Strategic hospitality management(the case of yum) Study

Strategic hospitality management(the of yum) - Case Study Example The company also recognizes that it lags behind McDonalds in terms of customer service. In order to improve on this aspect, Yum! Brands, Inc. commits to invest in its human resource who are in the front line, directly interacting with its customers. Its SEC 8-K filling elaborates this as earnings per share growth, operating profit growth, same store sales growth, system sales growth, restaurant development, and customer satisfaction metrics." These established objectives are quite specific as they state the areas that the company wants to improve in. However, they are not measurable because they do not state how much earnings per share, operating profit, store sales, and system sales should grow. Increase in customer satisfaction is also a very general objective. These objectives fail to take into account all the shareholders of the business organization. "Build dominant China brands." This is in recognition of the opportunities in Chins due to its huge population and increasing per capita income. It should be noted that China's move in opening up its doors to the rest of the world has spurred the growth of opportunities and enhanced the overall economic situation. China has grown at a very fast rate during the past years facilitated by the entry of foreign investments. The country is now considered as one of the most fertile ground for foreign business organizations who are eyeing the international market because of its very huge population together with their rising disposable income. "Drive profitable international division expansion." Yum! Brands recognizes taking advantage of global opportunities due to globalization and large market abroad. "Improve US brand position and returns." This emphasizes the company's concern in its largest market. It should be noted that aside from its huge operations abroad, the United States still serve as the company's largest contributor in terms of revenue and income. "Drive high return on invested capital and strong shareholder payout." This strategy takes into account the stockholders of the company. Yum! Brands, Inc. is very much dependent on the funding of its shareholders as most of its asset is financed by equity. Yum! Brands, Inc. enhances its image and reputation in the society by pursuing social corporate responsibility programs which are aimed in "nourishing the minds, bodies, and spirit of people in need." The company does this by designing and implementing unique programs dedicated to hunger relief, scholarships, reading incentives, and mentoring at risk teens. Co-branding strategy which combines two or three brands in each location. 4. Policies "Customer mania acts as one system to put a Yum on customers' faces around the world." The company highlights the importance of satisfying customers in order to become successful in the industry. Delivery of customer value is often enhanced through excellent customer service. "People