Technological Change in KFC Singapore

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Marketing

Contents
About the Company (KFC Singapore).......................................................................................3
Pestle analysis of KFC...............................................................................................................4
Competitors of KFC...................................................................................................................5
Customer segmentation..............................................................................................................5
Communities..............................................................................................................................6
Technological change (chosen theme).......................................................................................6
Areas of improvement for KFC.................................................................................................8
Conclusion................................................................................................................................10
References................................................................................................................................11

Introduction: About the Company (KFC Singapore)
KFC has started its operation in the year 1977 by opening its first restaurant at the Somerset
Road. IN the recent time, KFC is serving around 1 million customers every month having 80
stores in Singapore. Due to this, KFC has proved itself to be the biggest food chain in the
country. KFC Singapore has proved to be the all the time best seller by ensuring its speciality
in the salted egg Goldspice Chicken. Due to the increasing demand of customers through
social media platforms it work with different concepts (Teo, Teik-Jin, Siang, Lin and Koh,
2009).
In Singapore, KFC has built a name by serving the people from last 41 years as the leader in
fried chicken. By using the grilled chicken in the menu, it tends to strengthen the KFC
leadership. for this, it has also launched the new campaign. It uses both digital as well as
traditional media under this campaign. Besides this, it has also ensured the partnership with
several influencers for its content marketing such as Smart Locals and Food King. Several
restaurants in Singapore are similar to the international development and some of them are
traditionally together with the KFC premise. It is also coming up with several new campaign
for ensuring its new product offering. The main goal behind such campaign is to create the
awareness regarding its new product. for example: “Zinger Chicken Rice” was created by the
Grey Singapore. The team members at Grey were committed for finding the innovative
solutions that will further help in delivering the tangible and meaningful results for the kFC.
About the report
It is true that fast food industry is bringing several changes due to the increasing government
policies and changing demand of the customers. Several factors are also responsible for
bringing the ups and downs in the demand of fast food industry. The discussion starts with
the discussion on PESTLE analysis of the report. Afterwards, it has also undertaken several
internal factors into account such as competitors, customer segment, and communities. From
the given themes, technological change has been selected due to the major influence on the
fast food industry. Technological aspect has been playing great role in the organisation due to
the increasing shift of the industries toward innovation and technological advancement.
Afterwards, some areas of improvement of KFC has been discussed where it can make
changes.

Pestle analysis of KFC
Political factors: it includes the entire policies, rules, and regulations made by the Singapore
government. These rules and policies tend to affect the enterprise. However, KFC is working
well in Singapore but then also the certain political setup affects it. The political set up is also
affected by the decision made by the government. Due to this, KFC adhere to the entire
regulations that are going on in Singapore. In this way, it can be stated that it is essential for
the fast food industries to adhere with all the rules and regulation properly.
Economic factors: By taking economy of Singapore into account, it can be stated that to has
huge economic independence that is relatively stable. In the recent report about Singapore
economy, it is seen that GDP of Singapore has increased by 1.2 per cent that is being down
slightly by 1.3 per cent. Due to the trade tensions between China and United States,
Singapore trade has been affected. Moreover, it is seen that in spite of the small land mass,
the fast food industry is thriving in Singapore. Around $4.3 billion to Singapore GDP has
been contributed by the fast food industry. It might be possible that GDP will go down in the
near future. This situation might affect the growth of the KFC in Singapore.
Social factors: It includes the lifestyle, and demand of customers. IN Singapore, people do
not have healthy eating movement as other countries have. As per the Nielsen survey, it is
found that the Singapore people eat on weekly basis (Wei, 2019). In the recent year, KFC
has also introduced KFC grillers with the Signature Grilled Chicken in Singapore. For
meeting the needs of customers, it has also introduced the concept of open kitchen. By
starting this concept, customers will able to see how the good friend chicken is prepared in
the restaurant of KFC. Its commitment to food safety and transparency is now can be fulfilled
with this concept. It is also seen that most of Singapore people prefer to eat outside rather
than cooking food at home (Lim, 2019).
The negative side of the changing demand of customers is that if it will not able to satisfy the
sudden change in the demand of customer, its market share will decrease. In addition to this,
if requirement will not be met properly, it might not be able to survive in the market for long
time. It is also seen that the KFC Singapore is also going ahead for the healthy menu such as
oven grilled chicken and salad. For bringing, some positive affects into the lives of people,
KFC also celebrates several things such as National Day.