Kfc Strategy

2041 Words Apr 20th, 2013 9 Pages
CONTENTS

Executive Summary………………………………………………………………3

Introduction………………………………………………………………………4

The company……………………………………………………………………..5

Service/Product…………………………………………………………………...5

Demographic segmentation…………………………………………………...5

Geographic segmentation……………………………………………………..5

Psychographic segmentation…………………………………………………..6

Price………………………………………………………………………………..6

Place………………………………………………………………………………..7

Promotion…………………………………………………………………………..8

Advertising…………………………………………………………………….8

Sales promotion………………………………………………………………..8

Personal selling…………………………………………………………………8

Public relations…………………………………………………………………9
…show more content…
KFC now has more than 600 stores in Australia and New Zealand, which are company owned or franchised (KFC Australia, 2012).

PRODUCT

According to Kotler et al. (2009), product is defined as something that can be physical objects, services, persons, places, organizations or ideas which are offered to customers in order to satisfy customer needs or wants.

KFC’s specialty is fried chicken served in various forms. KFC’s primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine. The main products of KFC still are fried chicken but KFC tried to development new products for suitability with modern situation; the menu for health. Moreover, new menu of KFC will emphasize the taste and health.

Products of KFC deliver values to customers by using market segmentation, such as: the Demographic Segmentation, Geographic segmentation, and Psychographic segmentation.

Demographic segmentation

The market is divided into groups, including: age, gender, family size, income, occupation, religion, race and nationality. For KFC, age is between 6 and 65, gender is both males and females, and family size is 1-2, 3-4, 5+. In Australia, KFC focuses how geographically its customers demand different products.

The diversity of products: