Kentucky Fried Chicken Marketing Plan by The Research Group

Kentucky Fried Chicken
A marketing strategy analysis (product, place, promotion and price).
# 19786 | 1,125 words | 3 sources | 1992 | US
Published on Feb 25, 2003 in Business (Companies) , Business (Industries) , Business (Marketing)

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From the Paper:

"Kentucky Fried Chicken (KFC) is a fast-food establishment which sells ready-to-eat chicken products throughout the country through company-owned stores and franchisees. KFC is part of the large PepsiCo organization, which also owns Pizza Hut and Taco Bell, two other fast-food chains. KFC dominates the chicken market, commanding more than a 50 percent market share, but faces competition from other fast-food restaurants as well as other chicken outlets. This research focuses on a marketing strategy for KFC (product, place, promotion and price) and examines the company's current marketing strategy.
In the chicken market, KFC has a commanding market share; across the fast-food market as a whole, KFC competes against chains such as McDonald's, Jack in the Box and Burger King, and its market share decreases significantly. McDonald's (and other ..."

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