Introduction The marketing environment consists of the internal and external forces which influence the development of the company in relation to its strategy and success within the market. It is possible to determine the internal and external environments where internal environment is related to the company’s organization and inner issues and external environment consists of the micro-environment and macro-environment. It is possible to discuss the particular features of the micro-environment and macro-environment with references to the fast food industry in Australia, analyzing the aspects of KFC (Kentucky Fried Chicken) company’s progress. The fast food industry develops quickly in Australia, and fast food restaurants have the largest share in the market in spite of decreasing the public’s interest in fast food products. It is necessary to concentrate on exploring the characteristic features of the micro-environment and macro-environment in relation to the fast food industry, using the example of KFC because this company is among the leaders within the market. The Impact of KFC on the Factors of the Micro-Environment within Australia The micro-environment depends on the factors which are correlated with the organization of the industry. The factors which affect the company’s development within the industry are customers, clients, partners, and competitors (Elliott, Rundle-Thiele, & Waller 2011). Although the micro-environment is not controlled by the company, the organization can affect the factors with references to developing the effective relations and strategies to influence the definite aspects of the micro-environment. To success within the industry, it is important to satisfy the customers’ demands with the help of orienting to the target audience (Armstrong et al. 2009). The level of satisfaction of clients and customers also depends on the effectiveness of the company’s relations with partners which can be the organization’s financiers, suppliers, and retailers. Competitors are the most challengeable factor for the definite company’s progress with the market. To succussed in the rivalry, it is necessary to analyse the competitors’ strategies, the market trends, and customers’ preferences. The success of KFC within the market is affected by such factors as customers, partnership, and competition. Nevertheless, KFC can also influence all these factors. The customers who are interested in the company’s products are individuals and families. KFC restaurants are located at the places which are often visited by the public, and the target audience of the products is diverse. To influence the customers’ buying ability and to increase their interest in the production, the company added some more dishes (the variety of burgers) to the traditional menu consisted of fried chicken and changed the suppliers to have the products of the highest quality ( KFC: Kentucky Fried Chicken 2012). The company can also influence the cooperation with partners developing the strategies for satisfying the both sides ( Colagiuri & Caterson 2008) . KFC pays much attention to the quality of the services provided, and the company is inclined to change the suppliers, retailers, advertisers, and logi