Strategic Marketing for KFC

STARTEGIC MARKETING
KFC

INTRODUCTION
An organization perform their operations in a business environment that include
different factors (Rahman, 2019). All the factors have direct and indirect impact
upon business operations. It makes entities to effectively evaluate all the prevailing
factors and develop strategies against it as to ensure success.
Present report has been conducted on KFC. Entity operate their services in
restaurant industry. In this report formative discussions has been made on SWOT
and PESTLE analysis of respective company.

HISTORY OF KFC
KFC ( Kentucky Fried Chicken) was established in the year 1952 by Colonel
Harland Sanders.
 He was an entrepreneur and at the initial stage of his life used to sell fired
chicken. He firstly started to cook for hungry travellers. With this 11-herbs-
and –spices recipe KFC enjoys massive global presence.

MARKET SIZE AND TREND
DATA FOR KFC
The global food service market size was worth US$ 3.4 Trillion in 2018 and is
expected to reach a value of US$ 4.2 Trillion by 2024.
It has been analyzed that target market segment of KFC is upper as well as middle
class. By this, they set prices of their products accordingly (Jain, 2019).
Company conduct their business functions with having more than 5,200 stores in
more than 3,6000 locations worldwide. In addition to this, it has been evaluated that
KFC is a world’s most popular chicken restaurant.

COMPETITOR ANALYSIS
Competitors of KFC are Subway, McDonald's,
Burger King, Starbucks, Pizza Hut and Dunkin
Donuts.
Main factor that are common in all these
Competitors against KFC is that, all of them target
Customers of all income segment while respective
Entity only target upper of middle income group.

CONT...
Mc Donald: Big Mac, quarter pounder, cheeseburger, chicken burger, french fries and more. In
addition to this, desserts, breakfast items soft drinks are also served by company. Further it has been
evaluated that company is having 59.13% market share holding.
Starbucks: hot and iced espresso beverages, cold brew, nitro, non-coffee blended beverages, Fresh-
brewed coffee, Coffee- and tea-brewing equipment, packaged goods are some of the products of star
bucks (Kiat, Jamal, Chen and Lin, 2019). In addition to this, company is having 39.8% market share
holding in US coffee marketplace.
Burger king: Salads and veggies, Beverages, Burgers, Sweets/Desserts, Sides are some of the
certain products of company. Along with this brand value of burger king is 130.4 billion U.S.
dollars.