Kfc Kentucky Fried Chicken

1. EXECUTIVE SUMMARY

This report aims to analyse the social media strategy that UK KFC is currently implementing to increase its competitive advantage.

The following KFC business problems are identified:

a. Unable to shift its brand image and struggle in food safety issues

b. Inefficient use of external social media

c. Inefficient use of internal media platform

The following recommendations are developed to alter the present conditions:

a. Regain the market share from long-lost audiences who have misperceptions with KFC through the effective management of social media

b. Raise brand awareness by implementing social media marketing campaign

c. The setup of internal media platform for tighter collaboration between KFC and its stakeholders

2. Background

KFC Kentucky Fried Chicken, originally from the United States, remained the second largest restaurant chain after McDonalds in December