Marketing Budget and Control Analysis

The assignment provides an in-depth analysis of marketing budget and control strategy for KFC. The report includes SWOT analysis, marketing budget, and monitoring and control measures. The document is useful for students studying marketing and business management.

MARKETING ESSENTIAL

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1.........................................................................................................................................................3
P1 Key roles and responsibilities of the marketing function....................................................................3
P2 Roles and responsibilities of marketing relate to the wider organizational context...........................5
TASK 2.........................................................................................................................................................6
P3 Marketing mix to the marketing planning process to achieve business objectives............................6
TASK 3.........................................................................................................................................................8
P3 Marketing plan...................................................................................................................................8
CONCLUSION.............................................................................................................................................11
REFERENCES..............................................................................................................................................12

INTRODUCTION
Marketing is related with the promotional activities that are carried out by companies to advertise
and promote their services and products. It involves research in market, advertising and other
things which helps in enhancing profit margins of the firm. Present report is based on KFC
which is an America based restaurant chain and specialize in fried chicken and fast food, situated
in Kentucky (Baker and Saren, 2016 ).This research includes information about key
responsibilities and roles of marketing department involving their functions. Interrelation among
different department is also discussed. Along with it, marketing mix of KFC with their rival
companies which is Burger king. At last, a suitable marketing plan of KFC is prepared.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing is the set of various operations and activities which is conducted by the firm.
This will help them in knowing the point of view of customers regarding their products.
This is the best way for a firm to increase their brand value.
Concept of marketing: It is based on the theory which presents that the major task of the
organisation is to analyze the needs and demands of their consumers (Lovelock, 2011).
After that required decisions are taken to fulfil the needs of clients. Its main aim is to
enhance customer base.
Current and future trend of marketing: Department of marketing varies every day in
accordance with the development of market place and industry. As per the analysis, it is
noted that in current times most companies use magazine, pamphlet, ads and posters. This
will help the company in introducing their product to a wider customer base. Marketing
department can adopt digital media as a tool in order to enhance the value of brand. Social
platform is a part of online media that connects company with millions of clients.
Marketing process: It consist of basically four steps:

Companies analyze external environment and market to identify for coming opportunities
(William and Zikmund, 2012). It involves need, demand and want of clients.
 Target market and targeted customer is decided which will result in maximum
profit.
 Marketing mix of concerned company is carried out which helps in advertising
product and service.
 Execution of schemes, plan and strategies to achieve pre-determined results and
objectives.
KFC is an America based fast food franchise which is popular for their fried chicken. It is
on second number with around 20,500 locations worldwide. Company operates in approx. 123
nations. It is a subsidiary of a renowned yum! Brands. This brand also involves Wing street,
pizza hut etc., company was founded in 1930 by Harland sanders. Marketing department of firm
plays a vital role in its development. It helps the customer to know which products are being
offered by the company. Efficient marketing help in increased sales and revenue generation
(Silver, and et al, 2012).
Marketing information: At first, team of marketing analyze entire market scenario to know
about the requirement of potential client. This involves acknowledgement of external and
internal factors which affects the activities and profit margin of the firm. The gathered
information is needed for carrying out marketing segmentation.
Market planning: In this aspect, manager of KFC will formulate an effective strategy in
which the main task is to fulfill the predetermined objectives. It involves advertising, production
and other operations to increase their company’s presence (Baack, Harris and Baack, 2013).
Exchange function: Main target of marketing is to sell and purchase commodities
within market. In the case of KFC, marketing team of KFC identify the actual need of
clients. These function involves advertising, promote, sale and purchase of product.
Product design and development: This function emphasize on incorporating
standardized product so that large customer base can be attracted. In context to KFC,
head of a unit focus on observing entire market where clients wish for modern concept.

Distribution channel: It includes function which takes care of storing and transportation
processes. Here the work of manager is to maintain effective warehouse where the
commodities of company can be kept safe. It helps KFC to satisfy frequent demands of
customers as material is stored in advance only. KFC has warehouse in every nation
where it operates.
Financing: In this aspect of marketing function, team carryout operations in market related with
capital. For ex., credit facility is given to the consumer of KFC which are their prime clients.
Marketing team also negotiate and communicate with suppliers and retailers to maintain a good
bond for future collaboration (Silberschatz, Galvin and Gagne, 2014).
In accordance with above described facts of marketing manager, it is concluded
that this unit plays different role in market as well as in firm to increase their profit.
P2 Roles and responsibilities of marketing relate to the wider organizational context
Marketing unit play an important role in growth of the organisation as they carry forward
about the services and product within market. It can be considered as marketing department of
KFC is linked with other department of firm (Clow and James, 2013). This dependence is
because it is only under the work of marketing to communicate with other workers.
Interrelationship with other units is specified below:
Marketing and human resource: As we know, the team of marketing is related
with advertising of services and products. This unit advertise service and product at
marketplace. This Familiarize client about company, brand image and other further
details. This also attract individual which needs job. As a result, persons can be hired by
KFC to serve under company.
Marketing and finance: Marketing department of KFC supports finance unit by
increasing the value of firm at marketplace. this will allure more number of clients which
helps KFC to expand their funds. Finance department allocate capital to different units
which help them in carrying out their task. Marketing department is also linked with
finance unit because it provides fund for promoting and advertising product.
Market and production: Marketing team of KFC interacts to know wants and needs of
client to the department of production, so that expectations of them can be analyzed. This

