KFC Strategic Marketing: Market Analysis and Competitor Review

This presentation provides a strategic marketing analysis of KFC, covering its history, market size, and competitive landscape. It includes a detailed competitor analysis comparing KFC with McDonald's and Chick-fil-A, examining their products, sales, and growth. The presentation also explores macro and microeconomic factors affecting KFC, using SWOT and PESTEL analyses to assess the company's strengths, weaknesses, opportunities, and threats, as well as the political, economic, social, technological, legal, and environmental factors influencing its performance. The analysis aims to provide insights into KFC's strategic positioning and potential strategies for growth and competitive advantage. Desklib offers a wealth of similar student-contributed assignments and study resources.

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.

COMPETITOR ANALYSIS
KFC Competitors
The demand for fast food all over the world is continuously
increasing which implies that the competition in the food fast
food industry is also in enhancing with every passing day.
KFC specialises in best fried Chicken due to increasing
competition and added new products into its menu. These
products are some soft drinks, beverages, desserts, side
dishes such as French fries Donut’s and many more. the
company is established in international marketplaces and
faces competition and challenges in domestic and
international market place. Are numerous competitors of
KFC from which one of the potential is McDonald’s is its
international and domestic competitor.

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Comparison of KFC and McDonald’s and Chick-a-fil
McDonald’s
McDonald's is another American fast food company that
gives KFC run from its money. It is world's largest restaurant
and fast food provider and always bin one step ahead of
KFC. McDonald’s serves over 69 million customers on daily
basis in more than hundred countries through around 40,000
outlets and restaurant in the world. The main products of
McDonald’s is hamburgers, various types of chicken,
chicken sandwiches, French fries, breakfast items and
desserts.

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Chick-a-fil
Another computer of KFC is Chick-a-fil which sell three
times as much as KFC location and moving towards
becoming number one chicken chain in the industry. In year
2014-15 Chick-a-fil average sales per restaurant was greater
than any fast food chain in the US. The reason behind Chick-
a-fil dominating the market is a mix of excellent food and
superior customer service which is better than other fast food
providers and competitive present in the marketplace. it gain
success in a restaurant nearby restaurant basis bye
consistently ranking first in customer service surveys
conducted by many researchers.

Evaluation
Both competitors of KFC McDonald's and Chick-a-fil is potential competitors of KFC how many eggs national and international
business. McDonald's is present worldwide and considered to be the first fast food chain in various aspects on the other hand
chick a fil is gaining and expanding in the domestic market of KFC. The increasing competition international and national
marketplaces affecting the business and living standards of KFC in a prominent manner (Thrassou, Vrontis and Bresciani, 2018).
The company is making changes and adopting various strategies to maintain its competitive edge and stand as a great competitor
in front of McDonald's and chick a fil. Not only these two brands are becoming a biggest challenge for KFC but others retailers
and entrepreneurs bring the fast food industry or also becoming use threat for KFC. Is small businesses are gaining their presence
in market please bi server best quality and tasty food to people and attracting them by bringing new innovations.
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Every business organisation and its operations are affected by two factors which are categorised into macro and micro factors. The
micro factors are those factors which are internal to organisation and exist business surroundings internally. These micro factors
are those which include the factors in the immediate area of operation affecting the performance and decision making of the
company. Micro factors includes competitors customers distribution channels suppliers etc. These micro factors can be e the
strength or weakness of organisation also bring opportunities and open new doors for the business with potential threats and risks.
On the other hand macro factors macro environment which affects the business are those features present in the whole industry
and effects all different kind of bridges operating in that particular industry.
MACRO AND MICRO
ECONOMIC FACTORS
AFFECTING KFC

SWOT ANALYSIS
The Swot analysis is basically used to interpretation and analysis of the internal and external factor of the company in terms of
strength, weakness, opportunity and threats by which it can influence the company’s performances.
STRENGTHS- It describe the factor that which emphasis about the positive features which influence the performance of the
company in better way.
 Effective global Goodwill- This company has a gaining of goodwill in over 130 plus countries and with having 21000 stores
as well it has 2nd world largest restaurant, where it is been famous is for the chicken food speciality at all over the world.
WEAKNESSES- This factor is create conflict between company performance and its growth it has stopped the optimum level
of performance as well as determine the lack of area improvements.
 Issues in demand and supply- As early decades KFC has faced many challenges which it occurred issues related with supply
and demand in terms of services lacking and facing difficulties to setup marketing strategies into the market due to their weak
management teams.
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