Executive summary it seems that KFC’s management has learned from the past years that there is a need for a complete change in its strategy by focusing on the vision pyramid – this pyramid defines brand positioning, menu vision, operations, assets strategy, and franchise partnership pact. In addition to build a new strategy, the organization itself would need to work and service those ideas. This would involve bigger investment in marketing and product positioning. To able the organization to change, the organizational culture would need to change as well. This change would include higher working standards, and customer oriented service that will differentiate KFC’s service from its competitors. TOC Economic concepts Rising food prices Stock market Low current ratio Lack of focus on key growth markets Rising Gas Prices Customers Atkins craze Animal rights Additional customer’s needs Customer satisfaction Competition Competitor’s weaknesses and strength Current market position against competitors Marketing Objectives                                                             Strategies Tactics Product Price Place Promotion Marketing information system Conclusion 5
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