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KFC Marketing Analysis:

SWOT, Segmentation,
Marketing Mix
January 14, 2023  7 Mins Read

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In this article, you will learn about KFC Marketing

Analysis. It will include Introduction, Vision
Statement, Mission Statement, SWOT Analysis,
Segmentation, Target Market, Success
Strategies, Marketing Mix C4P’s) Strategies,
Financial Statement and Conclusion of KFC

Table of Contents
1. Introduction
2. KFCY Vision Statement
3. KFCY Mission Statement
4. Market Segmentation of KFC
4.1. Demographic Segmentation
4.2. Geographic Segmentation
4.3. Psychographic Segmentation
4.4. Behavioral Segmentation
5. SWOT Analysis of KFC
5.1. STRENGTHS
5.2. WEAKNESS
5.3. OPPORTUNITIES
5.4. THREATS
6. Target Market of KFC
7. Marketing Mix of KFC
7.1. 1. Product
7.2. 2. Price
7.3. 3. Promotion
7.4. 4. Place
8. Financial Market Statement of KFC
9. Conclusion
9.0.1. Important Marketing Analysis

Introduction
KFC is the biggest fast-food restaurant business
in the world. It is located in Louisville, United
States of America. KFC is also known as Kentucky
Fried Chicken. KFC provides its customers tasty
fresh fried chicken.

Harland Sanders discovered Kentucky Fried

Chicken in Corbin. KFC primarily sells chicken
strips, salads, wraps, sandwiches, burgers, and
other food items. Since the 1960s, KFC has
focused on international markets, and it has
launched a new challenge by taking control over
the fast food industry of Asia.

KFC is having more than 750000 employees,

approximately 18,000 restaurants worldwide in
more than 120 nations.

KFC: Vision Statement

The vision statement of KFC is “To serve food in
an efficient, pleasant environment that satisfies
those who care about their budgets and their
health“

Read More: Marketing Environment | Micro &

Macro Environment

KFC: Mission Statement

KFC’s primary goal is to increase the success of
its clients, staff, and customers. In its mission
statement, “KFC prioritizes becoming the top
choice of their target audience“. Customers’
preferences have a significant impact for its
growth.

Market Segmentation of KFC

Demographic Segmentation

KFC classifies the market based on

demographics as follows:

Age: 6 to 65

Gender: Male and Female

Size of Family[ 1 to 2, 3 to 4, 5 plus

Income[ $150 and above

Education: Almost All

Occupation: Almost All

Generation: Not Specific

Family lifecycle: Almost All

Religion: Not Specific

Nationality: Almost All

Market Segmentation | Types, Benefits of

Segmentation

Geographic Segmentation

KFC operates business internationally and has a

number of stores in different countries. KFC focus
on how its customers’ product preferences vary
based on their geographic location. For example,
Australia has a diverse geographic segmentation.
In Australia, there are 590 locations. KFC has
introduced Halal Food for the Muslim community
in Australia and has divided and advertised based
on their needs

Psychographic Segmentation

KFC has divided the market into following

psychographic segmentation:

Classified by Social Class: Upper, Middle and

Lower Class

Classified by Lifestyle: Luxury and

Extravagance

Classified by Personality: Highly social, food

loving, modern and ambitious individuals

Behavioral Segmentation

Following are the behavioural factors used by

KFC to segment the market:

Tastefulness

Quality-conscious

Being mindful of class

Combining value and pricing

SWOT Analysis of KFC

STRENGTHS

Owned by a large company

Unique flavored recipe

Fresh Taste

Wide range of products

Colonel’s trademark recipe and bucket

Recipe contains 11 secret spices and herbs

Food for vegetarians and vegans

Global Presence

Brand Recognition

Loyal customer base

Fast Growth

Good Financial Position

Worldwide restaurants and franchise network

Attractive store design and friendly business

culture.

Read More: STP Process | Segmentation,

Targeting, Positioning

WEAKNESS

Oily and unhealthy food image

Limited Options for Vegetarians

High calories food

Problematic franchising system

Poor management

Damage to the environment and animals

Unreliable vendors

High staff turnover

OPPORTUNITIES

Including Healthier Options (salads, grills, fresh

fruit juices)

Expand to new locations

Offer inexpensive meals

Focus on health-conscious individuals

Need to deliver regional food designed for

particular country

Home delivery of meals to connect with more

customers

Opportunities for Business Expansion

Supply chain optimization

THREATS

Food scandals and quality issues

Risk of brand imitation

People these days prefer healthy eating

Health politicians and activists are speaking

out against the negative effects of consuming
fast food.

High competition

Poorly managed franchisees

The cost of raw materials is increasing

Economic conditions are not stable worldwide

Changes in exchange rates

Lawsuits filed against KFC

What is an Internal and External SWOT Analysis?

