KFC Is A Major Quick Offering Restaurant Marketing Essay

KFC is a significant quick serving restaurant (QSR) portion over 12 million customers on a regular basis through its 21, 400 restaurants in 109 countries. This task views the online marketing strategy that KFC implements. Prior to that, the assignment gives an intro about KFC, its establishment and record. Through the entire years, KFC has lost a huge variety of their market talk about to other healthier junk food restaurants because of the fact that consumers have become more health conscious. In response to the consumer's needs, KFC introduced a wholesome product that is principally targeted at health mindful people.

KFC faced a number of problems and issues in 1994. Still the world's most significant chicken string and third greatest fast food chain, it persisted to develop at a healthy rate worldwide. It also continued to control one-half of all chicken chain sales in the U. S. and experienced one of the world's most recognized brands. In addition, its new rotisserie hen and buffet had been greatly successful in those markets where they had been presented. However, while potential customers for continued expansion internationally were excellent, continued expansion within the local marketplaces was threatened by a number of industry and societal movements. Competition from sandwich chains and new fowl chains, as well as consumer demand for a wider variety of menu offerings, pressured KFC to reanalyze its product strategy. At exactly the same time, KFC and other fast-food competitors were forced to boost product offerings and to provide their product faster and with better service to consumers who ever more demanded increased value for their money.

Furthermore, the task provides an perception in to the organizational purpose of KFC. Current strategies and advice include the evaluation of the strategies that KFC is using to increase and maintain its market talk about.


KFC Corporation at first known as Kentucky Fried Hen was founded by Harland Sanders in Louisville, Kentucky was managed by PepsiCo, Inc in 1986. KFC is the world's most popular and third largest fast food poultry developer and franchiser. KFC is internationally well-known for its Original Formula fried poultry. It includes 5200 items in US out which 60 percent are franchised. KFC is well known for its fried fowl and has 15, 000 stores on earth so it is globally well known. Company participates in many joint venture operations as well and always attempts to determine alternative venues to increase market talk about to get better position in the competitive junk food market and establish a stable position. KFC is an integral part of Yum! Brands, Inc. which is world's largest restaurant company having profits of $11 billion. KFC is part of the two PepsiCo divisions, which are PepsiCo Worldwide Restaurants and PepsiCo Restaurants International both located in Dallas. David Novak is the president of KFC. KFC restaurants are located in 109 countries and territories around the world and functions 12 million customer everyday creating sales of almost $10 million per 12 months. KFC can provide employment to more than 24, 000 people internationally. (Jain, 2009)


KFC is committed for client satisfaction by giving them excellent quality of food and best services beyond par brilliance and best value your money can buy that they spend. KFC thinks in serving both customer and modern culture by continuous improvements. The main mission of KFC is to market food in fast and friendly environment and establish as leading WQSR (american quick service restaurant) string serving good value and innovative chicken breast based mostly products. (KFC Holding, 2007)


KFC is focused on food, fun and festivity. KFC provides ultimate chicken foods every bite brings a YUM on customers face. The eye-sight of KFC is usually to be the leading included fast food restaurant delivering constant quality products and excellent customer targeted services internationally.


KFC's passion is always to fulfill customers and do much better than competitors. The beliefs of KFC rest in CHAMP ideas which signify

kfc_champs_custom logo. png

C : Cleanliness is retained all times

H : KFC is definitely hospitable and courteous whatsoever times

A : Requests are taken accurately

M : Maintain the best standards

P : Products are of the highest quality

S: Service is very speedy at KFC.


Marketing strategies of KFC is dependant on Product quality. KFC uses force technique for marketing to set-up awareness and be different. KFC focuses on young generation on the market segment as they are more energetic and choose more eating dinner out at the fast food restaurants. It targets early single section this is the upper class. It offers combo dishes as centered on Market marketing.

Market Share

KFC is most renewed brand in poultry with 50% market share giving tough competition for companies like Chicken entire world, Mc Donald's, Dixie or the new accessibility in fast food market. The fundamental theory for analyzing market development rate is the merchandise life circuit. The BCG considers the life span periods of products and indicates their influence on the business's financial data.

Placing products in the BCG matrix brings about 4 categories in a portfolio of your company.


