SW3: Marketing, Sales & Promotions


  1. What is the name of the company? Provide the company logo.
  2. What is the URL of the company home page?
  3. https://www.kfc.com/

  4. History:
    • Who founded it and when?

    KFC was founded by Colonel Harland Sanders, an entrepreneur who began selling fried chicken from his roadside restaurant in Corbin, Kentucky during the Great Depression. It’s founded as Sanders Court & Café on March 20, 1930.

    • Initial products/services and markets?

    KFC's original product is pressure fried chicken pieces, seasoned with Sanders' recipe of 11 herbs and spices. Since the early 1990s, KFC has expanded its menu to offer other chicken products such as chicken fillet burgers and wraps, as well as salads and side dishes, such as French fries and coleslaw, desserts, and soft drinks, the latter often supplied by PepsiCo.

    • Private or public?

    KFC is a public company.

    • E-company or brick and mortar? (E-company: purely online business // brick and mortar: with a physical store/office but maintains online presence)

    Brick and mortar.

  5. Financials
    • Most recent year's revenues?

    KFC's 2013 revenues amounted to US$23 billion.

    • Most recent year's profits?

    There is no exact amount but in 2015, Yum! Brands, KFC's owner announced that it would invest $180 million into KFC to help boost deflated sales. The chicken chain has seen 12 quarters of same-store sales growth since third-quarter 2014.

  6. What are its main products and services?
  7. KFC's main products are pressure fried chicken pieces, seasoned with Sanders' recipe of 11 herbs and spices.

  8. What is its target market and who are its customers?
  9. KFC is using multi-market strategy to define their target customer profile. KFC's target market can be divided into four groups: children, teens & young adults, families, and budget customers.

  10. Who are its main competitors?
  11. KFC or Yum chains compete with fast-food giants McDonald's, Restaurant Brands, and Dunkin' Brands.

  12. How is the company using the Internet for marketing, sales, and promotions?
  13. KFC uses the internet for online services such as delivery and advertising.

Works Cited
KFC. (2017, December 29). Retrieved January 5, 2018, from Wikipedia: https://en.wikipedia.org/wiki/KFC
Whitten, S. (2017, August 3). Yum Brand shares slip on weak sales at Taco Bell, Pizza Hut still struggles. Retrieved January 5, 2018, from CNBC: https://www.cnbc.com/2017/08/03/yum-brands-earnings-second-quarter-2017.html