benefit production team to improve their commodities in accordance with the need of customer
(Rossi, Allenby and McCulloch, 2012). This saves wastage of material and leads toward the
optimal utilization of resources.
TASK 2
P3 Marketing mix to the marketing planning process to achieve business objectives.
Basis KFC Burger King
Price Company follow both mixed
bundling and optional pricing.
Client can go for basic menu
and then order additional.
Combos are also available at
affordable rates and range like
299, 399,499 etc.
Company has affordable
price which can be easily
afforded by most of the
sections of society. Seasonal
offers and combo packs
attract the consumers due to
quality product in average
rates.
Product Main product offered by KFC
is pressured fried chicken.
Chicken burger and wraps are
other popular items. New
product flaming crunch
chicken is also performing
well in market. Along with it,
other food items like bread
garlic, French fries are
available.
Main items offered by burger
king is veg menu beverage
and frozen dessert. Company
cares for the sentiment of
clients toward culture and
religion.
Separate cooking area for
veg and non-veg food
products.
Place Firm initially opened stores at
metro and big cities where
sales are high due to
urbanisation. Now it has
outlets in around all big cities.
Outlets are situated at prime
locations. Have franchise in
almost every country and
store in each strategically
important location. Company

mainly target mall and
residential areas.
Promotions They offer kids meal, gift,
coupon and free food to
potential and prime clients
which promote their food
items. Online and social
advertising is also a big part
of promotional activities.
Their targeted section is
children. They provide
awareness regarding their
product by hoarding, TV, or
social media.
Physical Evidences It is concerned with physical
environment of stores.
Interiors at KFC are designed
in accordance with certain
standard. Good technology
and equipment are used to
serve customer well.
Outlets and restaurants are
well maintained with burger
theme common for all. Their
appearance attracts all age
people, especially kids.
Company maintains there
outlets from time to time.
Process It began when consumers visit
the stores. Process also takes
place if client wants product
online. Due to easy process
more persons are attracted
toward KFC.
Food production is
transparent to clients. No
issues generate due to quality
of items. Uses most required
cooking utensils. Company
use new tactics to pack and
distribute food.
People These are the staff members
offering services at KFC.
These people are trained by
company to deliver best to
their customers. Guidelines
are provided to them
regarding communication
with clients.
Each store is headed by
manager of restaurant. The
manager takes care of
activities and interaction
among clients. Delivery
member controls basic
operations. They ensure
client satisfaction.

TASK 3
P3 Marketing plan
It involves strategies which is going to be implemented in future by company. It
identifies factor that can harm or help the company to expend their presence within
market. In context of KFC, their market manager has formulated a plan to analyze market
condition properly. This will help firm in gaining their desired results. Marketing plan of
KFC is discussed further:
Overview: KFC is a renowned brand which deal in food products. It was built in 1930 by
Harland Sanders. Firm offers items like chicken burger, fried chicken, French fries etc.,
To enhance sale, manager offer seasonal sales to potential clients ().
Mission: company believe in improving the quality and nutrition level of food items.
Vision: To be a best global brand in food and eatables.
Marketing objective:
 Main target of firm is to enhance sale by 20% in 4 months.
 To develop KFC Paneer rolls for enhancing market share by 25% in next 1 year.
STP: It is collaboration of three process which makes a marketing plan successful. In this the
entire market is first divided in different sections on basis of various segments (Brady, 2014).
After it, potential clients are targeted in accordance with their need. In last, positioning of right
product at right place takes place.
Segmentation: In this, huge market is divided into small groups which clearly
defines the needs of different sections. In case of KFC, it is done on basis of
psychographic, behavioral, geographic and demographic.
Targeting: Here the clients are targeted in accordance with their need. Manager of KFC
also does same to satisfy more clients (Joshi, 2012).
Positioning: Brand value of product is positioned in accordance with the demand
of product in market. It includes reputation and image of KFC in minds of clients.

SWOT analysis of KFC:
.
Strength
 KFC owns a large channel of
distribution and also adopts effective
marketing practices.
 It offers several items according to the
capability of customers. Prices are
mainly based on size and quality of its
products.
Weakness
 It is hard for firm to acquire highly
and well skilled trained employees
every time.
 In this changing time people
are more concerned about their fitness
which makes them restrictsstrict them
toin eating fried products and also
other items which are offered by the
firm.
Opportunities
 The company can launch other
product like KFC Tikka. As there is
large scope in this sector for a well
know brand.
Threats
 Increased rates of needed material is a
big threat for the firm as it minimises
their profits.
 Number of rivals are more in the same
industry which decrease overall share
of the entire industry as well as
organisation
Marketing budget:
Particulars 1st year 2nd year 3rd year 4th year
Initial money 10000 7000 5000 4000

Investment 12000 12000 8000 12000
Total 22000 19000 13000 16000
Marketing
outlay
14000 10000 3000 5000
Promotion 7000 2000 8000 4000
Sales
publicity
3000 2000 1000 2000
Direct
selling
3000 4000 2000 1000
Total 27000 18000 13000 12000
Monitoring and control
After formulating marketing budget, it is vital for a marketing manager to check and
control operations at regular basis. The main objective of this aspect is controlling unwanted
scraps or other wasteful expenses in order to preserve capital of firm which can be further used
in effective area (Silberschatz, Galvin and Gagne, 2014). For this, team head of Cadbury is
analysing overall activities of the company that is required to be monitored at regular interval of
time. As a result, it helps organisation in attaining its targeted goals and objective of the
company.
CONCLUSION
From the above mentioned report, it has been carried out that appropriate marketing
practices are important for the firm in order to advertise their products in market place. It has
been noted that marketing process is essential for enhancing sales of the firm. Also, it specifies
about various marketing functions which help companies in improving their brand image. It is
inferred that marketing department is linked with all other departments in company. Along with
this, marketing plan supports organisation in implementing their targeted activities in better way