December 14, 2018

Archives for February 2018

KFC response to its chicken shortage is a lesson in crisis management

In the UK KFC has run out of chicken. For a food outlet specialising in deep-fried poultry this is something of a disaster! It has recently changed suppliers and the new delivery company is having “teething problems”; these are so substantial that it has resulted in a mass closure of outlets. At the time of […]

Bye Bye Market Segmentation and Target Marketing

Ten years or so ago, academics were extolling the techniques of market segmentation and target marketing (not to mention the third leg of the triumvirate, ‘positioning’) as the basis of long-term competitive advantage (see Marketing course Modules 7 and 8). Recently, this doctrine has come under serious threat. Classic segmentation techniques like socio-demographics have been […]