Strategic Marketing: KFC Analysis

Strategic Marketing

TABLE OF CONTENTS
 HISTORY OF KFC
 MARKET SIZE
 COMPETTITOR ANALYSIS
 MICRO AND MACRO ANALYSIS
 SWOT ANALYSIS
 PESTLE ANALYSIS
 CUSTOMER ANALYSIS
 STAKEHOLDER MATRIX
 STRATEGIC PLANNING
 CONCLUSION
 REFERENCES

HISTORY OF KFC
 KFC is the fast food restaurant which has specialization
in chicken.
 It was founded in 1930 by Colonel Harland Sanders in
Salt Lake City.
 He started selling fried chicken from a roadside
restaurant at the time of great depression.
 Later he identified the potential of franchising which lead
to the first ‘Kentucky Fried Chicken’ franchise which
was opened in Utah in the year 1952.
 KFC is the one who popularized chicken in fast food
industry which has diversified its market by challenging
the already established dominance of hamburger.

Cont..
 He has branded himself as ‘Colonel Sanders’ and Harland became the
prominent figure of American culture.
 Also, his image was used in the KFC advertisement.
 By 1964, Colonel had around 600 franchise of its outlets across US and
Canada.
 It was the first American fast food chain which expanded globally by mid
1960s.
 The original product of KFC was pressure fried chicken pieces which
was seasoned with 11 herbs and spices a part of Sander’s recipe which is
represented as trade secret.

MARKET SIZE
 It has been seen that KFC UK sales has increased up 19% in Q2
of 2019.
 The UK’s market performance has accounted for approximately
6% KFC system sales worldwide.
 KFC has the brand value of $17.205 million in the year 2019
which was below McDonalds and Starbucks.
 In the year 2017, KFC has the total number of outlets as 847 with
the revenue of £791 million in the year 2017.