INTRODUCTION

KFCis afast food restaurantchain that specializes infried

chicken. It is the world's second largest restaurant chain.
KFC was founded byHarland Sanders, an entrepreneur who began
selling fried chicken from his roadside restaurant inCorbin

MISSION
To sell food in a fast, friendly environment that appeals to pride
conscious, health minded consumers
VISION STATEMENT
The KFC vision statement is to be the leading integrated food
services group in the ASIAN region delivering consistent quality
products and excellent customer-focused service.

The threats faced by KFC are the

entrance of many new
competitors into the market that
may be local or international
brands.
Trend towards healthy eating.

High fat and high calorie food

not good for health.
KFC is the imported raw
material which usually rises
their prime cost.

Swot analysis
Introduce better vegetarian
products
Introduce home delivery

Kfc is the worlds biggest chicken

restaurant and the 3rd largest
fast food chain.
Kfc has a good image all over the
globe.
It has a strong distribution
network such as outlets in
shopping malls , airports etc.
Its has a wide variety of products.

STRATEGIES OF KFC
PRICING STRATEGY
KFC pricing strategy is market
skimming . KFC globally enters the
market using market skimming. Their
products are priced high and target
the middle to upper class people.
Gradually they trickle down the
prices focusing on the middle to
lower class people top nitrate both
sides of the market.

PRODUCT STRATEGY
KFC has got one product line but later they introduced
products in the same line to protect their market share.
New product ideas are generated from customer
services (comments cards)
They have a Quality Assurance department that decides
the new product innovation.
Quality assurance department prepares screening of
new ideas and products feasibility report. This
department does the technical evaluation (whether it is
practical to produce the new product or not).

MARKETING MIX
STRATEGY
Price

promotio
n

Marketi
ng mix

place

product

EST ANALYSIS
Political Factors
Economical Factors
Socio-culture Factors
Technological Factors

COMMUNICATION STRATEGIES
Direct Marketing

SALES PROMOTION

PUBLIC RELATION

CORPORATE SOCIAL RESPONSIBILITY

Animal Welfare League

The Animal Welfare League takes care of approximately 15,000 strayed and abandoned
animals annually from South East Queensland.

Children's Hospital Foundations Australia

Childrens Hospital Foundations Australia is the national fundraising partnership of 5 of
Australias most well-known childrens hospitals. They are the only organization that offers
direct support access to a national network of childrens hospitals through a single gateway.
They raise funds nationally to achieve excellence in childrens health locally.
Good Beginnings Australia
Good Beginnings provides free early childhood and practical parenting programs for children
and families across Australia, based at our Early Years Centre or visits to your home.
OTHER CHARITY GROUPS
Child Protection Week
Child Protection Week aims to help promote the value of children and focus attention on the
issues of child abuse and neglect. Some of the objectives of Child Protection Week are to
raise the profile of all issues connected with child protection, including child abuse
prevention, treatment, research, education, service provision and support for children, young
people and families.

ETHICS OF KFC
Provide Unhealthy Food
Protest by PETA