Adoption of Social Media Networks as an Innovative New Market Entry Strategy by Kentucky Fried Chicken in Kenya

Abstract

Social networks and social media are part of a phenomenon that is changing the way organizations communicate with their customers and potential customers in a new market segment. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.This study sought to establish the social media as an innovative new market entry strategy into Kenya: a case of Kentucky Fried Chicken.The researcher applied a case study design since only one organization is involved. The study used of primary and secondary data. Primary data was collected through face to face interview with the researcher interviewing four senior managers of Kentucky Fried Chicken. The data obtained from the interview guide was analyzed using content analysis. The researcher analyzed the information provided by the respondents against known international business concepts. The data was presented in prose format.KFC managed its corporate social media tools internally, with a cross-functional team. KFC considered a number of entry strategies into the Kenyan market. First, the Restaurant considered forming a strategic alliance with a well established restaurant in Kenya. KFC used social media in entering in new markets to a very great extent hence its choice for the Kenyan market. Using social media was found to be affordable as opposed to traditional advertising methods such as television and radio commercials, banner advertisements, print placements and participating in promotional events were found to be costly for their businesses besides creating monotony in a highly competitive media.