STRENTHS WEAKNESS
Owned by a large Oily and unhealthy
company food image
Unique flavored Limited Options for
recipe Vegetarians
Fresh Taste High calories food
Wide range of Problematic
products franchising system
Colonel’s trademark Poor management
recipe and bucket Damage to the
Recipe contains 11 environment and
secret spices and herbs animals
Food for vegetarians Unreliable vendors
and vegans High staff turnover
Global Presence
Brand Recognition
Loyal customer base
Fast Growth
Good Financial
Position
Worldwide
restaurants and
franchise network
Attractive store
design and friendly
business culture

OPPORTUNITIES THREATHS
Including Healthier Food scandals and
Options (salads, grills, quality issues
fresh fruit juices) Risk of brand
Expand market to imitation
new locations People these days
Offer inexpensive prefer healthy eating
meals Health politicians
Focus on health- and activists are
conscious individuals speaking out against
Need to deliver the negative effects of
regional food designed consuming fast food.
for particular country High competition
Home delivery of Poorly managed
meals to connect with franchisees
more customers The cost of raw
Opportunities for materials is increasing
Business Expansion Economic conditions
Supply chain are not stable
optimization worldwide
Changes in
exchange rates
Lawsuits filed
against KFC

SWOT Analysis of KFC

Target Market of KFC

The target market of KFC includes both
vegetarian and non-vegetarian customers
segments. Its products appeal to people of all
ages, including children and young adults. It
include young and busy professionals. Cover
highly populated cities.

Target Market Strategies | Undifferentiated,

Differentiated, Concentrated Marketing

Marketing Mix of KFC

1. Product

KFC is known for its world’s best sandwiches and

chicken fries, but the list goes on. KFC
continuously adds new things to their menu,
which fulfills the goal of satisfying their
customers. KFC’s continuous menu expansion
helps it develop a strong product strategy, which
in turn supports its marketing efforts.

Product Classification | Consumer, Industrial

Products | Examples

New Product Development Process: 8 Stages

Product Life Cycle CPLCj Stages, Strategies and

Examples

The following are a few of KFC’s well-known and

popular products:

CHICKEN'

Nashville Hot Chicken

Popcorn Chicken

Hot Wings Fried Chicken

KFC Fried Gizzards

Kentucky Grilled Chicken

Honey BBQ Chicken

Chicken Little

Extra Crispy

Hot Wings Grilled Chicken

BURGERS'

Krunch burger

KFC Shrimp Burger

SANDWICH'

Chicken Sandwich

Crispy Colonel Sandwich

Zinger

Honey BBQ Chicken Sandwich

Cheetos Sandwich

2. Price

The pricing strategy used by KFC are: Market

penetration strategy and price skimming startegy.
For example, KFC reduces its prices when
competitors entered the market, and when
introducing a new product, KFC keeps its prices
as low as possible in comparison to competitor in
order to attract attention of new customers.

3. Promotion

One of the largest food companies, KFC, actively

markets itself. Newspapers, periodicals, television
commercials, and billboards are the main forms of
promotion. The Australian Big Bash League CBBLj
and numerous cricket matches are sponsored by
KFC.

KFC uses the phrase “Its Finger-Lickin’ Good” to

remind customers of its mouthwatering menu
items and delights. KFC uses their restaurants
significantly to promote new goods.

4. Place

KFC restaurants are purposefully situated next to

a school, university, office, or other educational
facility. This is because younger generations in
the country consume a lot more fast food than
older generations do. . More than 15,000 KFC
outlets can be found worldwide.

Product Positioning | Positioning Strategies |

Examples

Financial Market Statement of

KFC
Here is the financial statement showing three
countries CUS, China, India)of KFC[

Financial Market Statement of KFC

Conclusion
In recent years, consumers have been more
concerned about maintaining their health while
managing their education or jobs. People choose
quick meals since they may spend less time
preparing the food and because they require a
healthy meal to support their fitness goals.

In order to provide the customers with the stable

meals they need, KFC may also provide the
“chook salad plate,” which combines chicken and
veggies.

Steamed or grilled chicken are significantly lower

in calories than fried or crispy chicken, and KFC
can provide these options to customers. To make
KFC’s burger buns healthier, you may swap them
out for whole-meal buns.

KFC could develop a vegan burger for them in

order to draw in more customers from all other
groups, such as vegans. It needs to guarantee
that the cooking oil is suitable for vegetarians.
They can offer vegetable juice and fresh fruit
juice in addition to coffee and soda liquids since
fruit juice is more nutrient-dense than soda
beverages.

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STP Process | Target Market Strategies

Segmentation, Targeting, | Undifferentiated,
Positioning Differentiated,
Concentrated Marketing

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