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Marketing Plan For Kfc Essay

3050 words - 13 pages

TABLE OF CONTENTS
I. EXECUTIVE SUMMARY
II. SOLUTION ANALYSIS
1. Company analysis
2.1 Mission statement
2.2 Marketing objective
2. Environment analysis
3.3 Economic environment
3.4 Social environment
3. SWOT analysis
4.5 Strengths
4.6 Weaknesses
4.7 Opportunities
4.8 Threats
4. Competitors
5.9 Direct competitors
5.10 Indirect competitor
III. MARKETING STRATEGIES
1. Segmentation
2.1 Behaviour
2.2 Psychographic
2.3 Demographic
2.4 Geographic
2. Targeting
3.5 Differentiated
3.6 Undifferentiated
3.7 Concentrated
3. Positioning
4. ...view middle of the document...

Due to the impact of the crisis, the economic growth of the country slowed, inflation, purchasing power on the market decreased markedly. The economic sector faced many difficulties, especially the prices of energy and food consumption. However, Vietnam is gradually recovering and economic development. Vietnam 's economy has made a positive change . In recent years the trend is open integration with hurried pace of modern fast-food industry made ​​penetrate quickly and strongly in Vietnam. More and more people are regular customers of the fast food restaurant. Domestic market is fertile ground for businesses in this sector.
3.4 Social environment
Vietnam has over 80 million inhabitants, 65% of which are young people under the age of 35. Young population means that the foreign culture will easily penetrate into our country. Demand for food is an essential need of human beings from past to present. With rising living standards , people today not only requires that the food is delicious , exotic , clean , nutritious ... Along with the development of economic centers , the need for quick meals , quality are increasing to suit of urban places . Along with the integration of international, European and American cuisine is increasingly favored in Vietnam. However, Vietnam is a country with a long cultural tradition with core cultural values ​​handed down from many generations now. This is one major challenge for the foreign marketing penetrates into Vietnam market, especially for firms such as KFC fast food.
3. SWOT analysis
4.5 Strengths
* Strong product supported by great tasking meals with a strong focus on quality, healthy and competitively priced meals in addition to the speed of producing meals.
* Strong brand, which has been tested before full implementation.
* Transferable business model as a result of similarities in trends and the US culture of street style food vending. Ability to capitalize on brand and concept with expansion through franchise and other market segments.
* Low management risk due to experienced team and the strong diversification of skills and expertise equals holistic results.
* High gross margins on meal products, which can be maximized by negotiating bulk purchase agreements with wholesalers.
4.6 Weaknesses
* Unhealthy food menu: KFC menu is largely formed of high calorie, salt and fat meals and drinks. Such menu offering prompts protests by organizations that fight obesity and hence, decreases KFC popularity. Consumers also often opt out for healthier choices.
* Low differentiation: KFC’s is no longer able to substantially differentiate itself from other fast food chains (at least not enough to gain some market share) and opportunities to compete by price rather than by additional features.
* High employee turnover: Employment in KFC is a low paid and low skilled job. It results in low performance and high employee turnover, which increases training costs and add...

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