CASE STUDY:KENTUCKY FRIED

CHICKENAND GLOBAL FAST-

FOOD INDUSTRY

SUBMITTED BY: SAKSHI GUPTA

INTRODUCTION

KFC(Kentucky Fried Chicken) was built by Colonel 

Harland Sanders at Corbin Kentucky in 1930.

First franchise was opening in Utah in 1952.

Kentucky fried chicken was sold Holbein in $ 285 in 1971.

It sold to Pepsi co. for $850 million in 1986.

Pepsi co. changed its name to yum brand in 2002.

It become 2nd largest fast food chain restaurant in December 2011.

KFC enter into the market of India due to liberalization policy of

the government in 1990.

STRATERGIES

MARKETING STRATERGIES- “Managing Profitable Customer

Relationship.”The marketing mix accepted the ‘four Ps’ describing the strategic position of a product in the marketplace.

a. ProductAnything that can be offered to a market to satisfy a want or need. KFC’s specialty is fried chicken served in various forms.

CONT…..

b. PriceThe cost of KFC products use high pricing strategy but it’s not high overly.

c. PlaceMost KFC restaurants are located in the source communities such as shopping malls, the petrol, and lodging en route.

d. PromotionThe promotion of KFC is quite varieties such as TV program, Internet, public relation, leatlet and etc.

SWOT ANALYSISOF KFC

STRENGTH

Brand Equity. Strong Cash Flows. Interactive relationship marketing. Ranks highest among all chicken

restaurant chains for its convenience and menu variety.

Generate $1B each year

WEAKNESS

Recent drop in sales for KFC. Same Store sales declined. Lack of knowledge about their

customers. Failed to rank in top 20 in growth

in2000. Lack of focus on R&D.

OPPORTUNITIES

Growth of 18-24 age demographic. Increase in U.S. median income. Domestic markets. Updating restaurants. Increase delivery service. Customer focus

THREATS

Increasing wage rates directly affect menu price.

85% annual employee turnover for fast –food market.

Quality of Service Focus. Health Trend away from fried foods. Supermarkets and new competitors

threaten HMR market.

CONCLUSION

KFC competitive situation is not that much intense.

It has established an image in customer minds that works as a protection against competitors.

As KFC ultimate goal is customer satisfaction. According to marketing manager their competent employees are the way to success.

THANK YOU….!!