Marketing Research Paper Mkt/421

Topics: Yum! Brands, Pizza Hut, KFC Pages: 6 (1513 words) Published: April 14, 2013
Select one of the following companies:

1. Ford Motor Company
2. Coca-Cola
3. FedEx
4. Google
5. Southwest Airlines
6. Bank of America
8. YUM Brands
9. Yahoo
10. Papa Johns

Write a 1,050- to 1,400-word paper in which you justify the importance of marketing research in developing marketing strategy and tactics for the chosen company. (Continued next page)

Include the following:

• Identify the areas where additional market research is needed. • Analyze the importance of competitive intelligence and analysis in the development of marketing strategy and tactics for the chosen organization.

Format your paper consistent with APA guidelines.


Fair effort on YUM BRANDS covering some aspects of the assignment. You have discussed some of their target market characteristics. More depth was required in discussing marketing research and competitive intelligence. Your focus should be on MR and strategy and not on operations. There was no need to include SWOT here. Check industry profile from Plunkett Research.

Some APA errors

GRADE: 7.00 out of 10.00

Marketing Research Paper

Juan Sierra


April 2, 2013

Marketing Research Paper

The company I have chosen for this marketing research paper is YUM! Brands, Inc. I will provide a brief history of the company to familiarize the reader with YUM! Brands, Inc. In this marketing research paper I will justify the importance of marketing research in developing a marketing strategy and tactics for YUM! Brands, Inc. by identifying the areas where additional market research is needed, analyze the importance of competitive intelligence and analysis in the development of marketing strategy and tactics for the organization. YUM! Brands, Inc. is based in Louisville, Ky., and is the world’s largest restaurant company in terms of system units with more than 39,000 restaurants in more than 125 countries. YUM! Brands, Inc. are the global leaders of the chicken, pizza and Mexican-style food categories with their brands- KFC, Pizza Hut and Taco Bell. The company segments itself into four operating systems: U.S., YUM! Restaurants International, China, and India Divisions. The company continues to be a leader in international retail development by opening approximately five new restaurants each day of the year.

At “About YUM! Brands Inc”. (2013), the company has identified four key business strategies that will help the company in building a vibrant global business. The first key business strategy is to build leading brands across China in every significant category. YUM! Brands Inc. has experienced significant growth in China, mainly due to its superior distribution network; creating a 24hour delivery service that all corners of the country have access to; and adjusting their menu to its Chinese consumers taste. Also, Yum! Brands, Inc., has acquired Little Sheep, a leading causal dining concept in China, with approximately 450 system restaurants. The organization is looking forward to strengthening Little Sheep’s operational model and increasing its market leadership position. The second key business strategy is to drive aggressive international expansion and build strong brands everywhere. For example, in India, Yum! Brands have shown growth because of its KFC brand of chicken products. Also, KFC in India has tweeted its menu to offer vegetarian meals. The three key business strategy is to dramatically improve U.S. brand positions, consistency and returns. Internal research has found that the U.S. consumer seeks value items on the low end and on the high end; the consumer seeks new “healthy” innovated products. Examples of value items from three main brands are: the 10dollar pizza from Pizza Hut, the Why Pay More! Menu from Taco Bell, and chicken sandwiches from KFC such as the Doublicious and the Chicken Littles. Examples of high-end healthy and/or...
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