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Kentucky Fried Chicken is the world’s largest chicken restaurant chain and the third largest fast food chain. It operates in 74 countries and territories throughout the world. Started in 1964 by Colonel Sanders, this company experienced impressive domestic growth in the decades that followed. However, as the US market matured, Kentucky Fried Chicken has had to look to high growth international markets to increase its sales. At present, this company is still pursuing these types of markets. One of these is Latin America. In looking at this region, the question that KFC needs to address is what should its strategy be. Some strategic choices are as follows: 1) Should it focus on sustaining its position in Mexico and the Caribbean and postpone plans to expand into other large markets like Venezuela, Brazil, and Argentina? 2) Should it invest more capital into these large markets to challenge existing competitors?
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