Kfc Marketing Strategy in Mauritius

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KENTUCKY FRIED CHICKEN

INTRODUCTION
KFC Corporation, based in Louisville, Kentucky, is the world’s most popular chicken restaurant chain, specializing in Original Recipe®, Extra Crispy®, Kentucky Grilled Chicken™ and Original Recipe Strips with home-style sides, Honey BBQ Wings, and freshly made chicken sandwiches. Every day, more than 12 million customers are served at KFC restaurants in 109 countries and territories around the world. KFC operates more than 5,200 restaurants in the United States and more than 15,000 units around the world. KFC is world famous for its Original Recipe® fried chicken .KFC is made with the secret blend of 11 herbs and spices Colonel Harland Sanders perfected more than a half-century ago. Customers around the globe also enjoy more than 300 other products from Kentucky kfc primarily sells chicken in forms of pieces ,wraps salad and sandwitches.While its primary focus is fried chicken it also provides a line of roaster chicken products side dishes and desserts. Pick'N'Eat (KFC) is a front runner when it opens its first outlet in Curepipe in 1983. Thanks to KFC, eating out becomes accessible to almost anybody. Convivial atmosphere, unique tasty recipes based on genuine chicken cuts prepared on the spot, quality and hygiene… This promise made thirty years ago to consumers has been kept.

With fourteen outlets around the island, KFC outlets have become today the preferred eating spots of Mauritians, living and amusement spots for families and young people particularly. KFC Mission
KFC Vision

Read more: http://www.ukessays.com/essays/business/strategies-for-the-mauritius-fast-food-market-business-essay.php#ixzz2QWwSUPMF It is the beginning of a new era that the fast food industry has gradually breakthrough the Mauritius lifestyle. Due to the globalisation process, many fast food franchises are now available in Mauritius. Whether these fast foods have revolutionised Mauritius, today these products form part of our lifestyle and culture. People rely on their convenience to enhance their lives and productivity. But in the fast and increasing competitive business environment of today, the right marketing approach is necessary to compete with competitors. The ability to develop effective marketing strategy which enable the firm to become more responsive and adaptable to the market will perhaps more than ever before, differentiate the winners from the losers. The rational of developing marketing strategies is to respond to the increasing high demand in fast food and to eventually increase the market share of Kentucky Fried Chicken.

The marketing mix deals with the way in which a business uses price, product, distribution and promotion to market and sell its product. The marketing mix is often referred to as the “Four P’s” - since the most important elements of marketing are concerned with: Product - the product (or service) that the customer obtains Price - how much the customer pays for the product

Place – how the product is distributed to the customer
Promotion - how the customer is found and persuaded to buy the product

. PRODUCT
product are offerings that a marketer offers to the target audience to satisfy their needs and want In Mauritius, KFC products are manufactured within international norms and quality to provide the maximum satisfaction to its customers. The products sold are Halal guaranteed. Thus whatever someone’s belief and culture, he or she can eat KFC products. Thorough study of the product line has been conducted to meet up the different tastes and habits of different people in Mauritius. In Mauritius, Chicken Delight’s product mix consists of five product lines, namely fried chicken, Chips, burgers, salads and soft drinks. Read more: http://www.ukessays.com/essays/business/strategies-for-the-mauritius-fast-food-market-business-essay.php#ixzz2QWwib0Kp KFC's primary...
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