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ORGANISATION CULTURE
Big on diversity in the workplace
- Promotes differences in background,
ethnic cultures, and values
- Team-oriented environment
- Focuses on teaching everybody something new
- Promotes unity in the workplace
- Focuses on building relationships and creating diversity and commitment
within the company and amongst employees and customers
S.W.O.T ANALYSIS
Strength• Refocused international strategies• Competitive marketing strategy• Distribution strategy
Weakness• Management Shift •
Conflicts between KFC and PepsiCo cultures
Opportunities • International Appeal to American products• Economies of Scale and ScopeThreats• Consumer health food trend • Saturated fast food industry in the U.S. market
MARKET STRATEGIES
KFC Target Market
KFC targets the young generation, as here in this country the young
generation is more towards eating out and is more energetic. It targets the
early single segment that is the upper class.
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Aggregation Strategy
KFC does not need aggressive marketing
or advertising because Brand is strong enough.
Market Segmentation
Previously they were focusing on single segment
that was through Niche Marketing by offering
“Combo Deals” . Now they are focusing more on other classes as well. They
are dealing in masses by introducing value deals; most recently introduced
“Zinger Junior” .
BenefitsColonel’s value combo meals introduced previously were expensive and
so there were less sales but through their recent offers, they have increased the
sales by offering low prices.
Purpose
Inflation highly affects the purchasing power of the customers. And here
the purchasing power of many customers is low. To cover this major segment,
they have introduced affordable meals, so that it is in reach of the masses.
Want Specification
The people here need a friendly and family restaurant, which must be
affordable for them.
BRANDING AND SLOGAN
Brand Name: KFC ®
Color: Red, white
Symbol: Colonel Harland Sander’s
picture with KFC logo.
Slogan: “ Today Tastes So Good”
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RECEPTION
✔ Believe in value creation.
✔ Provide ultimate choice of quick service restaurants for consumers.
✔ Won the hearts of millions of Pakistanis
CONCLUSION
KFC is a very strong chain of fast food restaurants with more than 10,000
restaurants all over the world. Being in “Maturity Stage” it has high
opportunities of introducing its new products and deals. In Future it will be
expanding its chain by introducing more outlets in Pakistan as well as in other
countries.
References:
www.kfc.com
www.cogmap.com
http://en.wikipedia.org/wiki/KFC
http://www.kfcyumcenter.com/
