International Marketing Planning for KFC: Business Background, Horizon Scanning, Future Trends, and Research Impact

This report discusses the business background of KFC, horizon scanning, future trends, and research impact on the company's international marketing planning. It covers the process of horizon scanning, the four specific questions that organizations need to address, and the impact of research on the organization. The report also highlights the future trends that businesses can use to make their operations more effective.

International Marketing
Planning(Task 2)

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Business background ..................................................................................................................1
Horizon scanning .......................................................................................................................2
Horizon scanning is the process for a bio economy in which organisation need to address four
specific questions. ......................................................................................................................3
Future Trends which is used by business to make a business effective. ...................................4
Impact of research on organisation ...........................................................................................5
CONCLUSION................................................................................................................................6
References:.......................................................................................................................................6

INTRODUCTION
The growth of globalization and communication technology has created a longer market
opportunity for businesses all across the global to market their goods worldwide level. Marketing
is one of the commercial activity which is done with the aim of spreading brand awareness in
marketplace. While expanding business it come with more hurdles and obstacles to manage.
Cultural, climate., class, ethnicity, politics and many more factors that are varied from nation to
nation and have a great deal of leverages over users buying behaviour. It increases a brand focus
on a marketing content, every marketing message, media advertising and media channel is opted
on careful market research, brands are capable to illustration more intentionally in their
marketing decisions. One of major significant is creating brand authority in a variety of
variability of brand awareness and brand authority. The report is based on KFC company which
is USA based company which deals in burger and other food items. This report will cover the
Business background of KFC after that it will explain about horizon scanning method and its
methods which effects on the business operations. Further it will justify future trends that
impacts on industry globally. In last it will explain research impact on company and its
functions.
MAIN BODY
Business background
KFC (Kentucky Fried Chicken) is an American fast food restaurant which is founded in the year of
1930 by Colonel Harland Sanders Pete Harman. KFC was founded by an entrepreneur who used to sell
fried chicken from roadside restaurant in Corbin. KFC got its name from Anderson, a sign
painter who coined name "Kentucky Fried Chicken". Sanders accepted this name because it
helped him in distinguishing his product from "Southern fried chicken" product that was earlier
found in restaurants (Davis, 2022). KFC original name was Kentucky Fried Chicken that was
rebranded to KFC. It is world's second-largest chain of restaurants after McD. The target
audience of Kfc is young adults and busy families that are being reliant on mobile devices with
the aim and motive to make their living standard in an easy way. It nearly has 22,621 locations
on global level that are present in 150 countries. KFC got its popularized chicken by diversifying
the market in the fast-food industry by challenging established country of hamburger. By
branding with the name as "Colonel Sanders", he became important in American cultural history
with wide use of his name in today’s era also. However, in 1964, the company was sold to John
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Y Brown Jr. and Jack C. Massey. KFC was first American fast-food restaurant that expanded
internationally with opening its outlets in Mexico, Canada, UK as well asJamaica in mid-1960s.
In 1970s and 1980s, it gained and experienced mixed luck and profits domestically. There are
various key drivers or challenges that are faced by KFC (Dodd and Stramer, 2020). Some of
them are various protests that are done by PETA (Association of Ethical treatment of Animals)
as it sells chicken and other non veg food. One of the other challenge that it faces is that it
provides greasy as well as unhealthy food in the international market. There are many protests as
well as various complaints that are done by the Indian Farmers. One of the biggest challenge that
Kfc is facing is that of shutting down or closing of various suppliers that are of chicken that are
present in Chinese market. Kfc was always a successful restaurant as it made a unique brand
value with memorable name along with specific recipes for its target customers and satisfied
them with high-quality food.
