An Analysis of Kfc's Marketing Mix

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AN ANALYSIS OF KFCs
MARKETING MIX

MEMORANDUM OF TRANSMITTAL

DATE:September 6, 2011

SUBJECT:AN ANALYSIS OF MARKETING MIX OF KFC

Here is the report you requested on the marketing mix of KFC with special emphasis on the youth. The study included both primary and secondary research. The primary study focused on the students of GIM.

From our analysis we conclude that no particular competitive strategy is guaranteed to achieve success at all times. The “four P’s” of marketing (product, price, place and promotion) provide a good starting point for consideration of the requirements of strategy implementation in the marketing function. The mix of these marketing elements should be appropriate and the plans for each of the elements should also be appropriate.

Promotion is more than advertising. The location, size and nature of markets which the business strategy defines will guide promotion mix decisions and should indicate the content of promotional material as well. Pricing is a complex issue because it is related to cost, volume, tradeoffs etc. and because it is frequently used as a competitive weapon.

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TABLE OF CONTENTS

MEMORANDUM OF TRANSMITTAL.................................................................................... ii

EXECUTIVE SUMMARY .........................................................................................................iv

AN ANALYSIS OF KFCs MARKETING MIX ......................................................................... 1

THE KFC STORY – HOW IT ALL BEGAN…......................................................................... 2

KFC INDIA AND MARKETING MIX OF KFC........................................................................3RESEARCH METHOD…….......................................................................................................6

CONCLUSIONS .........................................................................................................................11

RECOMMENDATIONS .............................................................................................................12

APPENDIX...................................................................................................................................13

REFERENCES..............................................................................................................................14

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EXECUTIVE SUMMARY

Purposes of the report

The main purpose of the report is to (1) Analyze the marketing mix of KFC and (2) perform a thorough market analysis by mainly targeting the youth through a consumer survey. The analysis incorporates –company analysis, competitor analysis, marketing mix analysis, corporate strategies and our recommendations. The data was collected from students in GIM and around 100 responses were collected in all.

Main Marketing Strategy of KFC

The main finding of the research was that there is no particular success strategy which can guarantee success of an organization. Every organization has to formulate its own strategy to be successful. The marketing strategy of McDonald’s is consumer oriented which is the reason for its success in India.

Recommendations

To become a more desirable employer McDonalds should aim to provide better working conditions, allow the existence of unions, and increase the number of training schemes. Also, McDonalds’ workforce has a high share of teenagers, although there is no requirement for employees to be of this age.

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AN ANALYSIS OF KFC’s MARKETING MIX1

To analyze and study the marketing mix of KFC that it has used to establish its position in the Indian market today.

The main purpose of this report is to understand the various marketing strategies applied by KFC to establish itself as a successful brand...
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