Kfc Swot

Micro Environment

In this part of the essay, the micro environment forces will be discuss. These are the competitors, partner, distributor and customers of KFC.

In the recent years, the number of competitors for KFC have grown in numbers. The few main ones are Popeyes, Macdonald's, Subway and Burger King. Popeyes are planning major expansions and are currenlty revamping their outlets. Another competitor that has always been in the lead, Macdonald's. Their target market have been the Gen Y and X and have been constantly trying to keep up to their different lifestyles. From Happy Meals when they were kids, to the grilled burgers for the health concious consumers. Subway, has also just overtook Macdonald's by having the world's largest chain restaurant.

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KFC 's customers are mainly families, younger generations and baby boomers. Therefore, their menu consists of items such as Family Feast and Mega Meal. These meals are suited for families and larger groups of consumers.

Opportunities and Threats

One of the threats that KFC face are the tight competition from fast food chains such as Popeyes, Macdonald's, Subway and Burger King. Therefore, there will be an intense competition in locations as well as food varieties. However, from another aspect, this can also be an opportunity as it proves that there are still a large group of consumers that can be targeted and looked into.

KFC is notable to any for their fried chicken. However, their target market, the baby boomers that forms a major part of their loyal consumers have now aged and are more health concious. Therefore, this is an opportunity for KFC to tap into, for the health concious consumers.

In addition, KFC generally targets families rather than single persons. But in recent context, families are getting smaller and smaller in size. And in...