Nature of Business of Kfc

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GROUP ASSIGNMENT & EXERCISE QUESTIONS
PRINCIPLES OF MARKETING
&
INTRODUCTION TO MARKETING
SEPTEMBER 2012SEMESTER

Week 1 - overview|

1. Discussion on Course Plan
2. Forming a group:
Principles of Marketing (3-4 in a group)
Introduction to Marketing (4-5 in a group)

Week 2 - Topic 1: Foundations of Marketing|

Instructions: Read Harley Davidson case

Discussion questions

Few brands engender such intense loyalty as that found in the hearts of Harley-Davidson owners. Long ago, the folks at the renowned motorcycle maker realized that the best way to create lasting relationships with its customers was to understand them on their own terms. It wants to know who its customers are, how they think and feel, and why they buy a Harley. That customer centric strategy has helped build Harley-Davidson into a multibillion-dollar company with the largest company-sponsored owner’s group in the world.

Harley-Davidson has learned that it sells much more than motorcycles. The company sells a feeling of independence, individualism and freedom. These strong emotional connections have made Harley-Davidson ownership much more of a lifestyle than merely a product consumption experience. To support that lifestyle, Harley-Davidson engages its customer base through company-sponsored travel adventures, events, and other things, such as clothes and accessories both for riders and for those simply like to associate with the brand.

After reading Harley Davidson case, discuss the following.
1. How does Harley-Davidson build long term customer relationships? 2. What is Harley-Davidson’s value proposition?
3. Relate the concept of customer equity to Harley Davidson. How does Harley-Davidson’s strategy focus on the right relationships with the right customers? 4. Discuss on the marketing mix (Product, Price, Promotion and Place) of Harley Davidson. 5. Who are the customers of Harley Davidson?

6. What is type of consumer product category for Harley Davidson?

***END***

Week 3 - Topic 2: The Marketing Environment|
Instruction: Please bring newspaper to the class. Present your groups findings at the end of the class.

Choose any interesting article in the newspaper. Discuss with your group members, identify opportunities and threats in any of the important aspects of the marketing environment. Suggest what should the company affected do or how should the company tailors its marketing mix to respond to the factors identified.

Example of an article accessed @ http://articles.latimes.com/2010/jun/23/business/la-fi-0623-happy-meals-20100623 -------------------------------------------------
McDonald's faces lawsuit over Happy Meals
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A watchdog group says giving away toys with Happy Meals contributes to childhood obesity and threatens to sue. McDonald's cites healthful menu choices. -------------------------------------------------

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June 23, 2010|By Sharon Bernstein, Los Angeles Times
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Weeks after a Silicon Valley county became the first in the nation to ban toys from McDonald's Happy Meals and other food promotions aimed at children, a public health watchdog group called on the fast food giant to remove the playthings from all its meal packages. -------------------------------------------------

Citing toys aimed at promoting the latest "Shrek" movie, the Center for Science in the Public Interest said that the plastic promotions lure children into McDonald's restaurants where they are then likely to order food that is too high in calories, fat and salt. -------------------------------------------------

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The organization on Tuesday served the fast food giant with a letter...
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