Kfc Strategy

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  • Topic: KFC, Marketing, Fried chicken
  • Pages : 9 (2050 words )
  • Download(s) : 463
  • Published : April 28, 2013
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CONTENTS

Executive Summary………………………………………………………………3

Introduction………………………………………………………………………4

The company……………………………………………………………………..5

Service/Product…………………………………………………………………...5

Demographic segmentation…………………………………………………...5

Geographic segmentation……………………………………………………..5

Psychographic segmentation…………………………………………………..6

Price………………………………………………………………………………..6

Place………………………………………………………………………………..7

Promotion…………………………………………………………………………..8

Advertising…………………………………………………………………….8

Sales promotion………………………………………………………………..8

Personal selling…………………………………………………………………8

Public relations…………………………………………………………………9

Conclusion………………………………………………………………………….10

EXECUTIVE SUMMARY

Marketing mix is a very important tool for creating value and communicating value to customers. There are too many different kinds of customers’ needs. The company has to select the right segment to target to make profitability.

This report focus on KFC ( Kentucky Fried Chicken) to evaluate KFC’s success in creating value and delivering value to customers in terms of four elements of marketing mix including product, price, place, and promotion. This report also shows what make KFC create differences from other competitors, such as: McDonald and Pizza Hut. In particular, this report will research information from some websites which related to KFC in Australia where a large of people buy KFC every day has.

Finally, from information above, this report will give some recommendations for the development of KFC which help KFC become stronger in Fried Chicken Market.

INTRODUCTION

Marketing is one of the most important factors which lead to the development of a company. According to What is Marketing (2012), marketing is defined as activities result in making products or service that satisfied customers and make profits for companies as well.

The aim of this report is to evaluate how successful value is delivered to customers through the coordination of four elements called the 4 P's of marketing, including: product, place, price and promotion. In particular, this report requires students to choose a specific product or service which is popular in Australia by using the 4Ps to find the answer for four questions: what, how much, where and how.

This report will focus on KFC in practice which is famous fast food brand in Australia. The primary product is fried chicken in various forms in order to satisfied customers’ taste all over the world.

THE COMPANY
KFC is known as Kentucky Fried Chicken which is a chain of fast food restaurants based in Louisville, Kentucky. KFC is the largest brand of Yum Restaurants which is the combination of three famous brands in the world (KFC, Pizza Hut and Taco Bell) (History of KFC, 2011). When customers look at the name of company, they can find out the primary product is fried chicken and KFC also offers a line of roasted chicken products, side dishes and desserts. However, the secret formula is kept inside the taste of chicken which is combined from 11 herbs and spice. Besides, KFC seem to understand what customers need and want by creating different forms for different countries. With the motto: “so good”, KFC want to improve not only customers’ enjoyment but also community (So good, n.d). In particular, according to The Story behind Our Great Tasting Food (2011), there is KFC’s proud history in Australia where KFC has been serving great food over 40 years and are loved by over two million customers a week.

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Before the demand of fast food is increasing in the busy life, there are a lot of competitive companies in fast food market. They always keep up with the trend of market by creating products with cheap price and good quality. To make the differences to other...
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