Marketing Essentials Assignment - KFC organisation
Added on 2020-10-05
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MARKETING ESSENTIAL
ContentsINTRODUCTION...........................................................................................................................................3TASK 1.........................................................................................................................................................3P1 Key roles and responsibilities of the marketing function....................................................................3P2 Roles and responsibilities of marketing relate to the wider organizational context...........................5TASK 2.........................................................................................................................................................6P3 Marketing mix to the marketing planning process to achieve business objectives............................6TASK 3.........................................................................................................................................................8P3 Marketing plan...................................................................................................................................8CONCLUSION.............................................................................................................................................11REFERENCES..............................................................................................................................................12
INTRODUCTIONMarketing is related with the promotional activities that are carried out by companies to advertiseand promote their services and products. It involves research in market, advertising and otherthings which helps in enhancing profit margins of the firm. Present report is based on KFCwhich is an America based restaurant chain and specialize in fried chicken and fast food, situatedin Kentucky (Baker and Saren, 2016 ).This research includes information about keyresponsibilities and roles of marketing department involving their functions. Interrelation amongdifferent department is also discussed. Along with it, marketing mix of KFC with their rivalcompanies which is Burger king. At last, a suitable marketing plan of KFC is prepared.TASK 1P1 Key roles and responsibilities of the marketing functionMarketing 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 theorganisation 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 toenhance customer base.Current and future trend of marketing: Department of marketing varies every day inaccordance with the development of market place and industry. As per the analysis, it isnoted that in current times most companies use magazine, pamphlet, ads and posters. Thiswill help the company in introducing their product to a wider customer base. Marketingdepartment can adopt digital media as a tool in order to enhance the value of brand. Socialplatform 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 maximumprofit.Marketing mix of concerned company is carried out which helps in advertisingproduct and service.Execution of schemes, plan and strategies to achieve pre-determined results andobjectives.KFC is an America based fast food franchise which is popular for their fried chicken. It ison second number with around 20,500 locations worldwide. Company operates in approx. 123nations. 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 firmplays a vital role in its development. It helps the customer to know which products are beingoffered 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 knowabout the requirement of potential client. This involves acknowledgement of external andinternal factors which affects the activities and profit margin of the firm. The gatheredinformation is needed for carrying out marketing segmentation. Market planning: In this aspect, manager of KFC will formulate an effective strategy inwhich the main task is to fulfill the predetermined objectives. It involves advertising, productionand other operations to increase their company’s presence (Baack, Harris and Baack, 2013). Exchange function:Main target of marketing is to sell and purchase commoditieswithin market. In the case of KFC, marketing team of KFC identify the actual need ofclients. These function involves advertising, promote, sale and purchase of product. Product design and development: This function emphasize on incorporatingstandardized 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.
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