Strategic Marketing for KFC

STRATEGIC
MARKETING

 INTRODUCTION
 HISTORY OF KFC
 MARKET SIZE AND TREND DATA OF KFC
 COMPETITORS ANALYSIS
 MACRO AND MICRO ECONOMIC FACTOR AFFECTING KFC
 CUSTOMER ANALYSIS
 STAKEHOLDES ANALYSIS
 STRATEGIC PLANNING
 CONCLUSION
 REFERENCES
TABLE OF CONTENT

INTRODUCTION
Strategic marketing is a tool or a procedure by which
organisation aims at differentiating itself from its competitors
and other players in marketplace. Through strategic
marketing company focuses on its strengths and according
make plans to provider better goods and services and value
to customers. Strategic marketing tool is also used by
company to attract more and more individuals or people and
change them into potential customers or buyers of products
offered by the organisation. This presentation is based on
KFC and covers several aspects of organisation for
developing effective marketing plans and strategically
planning their strategies for reaching and attracting more and
more people (Chernev, 2018). The presentation covers brief
introduction of KFC, its history and its market size, trends
taking place in it and related data. Moreover, a competitor
analysis is also, conducting by comparing the products,
growth level, sales and revenue units of KFC with its most
potential competitors.

HISTORY OF KFC
KFC is an American fast food restaurant chain which was
founded in 1930 by Colonel Harland Sanders and
headquartered in Louisville, Kentucky, US and its global
headquarters are in Texas, US. KFC is the second largest fast
food restaurant chain in the world after McDonald’s which
KFC’s biggest competitor. It is a subsidiary of Yum! Burger
restaurant which also owns, Pizza Hut, Taco Bell and
WingStreet chains. KFC was started by the founder as a
street side fried chicken seller at the time of great depression.
It soon got famous and its popularity amongst people and
started challenging the established dominance of the
hamburger providers. It was one of the first American fast
food chains which expanded internationally in UK, Mexico,
Canadian and Jamaican markets.

MARKET SIZE AND TREND DATA FOR KFC
Market size refers to the maximum total number of sales or
customer a business can seek. Market size is measured over
the course of a year or annually. Foreign organisation it is
important to know its market size and potential market
segment before launching their offerings or any new product
line acid help them understand if it's a worthwhile
investment of money, time and available resources. The
market size of a business carries out the total potential of the
organisation it holds in a particular market inform of
customer and sales over a year.
KFC market size and its competitors
KFC is the first American fast food chain which is expanded
internationally and world's second largest restaurant chain
after McDonald’s. KFC contributes a huge share in fast food
industry of the world and around the globe. It stands on the
second place in the biggest fast food retailers having its
operations world wide and in huge business markets.

CONTINUE...
Evaluation
KFC is one of the most popular and innovative brand which
exist in fast food industry due to increasing competition and
new competitors entering the marketplace company faced use
problems and losses. KFC moved down to 9 position from 2
among the fast food chains and the reason was less variety of
products and slow innovation strategy. KFC conducted
market research analyse the targeted audience there buying
behaviours and accordingly developed new plans and
strategies for gaining its position and becoming the best fast
food producer amongst the world. KFC changed its
marketing strategies thanks it's advertisements main changes
in their operations by increasing options in the menu
changing their packaging and more importantly changing
brand image.