Marketion Strategies of Kfc

Project Report



On

“TO STUDY AND ANALYZE THE CONSUMER BUYING BEHAVIOR WHILE EATING OUT AT KFC AND TO STUDY THE MARKETING STRATEGIES OF KFC FROM THE PERSPECTIVE OF STRATEGIC MARKETING”



Submitted in partial fulfillment of the requirement of PGDM program

(2009-11)



At



FORE School Of Management







Submitted By:                           Faculty Guide:

Anand Kumar           Prof. Shilpi Jain

Roll No: 93009

IMG 3 (2009-11)




CERTIFICATE







This is to certify that Mr. Anand Kumar, Roll No. 93009, has completed his research project and has submitted this project report entitled “To study and analyze the consumer buying behavior while eating out at KFC and To study the marketing strategies of KFC from the perspective of Strategic Marketing” towards part fulfillment of the requirements for the award of the Post Graduate Diploma in Management (IMG-III) 2009-2011.



This Report is the result of his own work and to the best of my knowledge no part of it has earlier comprised any other report, monograph, dissertation or book.   This project was carried out under my overall supervision.





Date: 10/03/2011

Place: New Delhi

-----------------------------------

                                                        Prof. Shilpi Jain














Table of Contents



    ➢ Acknowledgement……………………………………………………. 4
    ➢ Executive Summary………………………………………………….. 5
    ➢ Chapter 1 : Introduction
          1.   Introduction of the Company……………………………………. 7
          2.   Values & Philosophy of KFC .………………………………….... 8
    ➢ Chapter 2 : Marketing Strategies of KFC
          2.1   Porters Five Forces Analysis…………………………………….. 11

          2.2 Current Target Market ……..…………………………………… 12

          2.3         Competitive Analysis ……………………………………………..           14

          2.4         Environmental Factors & Opportunities ……………………….           15... [continues]

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