Strategic Marketing: KFC's Internal and External Environment Analysis

Strategic Marketing

Table of Contents
 Introduction
 Organisational History and Market Share
 Competitive Analysis
 Micro and Macro Environment
 SWOT Analysis
 PESTLE Analysis
 Consumer Analysis
 Stakeholder’s Analysis
 Strategic Objectives for KFC’s Marketing
Plan
 Conclusion
 References

INTRODUCTION
 The internal and external environment in which a business organisation operates in has major
influence on its operational performance, productivity and profitability in the consumer
markets.
 Internal and external environment of a given business organisation consists of various
individual factors all of which tend to influence a business organisations operations and
functions.
 This presentation analyses the internal and external environment of the global fast food chain
know as Kentucky Fried Chicken (KFC), which operates from its headquarters in Louisville,
Kentucky USA. The fast food chain was founded in 1930 by Mr. Harland Sanders and opened
its first franchise in 1952 in Utah.

Organisational History and Market Size
 Kentucky Fried Chicken (KFC) is ranked as the second largest fast food chain in the entire
world, on the basis of total sales. Its operations span close to 22,621 distinct locations in 136
different countries around the globe.
 Specifically, in the United Kingdoms it operates around 784 distinct establishments out of
which 400 establishments are operated as drive throughs outlets in order to service
customers effectively and efficiently.
 KFC was also one of the earliest foreign fast food chains to open its operations in the UK
when it began its operations in Preston, Lancashire in 1965.
 Currently through its operations in the UK, KFC’s turnover was around a total of 684.5
million sterling pounds with each of its individual establishments contributing between 1 to
1.5 million pounds to their total organisational turnover generated.