Marketing Analysis and Plan for KFC

The assignment provided is a marketing analysis and plan for KFC, a fast-food chain that has been in operation for several years. The document starts with an introduction to KFC's background and history, followed by its strengths, weaknesses, opportunities, and threats. It also discusses the company's mission and marketing mix, including its product, price, promotion, and place strategies. The document concludes with a summary of the key points and recommendations for future improvements.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Marketing Function................................................................................................................1
Roles and Responsibilities of marketing function..................................................................1
M1 Importance of marketing function...................................................................................2
Roles and Responsibilities of Marketing relating to KFC......................................................3
LO 2 ................................................................................................................................................4
Comparison of application of marketing mix by various enterprises.....................................4
Basic Marketing plan for KFC...............................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................1

INTRODUCTION
Marketing is the process of pricing, packaging, promoting, selling and distributing
products and services in a manner that satisfies customer needs as wells as brings profits to the
organisation. It is related to investigating, promoting, marketing and distributing of products and
services. The essence of marketing concept is based on increasing sales of the firm's products
and services along with achieving customer satisfaction. (Bačík, Štefko, and Gburová, 2014). A
Marketing manager has an important role to carry out in the organization. The marketing
manager makes use of different techniques such as conducting marketing research, advertising
campaigns to acquire consumers and develop a relationship with them. In the context analysis of
KFC, a fast food brand specializing in chicken, is the world's second largest restaurant chain
after McDonald's in sales. This report covers roles and responsibilities of marketing function in
relation to KFC. Compare the ways for achieving business objectives and apply marketing mix
on process, and produce and evaluate basic marketing plan of KFC.
LO 1
Marketing Function
Marketing Function assists an enterprise to identify potentially successful products in
accordance with current customer needs regarding those products in the marketplace. It also
helps the organization to take strategic decisions for the promotion, differentiation and selling of
products and services.
Roles and Responsibilities of marketing function
The marketing department is responsible for increasing profitability, revenue and market
share. The marketing department of KFC has more than one individual handling its marketing
activities. The general organizational structure may include a marketing manager, director and
team of marketing executives responsible for generating leads and promoting the products by
holding events, advertising and publications (Cabrera, and Williams, 2014).
Strategy
Strategy relates to identifying the market for the products and services offered by a
company and developing target, segment and positioning plans to cater the needs of such market.
KFC uses a demographic strategy in which it targets the population aged between 14 to 40 years
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to market its food products. Customizing the menu based on the region is another strategy to
engage the locals of the country to its restaurants.
Market Research
Market Research is an important technique used by the marketing department of an
organization. Research helps the KFC to identify market gains and opportunities for
understanding customers needs better. It also helps the firm to understand competitors' strength
and weakness through which they can take actions by targeting these weaknesses and improving
their products accordingly.
Product Development
The marketing Department works with internal and external product development teams
to develop new products or improve existing ones. The department analyses the sales of existing
products and identifies gaps in the product range. This helps them to discover new opportunities
for their products and services.
Communications
Marketing departments plans and develops promotional campaign to promote company's
products and services to its existing and prospective customers. Depending on their available
budget, KFC may plan advertising campaigns, develop e-mail marketing programs, create
promotional content for its websites, company brochures, product leaflets and customer
newsletters.
Sales Support
Cooperation between the marketing and sales departments can improve sales
performance and speed up business growth. The marketing department can provide sales teams
with high quality leads by running advertisements that include a reply mechanism.
Events
The marketing departments of KFC is responsible for organizing events such as
seminars, customer hospitality events, exhibitions and conferences. The departments plans the
distribution and logistics related to the event, meeting facilities and booking of exhibition booths
for example handouts, presentations and displays.
Roles – Since KFC is a fast food brand, its marketing department plays an essential role in
upgrading business and sales revenue for it. It is the role of KFC's marketing department to
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reach out to its existing and prospective customers and investors as well as the community while
creating an overarching image that the represents of company in a optimistic light.
Importance of marketing function
Marketing functions plays an important role in establishing relationships between
customers and the organizations offering to the market. It gives us the confidence to want to try a
new product in the market. This makes marketing function vital in every organization regardless
of whether the organization is a non profit or profit in nature (Caragher, 2016). Its function is
also to undertake with branding of the KFC, participation in publicity activities, customer
interaction through with feedback collection and advertising. Every product launch with
marketing function and end with marketing function where by the department establishes the
needs of the consumer and after present the product, the section want to identify whether the
customer's needs met.
