Marketing Management for Cosmos Fast Food Company

Running Head: Marketing Management
cosmos Fast food company
Marketing Management

1 | M a r k e t i n g M a n a g e m e n t
Table of Contents
Introduction......................................................................................................................................2
Part 1................................................................................................................................................2
Marketing management................................................................................................................2
Value proposition.....................................................................................................................4
Marketing management concept..............................................................................................4
Market Orientation...................................................................................................................5
Holistic marketing concept.......................................................................................................5
Part 2................................................................................................................................................6
External environmental Analysis (PESTLE)...............................................................................6
Political.....................................................................................................................................6
Economic..................................................................................................................................6
Social........................................................................................................................................7
Technological...........................................................................................................................7
Legal.........................................................................................................................................7
Environment.............................................................................................................................7
Part 3................................................................................................................................................8
Segmentation, targeting and positioning......................................................................................8
Segmentation and Targeting.....................................................................................................8
Positioning................................................................................................................................8
Recommendations........................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

2 | M a r k e t i n g M a n a g e m e n t

3 | M a r k e t i n g M a n a g e m e n t
Introduction
Yum! Brands, Inc. is a group which operates various big fast food companies across the globe.
Yum! Brands or Yum! formerly was Tricon Global Restaurants, Inc. It is an American fast food
company with fortune of 500 corporations. KFC, Pizza Hut, Taco Bell, WingStreet, etc. are some
of the international fast food companies which are operated by Yum! across the globe except in
China. In China, all these fast food companies are operated by a separate company as Yum
China. IT was founded in 1997 and headquartered in Louisville, Kentucky, U.S. In terms of
system units, it is one of the largest fast food restaurant companies with approximately, 45,084
restaurants. Amongst these 43,603 are franchised owned and rest are self-owned. These
restaurants are operated in more than 135 countries and terrorises across the globe. Tricon Global
Restaurant Inc. was created from PepsiCo’s fast food division as parent company of KFC, Pizza
Hut, Taco Bell and other big multinational restaurant companies (Yum! Brands, 2018).
In relevance with expansion and growth of the company in the international market, marketing
manager has been appointed to grab the opportunity in relevance with launching a new brand in
fast food industry in Indian market. Indian market has been chosen by reviewing the growing fast
food market. Apart from this, it is one of the largest consumer based market across the globe,
thus, Yum! will easily be able to launch a new fast food company in the target market. In
relevance with attracting the target customers, Cosmos Fast Food Company will be established
as a complete new brand. Under this fast food company, all types of fast food items will be
served to Indians. Along with this, Indian customer’s taste, preference and demands will be
focused so that appropriate products could be made in relevance with fulfilling their needs and
wants as well as to establish an effective brand image in the target market (Bennett, Coleman &
Co. Ltd, 2018).
Under this report, business and marketing philosophies and concepts will be discussed in
relevance with setting up new fast food brand in the target market. Along with this,
organizational strategies and strengths will be determined so that desired goals and objectives
could be attained. Apart from this, organizational functionalities will be discussed so that value
propositions could be analysed with the view to set up an effective brand image of the new fast
food company in the target market. Further, report will focus over the external marketing