Applying the STP Model: A Comprehensive Analysis of KFC's Marketing

This report provides an analysis of KFC's marketing strategy using the STP (Segmentation, Targeting, and Positioning) model. It begins by defining the STP process and then delves into how KFC applies each component. For segmentation, the report identifies demographic (age, income, family size, food habit) and psychographic factors KFC considers. Targeting strategies focus on youth, middle-aged individuals, families, and multicultural food preferences. The report also includes positioning maps illustrating KFC's market position relative to competitors like Domino's and Burger King in terms of price, quality, value, and health. The analysis concludes with references to relevant marketing literature.