2. KFC was founded by Harland sanders, an entrepreneur who began selling fried
chicken from his roadside restaurant in Corbin, Kentucky, during the great
depression. Sanders identified the potential of the restaurant franchising concept,
and the first “Kentucky fried chicken” franchise opened in Utah in 1952. KFC
popularized chicken in the fast food industry, diversifying the market by
challenging the established dominance of the hamburger. By branding himself as
“colonel sanders”, Harland became a prominent figure of American cultural history,
and his image remains widely used in KFC advertising. However, the company’s
rapid expansion overwhelmed the aging sander and 1964; he sold it to a group of
investors led by john Y. Brown, Jr. and Jack C. Massey.
3. PRODUCT- KFC in terms of products is doing well it just need bit
improvement in their hot menu which should be more dynamic and
new innovative meals should be added to address local taste as well
to increase market share.
PRICE- KFC price level is reasonable but compare to other fast
food restaurants KFC price can be little less. KFC should introduce
discount package for all age group and membership card to provide
extra credit points.
4. PLACE- KFC should have more outlets at prime commercial
areas to target potential customer and increase market share in
addition KFC can think of having mobile outlets.
PROMOTION- KFC is a market symbol with large customer
equity it should focus on gaining solid market department by
organizing and running various advertisement campaigns.
KFC can also use the brand promoters for various promotions
campaigns.
5. STRENGTH:
World’s largest restaurant company in terms of system restaurant, operates more than 15,000 units in 109
countries and territories around the world.
KFC is world famous for its original recipe fried chicken-made with the same blend of 11 herbs and spices.
Ranks highest among all chicken restaurant chains for its convenience and menu variety.
Generate $1B each year
WEAKNESS:
Lack of knowledge about their customer.
Lack of focus on R&D.
MSG flavour in chicken.
6. OPPORTUNITY:
Retail boom in India.
Indians youth are adopting western culture.
Indian economy
Meteropolitan rapid development.
THREATS:
Indian recipes like tandoori chicken.
PETA and KRRS like organizations
Political parties protesting for junk food
Protest support from famous personalities like anil kumble, aditi govithrikar, john
Abraham etc..,
7. The strength and weakness of the company and the future
opportunities and its futures threats are also study for better analysis
of KFC marketing in India.
To know the preference of the customer towards KFC products.
To analyse the problem faced by the customer in KFC product and
services.
To know various marketing strategies adopted by KFC for the
promotion of the products.
To give suggestions and conclusions.
8. The study is limited 79 to respondents.
The data is collected through questionnaires so; the
results would be varying according to opinion of
individuals.
The study is based on primary data.
This study is limited to Coimbatore city.
9. In the project focus has been made on KFC in India. The challenges faced,
their target market, segmentation strategies and marketing strategies adopted
by KFC to suit the India customers. They use various strategies specifically
used by KFC’s like branding, advertising, etc. the study also include ansoff’s
product market growth matrix which determine marketer to consider ways to
grow the business KFC as a service industry its life cycle is also studied. The
strength and weakness of the company and the further opportunities and its
future threats are also undertaking in this study for the better analysis of KFC
market in India
10. KFC is having a very good atmosphere for its employee to work and the corporate
culture is also good to deal with but there is little problem with the management issues
that should be solved. The food quality and service offered by KFC are excellent. KFC
always keeps introducing new variety of chicken and edible products that helps in
continuous improvement and growth in the profit margins. Today generations is very
health conscious and prone to hypertension was thinking what if KFC offers or add fresh
produced products such as fruits and vegetables in their menu it can increase their sales
as even vegetarian people can enter KFC and can enjoy the delightful ambient. In terms
4p’s KFC is doing exceptionally excellent.
