Kfc Advertisement Analysis Essay

A KFC ad in Australia has led some on the Internet to accuse the company of being racially insensitive.

The ad, part of the company's "Cricket Survival Guide" promotional series, features a young white Australian at a cricket match sitting in a sea of dark-skinned fans loudly cheering, presumably for the opposition. The Australian, known as Mick in the ads, remarks, "Need a tip when you're stuck in an awkward situation?"

He then shares a big bucket of KFC with them, which seems to help matters. He ends by telling the camera approvingly, "Too easy."

The ad, which has been viewed over 200,000 times on YouTube and generated over 2,000 comments, is presented on that site with the leading title "Racist KFC Advertisement?" For what it's worth, the ad's title on KFC's website is "How to Silence a Noisy Crowd."

On Mediabistro, Kiran Aditham writes of the ad: "Here, a flustered white guy gets out of an "awkward situation"--which in this case appears to mean being stuck in a crowd of happy, cheering black people at a sporting event--by ordering in fried chicken."

Meanwhile Buzzfeed's Jack Shephard, who decided to drop the question mark and title his post "KFC's Racist Cricket Ad," introduces the video by saying, "What's a white guy to do when he awkwardly finds himself in a crowd full of black folks? KFC has the answer."

Is there a cultural context here that Americans are missing? One user writes on YouTube:

Americans might think this is racist because black people eating fried chicken is a stereotype that exists in their country. This ad was shown during cricket matches between Australia and the West Indies. If England had been playing at the time, the ad would have shown the bloke feeding chicken to the Barmy Army to make them sit down and shut up. There's no racism intended or perceived in Australia. The complaints I've seen have come from Americans guilty about they treat people in their country

What do you think? Is the ad offensive, or is this a case of overreaction?

UPDATE: 01/06: KFC issued the following statement Wednesday: "KFC Australia is removing the television advertisement that was being run in conjunction with the Australian cricket season. We apologize for any misinterpretation of the ad as it was not meant to offend anyone."

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Marketing Analysis Kfc


KFC operates in 74 countries and territories throughout the world. It was founded in Corbin, Kentucky by Colonel Harland D. Sanders. y 1964, the Colonel decided to sell the business to two Louisville businessmen. In 1966 they took KFC public and the company was listed on the New York Stock Exchange. In 1971, Heublein, Inc. acquired KFC, soon after, conflicts erupted between the Colonel (which was working as a public relations and goodwill ambassador) and Heublein management over quality control issues and restaurant cleanliness. In 1977 a "back-to-the-basics" strategy was successfully implemented. By the time KFC was acquired by PepsiCo in 1986, it had grown to approximately 6,600 units in 55 countries and territories. Due to strategic reasons, in 1997 PepsiCo spun off its restaurant businesses (Pizza Hut, Taco Bell and KFC) into a new company called Tricon Global Restaurants, Inc.

Reasons for going overseas

Companies moves beyond domestic markets into international markets for the following reasons:

*Potential demand in foreign market

*Saturation of domestic markets

*Follow domestic customers that go abroad

*Bandwagon effect

*Comparative advantage - some countries possess unique natural or human resources that give them an edge when it comes to producing particular products. This factor, for example, explains South Africa's dominance in diamonds, and the ability of developing countries in Asia with low wage rates to compete successfully in products assembled by hand.

*Technological advantage - In one country a particular industry, often encouraged by government and spurred by the efforts of a few firms, develops a technological advantage over the rest of the world. For example, the United Sates dominated the computer industry for many years because of technology developed by companies such as IBM, Hewlett-Packard and Intel

Organization structures for International Markets

(Modes of Entry)

*The mode of entry affects a company's entire marketing mix


*Export merchant (Indirect)

*Export agent (Direct)

*Company sales branches




*Contract manufacturing

Direct Investment

*Joint venture

*Strategic alliance

*Wholly owned subsidiaries

Criteria for selecting a mode of entry

1.Company's marketing objectives:

- production volume

- time scale (long/short term)

- coverage of market segaments

2.Company's size

3.Government encouragement or restrictions

4.Product quality requirements

5.Human resources requirements

6.Market information feedback

7.Learning curve requirements

8.Risks: political or economic

9.Control needs

Mode(s) of entry for...

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