| Issue: | 2023 №4 (84) |
| Section: | Marketing |
| UDK: | 339.13.017:659.441:659.113 |
| DOI: | https://doi.org/10.33271/ebdut/84.113 |
| Article language: | Ukrainian |
| Pages: | 113-121 |
| Title: | Analysis of KFC company marketing activities: aspects of sustainable development |
| Authors: | Kasian S. Ya., Dnipro University of Technology,
Zozula K. Ye., Dnipro University of Technology,
Buniak V. B., Lviv Ivan Franko National University |
| Annotation: | Methods. A number of general scientific and specific research methods were used in the research of the marketing activity of the international company Kentucky Fastfood Center (KFC), which is represented on the territory of Ukraine by a chain of fast food restaurants. In particular, statistical methods were applied – when analyzing the dynamics of financial indicators of the company’s activity; analysis and synthesis – when forming an assessment of the product range; methods of expert evaluations in the form of IFAS analysis – when conducting a study of the internal environment of KFC. Results. The article describes the economic activity of the KFC company and highlights its specifics as an institution belonging to fast food restaurants. The specifics of the consumer behavior of the company’s customers were identified, and a forecast of its possible change due to the establishment of the principles of a healthy lifestyle in public consciousness was made. The financial and economic indicators of the institution’s activity for 2020–2022 were analyzed, and a number of problems were identified that could disrupt its stability in the future. Based on the marketing mix model, the company’s marketing product and price policy, as well as its target segment, are characterized. The analysis of internal factors of KFC’s development was carried out based on the IFAS analysis. The components of sustainable development marketing within the strategy of the KFC enterprise are described. The use of steam ovens instead of traditional fryers is proposed, which can reduce electricity consumption and switch to technologies in line with sustainable development goals. Novelty. Based on the results of the analysis, the width of the KFC assortment and the KFC company logo were determined. The marketing promotion of products in the area of sustainable development has been specified, in particular, raising the awareness of consumers regarding the problems of sustainable development and the impact of their consumption habits on the environment. Practical valur. The performed analysis allows to improve the planning and organization of marketing activities of the KFC company, taking into account the aspects of sustainable development. |
| Keywords: | Marketing activity, Sustainable development marketing, Target segment, Marketing mix |
| File of the article: | EV20234_113-121.pdf |
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