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Kfc Segmentation

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This study will include the comparison of the market segmentations of KFC and McDonald’s and then comparing the traditional marketing mix: product, price, place of distribution and promotion. KFC uses geographic, demographic, behavioural and psychographic segmentation. With regards to geographic segmentation KFC has a large market as it is an international fast food outlet. Within each country they have divided their market into two main segments, urban and semi-urban. Most outlets of KFC are located in urban areas, giving the company an opportunity to reach as many consumers as possible. Urban areas are more populated therefore help with attracting more consumers. They have several stores operating in the main cities of South Africa. KFC …show more content…

According to geographic segmentation, McDonald’s is an international fast food chain so it has a large market that spans across the world. The business is managed in distinct geographic segments that includes: U.S., Europe, Asia/Pacific, Middle East and Africa (APMEA) and Other Counties and Corporate (OCC) including Canada, and Latin America. McDonalds have taken into consideration of the taste and preferences of people for each particular country. For example: in Thailand McDonald’s serves a Samurai Pork Burger, in UK McDonald’s serves Mozzarella Dippers and in South Africa McDonald’s serves the South African Stack. Then within each country they mainly focus on urban and semi-urban areas. They operate in the main cities of South Africa and also operate near busy roads or highways and shopping centres. (Strapazzon, …show more content…

A lifestyle factor that McDonalds has to consider is that people are becoming more health conscious. In order to meet their needs McDonalds has introduced a veggie burger and salads. But, also gives full disclosure of the kilojoules for each food item. They also cater for people who have a very busy lifestyle as they are constantly working. These are customers who work full days and don’t have time to cook food for themselves or their families. Since their service is quick this makes it easier for working families. With social class, McDonalds use to focus mainly on upper and middle class but is starting to focus on the lower and working class as well by supplying economy meals. With personality traits, McDonalds markets to outgoing, extrovert and ambitious customers that usually hang out with friends and family in restaurants and other entertainment destinations. (Haider, 2018) & (Khan,

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Ever wondered why a lot of food commercials and cleaning products have black woman as the face of them? It isn’t merely because these women just got lucky and landed a mainstream commercial, they were chosen for a particular reason. It’s the fact that their black and they give off the perfect Mammy persona. Mammy is a term that originated in the post slavery era. It was used in relation to the house slave that tended to the master, his children, and his wife.

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Travelers who go places to visit family, or any other reason, gets hungry and would like to see a familar fast food restaurant they can go to everytime they travel. As Visser said “When a huge modern business conglomerate offers fast food to travelers on the highway, it knows that its customers are likely to desire No Surprises. They are hungry, tired, and not in a celebratory mood; they are happy to pay—provided that the price looks easily manageable—for the safely predictable, the convenient, the fast and ordinary”(129). The restaurant that is known for travelers to stop at when tired and hungry is McDonalds. You can find a McDonalds about anywhere you go in the world and its always fast service most of the time.

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The main contributor, widely reported by top experts, is the consumption of cheap, and convenient foods such as fast food and the myriad of boxed foods available in the supermarket. Diane Brady asserts in her essay, “The Employer-Friendly Case for Pricer Big Macs” that “Of all the reasons why a third of U.S. adults are obese, the lure of cheap, unhealthy food ranks near the top” (519). With continual attention being given to the effects of unhealthy foods on adults and especially young people, one would think that America would wise up and stop consuming it at such an alarming rate. Again, Brady points out that, “Fast food chains have raised their game with healthier menu offerings and support for programs that encourage physical activity, but they continue to thrive by selling high-calorie food. McDonald’s salads, introduced in 1987, make up just 2 percent to 3 percent of U.S. sales” (520).

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The first two cafes drinks were more caloric, double the price and took longer than the third café. Given that, Freedman thanks McDonalds. Eminent voices in the food culture convince people that McDonalds is unhealthy. Most processed foods are considered unhealthy because of the artificial flavoring, and preservatives. That being the case, whole-some foods are considered healthy because it doesn’t sit on the shelf for a month.

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I. Introduction A. Hook/Attention getter: “Fast food” is named as fast food because of the whole process from ordering, preparing and serving the food just take several minutes. B. General statement: Fast food is becoming more and more popular among people around the world because of the changing of lifestyle from the past times to the present times. C. Thesis statement: Due to the convenient, affordable price and good taste of fast food, consumption of fast food is rising according to studies but it also brings negative effects on our health in the long run. II. Body A. Topic sentence: Fast food restaurant such as McDonalds (McD) or Kentucky Fried Chicken (KFC) are available almost anywhere in the world, and you can even get it with a simple phone call and get it delivered right in front of your door step or by ordering through their websites without leaving your work desk.

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The age factor used by the target market of McDonalds is a family with dual income that does not have the time to prepare their food for their children, the workers who are having lunch and teens. Besides that, according to Schroder and McEachern (2005), global target market fast-food industry account for 79 percent is at age 17-25. The income factor used by McDonald target customers are upper-middle and lower income consumers. The Mac value offered by McDonalds will attract lower class customers to upper-middle customers. McDonald 's lunch meal RM5.95 has improved the product as it is attractive to upper-middle and even lower customers.

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KFC has its headquarters at 1441 Gardiner Lane, Louisville, Kentucky, in a three-story colonial style building known

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The price strategy which KFC is currently adopting is geographical pricing. It is because the menu prices is set differently in each country. For example, KFC Malaysia snack plate is priced at RM 5.95 while snack plate in Singapore is priced at SGD 6.40. Generally, they use market penetration pricing for new products. KFC sets their price slightly lower as compared to their competitors in order to entice customers away from their competitors.

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