Veg Thali

Chicken Bucket

Boneless ChickenC:\Documents and Adjustments\hetal\Desktop\000 (2). jpg

Source: http://www. mrdashboard. com/BCG_Matrix. html

1. Celebrities = high growth, high market show.

The legend product of the business is its crispy Boneless Chicken. It has a high market talk about and brings in high revenue. But it addittionally has high developmental costs involved. The earnings therefore is generally not very high brought in by the product. This product is CASH NEUTRAL for the organization. The company is trying causeing this to be product a cow as well, by minimizing the expenditure.

2. Cash Cows = low development, high market share

KFC's Poultry Bucket is the most successful product of the company. It gets the highest market talk about amongst all the other products. They have good demand in the market and brings in huge sales earnings. The development and other expenses are also low and thus this product is a CASH SURPLUS for the company.

3. Dogs = low expansion, low market share

KFC's Veg Thali comes under this category. Although company acquired launched this product much earlier, it offers still didn't become a success. As KFC is well known more because of its non-veg food, this also ends up with low demand because of this item. It includes a minimal market share and even though low on expenses (as company does not spend on its promotion), it generally does not generate much earnings as demand is low. The product is mostly CASH NEUTRAL.

4. Question Grades = high progress, low market share

Currently KFC have launched a new product on the market. They have also tried to come into the beverages market by releasing its new brand of shakes called KRUSHERS. As it is a fairly new product it will come in the category of the Question Mark in the BCG Matrix. They have a low market share thus brings low revenue. KFC is advertising a lot to popularize this product so there is a lot of expenses on it. The product is separately not bringing any profits and it is a cash drain for the business. Company may decide to completely remove the product from the marketplace if it does not do well soon and begin bringing in revenue.

Marketing Mix


-List price





-Credit term





-Brand name



"Marketing combination is the set of controllable tactical marketing tools, product, price, place campaign that the firms blend to produce the response it wants in the target market"

















Target Customer

KFC 4 P's

Source: http://www. marketingindianbiz. com

Competitive Analysis

Main Competition of KFC are

McDonald's Company- the McDonald's Corporation is the world's largest quick service restaurant string. There are over 30, 000 McDonald's restaurants in more than 100 countries offering typically 50 million people daily. From humble origins in 1955, the first McDonald's franchise restaurant in Des Plaines, Illinois, USA needed in US$366. 12 on its first day of business. (Arches, 2010)

Popeye's Chicken breast and Biscuits-sometimes known as Popeye's Louisiana Kitchen or Popeye's Chicken breast & Seafood; also known as just Popeye's is a string of fried rooster fast food restaurants, owned or operated since 1993 by the Sandy Springs, Georgia-based AFC Companies, which was actually America's Favorite Chicken breast Company. Relating to a corporation press release dated June 29, 2007, Popeye's is the second-largest "quick-service hen restaurant group, assessed by range of units", with more than 1, 800 restaurants in more than 40 areas. (Cajun, 2010)

A brief evaluation between McDonald's and KFC and Popeye's chicken is really as follows:-




Spicy products

Arabian rice and zinger burger

Big Apple pc and People from france fries


Free delivery

Charges for delivery


Chicken ingested by every community

Beef restricted by some community


Local staff

Mixed ethnic people


Top to bottom level approach

Bottom up approach

Co branding

KFC cobranded with walls

No such case


http://www. emeraldinsight. com/fig/12_10_1016_S1048-4736_07_00007-0. png

Source: emeraldinsight. com

Threat Of Entry

In the existing competitive fast food restaurants it isn't difficult to get into but major difficulty is to dominate already present restaurants, KFC holds the advantage in non veg portion of the market. KFC has generated its brand in a proper manner and offers good stability which is well-known for its secret recipe and fried chicken so entry of some new small restaurant would be looked at as low hurdle and won't affect KFC much.

Buyer/Distributor Bargaining Power

For specific customer there is absolutely no bargaining vitality as individual customer won't have an effect on KFC because for just one customer KFC is not going to change its price and the same does apply for suppliers. KFC helps provider by its latest technology and giving them innovative suggestions to enhance their products. So the suppliers are available domestically and KFC depends upon the local suppliers in case of emergency. Such as Mexico the labor is unskilled place of individuals so labor cost is low. Hence the customer and supplier have hardly any bargaining electricity and KFC can control prices and bills very easily.

Substitutes and Complement

The major opponents of KFC are McDonald's, Pizza Hut, Domino's and Subway. Although they are in competition being in the same junk food industry nevertheless they are experiencing different most important products. KFC have decided to choose best tourist places to increase sales in the great competition. Many ready to eat food can be substitute for KFC however the standard price and variety that KFC offers keeps customer stay with it. Mexico's small restaurant holds and complement the meals industry along with KFC a example is Taco bell.


