“Traditional diners” – the older generation, the least experimental and tend to live in smaller cities. Typically well educated, in good financial position, living in an urban area. “Adventurous diners”, people who are most enthusiastic about trying new types of foods and ingredients. Anyway, KFC may lose a part of its customer segment if this trend progresses and if the company fails to challenge the shifting consumer preferences.Īccording to the research of the National Restaurant Association (2003), the restaurant customers can be segmented into four broad groups: It provides a shift of a particular group of customers towards excellent restaurants, or if the financial abilities do not allow the customer do so – towards buying food at a grocery store and eating at home. One of the main threats to the profitability of KFC’s business is the social trend towards the preference of healthy way of life, including increased consumption of healthy food, cooked in a home-made manner. We Can Write a Custom Case Study on KFC and the Global Fast Food Industry for You! Opportunities and Threats Finally, the author drives the conclusion by providing propositions, recommendations, and ideas on implementation of the proposed novelties. Then, the main strengths and weaknesses of the company and its position on the market, as well as the main strategic issues, will be investigated. The paper will discuss issues related to the critical trends of the company’s situation, and in this regard, it will outline KFC’s opportunities and threats. This work will analyze the KFC Company, its structure, environment, and business activity. Third, the study addresses current managerial, marketing, and business operations problems and challenges. Second, KFC study depicts national and global processes and trends in the fast food and restaurant industry of current importance. First, it has a rich history, which contains several acquisitions of the KFC business by the well known transnational corporations, such as PepsiCo, Inc. The company is appealing to study for several reasons. 
KFC is one of the leading companies in fast food and restaurant market doing its business all across the world.
The case provides information on the external environment of the company – the global restaurant and fast food market.
Krug describes the development of the KFC company and its strategy. Case “ KFC and the Global Fast Food Industry in 2003-2004” by Jeffrey A.
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