2.The Marketing Environment
2.1 Political forces
2.2 Economic forces
2.3 Social forces
2.4 Technological forces
3.Organization’s position within the industry
3.2 Market Position
3.3 Target Market
3.4 The Marketing Mix
KFC which is also known as know as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky. KFC was founded by Colonel Harland Sanders in 1952, is widely known as the world famous fast food and the face of Colonel Sanders. But KFC rudiment should backward to 1930. At that time, Colonel Sanders-- the founder of KFC run a restaurant at his hometown Kentucky. He study hard on fried chicken technologies and finally invented the eleven spices and unique cooking technologies synthetic secret recipe successfully and was favored by the customers. The secret recipe was continued to use until now. Fried chicken is Colonel’s most famous specialty which is KFC today’s most popular products. Although delicious chicken attracted numerous customers, the traditional method have make people to wait for 30 minutes to eat. Colonel used his ford cars carrying his 11 herbs formula and his assistant - pressure cooker began on the road. He sells the formula and the method to the interested restaurants in Indiana, Ohio and Kentucky around, of sell interested. In 1952, the first authorized KFC restaurants established in Salt Lake City. Surprisingly, within five years, the chain stores have developed to 400 in the United States and Canada which is the beginning of the franchise operation in catering industry in the world. Nowadays, the image of Colonel Sanders with a business suit, white-haired and goatee has become the best symbol of international KFC brand. KFC has been the world biggest Fried chicken fast-food chain enterprise which has own more than 11,000 restaurants. These restaurants are over more than 80 countries.
2.0The Marketing Environment
2.1 Political forces
The operations of KFC are affected by the government policies on the regulations of fast food operation. Controlling the marketing of fast food restaurant because of health concern such as cardiovascular and cholesterol issue and obesity among the young and children in the country. Control the license given for open the fast food restaurant and other business regulation need to follow such as for a franchise business. Tax is a must for the company to succeed in any foreign market. Price Policies
Price is also an important factor.
KFC maintain & design its price policies keeping in view the income & income distribution of living people living in the country. That is why all the classes are target market of KFC.
Just like the government Policies the business units which working in Muslim country also regulate the law regarding the nature of business. Other legal requirement that the business owner should follow are operating hours, business registration, tax requirement, labor and employment laws and quality & environment certification (such as ISO) in which the outlet has been certified. The legal requirement is important because the offenders will be fined or have their business prohibited from operating which can be disastrous. 2.2 Economic Forces:
KFC has designed its menu according to taste of population. People of each age like to visit KFC. It’s has deals for families as well as deals for children.KFC also reconsider its menu and taste after every 3 months to know whether the consumers are still interested with the menu and the pricing. KFC always encourages feedback and suggestions from its customers. Business Cycle - Though for last...