Corporate Marketing

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UNIVERSITY OF WALES

&

MANAGEMENT DEVELOPMENT INSTITUTE OF SINGAPORE

NAME Santhosh Ramnath

SUBJECT Corporate Strategy

LECTURER Brian Jones

COURSE Master of Business Administration

TITLE Assignment 2–Individual–LG

BATCH CODE MBWD5 1229A

Submitted on Due Date? YES (Date submitted: 04/10/2012)

Submitted soft copy? YES (Date submitted: 04/10/2012)

Word limit observed? YES (No of words:)

Table of Contents

INTRODUCTION3

BUSINESS LEVEL STRATEGIES4

Market Development and Market Penetration4

Quality Management Program5

Localization and Diversification5

Mass Market Strategy5

STRENGTHS AND WEAKNESS OF KFC7

Strengths of KFC:7

KFC’s Secret Recipe7

Name Recognition and Reputation7

Employee Loyalty7

Loyal Customer Base8

Weakness of KFC:8

Confusing Corporate Direction8

Lack of Interest in Research Development and Innovation8

Marketing Blunders Affecting Brand Image9

Lack of First Mover Advantage and Increasing Competition9

REPORT TO THE BOARD OF DIRECTORS10

BIBLIOGRAPHY12

Executive Summary

This report mainly aims to identify the business level and the growth strategies of LG, with the Bowman strategy clock and Ansoff growth matrix.

BIBLIOGRAPHY

Liu K W (2008), KFC in China – Secret Recipe for Success, John Wiley & Sons Asia Pte Ltd, Singapore.

Hill W Charles and Jones R G (2004), Strategic Management An Integrated Approach, 6th Edition, Houghton Mifflin Company, Berkeley Street, Boston.

Johnson G, Scholes K and Whittington R (2008), Exploring Corporate Strategy, 8th Edition, Pearson Education Limited, Harlow Essex.

Herny A (2008), Understanding Strategic Management, Oxford University Press, Great Claredon Street, Oxford.

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