1.Undertake a SWOT and PESTLE analysis on KFC and use the results to analyse the main e-commerce related opportunities and challenges it has faced as a result of the COVID-19 pandemic and evaluate how successfully it has addressed these.
2. Evaluate how the KFC organisation has adapted its overall digital marketing activities in order to attract new customers and retain existing customers and identify TWO (2) specific digital marketing initiatives that have been particularly successful, giving the reasons for your choice. Explain how these digital marketing activities have been used to support the unique selling point (USP) of the organisation.
3. Examine how the growth in sales and/or customer base has posed supply chain challenges for KFC and the ways in which it has sought to overcome these challenges in order to provide high levels of service and fulfilment.
4. Using your research, identify TWO (2) social media channels that the KFC uses to help develop its online communities. Explain the reasons why each of these TWO (2) channels have been selected and the benefits they provide in terms of achieving enhanced communication and interaction with these communities. (15 marks)
5. Identify whether the KFC’s e-commerce site has an SSL (Secure Sockets Layer) certificate AND if its payment systems are PCI DSS (Payment Card Industry Data Security Standard) compliant. Define the key characteristics of both features and discuss how they can help customers to have confidence in the security of the e-commerce site.
6. Evaluate the ways in which the KFC has sought to develop and use its brand as an important element of its overall e-commerce strategy during the pandemic.
7.Using your research, identify and briefly describe TWO (2) features of the ecommerce site that you believe are particular strengths in terms of meeting the needs and expectations of the site’s target audience(s), detailing the reasons for your choice.
