KFC case study
Marketing Planning
Florin Andrei Stancu
ID: 20698
KFC Case Study
Introduction
KFC (Kentucky Fried Chicken) is one of the most popular and widely spread fast food chain spread across various countries. KFC has established in market as a specialist in fried chicken. Headquartered in Louisville, Kentucky, US, KFC today is world’s second largest fast food chain after McDonalds with presence in several countries. As of December 2012, KFC had more than 18,000 outlets spread across 120 countries. Yum! Brands is the parent company which owns KFC along with other subsidiaries such as Pizza Hut and Taco Bell restaurants chain (Liu, 2008).
Founded by Harland Sanders in Corbin, Kentucky KFC clocked close to $11 billion in revenues by end of 2011. KFC can be credited for being a pioneer in popularizing chicken in fast foot industry. As a company KFC has been termed as one of the most innovative company in terms of marketing its product among customers. Over a period of time it has given a stiff competition to other fast food chains like McDonalds, Starbucks etc. through its comprehensive and effective marketing strategy.
LO1.1: Changing Perspectives in Marketing Planning Concept of Product: KFC founded in 1930, has always believed in the concept of product. Its primary product –fried chicken has remained the most sought after fast food product since its inception. With time KFC added range of fast food items catering to different taste buds and eating sensibilities. This approach reflected that how it has adapted itself in the changing and challenging environment by rival companies like McDonalds etc. Product development and adapting in the changing market perspective is crucial for a fast food chain like KFC (Ghanawi, 2012).
Concept of Selling: KFC has kept its focus on ensuring that consumers favour the product which offers the best in terms of taste and quality. KFC has never comprised with the quality of the product it has
Florin Andrei Stancu
ID: 20698
KFC Case Study
Introduction
KFC (Kentucky Fried Chicken) is one of the most popular and widely spread fast food chain spread across various countries. KFC has established in market as a specialist in fried chicken. Headquartered in Louisville, Kentucky, US, KFC today is world’s second largest fast food chain after McDonalds with presence in several countries. As of December 2012, KFC had more than 18,000 outlets spread across 120 countries. Yum! Brands is the parent company which owns KFC along with other subsidiaries such as Pizza Hut and Taco Bell restaurants chain (Liu, 2008).
Founded by Harland Sanders in Corbin, Kentucky KFC clocked close to $11 billion in revenues by end of 2011. KFC can be credited for being a pioneer in popularizing chicken in fast foot industry. As a company KFC has been termed as one of the most innovative company in terms of marketing its product among customers. Over a period of time it has given a stiff competition to other fast food chains like McDonalds, Starbucks etc. through its comprehensive and effective marketing strategy.
LO1.1: Changing Perspectives in Marketing Planning Concept of Product: KFC founded in 1930, has always believed in the concept of product. Its primary product –fried chicken has remained the most sought after fast food product since its inception. With time KFC added range of fast food items catering to different taste buds and eating sensibilities. This approach reflected that how it has adapted itself in the changing and challenging environment by rival companies like McDonalds etc. Product development and adapting in the changing market perspective is crucial for a fast food chain like KFC (Ghanawi, 2012).
Concept of Selling: KFC has kept its focus on ensuring that consumers favour the product which offers the best in terms of taste and quality. KFC has never comprised with the quality of the product it has
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