Marketing Analysis of KFC and McDonald's

KFC and Mcdonald
Marketing analysis
Marketing analysis
Name of the author-
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Table of Contents
PART A.................................................................................................................................................2
PART B.................................................................................................................................................8
EXECUTIVE SUMMARY...............................................................................................................8
COMPANY OVERVIEW.................................................................................................................8
CURRENT MARKETING SITUATION ANALYSIS.....................................................................8
OBJECTIVES.................................................................................................................................10
STRATEGY....................................................................................................................................10
SEGMENTATION, TARGETING AND POSITIONING..............................................................11
TACTICS & ACTION....................................................................................................................11
BUDGET.........................................................................................................................................11
CONTROL......................................................................................................................................11
CONCLUSION/RECOMMENDATIONS......................................................................................12
REFERENCES....................................................................................................................................13

PART A
For the purpose of this research paper based upon extended marketing mix, the business
chosen is McDonald’s. The competitor business chosen is KFC. The extended marketing mix
comprises of the components being product, price, place, promotion, people, physical
evidence, and process. The marketing mix has been used to analysis the marketing factors
and other benefits which could be used by organizations to strengthen its business output in
effective manner. The comparison of the extended marketing mix is laid as follows:
PRODUCT McDonald’s The business’s profile of products comprises of beverages,
vegetarian menu, non-vegetarian menu, and frozen
desserts. The characteristics of the products on which they
are being prepared and sold comprises of the fact that the
production is undertaken after keeping in mind that the
customers’ feelings are taken care of and every culture is
valued. For the vegetarian and non-vegetarian food, the
food chain has distinct areas for cooking and tools (Sinha,
& Sheth, 2018). This company has been following the
standardized business strategy in which all the products
sold by company is done at the set standards (Madar, &
Neacşu, 2014).
KFC The main `product offered by KFC is “pressure fried
chicken”. The other products are wraps, chicken burgers,
finger foods, popcorn, nuggets, flaming crunch chicken,
salad, French fries, bread rolls, frozen beverages, etc. This
product has been designed and customized as per the
client’s needs and demand which is the most attractive
among clients. It is used by company as product
differentiation strategy which will keep its newly offered
pressure fried chicken product different and tasty those of
others offering in market (Madar, & Neacşu, 2014).

PRICE McDonald’s The pricing of the products is done quite affordable on the
entire range. The chain has marketed its products
extensively with the tag, “happy price menu”. The
company has established several franchisees on lower cost
basis (Adams, 2017). The price of the company is very
low which will not only attract the clients but also allow
company to grab those clients who are more prices
sensitive (Grant, 2016).
KFC The business uses different pricing strategies for different
markets. The strategy depends upon the situation that
prevails in a particular market. Generally the pricing
strategy used is of price skimming. Resultant the products
are highly attractive to the consumers hailing from middle
or higher income level (Harrington, Ottenbacher, &Fauser,
2017).The price of the products sold is very less. Company
has been following the cost leadership in effective manner.
It will not only lower down the business complexity but
also strengthen the business outcomes. However, company
has created core competency in its business by following
the cost leadership skill which will add value for the
business outcomes (Grant, 2016).
PLACE McDonald’s The placing of the food chain is done mainly in locations
that are prime, i.e. shopping centres, malls etc. The stores
are placed in all the developed cities and are accessible
very comfortably. All the prominent residential areas are
completely covered (Konwar, et. al 2017).
KFC The business has successfully established over 18,875
outlets in more than 118 countries globally. Originally it
has risen as a subsidiary of Yum!. The distribution channel