CW 2: STP

Didarul Alam Khan

ID#2016409690

1. How do you see the strategic approach from KFC?

Ans: The strategic approach from KFC is really a timely move from the giant fast-food chain which is
also very commendable. For me, this is a smart move which have saved this company from a lot of
backlashes and also from potential business threats. Because of this current pandemic situation, a
lot of renowned companies have changed their strategies and also revised them according to the
ideal safety measure, so did KFC.

2. How does that approach might affect S?

Ans: While segmenting the market, KFC always keeps in mind the needs and wants of their ideal
targeted customers. When a company segments a market, they try to divide them into small
portions who shows common and distinctive traits among the existing people of that portion. It
makes easier for a company to develop strategies and offerings for that specific segment. So, when
KFC applied this trendy strategy, their targeted customers may have felt valued. Because this time is
very new and scary for all of us. So, when KFC showed they care for their customers, customers felt
special and loved. Everyone is concerned regarding health and safety right now; this strategy has
tapped the right segment in the right way!

3. How does that approach might affect T?

Ans: Since marketing is all about targeting right kind of customers and focusing on those target
customers wholeheartedly, the strategy is effective for sure. Because we all are concerned about
ways to save ourselves from Covid 19. Lots of countries have already made wearing a mask
compulsory. In this situation, licking fingers while eating is never appreciable no matter how yummy
the food is. It must have been a tough decision for KFC to halt their long used slogan which is almost
a DNA of this company. But pivoting their messages to promote timely health consciousness must
have affected their targeted segment positively.

4. How does that approach might affect P?

Positioning is all about placing the brand in the mind of targeted customers. Its is very important
how the target market consider the brand. Every brand tries to provide best possible solution to the
needs and desire of their target market along with offering an USP. The brands who can position
their brand desirably in the mind of target market, it becomes very easy for them to make a stronger
impact on them by creating and retaining a loyal customer base which eventually help them to stand
strongly in the crowded market among competitors. KFC did the same, it was hard for them to halt
the slogan. But they took the risk and it created positive image in the mind of people. Trust is very
important for a brand to achieve from their customers. It’s just a step ahead to that road for KFC.

5. How does this move affect you in Bangladesh? Explain your actual expectations

Ans: Every brand has their own characteristics; they have different strategies to draw attention of
their targeted market. So, as I said earlier, I really think this is a good move as a responsible brand.
Bangladesh has yet to recover from this current pandemic. We have a huge population among which
a large portion has no basic education. They imitate what they see. So, when a big brand will show
to lick your finger because they provide tasty food, they might not afford the food but
subconsciously the habit of not giving hands in mouth without washing won’t be implemented on
them. So, I think if the Bangladeshi franchise promotes the same, this will impact the society
positively.

6. Would you see KFC in Bangladesh differently now? Why or why not? If yes, then how would you
behave differently?

Ans: If the franchise in Bangladesh promotes this new strategy, I will definitely see KFC differently,
more precisely very positively from now on. Because, for a greater cause, they sacrificed. They are
impacting the society and the life of people positively by not just concentratedly focusing on
business and profits. I will behave differently by choosing them over their competitors. This is their
USP right now. They are trying to gain trust of people. So why not choosing the brand who is trying
their best to caring for you instead of some brands who don’t care without money. Moreover, they
have their own online channel which they can use to educate people about healthy measure. They
deserves love and respect.