KENTUCKY FRIED CHICKEN

Overview of KFC’s as a case study for Marketing and Strategic Marketing Planning analysis
in the Fast-food Industry.

Being a solid competitive industry dominated by corporates and big companies, the fast-food
market players always adapt to the market and develop relevant marketing strategies to stay
ahead of the competition. One of the leading players in the global food industry, Kentucky
Fried Chicken (KFC), has stayed competitive for decades despite the strong market entrants
such as McDonald's, Burger King, Smokin Joes Pizza, Papa John's Pizza, Dennys Taco Bell,
and Subway. This paper explores Kentucky Fried Chicken as a case study for Marketing and
Strategic Marketing Planning analysis in the Fast-food Industry. Established in 1952, KFC is an
American restaurant chain specializing in seared chicken; however, it offers other foods such
as simmered and broiled chicken items, dishes, and pastries. It has over 25000 outlets in 145
countries. Founded by Colonel Harland, KFC is privately owned and headquartered in the
USA, Louisville, Kentucky (KFC, 2021). KFC ensures to serve abundant, wholesome, hot meals
with exceptional services made with high-quality fresh chicken and freshly prepared as its
unique value proposition. Kentucky Fried Chicken (KFC) Corporation is notably the largest
fast-food chicken operator, franchisor, and developer globally. KFC, a fully owned subsidiary
of PepsiCo, Inc. until late 1997, the company has over 5,000 stores only in the United States.
Out of all these stores, about 60% are franchises. On the international market, KFC has over
3,700 units and two-thirds of these franchises as well. Apart from full ownership and direct
franchising, Kentucky fried chicken also engages in joint venturing. In addition, the company
continues to find other sources to get more market share in the fast-food industry globally.

As we explore and discuss marketing and strategic marketing planning in international

corporations, Kentucky Fried Chicken, as an international fast food restaurant chain, is a
suitable company to further elaborate on marketing aspects, marketing in the modernized
world, processes marketing, marketing planning, and strategies of implementation of
marketing strategies.
In 2007, the fast-food industry registered a 20% sales decline due to customer dissatisfaction
and the rising concern about the presence of Genetically modified food (Xue, D, 2008). As we
analyze KFC's marketing strategy, it helps us identify its unique advantages in leading the
fast-food industry. The fast-food restaurant has produced high-quality, tasty meals with
quality and authentic ingredients for the last 69 years, and It has a wide range of food
choices. The company has been able to provide for all kinds of customers, whether vegetarian
or non-vegetarian, and customers are able to find great tastes. These service strategies help
Kentucky Fried Chicken to boost its business internationally. The company is present in both
developed and developing countries. The approach has helped the chain restaurant to gain
more popularity from customers and generate high sales. Furthermore, KFC creates
marketing plans and strategies customized to the specific work location and has a unique
status quo in the fast-food industries (Wiselancer, 2020).

As discussed earlier, KFC has over 250000 outlets worldwide offering tasty foods in all corners
of the world. As a strategy to address the customer pressure and load, KFC provides
distribution services to maintain food product availability as demand increases. KFC
maintains strategic partnerships and effective tie-ups with local supply chain services in
places it is operational. In its operations, KFC uses various supply chain partnerships to reach
customers effectively. Kentucky Fried Chicken has a strong strategy of making franchises in
busy areas of notable cities. KFC outlets are set in busy roads, entertainment areas, and
shopping malls to gain more market share. Additionally, these KFC outlets also offer delivery
services to customers in their different locations through their online services. The company
is ranked among the top services providing both physical and online (Wiselancer, 2020).

In conclusion, a review of Kentucky Fried Chicken as my case study for marketing and
strategic marketing planning portrays how business can survive amidst the economic
downturn or Industry crises as long as it puts more effort into understanding their customers'
needs and wants and tailor the company's value offerings to different market segments. It's
vital to note that unethical marketing strategies could also ruin the business's brand image,
given that customer's political and religious affiliations in case the company is not affiliated
with the religion or political agenda.
References:

● wiselancer, 2020. KFC Marketing Strategy. [online] Available at:

<https://wiselancer.net/kfc-marketing-strategy/> [Accessed 22 June 2021].
● KFC, 2021. [online] Global.kfc.com. Available at: <https://global.kfc.com/our-values/>
[Accessed 22 June 2021].

● Roberts-Lombard, M., 2009. Customer Retention Strategies of Fast-Food Outlets in

South Africa: A Focus on Kentucky Fried Chicken (KFC), Nando's, and Steers. [online]
Available at:
<https://www.researchgate.net/publication/241745221_Customer_Retention_Strategies
_of_Fast-Food_Outlets_in_South_Africa_A_Focus_on_Kentucky_Fried_Chicken_KFC_N
ando's_and_Steers> [Accessed 22 June 2021].

● Xue, D., Zhao, Q. and Guo, X., 2008, October. TOPSIS method for evaluation customer
service satisfaction to fast food industry. In 2008 IEEE International Conference on
Service Operations and Logistics, and Informatics (Vol. 1, pp. 920-925). IEEE.