KFC Marketing Strategy

Running head: KFC MARKETING STRATEGY 1
KFC marketing strategy
Student’s name
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KFC MARKETING STRATEGY 2
KFC marketing strategy
Executive summary
This has been a global company that has a diverse workforce that is ever-changing and
has faces significant challenges during its operations in the international market. However, the
issues faced in KFC get solved in a strategic manner adapting to the various policies in the
market. Despite the heavy competition in the industry from Subway, McDonald’s, Kansas, and
other food chains in UK such as the burger king, Nandos and chicken cottage, KFC have
maintained their leadership in the market for fast foods. The company uses the geographic
segmentation, psychographic segmentation and demographic segmentation to target customers
for its variety products. The company has the belief in channels that are first level in the order of
the manufacturer, the retailer and the consumer. The company is a brand which applies the
concept of Yum brand which has been in use since 1997 when the company got spun off the
PepsiCo. The company primarily sells off chicken in the form of wraps, sandwiches and salads
and pieces.

KFC MARKETING STRATEGY 3
Introduction
The key objective of the assignment involves analyzing the overall strategies of
marketing for the KFC (Kentucky fried chicken). This has been a global company that has a
diverse workforce that is ever-changing and has faces significant challenges during its operations
in the international market (Schröder, & McEachern, 2015). However, the issues faced in KFC
get solved in a strategic manner adapting to the various policies in the market. The company has
built a firm foundation towards its operation as a local enterprise in the global market.
Industrial analysis
The fast-food market in the UK (United Kingdom) is worth an annual estimate of £8.02
billion which amounts to £22 per month in average spending for every adult. The motivations
that control fast foods are predominantly convenience and speed, the quality of ingredients
applied, the value of money and flavor. The industry is composed of fast food giants that include
Subway, McDonald’s, KFC (Kentucky fried chicken) and Kansas. KFC has been the leading and
the most dominating fast food chain in the UK market (Dietz, 2013). The company has the
ability of pleasing and supplying the market palate of UK with the finger lickin good they offer
which involves chicken. This has been identified to be part of dietary habits very well-
established for the British people. The Britons had been used to unfriendly service and untidy
restaurants till the 1965s, but have now embraced a unique, ambiance flavor, FFQS (friendly and
fast and quick services) of the KFC. By 2009, the company controlled more than 760 outlets and
stores which have over 22,000 employees serving the customers and this indicates how fast the
company has been growing since 1965 (Scully, Wakefield, Niven, Chapman, Crawford, Pratt, &
NaSSDA Study Team, 2012). The food chain is deemed the first food chain that introduced a
drive-through fast food restaurant in the UK market. Despite the heavy competition in the

KFC MARKETING STRATEGY 4
industry from Subway, McDonald’s, Kansas, and other food chains in UK such as the burger
king, Nandos and chicken cottage, KFC have maintained their leadership in the market for fast
foods.
Marketing Strategy
The KFC Corporation commonly known as the Kentucky fried chicken includes a fast
food restaurant chain that is based in Kentucky in the town of Louisville. The company is a
brand which applies the concept of Yum brand which has been in use since 1997 when the
company got spun off the PepsiCo (Brinson, Lee, & Rountree, 2011). The company primarily
sells off chicken in the form of wraps, sandwiches and salads and pieces. The company has fried
chicken as the primary focus but also has a line of side dishes, roasted chicken products and
desserts.
Marketing: Management of profitable customer relationship
The marketing mix used by the company is a combination of the accepted four Ps
specifications describing the products strategic position in the market.
a. Product
This involves any item that is offered in the market with an aim of satisfying customer
needs or wants. The specialty of KCF is the fried chicken which is served in different forms. The
primary product of the company includes pieces of chicken that are pressure-fried and that get
prepared using an original recipe (Montgomery, & Chester, 2009). There is also another chicken
offering by the company known as the extra crispy that is made using a marinade of garlic and a
double dipping of the chicken in wheat flour before it gets deep fried in a standard type machine
for industrial kitchen. The company’s main products included the fried chicken but KFC have
tried to develop other new products that suit the modern situation of the market identified as the