The strategies utilized by KFC and its management appear to be quite effective. In 1999, KFC was ranked number six in the top 50 fast-food restaurants in the United States with sales exceeding 4.3 million dollars. They were number one in the chicken chain category with a substantial market share of 55.2%. Their sales grew at a steady rate of 4%. The competitors had growth rates that doubled and almost tripled the rate of KFC, but these rates were not sufficient to threaten KFC’S vast holding in the market which allows them to remain strong and stable for the time being.

Kentucky Fried Chicken encountered many issues over time. The strict reliance on values of company owned stores was quit

Competition across the board can be a threat to any company. New products and innovations are likely to draw consumer attention, so it is imperative that each company stay focused on developing and reinventing their menus. KFC attempted to liven their menu with the addition of the chicken sandwich, but it was not soon enough. McDonald’s had already penetrated and captured the market with the introduction of the McChicken sandwich. Now the top sellers of chicken sandwiches are hamburger joints.

Over the years competition in the chicken chain category has grown enormously. Companies like Boston Market and Chic-Fil-A catered to those who preferred a healthier version of chicken. Even though growth in this market has been rapid, it has not greatly affected the sales of KFC. It appears as though customers flocking to these newer restaurants were not originally patrons of KFC. Brand loyalty and the unique taste of KFC’S product combined with ideal locations kept the customers returning for more.

e important but franchising stores was much more cost-effective. The American market was becoming saturated with fast-food establishments and real estate was difficult to locate and quite costly, so the need to expand on an international level became a necessity. By 2000, Tricon Global Restaurants, which consists of KFC, Taco Bell, and Pizza Hut, had close to 30,000 international locations.

Even though the current strategy that KFC is operating under has allowed for the corporation to gr

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