Key Marketing Concepts and Their Effectiveness

This report discusses the key marketing concepts and their effectiveness, focusing on different marketing orientations and recommendations for KFC. It explores the importance of understanding customer needs and demands, as well as the role of quality and societal orientation. The report also provides recommendations for KFC to improve its marketing strategies.

ASSESSMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Key marketing concept and their effectiveness..........................................................................1
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing is a important concept that utilise by the every organisation in order to conduct
market research, provide good shape to product. Product packaging and many others. It is a
continuous procedure in order to create good relationship with the customers and fulfil the
demand of customers (Lagarde, 2012). To better understand of the report selected company KFC
which is most popular chicken restaurant chain. The company conducted about 5200 restaurant
in US and 1500 all over the world. In this report consist of key marketing concepts, marketing
orientation and recommendations.
MAIN BODY
Key marketing concept and their effectiveness
Marketing management orientation: In this concept involve different types of
marketing concept that classified into various approaches (Kubacki and et. al., 2015). The main
reason of the classification to recognised the several types of strategies and evaluate the active
necessity of consumer. Different types of organisation select different marketing strategy to
present their product and present in front of customer in effective manner. Such as, there are
different organisations are provided the customised product to order to concentrated on the
quality of the product. To cooperate with the various approaches regarding to product that highly
preferred by the premium group. Different organisation can select different strategy according to
structure and according to production cost set the higher prices or set skimming pricing that
customers are more likely to pay. In the Context of the KFC become leading food chain in US
and other countries with compare of competitors and they charged affordable price as compare
with others. It lead for the huge changes in the economy and in this price middle class family
easily afford food from the chain. Due to new product development bring out the accelerative
frequencies to visit and expenditure (Lagarde, 2012). There are defined different types of
marketing orientation in the context of the KFC:
Production orientation: According to this orientation company mainly focused on the
product that afford by the customer and easily available in the market due to huge demand. The
particulate orientation depended on the business manufacturer the food items at large scale so
fulfil the demand of customer on time. KFC produce many items and supply on time to create
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good relation with the customers. They are trying to deduct the wastages through new product
development because they are also use recycle procedure.
Product Orientation: In modern ear people become health conciseness and did not
comprise with the quality. When company provide quality product so people automatic attract
for the organisation and influence for the decision making procedure. Thus, in competitive
environment product concept set higher prices for the quality products. In the contest of the KFC
produce quality food items that not harm to people and appeal for the important factors like
usability, availability and price to cater market need efficiently (French and Lefebvre, 2012).
Selling Orientation: In this orientation company only concentrate on the actual sales
regarding to products such as there are applied two concepts that is linked with the
manufacturing of the products. There are observed to buying behaviour of the consumer
according to that company prepare effective sales strategy and sales representative collect all the
information about the customer. KFC food chain apply the particular concept in order to increase
demand as compare other food chain. KFC compete with the Chick-fil-A because this food chain
also provide good chicken sandwich. Thus, company connect with the condition aggressively
and sale out the products in discount offers. As a result increase the chances of the increment in
the sales.
Marketing Orientation: The owner of the business wants to stay long time in the market.
With this purpose focus on the demand of the customer and need to provide shape as per the
culture where focused on the basic capability of the services. In the case of KFC apply the pull
strategy in order to understand the emerging requirement for the potential market and cut the
carrier cost.
Societal Orientation: It is mainly based on the marketing concept where focused on the
customer need and demand due to social welfare. There is applying the CSR activities to fulfil
the demand of the customer. In the context of the KFC take precaution for the food safety where
focus on the quality of the product and did not use harmful ingredients (Jobber and Ellis-
Chadwick, 2012).
Recommendation
 Due to changing market trends in present time people mainly focused on the quality so
KFC must focus on the quality food that carry out the modification in the existing food.
In present time people health consciousness so must provide energy drink with the food.
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 It is recommended that KFC provide training to employees rewarding to new strategy
that apply in the food chin also provide for the new product development. It helps to
increase profit and growth regarding to year on year growth effectively.
 It is suggested that KFC collect all the market information to become leading
organisation in competitive environment according to that prepare effective strategy.
CONCLUSION
As per the above assignment it is concluded that marketing concept is crucial concept that
present how to an organisation dealing into market place regarding to their product. According to
market trends in which orientation good for the attract customers. In present time people mainly
focused on the quality so focus on societal orientation as well as product orientation. Moreover
company provide effective services through new products that provide good experience to the
customer.
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REFERENCES
Books and Journal
Charter, M. and Polonsky, M. J., 2017. Greener marketing: a global perspective on greening
marketing practice. Routledge.
French, J. and Lefebvre, R. C., 2012. Transformative social marketing: co‐creating the social
marketing discipline and brand. Journal of Social Marketing.
Jackson, N., 2013. Promoting and marketing events: Theory and practice. Routledge.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Kubacki, K. and et. al., 2015. A systematic review assessing the extent of social marketing
principle use in interventions targeting children (2000-2014). Young Consumers. 16(2).
pp.141-158.
Lagarde, F., 2012. Insightful social marketing leadership. Social Marketing Quarterly. 18(1),
pp.77-81.
Palmer, A., 2012. Introduction to marketing: theory and practice. Oxford University Press.
Salvo, S. G., 2015. Massage Therapy-E-Book: Principles and Practice. Elsevier Health
Sciences.
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