LSST MG529: KFC Market Audit and Key Strategic Marketing Objectives

This presentation provides a comprehensive market audit of KFC, a leading fast-food chain. It begins with a brief history of KFC and its position in the fast-food industry, both globally and in the UK. The analysis includes a competitor analysis focusing on key players like McDonald's and Burger King. The presentation delves into KFC's micro and macro environment, followed by a SWOT analysis, PESTLE analysis, customer analysis, and stakeholder matrix analysis. The core of the presentation outlines KFC's marketing strategy and objectives, aiming to meet customer expectations and maintain its market reputation. The presentation leverages various analytical tools to provide a thorough understanding of KFC's market position and strategic direction, concluding with references to relevant sources.

KFC - Market Audit & key
Strategic Marketing Objectives

Table Of Content
 Introduction
 Brief history of company KFC in Fast Food Industry
 KFC In UK
 KFC (UK) Competitors analysis
 KFC Micro and Macro analysis
 KFC SWOT Analysis
 KFC PESTLE Analysis
 KFC Customer analysis
 KFC Stakeholders matrix analysis
 KFC Marketing strategy and Objectives
 Conclusion

Introduction
Market audit can be said to methodical, significant as well as
unprejudiced review with appraisal of entire marketing
operations of an entity. The presentation is prepared of KFC
which is fast food restaurant addition to chain that is
specialised on serving fried chicken. It was established by
Harland Sanders in the year 1930.

Brief History of KFC
KFC is short form of Kentucky Fried
Chicken which was set by an
entrepreneur that is Colonel
Harland Sanders in Corbin,
Kentucky in 1930 through selling
fried chicken from roadside
restaurant.

KFC in Fast Food Industry
KFC is leading entity in fast food
sector doing its business in all
areas of globe. Fast Food
industry has undergone
various changes. The
worldwide market share of
KFC in Fast food industry is
around 9%.

KFC In UK
In 1960s, KFC opened its outlet in United
Kingdom. At the end of 2013, KFC had
around 784 outlets in the country and
British turnover of £684.5 Million. The
main competitors of KFC in UK are
McDonald’s, Greegs, Burger King,
Nando’s and so on that offer similar
products to audiences that the company
offers.

KFC (UK): Competitors analysis
In UK, there are large numbers of major players in fast food industry. The
key competitors of UK are McDonalds and Burger King. Further,
analysis of competitors of the company is as follows:
 McDonalds: McDonalds is the company that has acquired around
15% market share of UK through offering variants of hamburgers,
French fries, soft drinks, desserts and so on at relative lower price.
 Burger King: UK, Burger King Sales were values at 3.27 Billion
British Pound.

KFC Micro and Macro analysis
Business environment is made
up of two elements that are
micro and macro factors. In
modern era, various changes
are experienced in the micro
and macro elements of fast
food industry.

KFC SWOT Analysis
 SWOT analysis is a framework or statistical planning tool that
assists in recognising strengths, opportunities, threats and
weaknesses of the business. The SWOT analysis of KFC is as
follows: Strengths Weaknesses
•Strong global presence
•Variety in menu
•Wide customer base
•Franchise Management
•Negative publicity
Opportunities Threats
•Expansion in untapped
geographies
•Launching new products in
menu
•Competition
•Changes in trends and
preferences

KFC PESTLE Analysis
PESTLE Analysis is a tool that helps in recognising and examining
drivers of change in business environment. In case with KFC, the
macro environmental factor that impact of its strategy and operation
are as analysed:
 Political factors: The dimension majorly deals with political
systems, regulations of political leaders, government position and
policies.
 Economic factors: The elements that engross information which
has potentials to influence investment values or business are
economic factors.

Continue…
 Social factors: Attitudes, beliefs and choices of customers are
social factors that impacts drastically on business.
 Technological factors: Automation and innovation are
technological factors that impacts business worldwide.
 Legal factors: Political system plays main role in implementing
legislations for particular industry.
 Ecological factors: Various environmental changes are experienced
by companies in US that impact their operations in huge manner.

KFC Customer analysis
Customer analysis is one of important component of organisational
plan on growth or expansion stages. It is also termed as analysing
target market. KFC system serves approx 12 million customers each
day from at 150 nations together with territories around the world.
Managers of KFC analyses customers on the basis of three aspects:
 Targeted audience
 Identify customer needs
 Defines the ways products meets need satisfaction

KFC Stakeholders matrix analysis
In case with KFC, four square
stakeholder matrix is used to
identify potential powers and
interest that an individual have in
its products or services.
Stakeholders matrix analysis in
context to KFC is shown in image.

KFC Marketing strategy and Objectives
KFC has performed market audit through using various analytical tools.
The identified marketing objectives of KFC for marketing plan are as
follows:
 To meet expectations of customers.
 To maintain reputation of entity in competing market.
To achieve the objectives, managers of KFC uses following marketing
strategies:
 Social media marketing
 Distribution strategy

Conclusion
The presentation concludes that marketing audit is termed to
sequential, investigation, estimation and elucidation of entire
business marketing environment, objectives, strategies and
principles for ascertaining problematic areas along with
opportunities for enhancing marketing performance of an
organisation. . Marketing audit is done through using various
models that are PESTLE Analysis, competitors analysis, SWOT
analysis, Customer analysis and many more.

References
 Helsen, K., 2018. Sustainable Marketing Strategies: Overview.
 Lopez, L. D., and Et. Al., 2017. Interference of the cultivation
system, UV-C radiation and drying method in the quality of grape
by-products flour. Científica (Jaboticabal), 45(4), pp.347-354.
 Palmatier, R. W., Stern, L. W. and El-Ansary, A. I., 2016. Marketing
Channel Strategy: An Omni-channel Approach. Routledge.

Thank You