Kfc Uk

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Abstract
Introduction
KFC Corporation, or KFC, founded and also known as Kentucky Fried chicken is a chain of fast food restaurant based in Louisville, Kentucky. KFC is a brand and operating segment, called a “concept” of Yum! Brands since 1997 when that company was spun off from PepsiCo. KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts. Target Market

“The process of evaluating each market segment’s attractiveness and selecting two or more segments” As the outlets of KFC are in posh area and prices are too high (overhead expenses-rent, air-conditioning, employees), so KFC target upper and middle classes. Target market depends upon size and growth rate of population, company resources and structural attractiveness of market segment. Market Positioning

For a product to occupy a clear, distinctive and desirable place relative to “competing products in the minds of target consumer.” In KFC feedback is taken from the customer in order to know the customer demands and then improvements are made in the product. KFC focuses on pure and fresh food in order to create a distinct and clear positioning in the minds of customers, KFC has a strong brand name and they are leading market in fried chicken. SWOT Analysis

Strengths
Brand equity
Strong cash flow
Strong trademark recipes
Strong Franchise and License fee revenues for cash flow
Weakness
Recent drop in sales of KFC

Lack of knowledge about their customer
Lack focus on R&D
Lack of point of scale scanning system
Opportunity
Growth of 18-24 age demographic
Targeting to growing ethnic markets Asian American and Hispanic •Balanced menu
Customer Focus
Threat
Rated 83 out of 100 in terms of competitiveness
Increase wage rate directly affect menu price
Supermarket and new competitor
Health trend away from fried food
PESTLE...
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