MARKETING AND MANAGEMENT

EXECUTIVE SUMARY

Table of Contents
1. Company Profile and History 4
2. Current Market Situation 4
2.1 PEST Analysis 4
2.2 Porter’s Five Forces 6
2.3 Competitor Analysis 7
2.4 Market Segmentation 8
3. SWOT and issue analysis 11
3.1 SWOT analysis 11
3.2 Key Successful Factors 13
3.3 Issue Analysis 13
4. Objectives 14
5. Marketing Strategy 14
Appendix 15
Figure 2 15
Reference 16

1. Company Profile and History

Kentucky Fried Chicken (KFC), founded by Colonel Harland Sanders in 1930, has developed to become one of the largest fast-food chicken operator and franchiser around the world with more than a billion "finger lickin' good". In 1966, it went public and was acquired by PepsiCo, Inc. In
A buyer for occasion such as birthday party is stronger with the demand for more service and additional promotion like invitation card and discount price.
Threat of substitute (Strong)
Substitute competitors of KFC are all small restaurants that offer food service. The threat is strong with the variety in kinds and traditional Vietnamese taste such as Pho Hoa or Com Tam Moc. KFC needs to lower this threat by enhancing its promotion in order to popularize products so that the consumer will purchase KFC rather than other substitute products.
Competitive Rivalry (Moderate)
Threat of direct competitors is moderate because KFC is the market leader in Vietnam with 75 restaurants. There are two main competitors: Lotteria and Jollibee (KFC Vietnam 2008). The threat may rise in 2010 because Lotteria will increase their restaurants to 80 outlets. Regarding to this competition, KFC also plans to growth total restaurant to 100 units and recently enhances their service by cutting short its delivery time to less than 30 minutes (Look At Vietnam 2008).

2.3 Competitor Analysis

Direct competitors: Lotteria and Jollibee
Indirect competitors: Pizza Inn, Kinh Do Bakery, Duc Phat Bakery, Tour Les Jour.

2.4 Market Segmentation

According to Kotler et al (2005), there are four variables which can be used to segment the consumer market. In case of KFC, we considered four variables which are: • Geographic segmentation • Demographic segmentation • Psychographic