Marketing Strategy for Kfc

Topics: KFC, Fast food, Fast food restaurant Pages: 17 (5175 words) Published: October 16, 2011
Table of Contents
Market Analysis for KFC.5
Opportunities to develop and create the following in Mauritius.20
Reasons for KFC to go overseas.26
PESTEL Analysis.26
Competitors Actions.29
THE problem that KFC is facing.29
Strategies developed to overcome the crisis.30
New Strategies that can be adopted for the Relaunching of KFC products.31

Kentucky Fried Chicken, better known as KFC, is the largest chicken restaurant chain worldwide with almost 1000 outlets located in well over 70 countries. It was founded in Corbin, Kentucky by Colonel Harland. D. Sanders. Y 1964, the Colonel decided to sell the business to two Louisville businessmen. In 1966 they took KFC public and the company was listed on the New York Stock Exchange. In 1971, Heublein, Inc.acquired KFC, soon after, conflicts erupted between the Colonel (which was working as a public relations and goodwill ambassador) and Heublein management over quality control issues and restaurant cleanliness.

In 1977 A “back-to-the-basics” strategy was successfully implemented. By the time KFC was acquired by PepsiCo in 1986, it had grown to approximately 6,600 units in 55 countries and territories. Due to strategic reasons, in 1997 PepsiCo spun off its restaurant businesses (Pizza Hut, Taco Bell and KFC) into a new company called Tricon Global Restaurants, Inc which is one of the most leading multinational organizations in the world. Said to be the second most famous and largest fast food franchise in the World No 1 brand in Asia with the market leadership in Japan, China, Malaysia, Indonesia and Korea.

Who in Mauritius don’t know about the KFC – well the basic history of KFC in Mauritius is almost couple of decades old. Launched in 1983, the first KFC outlet in Mauritius has carved a solid reputation as a quick service restaurant which provides quality products and service. In the company’s 14 stores spread out across the island, customers can relax and enjoy their finger-licking favorites in the same consumer-friendly environment. A convenient drive-thru service is also available at some units.

Pick N Eat is the company which operates the KFC franchise in Mauritius. The company has its own training centre and features regularly in the top performance league of the Indian sub-continent region. Now every part of the world is much conscious about their health KFC too is thinking about major changes in the way they are going to promote and the way they will be cooking. Mauritius, a small island in the Indian Ocean but also one of the most popular tourist destinations in the world, is one such country where KFC is extremely popular. Fast Food in general is very popular in Mauritius although it is not as huge as in other major countries. However, like in those countries, it is the pioneer, as Mauritius did not have any major fast food shops before Kentucky Fried Chicken was established there.

KFC become so famous in Mauritius that the number of shops has since skyrocketed and all these shops are now full of people as soon as lunch and dinner times kick in.

When it comes to the location of these branches, Port Louis, the capital of Mauritius, is the only city with two KFC branches. Otherwise, due to the small size of the island and its cities, the other towns only have a single branch. However, it is important to note that all of these are strategically located near the busiest parts of their respective towns. This explains the success they have achieved so far throughout the whole of Mauritius. In 2011, KFC Mauritius finally went online. Due to the large number of Mauritians now having easy access to the Internet, whether at home, at work, or on their mobile phones, it was inevitable that the Mauritian KFC would soon have its own website. Unsurprisingly, the website is found at and has a true Kentucky Fried Chicken feel to it, with a red background and...
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