KFC has very negligible rivalry on the market as it has got its own market position and brand name and the primary products are extremely different. The target customer is also completely different and dependent on the fried fowl and wide selection of food stuff offered by KFC. Just upsurge in price won't alter its customer.


http://img224. imageshack. us/img224/9120/competetiv1cp7. png

Source: biz-development. com

Political :

Being in fast food industry KFC is controlled by government guidelines because of medical issues. The certificate and franchisee business is also controlled by administration therefore KFC has looked after good relationship with government by giving ample of job and paying regular fees which is supportive for KFC to gain success in the competitive foreign market.


The economy internationally was very gradual in this past year but KFC was not much damaged. The predicted GDP was 3 trillion US us dollars. KFC offers potential economic capacity.

Socio ethnical:

There is a continue upsurge in inclination of men and women towards junk food industry which assists with increasing the sales. The interpersonal and cultural aspect is of great importance and affects a lot of market share. The positive trend in KFC is seen by analyzing the increase in sales in BRIC branches of KFC. India exhibited 90%, Brazil confirmed 20%, Russia showed 50% and china exhibited 60%.


Lot of foreign players is stepping into the Mexican market thereby warming up the fast food industry in Mexico. The developed technology is offering better be competitive in the financial prices and huge range of variety in food stuff is biggest middle of interest for youth portion in the market as they are given various combo meals and other price conserving deals.

KFC integrates technology in managing overall functions and increasing the revenue. Implementation of new technology in KFC is which makes it more cost effective and better customer satisfaction, price lowering and many promotional promotions.


KFC is usually criticized from economical perspective we it is worlds major beef and chicken consumer that triggers green house impact so vegetarian environment people criticize KFC for slaughtering and being cruel to family pets. Along with it the newspaper used for packaging foods by KFC is not eco friendly. Therefore KFC has joined many environmental promotions and have helped in keeping environment clean. KFC has began pet animal welfare program and another is product packaging and environment program that humane treatment with animals and keep matter for environment.




KFC's secret formula.

Name acceptance and reputation.

PepsiCo's success with management of junk food chains.

Traditional employee commitment.

Improving operating efficiencies by minimizing overhead and other operating costs can straight affect operating revenue.

1. The countless sales of KFC lead to a complicated corporate course.

2. KFC has a long time to market with services.

3. Conflicting cultures of KFC and Pepsi Co.

4. Turnover in top management.

5. Recent contractual disputes with franchisees in america.



The Mexican market, that provides a sizable customer base, less competition, and close proximity to the united states.

Peso devaluation has made it less expensive for all of us to buy property in Mexico.

"Dual branding" really helps to appeal to the wider customer foundation and also provide higher revenue.

New franchise laws in Mexico give fast food chains the possibility to broaden their restaurant bases.

New distribution stations provide a significant growth opportunity.

1. Saturation of the united states market.

2. Increasing competition and increasing sales of replacement products.

3. Changing choices of consumers.

4. Hurdles associated with growth in Mexico.


By doing SWOT evaluation of KFC the following potential problems for KFC were accepted

No defined target market.

KFC lacked long term approach and was not sure about the prospective market section as the marketing campaign had not been specific for any market segment there were severe changes in demographic factors of every market but KFC didn't considered those factors.

Saturation of the U. S. Market.

Due to increased competition and rapidly growing junk food chains access to restaurant is currently extremely swift and easy. Now they may be built at convent places like international airports etc which are easily approachable.

Health Mindful Consumers.

With the upsurge in health recognition among people. Now all in America want to have a healthy diet plan thereby avoiding fried products which was the greatest drawback for KFC as it includes fried chicken breast both wholesome and calorie gaining.

Increased Start Up Costs.

Now KFC wanted the primary locations for its location which are costly and in that way expenses were increased exponentially. Because of employing new technology efficiencies are increased but costs also have risen.

Low success and risky of doing business in Mexico.

The significant problem in Mexico market is highly unskilled labor that provided very little steadiness on the market. Employees had a solid cultural habit that was inclined towards punctuality, absenteeism and job retention. So to train the employees high amount of money was spending overall impact was low profit percentage and high expenses.

