Ansoff Matrix for KFC

Marketing principles

Table of Content
INTRODUCTION......................................................................................................................3
Main Body..................................................................................................................................3
Ansoff Matrix.........................................................................................................................3
CONCLUSION..........................................................................................................................5
REFERENCES...........................................................................................................................6
Books and Journals.................................................................................................................6

INTRODUCTION
The marketing concept is used for influencing the customer towards the products and
services which is offered by business firm. In addition to this, the main purpose of marketer is
to satisfy the demands of client in order to achieve goal and objective of company. This
report is carried upon KFC Corporation. It is second largest multinational chicken restaurant
which is located in Louisville, Kentucky, US. They operate their business above 5200
restaurants across the globe. Apart from this, they offer delicious food to its user in order to
satisfy them. The main purpose of marketer is to using effective marketing concept for
accomplishing goal as well as objective of business organisation in stipulated period of time.
In addition to this, Ansoff matrix is used for gaining competitive benefits over rival firm at
marketplace is also mentioned in this assignment. The main purpose of firm is to offer
delicious food to its customer at affordable price as per their need and wants. It increases
sales as well as profitability level in future period of time (Bernstein, 2017).
Main Body
Ansoff Matrix
The Ansoff matrix is a framework which helps the management team to make
effective strategy for achieving success and growth in future period of time. In addition to
this, there are four tool named as market penetration, product development, market
development as well as diversification is used for making strategy in order to assess taste and
preferences of customer for increasing profit in future period of time. Therefore, there are
four parts which is going to be mentioned below:
Market penetration: In this phase, the business firm emphasised on offering
available products in existing market. It is adopted for handling the scale of present products
as well as services in the market. In context of KFC, they offer valuable services to its
customer by providing them delicious food in their restaurant. It helps them in increasing
sales as well as profit in future period of time. But, from the end of 2005, the sales of
organisation have been declined due to change in demand of customers at marketplace. The
brand is well recognised and due to frequent changes in taste and preferences of client eroded
sales. Therefore, the business firm facing challenges in order to satisfy the changing attitude
of buyer towards food (Eagle, Hamann and Low, 2016).