lonels trademark fried chicken in both the Original Recipe and Extra Tasty Crispy varieties along with great varieties of chicken sandwiches, mashed potatoes and gravy, chicken pot pies, crispy chicken strips and potato wedges. The menu differs from country to country according to the tastes, culture, want and demands of the people. KFC owns and operates around 20% of the restaurants itself while the rest have been lent out around the world as franchises. Based in Kentucky, KFC makes more than half its profits from international franchises and its largest division is in China having about 2250 outlets. KFC is division of the global fast-food franchiser YUM which is the world’s largest restaurant companies in terms of system restaurants. (Etzel, Walker, Walker & Stanton, 2000).
First, what needs to be understood is what a market-oriented approach is. Market-oriented companies focus on the customer needs and have an eye on market opportunities. They strive to understand the problems and needs of their customers and give them what they want. Hence, they tend to be highly market-driven as their products and services are greatly aligned with the market expectations and what they want.
KFC is a huge international chain which truly works on the principle on being market-oriented. Their true spirit of being market-driven can be observed from their initial mission statement which rightly stated “To sell food in a fast, friendly environment that appeals to pride conscious, health minded consumers” (www.kfc.com). The aim of KFC from inception has been to cater to the needs of its customers who tend to have less time on their hands in the rapid pace lives of today and wish to resort to quick and healthy fast food means of fulfilling their appetite. However, their statement has now evolved to become “The Association of Kentucky Fried Chicken Franchisees, Inc. is united to protect, promote and advance the mutual interests of all member franchisees and the Kentucky