An Analysis of Kfc's Marketing Mix Essay

2503 Words Nov 22nd, 2012 10 Pages
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Essay Sample: Page 2
The report attempts to understand the positioning, segmenting and targeting methodologies used by KFC in order to acquire considerable market share.

The report is significant in understanding the focus of the marketing strategies and the importance of a consumer oriented approach in the Indian scenario which is the primary reason for KFC’s success in the Indian market. The recommendations suggested by this report can be considered for improving the work environment of the various outlets.

The scope of this report is limited to consumption preferences of the students in GIM.

The KFC Story – How it All Began

KFC Corporation (KFC), founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States. KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global Restaurants Inc.

KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of grilled and roasted chicken products, side dishes and desserts. Outside North America, KFC offers beef based products such as hamburgers or kebabs, 2

pork based products such as ribs and other regional fare.

The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually goes back to 1930. The company adopted
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