¶ … Organisational Marketing Objectives
DEVELOPING ORGANISATIONAL MARKETING OBJECTIVES
Developing Organizational Marketing Objectives
Kentucky Fried Chicken (KFC)
Executive / Management Summary
Strategic Direction
Mission and Vision
Kentucky Fried Chicken (KFC) is concerned with the production of fast foods, specializing in fried chicken. It is a worldwide restaurant with its headquarters in the United States of America. Current CEO is Roger Eaton. The revenue for the company is $9.5 billion as at 2012. The parent to this organization is Yum Brands. The mission of KFC as at 2013 is to "sell food in a fast, friendly environment that appeal to pride conscious, health-minded consumers" (Ozersky, 2012). The vision of KFC is to be a global brand that specializes in selling food in a fast, friendly environment that appeals to all people who are conscious of their health.
Marketing Strategies and Strategic Direction
KFC targets city people who have more concern about quality food. The cities are good avenues with high populations that serve as the best market for its products. City people are considered to have the best ground for consuming the product, have easier financial strength, and with the ease of reach. KFC targets young people who are willing to enjoy food unlike the old generation, which is the reason there are many KFC locations near schools, colleges, and workplaces. Part of its other considerations is the geographic variables and demographic segmentation that are critical towards the product of the corporation. KFC is promoting itself through advertising, creation of public relations, the creation of events and experiences, the creation of packages and sponsors, and sales to increase their production and awareness in the market. KFC has incorporated price skimming to maximize profit. They are using the strategy called pricing above with a belief that their products have a high quality unlike that of competitors. With economic factors, KFC targets upper classes of the economy as they turn into the middle class (Darden, 2002). With psychographic variables, KFC is dividing the market into different groups considering their personality characteristics and lifestyle, like those of middle, upper, and lower...
Even the decor and layout of KFC and East Dawnings provide a connection to the typical Chinese life; "layouts are designed to resemble Chinese homes" (Case 7-2). Yum! provides visitors with a unique experience which is not dominated by American "young and hip" (Case 7-2), but pays respect to the home country. "A plaque at the entrance of one KFC describes it as "an exchange channel between KFC fast-food
Petersburg, 20080. This is because drive-through restaurants must be located in highly circulated areas by vehicles. In addition to this, such restaurants require special spacing facilities. These restaurants must usually provide at least five stacking spaces at or behind the menu board. These spaces must be clearly delineated from other vehicular use areas. In addition to this, drive-through restaurants must ensure pedestrian connections. The speaker boxes of drive-through restaurants must
The final option is the joint venture. There are several benefits to entering the market with a JV. Among them is the local experience that KFC would gain. Their local partner would be able to help them maneuver through the social and political pitfalls that the company may run into. A JV is less risky as well because the risk is shared among the partners. With each partner bringing different
KFC's marketing strategies China. What successfully cater Chinese market? This include limited: Introduction (history KFC china they're upto today) Market Segmentation strategy ( target market ) Price strategies ( pricing strategy china) Promotion strategies Place strategy ( decide locate strategic reasons) Product strategies ( specific tailored products Chinese market) Conclusion (summary works ). Some voice concerns, in the present, about the potential saturation of the fast-food market, driven both by
Weston's previous position as a salesman for IBM in Japan and Ohkawara's familiarity with the Japanese culture enabled them to devise strategies that helped overturn KFC's performance in the country. Realizing that the fast-food business is more profitable when located in urban areas in order to entice higher customer volume; thus, KFC-J relocated to Tokyo, which has a higher volume of people, therefore increasing the chances of the store to
What is it that PETA wants the company to do to raise its ethical standards over their chicken suppliers? They have several key arguments with the reasons for them. First, they want suppliers to comply with "Animal Care Standards" in use throughout the country, which would ensure better living and growth conditions for the chickens. They want them to use another method of slaughter that would remove the ability to
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