¶ … Organisational Marketing Objectives
DEVELOPING ORGANISATIONAL MARKETING OBJECTIVES
Developing Organizational Marketing Objectives
Kentucky Fried Chicken (KFC)
Executive / Management Summary
Kentucky Fried Chicken (KFC) is a fast food venture specializing in serving its customers with the best products and services at all times. It is the aim of the venture to offer such products and services as part of the plan to have and dominate its market share. Through its mission and vision, the venture has managed to be one of the leading fast food ventures in the market. Coupled with a practical set of marketing strategies and a focused marketing direction, Kentucky Fried Chicken (KFC) has managed to take the market by force, and dominate with increasing growth. Currently, Kentucky Fried Chicken (KFC) is stable in the market with a solid foundation to progress to a more stable production process. Its objectives drive the marketing and production strategies. The marketing brand is situated within a formidable avenue coupled with its performance in the market. Through a thorough study of Kentucky Fried Chicken (KFC) and its operations in the market, the study endeavors to explore the existence, history, structures of performance, and eventual situation of the venture now and into the future.
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). Kentucky Fried Chicken (KFC) has strengths in that it has established strong trademark recipes. Through its marketing strategies, it has formulated a practical advertising and marketing platform in the market. This marketing and advertising base, which makes use of the social media and other technological forms, is bound to exist for long in service to the company. The company has high brand loyalty coupled with a huge awareness of the brand. Moreover, Kentucky Fried Chicken (KFC) has a hygienic, quick service and food Bay for its customers. Some of the threats of the company include high calorie and good fat food, which is against those who are more conscious of the health status. Moreover, its franchise management is a challenge globally.
Kentucky Fried Chicken (KFC) has opportunities in that it has been and is to introduce better products that are vegetarian in nature. It is venturing into newer markets that attract more growth of the revenue. Recently, Kentucky Fried Chicken (KFC) introduced a home delivery service, something that is a step ahead of its competitors in the market. Moreover, there are new items and products being introduced coupled with more spending on resources. All these opportunities are deemed at promoting growth within Kentucky Fried Chicken (KFC). Kentucky Fried Chicken (KFC) faces some threats too. There are many other eating joints and restaurants offering the same product as the company. Moreover, the people are frequently changing their lifestyle, including diet issues. This is proving to be a threat to the stability of KFC if it does not strive to meet the even changing preference base. 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...
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