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Market Size - Globally, fast food generates revenue of over $570 billion - that is bigger than the economic value of most countries. KFC had a revenue of $23 billion US Dollars in 2013.

Scope of Competitive Rivalry- KFC competes globally as it is based in 123 countries. The fast food industry is far reaching, and present in almost every part of the world. In developing countries, fast food chains offer opportunities for employment not otherwise available. These jobs alo typically require very little training, making it a great opportunity for impoverished peoples.

Market Growth Rate- The industry fast food is expected to grow 2.5% in the next several years having grown from $6 billion to $200 billion US Dollars in the US alone from 1970 to 2018

Stage in Life Cycle- The fast food market is in a mature state and KFC is an incredibly well established and mature corporation with a wide reach that has been present for decades.

Customers: 80% of all people asked in a survery have said that they have eaten at a fast food chain and the wide range of options available, both in terms of content and price range, make the potential customer base incredibly large.

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KFC is a leading brand in the fast-food chain restaurant market. Fast food retaurants specialise in fast, relatively cheap food with minimal table service.

The food is usually bought cooked and prepared in bulk and in advance and reheated before being served to cutomers. Due to this the menu is usually limited.

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KFC - Kentucky Fried Chicken is based in Louisville, Kentucky.
It is the world's second larget restaurant after McDonald's with 20,952 locations in 123 countries

KFC was founded by Colonel Harland Sanders, the notorious face of the brand, who branded himself as Colonel Sanders

KFC's revenue in 2013 was $23 billion US Dollars

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KFC responded wonderfully to a chicken shortage across the country with a witty anagram, show ing the letters FCK on a bucket of chicken as an apology to customers and acknowledgment of the disturbance cause. This creative and riky respone paid off as KFC was nominated for Marketing Week's brand of the yeard and recieving a number of Gold Lions at the Cannes Lions Festival of Creativity. While mot companies initially cut back on advertising during times of crisis - as was KFC's initial reaction - choosing instead to work to fix the problem, KFC's use of marketing redeemed itself in customer's eyes, with YouGov BrandIndex showing that '' while the company’s index score (which measures a range of metrics including quality, value and reputation) plummeted at the height of the problems to -10.6, it has since recovered to -5.3 not far off the highs of -2.7 it saw pre-crisis. ''
https://www.marketingweek.com/2018/07/02/kfcs-fck-ad/

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''Mother had been following the tone KFC had taken on social media and saw “the humanity, but also the fun” and that KFC wasn’t shying away from the issues but instead taking the flak and working to fix it, says Mother’s joint chief creative officer Hermeti Balarin. ''