The Kentucky Fried Chicken mission statement The Kentucky Fred Chicken mission statement is "To sell fast food in a fast, friendly environment that appeals to pride conscious, health minded consumers"
vision statement : ""To be the leading integrated food services group"
so the world ‘s best tasting starts with the fresh ingredients , the chicken farms &how they raised up …
let’s start analyzing the portofolioes:
**According to the BCG –matrix:
Stars | Cash cows|
Xtreme meals,individual meals| Family meals ,sandwiches & coleslaw| Dogs| Question marks|
Nuggets, green salads| Desserts , crispy strips, rizo |
They should analyze the question marks and the dogs & turn them into stars or cash cows may be investing offers.(N.B:R&D has to work more on their products)
Market segmentation & targetting :
They classified the market into 3 distinctive markets:
a. Individual meals : targetting teenagers , youth & mid-age groups b. Kids meals: targetting the children by offering them toys & enhancing the play room in their restaurants c. Family meals : for families ranging from 4-6 persons
Customers needed some snacks so , they were the first to introduce what’s called a “SNACK BOX” which consists of 2 pieces of chicken .. in addition to the cheap price they offer. Weakness:
Lack of introducing new items or investing in the old menu …. R&D department has to be more focused …..
KFC had the opportunity to be reachable world wide in addition to the americana logo which is percieved as a 100% quality offered . KFC has positioned itself as the “finger lickin good “ brand which is characterized by its special taste formula .
KFC started to fear competitors like Mc donald’s who nowadays offer more healthier food which make customers more focused on more healthier food rather than fried chicken.