Marketing Project Kfc

Topics: Marketing, KFC, Fast food restaurant Pages: 22 (5605 words) Published: March 12, 2013
Title: Marketing Plan of KFC
Session 2010-2014
Department of Business and Management Sciences,
LCWU, Lahore.
Submitted To:
* Ms Anum Shahid

Submitted By:

This Project is prepared primarily to experience how the basic strategies of marketing are practically applied upon organizations of real world. The Organization taken as an assignment by us is KFC Pakistan as a fast food restaurant business. The project also deals with an introductory note of KFC along with complete working of planned strategies. All the topics have been discussed keeping in view the scope of university syllabus. Suitable headings and subheadings have been given to help the reader to focus its attention on the important points. We all have tried our level best to fulfill all the requirements mentioned to us. This report provides a brief knowledge about KFC in Pakistan. We hope you have a pleasant journey sailing through the sheets of the project. Thank you. Projected by,

“In the Name of Allah, the Most Beneficent & the Merciful” Firstly, we all like to thank Allah Almighty who provides us knowledge, energy & skills to get opportunities & to increase our knowledge & experience by completing this project. Secondly, we especially thank to our instructor Mrs. ANUM SHAHID who guides us at every step & every aspect of this report, so that’s completed successfully. Finally, thanking management of KFC, for providing us with helpful knowledge needed. After that we are able to complete this report with hard working & cooperation. Regards,

Arshia Razzaq
Wizma Ali
Urooj Zulfiqar

Executive Summary
The information used in the analysis of KFC came from variety of resources, including the internet & different KFC’s outlets. The combination of these resources provides the basic for a valid current analysis of KFC. KFC is competing with the competitors & maintaining strong relationship with customers by taking under consideration its Macro & Micro environment very efficiently. And there is also provided product/market and growth share matrix to study the product review for effectively. KFC is showing certain buying behavior. The Marketing strategies describe briefly the segmentation, targeting, positioning and differentiating along with the 4 P’s of Marketing Mix to elaborate subsequently. KFC has segmented its market on the basis of consumer segmentation variables like demographic, psychographic, geographic & behavioral while there are business segmentations also. And finally the plan is concluded with some action and control programs upon the objectives.

Table of Contents
Executive Summaryiii
1.1KFC in Pakistan1
1.2About Cupola2
1.3Cupola Pakistan2
1.4KFC Facts:2
1.5KFC Mission Statement:3
2.0Current Marketing Situation:3
2.1Market Description:3
2.1.1Marketing Environment:3
2.2Product Review:9
2.2.1Product or Market Expansion Grid:9
2.2.2Growth Share Matrix10
2.3Buying Behavior:12
2.3.1Types of Buying Behavior12
2.3.2Decision Behavior Shown by KFC12
2.4Review of Competition Strategies:13
3.0SWOT Analysis13
4.1Product development15
4.2Implementation on non-traditional units15
4.3Increase profitability16
5.0Marketing Strategies:16
5.1Market Segmentation17
5.1.3Want Specification:17
5.1.4Consumer Market Segmentation:18
5.1.5Business Market Segmentation19
6.0Marketing Mix:21
6.1.1Product Planning:22
6.1.2Product Strategy:22
6.1.3Product Line:22
6.1.4Product Mix Strategies:24
6.1.5Product Mix Expansion:...

Bibliography: *
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