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Marketing Essentials Assignment - KFC restaurant

   

Added on  2020-10-22

11 Pages2950 Words198 Views
MARKETING ESSENTIALS

Table of ContentsIntroduction......................................................................................................................................11.Introduction to the concept of marketing, including current and future trends as they relateto KFC.........................................................................................................................................12. Overview of different marketing process................................................................................23. Explanation of the role and responsibilities of a marketing manager in the context of KFC.24,5.An explanation of how marketing influences and interrelates with other functionaldepartments of KFC....................................................................................................................36. The value and importance of the marketing role in the context of KFC.................................47. Application of marketing mix to achieve business objectives along with comparison withthe competitor..............................................................................................................................4Conclusion.......................................................................................................................................7

IntroductionMarketing is the term used by the organisation to promote its product and services in theglobal market. It refers to the activity of creating, promoting, transferring the goods to thepotential customers. Marketing is the vital task that every organisation has to perform so tocompete with their rivals. The company uses this technique to know where the product of thecompany stands against their rival and the future prospective of that product in the market. Theorganisation taken for the purpose of study is KFC which is headquartered in Texas US. It is thecompany which deals in restaurants industry. This report consist of roles and responsibilities ofthe marketing department and interrelation of marketing activities with other organisationsdepartment. At last the application of marketing mix would be accomplishment with the effectivemarketing plan for the chosen organisation. 1.Introduction to the concept of marketing, including current and future trends as they relate toKFC.Marketing is the activity which helps the organisation in achieving the customersatisfaction. Through this the organisation connects to the different potential customers and fulfiltheir demand accordingly. KFC is the big brand and operates its business in the different part ofthe world. As the company is dealing in the food sector, it has to face the competition which ispresiding in the global market (Brassington and Pettitt, 2013). So to tackle the competition thecompany has to formulate the effective marketing department as this will help the company toraise the overall profit. The future and the current trends that are influence the marketing arediscussed below:Production concept: This concept is related to the production department of theorganisation. This concept states that the quality of the product and the price of theproduct affects the customers preference. In KFC proper monitoring should be done bythe company so as to maintain the quality of the product and the price should bemaintained to make the product customer friendly.Product concept: This theory explains that the customer will buy that product which isbest in quality. Manager should focus on making high quality products then improvingthem overnight. For KFC it is important that good standards are maintained and throughwhich competitive advantage can be gained.1

Selling concept: This concept focuses on the task of sales promotion and the techniqueswhich will increase the turnover of the company (Brooks and Simkin, 2012). KFC shoulduse the techniques which will increase the sales of the company and will promote itsproduct in the market.Marketing concept: This concept stands on the principle that the company has to makethe products that will beat their rivals. Here the concept of marketing mix is used by thecompany. Societal marketing concept: The company determines the demand, needs, and the interestof the target consumers and then deliver the product accordingly to the consumers.Production of the product is done while taking care of the customer desires.2. Overview of different marketing processUnder this concept the firm finds the way so as to fulfil the customer's needs and bringsthe products that contributes to the satisfaction of the consumers. This process can be consideredin the sequence. So the different marketing process includes:Situational analysis: it involves the analysis of the situation in the market through whichthe firm finds the way of satisfying the customer's needs. Marketing strategy: once the situational analysis is done the strategic plan has to be madeso as to pursue the opportunity (Clow and James, 2013). It will result in specific marketinformation which will make the firm to select the target market.Marketing mix decision: After this the detailed decisions are made so as to implement themarketing mix tools. Implementation and control: in this the marketing plan has to be developed andimplemented and the monitoring of the implemented plan has to be done so as to achievethe organisational goals. 3. Explanation of the role and responsibilities of a marketing manager in the context of KFCThe marketing manager performs different functions and have different responsibilities towardsthe organisation so as to make the organisation achieve its goals. The roles and responsibilities of themarketing managers are:Building customer satisfaction: This is the main task that the marketing department has to do. Thecompany aims to make their customers happy and satisfy so that they do not switch to theproducts of their rivals (Dessain and Zeuch, 2015). The company perform several activities2

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