Marketing Concepts The following list of marketing concepts may be discussed when
utilizing this case. However, each individual instructor may choose to emphasize certain
concepts while placing minor emphasis on others and even perhaps ignoring certain
aspects of the case situation.
The Changing Role of Marketing
Marketing Intelligence
Market Segmentation
Product Strategy
Services Marketing
Distribution strategy
International
Central Issue This case discussion may be focused on any, or all, or any combination of
four major topics:
Illustrate how mergers, acquisitions, spin-offs, as well as divestments, have affected the
shape of the U.S. and global fast-food industry.
Illustrate the highly competitive business environment in which members of the global
fast-food industry operate.
Illustrate how important an international presence is to KFC a company that derives more
than 50% of its revenues from international markets.
Illustrate strategies selected by KFC for the Mexican (and perhaps the Brazilian) market.
Additional sub-issues in this case include:
Identification and analysis of KFCs sustainable competitive advantages (or disadvantages)
with special attention to both the domestic (US) and international marketplaces.
Assessment of KFCs opportunities and threats (at the time of the case in 1998).
Identification and evaluation of strategic options available to KFC (and any pitfalls).
Case Questions There are no questions posed at the end of the case. However, some
instructors will handout questions when assigning the case and expect each student to
individually prepare detailed answers to these questions. Other instructors may treat any
questions as useful beginning aspects to consider when performing a detailed but more
in-depth analysis. We suggest the following ideas for a general analysis. For general