KFC topic and marketing yes Essay Example | Topics and Well Written Essays - 2500 words

KFC topic and marketing yes - Essay Examplelimited products, though unique, KFC has been impacted by fierce competition from competitors like McDonalds, Wendys and Burger King among others. A close analysis of the case study draws to the conclusion that there is need for KFC to change its products while attempting to retain its uniqueness in order to remain viable in the long run.In the early 1950s, Harland Sanders embarked on a franchising strategy which saw KFC rapidly growing in America to incur one of the most recognizable brands. Having been civilisen public and listed on the New York Stock Exchange, KFC grew a well foothold in the United States which prompted it to venture into international markets. Thus, the major motive behind PepsiCos encyclopaedism followed a strong belief that the restaurant industry complemented their business of soft drinks and snacks. It was believed that restaurants increased the number of outlets to administer soft drinks and this would also i ncrease the organisations popularity. Given that KFC was an already established business entity in the market, PepsiCo sought to capitalise on this through an acquisition which would sort of transfer all the loyal customers from KFC to them.PepsiCo believed that it could take advantage of the numerous synergies available for operating different businesses under one umbrella name. Management skills could be transferred among three businesses. The company had earlier own acquired Pizza Hut and Taco Bell which were leaders in pizza and Mexican categories which could create a synergy with the chicken brand. These synergies were hoped to create competitive advantage for PepsiCo since it would be operating different lucrative businesses which will help it gain more market shares.It can be seen from the case study that the fast food industry is characterised by stiff competition from other come to competitors. Reynolds and Lancaster (1999) suggest that Porters Five Forces Model is an idea l business strategy that is used to try