Horizon scanning
Horizon scanning is defined as the technique for detecting early sign of potentially important
developments by appropriate and systematic examination of potential threats as well as
opportunities with concentrating on new technology. Main objective of Horizon scanning is to
detect signals or patterns of coming disruptions that could impact the communities and their
habits. It helps decision-maker to plan on how to exploit as well as mitigate specific challenges
as maintain positive outcome for the organisation. Horizon scanning is related to gaining
acceptance as a methodology to develop a collective view for future direction in an interested
area (Gustafson, 2021). It is an effective tool that is used in bringing experts in different subject
areas together to discuss a common issue and develop viable solutions. It is considered as the cyclical
action that are used by KFC such as scanning, analysing as well as synthesizing business situations
and communicating all relatable information to employees so they can perform efficiently to attain
business goals and objectives on determined period of time. It is related to examination of
information for the purpose of identifying potential threats, risks, emerging issues and opportunities
that help KFC to develop effective policies and lead business towards growth and development.
Process of Horizon scanning is explained below:
In the process of Horizon scanning, KFC defined its defined its specific topic, threat or
opportunity that impacts organisational performance such as trend towards healthy eating that
impact on overall business sales. Organisation also broaden its view to gain more information
regarding issues and their impact on business operations.
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After that KFC scan its Horizon that enables business to gain depth insight regarding issues
and problems.
In this stage, KFC organisation set its priorities through discussing with marketing team in
order to attain specific goals and objectives.
There are several questions are raised during the process of Horizon scanning that are
analysed by organisation than resolve to attain specific goals.
Horizon scanning is the process for a bio economy in which organisation need to address four
specific questions.
Approach: First step of this model is approach in which KFC creates its scenario planning
and identify specific issues that are faced by organisation and impact its strategies and
policies. KFC identify specific issues such as changing market trends, customers’ needs and
demands and other marketing related issues that impacts on overall performance and
efficiency of business in competitive business environment.
Scope: In this step of Horizon scanning, KFC organisation investigated broad as well as
narrow aspects through mapping the issues that impact on organisational bio-economy and
mapping the issues that are emerged in specific field (Köppel, Biehl, Wachendörfer and
Bittner, 2019). It enables organisation to analyse its issues and develop effective planning
and strategies accordingly to run business in the direction of attaining determined goals and
objectives. KFC organisation analysis all marketing issues and map them to find effective
solutions.
Process: In this step organisation take decisions on the bases of expert opinions and
machine-readable sources. It helps KFC to gain effective solutions of marketing problems
and implement them in business to gain desired marketing objectives in specific time frame.
Time-frame: After analysing issues that are emerged with business marketing operations.
KFC take effective actions to resolve these issues in particular period of time (Park, Park and
Shin, 2018). Marketing manager of organisation recognises effective solutions for its
solutions to complete them in determined time frame that help organisation to gain
competitive advantages over other competitors.
In this last stage, KFC formulate step of various actions for improving organisational
marketing operations.
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Future Trends which is used by business to make a business effective.
Every industry faces modification in its trends. The business industry also witness
various changes in its working which are emerging in current situation with the aim of making
business more effective and successful. Some of trends that impact the companies positively is
listed in below -
 E commerce - It has been a one of the best manner in current era to take the business
online and open their market to the global world. It is important in buying and selling
goods over the internet. The companies like KFC , can deliver goods on doorstep of the
customer. It will inevitably boost their conversion rates and the number of sales(Shaheer
and et., al.,2020.).
 Video marketing - As per the current marketing study it is analysed that using video
for adverting, and educating people is entertainment and can capture their target
audience attention for longer. Basically, conducting them to make a purchasing decision.
However, if KFC uses this trends to promote the brand will get a positive result as gain
in profitability as well as they are not required a big studio to start a video creation
process, as new technology like tripod and good backdrop can help in making video by
own easily.
 Network marketing - It is one of the best emerging trends in the business world. It is
necessarily a medium utilised by producers to grow their sales. In this mode, KFC
Producers lies on their suppliers along with sub distributors to create an efficient chain
and network of serving goods to the buyers. This chain of suppliers will enable them to
reach a huge amount of users and raise their product sale(Kowalik and Danik,2018. ).
KFC uses this in business that required a multi level marketing due to these
manufacturers have a big value of goods and services also includes a huge amount of
providers and sub providers.
 Partnership and crossover with another business and industries – This can be one
of best strategy to expand a business in global country. It is type of business
collaboration in which the success of one will bring positive outcome for the another
company. For KFC, it is an effective strategy ad it raises brand awareness and gives
them with a other party to share any possible uncertainty. It also push business to new
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market by leveraging their partner audience and opposite. Such partnerships can help
both business, in gaining new users and enter new markets.
