Marketing Research Kfc
cMarketing Research Report
KFC Pakistan
Prepared for:
KFC Pakistan (Lahore)
Table of Contents History 3 Business objectives 3 Research objectives 3 Research design 4 Methodology 4 Scope of study 4 Respondent profile 5 Executive summary 6 Qualitative study 6 Quantitative study 7 Findings 8 Appendix 9
History
With over 60 outlets in 18 major cities, and local monthly procurements exceeding Rs 35 million, there is no doubt that KFC is a major player in the fast food industry of Pakistan. It is a wholly owned subsidiary of ‘Cupola’ which is a Dubai based multinational company. KFC Pakistan enjoys stable sales throughout the year with very little uncertainty of demand. The high levels of stability in demand also mean that growth in sales and profits remains a tough challenge for the management.
Therefore, in order to maximize profits, the managers have to constantly improve the menu and keep introducing new products at regular intervals. They’ve got to ensure that each offering serves the right customers, at the right time, and is of the right quality. Anything less, is not acceptable.
In recent times, the management of the company has noticed that the sales of the ‘Add Ons’ (Arabian Rice & Corn on the Cob) is below the desirable level. The management argues that the very purpose of ‘Add Ons’ is to expand sales by forcing customers to increase their orders, which is not being fulfilled. However, the case against ‘Add Ons’ is only based upon personal judgment and sales trends.
Therefore, the company is interested to carry out a marketing research which measures the performance of these ‘Add Ons’, and also predicts consumer response if these items were replaced with deserts.
Business objectives
The Kentucky Fried Chicken (KFC) company has lots of business objectives. And their objective is not just money; the goal is to give each customer the great experience of fast quality food with KFC to provide a better, faster
KFC Pakistan
Prepared for:
KFC Pakistan (Lahore)
Table of Contents History 3 Business objectives 3 Research objectives 3 Research design 4 Methodology 4 Scope of study 4 Respondent profile 5 Executive summary 6 Qualitative study 6 Quantitative study 7 Findings 8 Appendix 9
History
With over 60 outlets in 18 major cities, and local monthly procurements exceeding Rs 35 million, there is no doubt that KFC is a major player in the fast food industry of Pakistan. It is a wholly owned subsidiary of ‘Cupola’ which is a Dubai based multinational company. KFC Pakistan enjoys stable sales throughout the year with very little uncertainty of demand. The high levels of stability in demand also mean that growth in sales and profits remains a tough challenge for the management.
Therefore, in order to maximize profits, the managers have to constantly improve the menu and keep introducing new products at regular intervals. They’ve got to ensure that each offering serves the right customers, at the right time, and is of the right quality. Anything less, is not acceptable.
In recent times, the management of the company has noticed that the sales of the ‘Add Ons’ (Arabian Rice & Corn on the Cob) is below the desirable level. The management argues that the very purpose of ‘Add Ons’ is to expand sales by forcing customers to increase their orders, which is not being fulfilled. However, the case against ‘Add Ons’ is only based upon personal judgment and sales trends.
Therefore, the company is interested to carry out a marketing research which measures the performance of these ‘Add Ons’, and also predicts consumer response if these items were replaced with deserts.
Business objectives
The Kentucky Fried Chicken (KFC) company has lots of business objectives. And their objective is not just money; the goal is to give each customer the great experience of fast quality food with KFC to provide a better, faster