INTERNATIONAL MARKETING AT KENTUCKY FRIED CHICKEN

INTRODUCTION

In 1971, Kentucky Fried Chicken Corporation (KFC) was

one of the first businesses among a handful of U.S.-based

consumer products and service companies to tackle the tough

Japanese market. Despite Japanese protectionist policies

and a competitive restaurant marketplace, KFC’s marketing

strategy in Japan has proved to be an unequivocal success.

This study investigates KFC’s Japanese marketing

strategy and analyzes the components of the company’s

success. In conjunction with this analysis, market

structure, segmentation, competition and consumer

preferences in Japan will be studied. For comparison

purposes, other U.S.-based Japanese operations are also

included. Drawing from the KFC case, a concise profile of

the marketing strategy necessary for success in the

Japanese consumer market will be presented, plus

predictions and recommendations for future expansion.

The investigation begins with an overview of KFC’s

Japanese venture, including an analysis of the company’s

target market, location, product mix, distribution system,

and advertising strategies. Following this is an overview