their other goals of building brands thru marketing, innovation, and value and industry leading returns also seem to be concentrated on their international growth sector. I will have to admit that the Yum annual reports are the first that I have seen from a US owned company that feature China and India returns before domestic
First off, we notice that they focus on their first ten years of operation as a breakthrough period of sorts. I believe it is an attempt to set the bar high for future achievement, but I fear that it may also signal a high watermark of sorts that may hearken to their glory days of industry leading performance. Next they focus on international growth which is always a good direction, but the way it is stated, I am lead to believe that they are less concerned with improvement in their position in the domestic industry.
Domestically, Yum seems to have quit trying. They sold their Long John Silver’s and A&S chains in 2011 and bought a series of restaurants in China known as Little Sheep (Patton, 2011). Pizza Hut as slid in market share to independent pizzerias, but they hope to invigorate sales with a drastic menu change (Horovitz, 2014, Hynum, 2014). I wonder if Yum has completely given up on Taco Bell …show more content…
This accounts for the 1600 new KFCs and 780 Pizza Huts in China and smaller but similar growth in India (Yum, 2011; Yum 2015). Their other goals of building brands thru marketing, innovation, and value and industry leading returns also seem to be concentrated on their international growth sector. I will have to admit that the Yum annual reports are the first that I have seen from a US owned company that feature China and India returns before domestic