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Kentucky Fried Chicken Business Expansion Marketing Plan - Case Study Example

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This market study will examine the reasons why KFC is experiencing barriers on a local and global region and will also define what the specific trends are. The decision problem will define the placement of the current restaurants, will define the way in which KFC can grow…
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Kentucky Fried Chicken Business Expansion Marketing Plan
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Download file to see previous pages The research design will be based on a random sample and small community that has a KFC located nearby. The qualitative and quantitative research will define the overall trends on a global level, they will focus on a survey sample to identify why KFC is experiencing changes within the franchise. The benefit of this will provide KFC with a new marketing approach that will help to expand their services as a leading fast food restaurant.
KFC, also known as Kentucky Fried Chicken, first opened its doors in 1930, beginning at the Great Depression. The first restaurant opened in Corbin, Kentucky, and was then known as Sanders Court and Café, named after the founder, Harland Sanders. By 1936, Sanders was named a Colonel for the cuisine and was able to expand his restaurant to include more recipes and a higher amount of traffic. By 1940, the original recipe, which is one of the secret ingredients of the chicken was introduced, which instantly led to the widespread popularity of the restaurant and the kitchen. In 1955, Sanders began to sell his recipe to other restaurants to pay off debts, which led to the opening of KFC in 1957. By 1960, KFC became a franchise and grew into a national commodity with some of the best-known chicken, which quickly grew into restaurants in Canada and in Europe. By 1982, KFC became a subsidiary of R.J. Reynolds Industries and was able to be a part of fast food chains known internationally, such as Taco Bell. The popularity of KFC continued to grow with several newer recipes, including “finger-lick in' good” chicken recipes and new options for low fat and healthy options for the different menu items (KFC, 2010).
The changes in KFC and the building of this brand have allowed the corporation to become one of the most popular alternatives for those that enjoy chicken. This particular brand stands apart from others because of the ability to offer chicken as the main menu item. ...Download file to see next pagesRead More
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