 Artificial intelligence implementation – In order to automate the marketing practices
companies are required with a software to manage repetitive task. Letting a program
manage preset marketing factors frees up to attain another aims for their company. But
before starting a automated marketing company must build their own data to ignore
chasing false leads(Hampson, Ma and Wang, 2018).
 Using live storming in order to promote business – This can boost their brand visibility
and credibility. There is a good opportunity that their user are active on social media
users are families with its video conferencing functions. This helps KFC, to monitor their
customers and their preferences of buying and using company goods.
Impact of research on organisation
According to the above study it is analysed that changes in business and marketing
strategy is very rapid and it is very essential for companies to implement changes in order to
have a success and good outcome in business profitability. Innovation and investment are
required to develop and supply consistent quality products. Process of amortizing development
cost, specific users and needs that impacts of economical function and product life cycle. It is
studied that for specific goods it is required to stand out from its rivals on the basis of cost and
values as well as improving in down market as a dominant player in global market or
international market. Marketing involvement with stakeholders on the basis of strategic
principles has raised strongly over the last few years, in line with expanding business the running
process of various industries and the application of new details and communication
technologies(Özsomer and Prussia, 2020). Analysing the long term relationship with customers
and other stakeholders units has been hugely ignored in the mainstream marketing literature but
it is concluded in the connection marketing. Stakeholders are important for business as it is
analysed that functionally based organisations complexly locate too many resources emphasis
on another special involved groups who falls out of specific functional boundaries.
Determination of all appropriate stakeholders must grow their visibility and tend to huge
prominence within the organization. The process of defining stakeholders value propositions
starts with a review or artefacts of a company vision and values. These both must explicitly
reflect the common value and aspiration of the company. KFC, vision and values provides a
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framework to enable its staff to work together in a coordinated ways towards the achievement of
the aims set with respective to stakeholders. Every market domain do not essentially required
their own formal written market plan. Thus, plans of investors and stakeholder units can be
improved if constant links would presented to contribute the business aims, provide stability to
the business surroundings in which the company operates as well as grow the possibility for
long term accountability and security of the company. As researched about the horizon scanning
method which is being involved with an appropriate process which is discussed in above report
as well as also stated that process which KFC uses inn scanning the business functions along
with that business that is done by KFC with its aims and objectives. The aim of doing research
is to understand the international marketing process by considering company KFC also it is
analysed that company is constantly adapts a practice to make the business more successive and
achievable also it assist in having good ratio of profits so that they can have a good brand
recognition in marketplace.
In this assessment used the themes and methods to accomplish setted goals and aims
successfully. The themes just as motivation, group development, that helps in making an
effective decisions. This is been analysed that it assist in managing work and occupation along
with that it help in motivating employees. This is being implied that company uses these themes
and ways to develop an effective working in company also it provides the systematic
functioning in an organisation. KFC is the company has an effective decisions and also has the
capability to make an achievable decisions. Theses methods helps an organisation to have a
success and efficient working that appreciate employees to give their level best in the company
activity.
CONCLUSION
It is concluded from above report that International marketing will grow the portfolio for
expanding business. Future trends on marketing strategy influenced by the total range of the
goods, pricing level, production services, technological change and rivalry behaviour.
Ultimately, policy will be customized according to the customer secnerio of that particular
business situation. Requirement of good marketing process for the success of a product is on the
basis of non-stop review and statement of business and marketing policies. However, the
determination of best users, possibility to overcome on strong rivalry, capability of excretion of
commodities, as been discussed in above report about the future trends and horizon scanning
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process and its method that helps in understanding internation marketing process . After that
many future trends that impacts positively in accomplishing goals and growing business in an
effective manner.
References:
Books and Journals
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Park, J., Park, E. and Shin, C., 2018. OP107 The Stakeholder Involvement Strategy For Horizon
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Shaheer, N., and et., al.,2020. Revisiting location in a digital age: How can lead markets
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28(4), pp.21-40.
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