Story

In 1952 at the age of 65, when most people are looking at slowing down
and retiring, Harland David Sanders began Kentucky Fried Chicken. We
are fortunate that Colonel Harland Sanders did not believe in the adage
that “the future belongs to the young,” or we would likely have never
tasted the “finger-lickin'” fried chicken so many enjoy today. KFC is
arguably one of the most widely recognized brands worldwide, and the
Colonel is one of the pioneers of modern franchising.

Identity and mission

Now, KFC has more than 18,000 outlets in 115 countries throughout the
globe. KFC's vision is to be the leading integrated food services group in
the world based on consistent quality products and exceptional customer-
focused service. Its mission is to maximize its profitability, improve
shareholder value, and deliver sustainable growth year after year.

Marketing strategy

KFC (Kentucky Fried chicken) uses demographic segmentation to serve

the market as per the customer needs & wants. The consumers of KFC are
the young as well as young adults. It used to serve the same menu all
around the world which means that it was using
undifferentiated targeting strategy. However, in recent times,
following McDonalds example, KFC has started localising its menu,
giving it better acceptability in the market. Moreover it has transformed
its positioning strategy from product based to value based in recent times.
KFC is strongly positioned in the minds of consumers for its Chicken
menu. There are very few outlets which serve anything in vegetarian. But
when it comes to non vegetarian, KFC is just superb. Its chicken wings,
and chicken bucket is a favourite with everyone. This excellent targeting
technique is the reason that most non vegetarian lovers flock at KFC.
Core values
 Hard work
 Hospitality
 Generosity

SWOT analysis