Franchisee Problems

KFC's capacity to develop its distribution bottom part was limited by an on-going feud using its franchisees. With the middle -1980's, KFC's franchisees have been allowed to operate with little interference from kick management. This "hands -off "approach could be tracked back again to the 1950's when Harland sanders sold his first franchise, and resulted mainly from the colonel's insufficient fascination with franchise affairs. over time, franchise independence became a deeply rooted part of KFC's commercial culture. When PepsiCo received KFC in 1986, one of its first rung on the ladder was to renegotiate a new contract which would give it more control over franchises menu offerings and operations, allowed it to close unprofitable franchises, and allowed it to take over franchises that were poorly supervised. Such actions were seen as critical to enhancing product and service consistency and increasing KFC's QSCV (quality, service, cleanliness, value) image.

The last deal between KFC and its KFC's franchisees, prior to KFC's acquisition by Pepsi co, was negotiated in 1976. This deal stipulated that KFC would not build any KFC device within 1. 5 miles of a preexisting franchise including Mexican market. The 1976 agreement also gave franchises electric power over dealer sourcing and the right of computerized contract renewal. The new contract would get rid of the 1. 5 mile security zone, eliminate programmed deal renewal, and increase PepsiCo's control over distributor sourcing in the Mexican market as well. In Dec 1993, KFC assured that they would adhere to the 1. 5 mile limit for seven months and Kyle Craig in my opinion pledged not to start new full service restaurants, home delivery, or take-out units within 1. 5 mls of a preexisting franchise.

Strategic Alternatives

The strategic alternatives for KFC are as follows

1. Re-franchise all company owned or operated Mexican models into franchises


Low risk and increased cashflow.

Less administrative costs

New legislation promoting franchises and safeguarding patents and technology in Mexico.

2. Completely divest KFC of Mexican operations

This alternative includes canceling all franchises and selling off all company systems in Mexico.


Eliminate risk in international markets.

Reduced currency rate visibility in Mexico

Protects brand integrity

Increased cash stream/capital for other investments

save functional and administrative expenses


Forgoing potential profits from the 2nd largest international market (Mexico is second behind Australia)

Ill will from franchises and Mexico consumers

3. Leave Mexico as is and expand other foreign markets.


Focus investment on strongest growing portion in Australia

Less politics and financial risks in other foreign markets

Still maintain a minor presence in Mexico for even more growth in the foreseeable future when stableness is greater


Still have not mitigated risk in Mexico

Forgoing potential expansion at profitable market

Still have brand exposure

Still have to service Mexico products without increased current economic climate of level.


After examining KFC closely, I have come up with some recommendations for KFC to

Gain a better market talk about.

The KFC Grilled Fowl is a superb idea to get more market talk about. Many

individuals, including myself, avoid eating KFC because of health and calorie

count issues. I would recommend that KFC should present this new KFC product in vegetarian. In my opinion, this new product would entice new customers resulting in a higher market show and increasing income.

KFC should decrease their prices to be able to gain consumers from all the school segments. This could be achieved by bringing out a cheaper food to target the low classes.

KFC should also include more vegetarian foods to focus on the vegetarian consumers.

The quality of the product should be the major matter of the management. Special attention should get to make sure that the grade of the product late at night remains constant.

KFC should create more wall socket options such as malls, universities, carnivals etc to increase their market share in quickly growing markets


KFC is having a good atmosphere for its staff to work and the organization culture is also good to cope with but there is little problem with the management conditions that should be solved. The meals quality and services offered by KFC are excellent. KFC always maintains bringing out new variety of poultry and edible products that helps in constant improvement and progress in the income. Today's era is very health mindful and susceptible to hypertension was considering imagine if KFC offers or add fresh produced products such as fruits & vegetables in their menu it can increase their sales as even vegetarian people can enter into KFC and can enjoy the wonderful ambient. In terms of 4 P's KFC is doing exceedingly excellent.

Product- KFC in terms of product does well it just need little bit improvement in their Hot menu that ought to be more vibrant and new innovative dishes should be put into address local flavour as well to increase market share.

Price- KFC when compared with other fast food restaurants is affordable but to appeal to the customers KFC should expose discount packages for those age groups and membership greeting card should provided extra credit points.

Placement-KFC should have more retailers at prime commercial areas to focus on prospects and increase market share in addition KFC can think of having mobile retailers.

Promotion-KFC is a market icon with large customer equity it should concentrate on gaining sturdy market team by arranging and working various advertisement promotions. KFC can also use the brand promoters for various promotional campaigns.

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