Kentucky Fried Chicken and the Global Fast-Food Industry

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Marketing Concepts – The following list of marketing concepts may be discussed when utilizing this case. However, each individual instructor may choose to emphasize certain concepts while placing minor emphasis on others and even perhaps ignoring certain aspects of the case situation. The Changing Role of Marketing

Marketing Intelligence
Market Segmentation
Product Strategy
Services Marketing
Distribution strategy

Central Issue – This case discussion may be focused on any, or all, or any combination of four major topics: Illustrate how mergers, acquisitions, spin-offs, as well as divestments, have affected the shape of the U.S. and global fast-food industry. Illustrate the highly competitive business environment in which members of the global fast-food industry operate. Illustrate how important an international presence is to KFC – a company that derives more than 50% of its revenues from international markets. Illustrate strategies selected by KFC for the Mexican (and perhaps the Brazilian) market.

Additional sub-issues in this case include:
Identification and analysis of KFC's sustainable competitive advantages (or disadvantages) with special attention to both the domestic (US) and international marketplaces. Assessment of KFC's opportunities and threats (at the time of the case in 1998). Identification and evaluation of strategic options available to KFC (and any pitfalls).

Case Questions – There are no questions posed at the end of the case. However, some instructors will handout questions when assigning the case and expect each student to individually prepare detailed answers to these questions. Other instructors may treat any questions as useful beginning aspects to consider when performing a detailed but more in-depth analysis. We suggest the following ideas for a general analysis. For general analysis purposes students should: 1) be aware of KFC and Tricon's mission, objectives and overall corporate strategy;...
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