KFC (formerly known as Kentucky Fried Chicken) is a trademark franchise of Yum! Brands, Inc., headquartered in Louisville, Kentucky, United States .Founded by Col. Harland Sanders, KFC is known mainly for his fried chicken, which is usually served in a bucket .
Col. Sanders began selling fried chicken at his gas station in the year 1939 in Corbin, Kentucky which subsequently moved to a motel. He closed his business in the late 1940s when the Interstate highway through town. In the early 1950s, he began traveling the United States and met with Pete Harman in Salt Lake City, Utah, and in 1952 co-founded the Kentucky Fried Chicken restaurant is the first in the world (his first restaurant does not use that name). Sanders sold the entire KFC franchise in 1964 worth 2 million USD, which has since been resold three times. Ultimate owner is PepsiCo, which incorporate them into the company Tricon Global Restaurants division, now known as Yum! Brands, Inc. In 1997, Tricon from PepsiCo separately.
In Indonesia, sole franchisee of KFC is PT. Fastfood Indonesia, Tbk ( IDX : FAST ), which was founded by Gelael Business Group in 1978, and registered as a public company since 1994 . Indonesia’s first KFC restaurant opened in October 1979 in Jalan Melawai, Jakarta.
Photo provided by Pexels
The Kentucky Fried Chicken Corporation (KFC) was founded in 1930 in Louisville, Kentucky by Harland Sanders. They are an international fast-food chain with over 18 000 restaurants in more than 110 counties across the world. Their national footprint is strong and South Africa currently has more than 500 food outlets spanning across all nine provinces. They are a division of YUM! Brands Incorporated. They are most famous for their Original Recipe, Extra Crispy, Kentucky Grilled Chicken- still being made today with Harland Sanders’ secret recipe of eleven herbs and spices. Restaurants across the world serve in excess of 300 different types of products including a salmon sandwich in Japan! Their “Original Recipe” for chicken is one of the food industry’s best kept secrets and the recipe is actually kept safe in a vault in Louisville, Kentucky. The company is extremely well off with revenues in excess of $15 billion.
Target, Pepsi, Apple, McDonalds, Ford, KFC & Other …
Photo provided by Pexels
b. Target Marketing
As the outlets of KFC are in posh area and prices are too high (overhead expenses-rent, air-conditioning, employees), so KFC targets upper and middle classes. Target market depends upon size and growth rate of population, Company resources and structural attractiveness of market segment.
c. Market Positioning
For a product to occupy a clear, distinctive and desirable place relative to
“Competing products in the minds of target consumer.” In KFC feedback is taken from the customer in order to know the customer demands and then improvements are made in products. KFC focuses on pure and fresh food in order to create a distinct and clear position in the minds of customers KFC has a strong brand name and they are leading the market in fried chicken.