KFC SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

SWOT analysis of KFC analyses the brand/company with its strengths, weaknesses, opportunities & threats. In KFC SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like KFC to benchmark its business & performance as compared to the competitors and industry. As of 2020, KFC is one of the leading brands in the food & beverages sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top KFC competitors and includes KFC target market, segmentation, positioning & Unique Selling Proposition (USP).

KFC SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
KFC Brand Analysis
Parent Company

Yum Brands  - KFC (Kentucky Fried Chicken)


Fast food eating joints


Food & Beverages

Tagline/ Slogan

Finger Licking Good; So Good; Nobody does chicken like KFC


KFC offers different varieties in chicken meals especially burgers

KFC Segmentation

People willing to have a hygienic and delicious non conventional meal at a restaurant

KFC Target Market

Children and youth from middle and upper class

KFC Positioning

KFC offers the best chicken burgers at affordable prices

KFC SWOT Analysis
KFC Strengths

Below are the Strengths in the SWOT Analysis of KFC:

1.KFC is a hugely popular brand name in fast food and has high brand loyalty

2.High number of products are offered by KFC like burgers, chicken wings etc

3. Hygenic food, clean stores and quick service is a strong point for the brand

4. KFC has good advertising and marketing through TVCs, online ads, print media and OOH hoardings

5. Strong trademarks recipes makes its food standout

6. KFC has presence in more than 120 countries through 20,000+ stores

7. It has been recognized by several awards for its business operations worldwide

KFC Weaknesses

Here are the weaknesses in the KFC SWOT Analysis:

1.High fat and high calorie food not good for health conscious people

2.KFC has been criticised for allegedly causing harm to animals and environment, which hurt the brand image

KFC Opportunities

Following are the Opportunities in KFC SWOT Analysis:

1.Introduce better vegetarian products to tap the veg market

2.KFC can introduce home delivery as a regular service

3.Venture into newer markets and offer slightly budget friendly snacks

4.More spending on the resources and development as well as introducing new food items and products can boost KFC

KFC Threats

The threats in the SWOT Analysis of KFC are as mentioned:

1.Threat from other eating joints/restaurants can affect KFC's business

2. With the lifestyle of people changing due to growing awareness about healthier food people now look for something healthy, low calories and delicious at the same time

3. Globally, Kentucky Fried Chicken can face issues like fluctuating economies, recession, rising food prices etc

KFC Competition

Below are the top 8 KFC competitors:


2.Pizza Hut



5.Burger King

6.Smokin Joes Pizza

7.Taco Bell

8.Papa Johns Pizza

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to KFC. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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