Kfc Marketing Strategy

Topics: Fast food, Hamburger, Burger King Pages: 11 (2560 words) Published: October 10, 2010
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KFC New Zealand
Marketing Strategy

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Table of Contents

Present Market Situation ____________________________________________________________

_____________ pg 3

Macro Environmental Factors ____________________________________________________________

_________ pg 3

Customer Analysis ____________________________________________________________

__________________ pg 4

Competitor Analysis ____________________________________________________________

________________ pg 5

Category Attractiveness ____________________________________________________________

______________ pg 8

References ____________________________________________________________

________________________ pg 9

Appendix ____________________________________________________________

________________________ pg 10

SWOT

|Strengths |Weaknesses | |Brand Loyalty |No delivery service | |Brand Awareness |More expensive than most food outlets | |Nationwide Coverage |High staff turnover | |Ability to Finance |Only specialize in chicken | |Ability to Produce |Not NZ owned | |Product Consistency |Use of palm oil for cooking | |Longevity of Organisation |Market perception – unhealthy food | |Strong marketing division |KKK association | | | | |Opportunities |Threats | |Fast food is a growth category |More competitors than ever | |More single working parents needing convenience |Pressure from substitutes – ever evolving | | |fast food range in supermarkets | |Senior aged consumers are increasing |Country Fried Chicken now has 120 stores | |Population is increasing |Demand for healthier foods | |Ethnic diversity of population is increasing |Not catering for the children’s market | |Sales seasonality does not impact |Category Rivalry & costs associated | |significantly on fast food sector |with this...
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