Marketing Management PSRanatunga
LONDON SCHOOL OF COMMERCE
COLOMBO CAMPUS SRI LANKA
MBA FOR EXECUTIVES
MODULE ASSIGNMENT: MARKETING MANAGEMENT
Student Name Piyumika Suwimali Ranatunga
Student Registration No. 0094APAP0314
Module Lecturer Anand Waiser
Module Tutor Ruwini Athukorala
Date Submitted 16th May 2014
Total Word Count 5300
ACKNOWLEDGEMENT
I wouldn’t have been able to arrive at the finishing line of this project without the help of many special people; I owe many thanks to them and offer my deepest and heartiest gratitude to all of them.
Last but not the very least my loving parents, brother, sister-in-law, cousins, my aunt and uncle for their love, care, support and motivation which brought me this far.
Thank you, without you’ll my dream of finishing this Project would have been a distant reality.
EXECUTIVE SUMMARY
This report focus on KFC focused on its marketing strategies, its marketing environment, demographic factors and marketing factors. The report is designed to provide details on how KFC has implemented the marketing mix to its brand and how it can be improved.
Additionally this report includes a research which gave insights regarding KFC. With the development of world economy, KFC will surely face many new competitors in the future. Simultaneously, the business competition among will grow and consumer needs and wants will get complex and make the consumer buying behaviour complicated. Thus it will be important for KFC to focus on exact market segmentation create a proper marketing plan towards it. This paper discusses mainly on the conditions and methods of market segmentation through relevant theories and adds points of improvement which can be adopted by KFC.
TABLE OF CONTENTS
ACKNOWLEDGEMENT 2
EXECUTIVE SUMMARY 3
TABLE OF CONTENTS 4
TABLE OF FIGURES 6
LIST OF TABLE 6
LIST OF ABBREVATIONS 7
1.0 INTRODUCTION 8
1.1 Background 8
1.1.1 History 8
1.1.2 Products and services 9
1.1.3 Current
COLOMBO CAMPUS SRI LANKA
MBA FOR EXECUTIVES
MODULE ASSIGNMENT: MARKETING MANAGEMENT
Student Name Piyumika Suwimali Ranatunga
Student Registration No. 0094APAP0314
Module Lecturer Anand Waiser
Module Tutor Ruwini Athukorala
Date Submitted 16th May 2014
Total Word Count 5300
ACKNOWLEDGEMENT
I wouldn’t have been able to arrive at the finishing line of this project without the help of many special people; I owe many thanks to them and offer my deepest and heartiest gratitude to all of them.
Last but not the very least my loving parents, brother, sister-in-law, cousins, my aunt and uncle for their love, care, support and motivation which brought me this far.
Thank you, without you’ll my dream of finishing this Project would have been a distant reality.
EXECUTIVE SUMMARY
This report focus on KFC focused on its marketing strategies, its marketing environment, demographic factors and marketing factors. The report is designed to provide details on how KFC has implemented the marketing mix to its brand and how it can be improved.
Additionally this report includes a research which gave insights regarding KFC. With the development of world economy, KFC will surely face many new competitors in the future. Simultaneously, the business competition among will grow and consumer needs and wants will get complex and make the consumer buying behaviour complicated. Thus it will be important for KFC to focus on exact market segmentation create a proper marketing plan towards it. This paper discusses mainly on the conditions and methods of market segmentation through relevant theories and adds points of improvement which can be adopted by KFC.
TABLE OF CONTENTS
ACKNOWLEDGEMENT 2
EXECUTIVE SUMMARY 3
TABLE OF CONTENTS 4
TABLE OF FIGURES 6
LIST OF TABLE 6
LIST OF ABBREVATIONS 7
1.0 INTRODUCTION 8
1.1 Background 8
1.1.1 History 8
1.1.2 Products and services 9
1.1.3 Current
References: 1. Aaker, D. A. (2009) Strategic Marketing Management, Wiley, 9th edition, P. 65-73 2 3. Cathy Goodwin, and James W. Gentry. (2000). Life Transition as A Basis for Segmentation. Journal of Segmentation in Marketing. 4 5. Philip Kotler and Gary Armstrong. (2005). Principles of Marketing (Tenth Edition). Pearson Education, Inc. 6. Philip R. Cateora and Pervez N.Ghauri. (2000). International Marketing. (European Ed). McGraw-Hill. pp. 200-201. 2. Charles, Gemma. “KFC takes a seat at the breakfast table.” Marketing. (2008) London ABI/Inform. <Available at: http://proquest.umi.com.www.libproxy.wvu.edu> <Accessed on 10th May 2014> 3 4. Lockyer, Sarah. “Yum eyes '09 turnaround for U.S. business, cites sales rebound at KFC as reason.” Nation’s Restaurant News. (2008) New York ABI/Inform. <Available at: http://proquest.umi.com.www.libproxy.wvu.edu> <Accessed on 12th May 2014> 5