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Management Essay

5348 words - 22 pages

Preface

This report focus on KFC marketing strategies, its marketing environment , demographic factor ,marketing factors. We designed a report to provide a brief description about its marketing mix & its major competitors in Pakistan. We also discuss four P’s of marketing & their marketing tools.
In addition to it, this report includes a research base survey on KFC. We all have tried our level best to fulfill all the requirements mentioned to us. Now its depend upon the reader to read it carefully and understand what we want to communicate. This report provides a brief knowledge about KFC in Pakistan.

Acknowledgement

In the name of Allah, the most beneficent & the Merciful.

...view middle of the document...

KFC has segmented its market on the basis of segmentation variables like demographic, psychographic, geographic & behavioral.

KFC is showing certain buying behavior. KFC is following of market penetration, market development & product development for increase its customers. IT is following production, marketing & social marketing strategies for increasing its market share and growth.

1) HISTORY

⇨ KFC (formerly known as Kentucky Fried Chicken) is the project of Gray Mackenzie Restaurants International Ltd. Founded first by Col Harland Sanders; KFC is known for its fried chicken.

⇨ More than 10,000 outlets in the world.

⇨ It was launched in 1997, Gulshan-E-Iqbal, Karachi.

⇨ Presently in Pakistan, it is been operated by Cupola, a Dubai based multinational company involved in several business.

⇨ In Pakistan, currently it has 43 branches.

2) KFC VISION STATEMENT

Food, Fun & Festival, this is what KFC is all about. Leading the market since its inception, KFC provides the ultimate chicken meals for a Chicken Loving Nation. Be it Colonel Sanders secret original Recipe Chicken or the Hot & Spicy Version, every bite brings a YUM on our face. At KFC we can proudly say, “We Do Chicken right ”.

3) KFC MISSION STATEMENT

⇨ We are committed to customer satisfaction through offering high quality with excellent services and good value.

⇨ We take great pride in serving each other, our customer and our communities.

⇨ We seek continuous improvement in all that we do.

4) KFC’s PRODUCTS

a) Core Benefit
The core benefit is “To Kill hunger”.

b) Products of KFC
KFC have three main product lines. The burgers, chicken meals and the snacks. The category of chicken is relatively static.

c) Burgers
The category of burgers is

1. Zinger
2. Chicken Burger
3. Zinger Xtreme
4. Fish Zinger
5. SUB (60,80)
6. *Col. Filled Burger

d) Snacks
Snack family has been various products.

1. Arabic Rice
2. Fruit Salad
3. *Corn on the cob
4. *Scoop of Walls
5. Fries
6. HOT SHOTS
7. Rice Spice

(*) These items are not available at a few restaurants.

e) Chicken Meals
Chicken meals include the different combinations of fried drum sticks.
Features
⇨ Different and better taste
⇨ Hot and Spicy version of chicken
⇨ Superior Quality

5) MARKETING ENVIRONMENT

There are certain forces, inside and outside an organization that affect marketing management’s ability to build and maintain successful relationships with target customers. Like all other companies, KFC also has such forces around it; marketing environment is made up of Micro environment and Macro environment.

a) The Micro environmental Forces

This environment includes the factors that are close to the company and are contollable by the organization. These factors are:-

Company

KFC is the multinational...

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