Roles and Responsibilities of Marketing relating to KFC
Concept of marketing is mainly based on their customers because there is implemented
strategy for satisfy customer needs and maximize profit. It includes area of research,
communication and strategy. Marketing plays an important role in KFC and helps to create value
for customers and build customer relationships. This professionals must be creative and rigorous
and are often responsible for creating ads and ad campaigns as well as conducting surveys and
studies based on detailed market research (Cooper, Reimann and Noessel, 2014). Marketing
department by taking many decision on the behalf of marketing so that is affected to other
departments. In organisations all department related to each other. There are mentioning
marketing departments interrelated with other departments - Marketing department with finance department – Finance and marketing are the two
tower on which the profit and growth of the company are dependent and to think that
marketing and finance have no relationship is a fault because if the company does not
incorporate marketing and finance then it is in big problem as they both are required
together in order to produce great results for the future of the company. Marketing with Research and Development department – Marketing activities
conducting on the basis of research and development because both are interrelated to
each other. R&D is identify of marketing activities and competitors through which
strategy applying for product promotion (Dudu, and Agwu, 2014). So it helps to KFC for
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design Marketing strategy on the basis of research and how to current product make more
effective and attracting regarding customers prospectives. R&D through collect
marketing data that is helping for managers to taking decisions and suggest to changes in
policy for attract more customers. IT department with marketing function – IT department of the KFC find out new
technology and information to improve business activities in effective way. IT
department Coordinate with marketing department for conduct activities in technology
way. These websites are using for internal and external activities to give up to date
information of stakeholder, employee of the business, marketing strategy, and
distributors. Marketing department with operation department – As with research and development,
the operation purpose within business need to work in group action with the marketing
department. Operation includes many other activities such as distribution, packaging and
warehousing. To an level, operations also includes manufacturing and production, as well
as logistics. Production is where goods and services are generated and made. Marketers
need to sell products and services with operation department for effective selling with
particular strategy (Kennedy, and Parsons, 2014). For selling products and services have
currently in stock, the marketers are attempting to increase sales of a product whereby the
product can not be supplied.
 Marketing department with human resource management – HRM and marketing both
are interrelated that are conducting business activities together. With the help of human
resource department hiring those people who interested in sales profile. After that provide
training for attract to profitable customer to achieve company's goals and objectives.
Whenever difficult to convert people to help and after their working hours and their
dollars need to place and market project so it looks attractive.
LO 2
Comparison of application of marketing mix by various enterprises
Marketing Mix is a concept integrated with four leading factors that are related to
marketing such as price, place, product, promotion. In present scenario all enterprises use the
concept of marketing mix for accomplish their objectives and goals. factors of marketing mix
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remain same but applying by enterprises in different way according to marketing policies for
acquire set objectives and goals (Marketing mix strategy. 2018). In marketing mix added 7Ps of
marketing that are as follows -
Products – In this segment including that products and services are provided to customers
and when marketing to product that time need to including styling, quality and accessories.
Price – It refers to pricing strategy are applied on products and services, that are effect to
customers.
Places – In this activities see that where your products and services providing to
customers that are including made, seen , distribution and sold.
Promotion – In this segment including promotion activities to that make to aware to
customers for products and services.
Process – In this including process that are providing by the company to customers that
are attract to for brand.
Physical evidence – In this including packaging, layout or interior design and branding of
the business as well as providing products.
People – People refer to employees, staff and customers who are related to business.
There is provided marketing mix of KFC and subway which are defining comparison
between both companies. The comparison based on the price, product, promotion, place strategy.
KFC needed to understand such aspects properly for effective and better working could be done
as well as better results
Basis KFC Subway
Product KFC is an American fast food
restaurant chain that specializations
in fried chicken. They have various
products such as extra crispy, honey
BBQ chicken, Hot wings grilled
chicken, KFC fried gizzards,
Kentucky grilled chicken, Original
recipe, Hot wings fried chicken and
Nashville hot chicken. Products of a
company in goods nature as it enable
Subway is an American privately
held fast food restaurant
franchises that primarily sells
submarine sandwiches and
salads. They are provided
submarine sandwich, English
muffins, flatbread, breakfast
sandwiches, salami, pepperoni.
Products quality are appropriate
and pure according to resources
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them to upraise and further might
become no. one.
and providing better results.
Price They are provided appropriate price
of products. Usually prefer pricing
strategy set according to competitors
and become able to compete into
market world properly. Their prices
set according to products not at the
least not at the greater. With the help
of appropriate prices every group and
also individuals enable them to
generate profit and revenues.
Subway is the third largest fast
food restaurant that famous in
sandwich specializations which
defines that their product prices
are usually low as compared to
others. They are provided
choices in every products with
appropriate prices. Basically they
deal in low prices foods compare
than to other restaurants. While
able to generate more and more
profit with the help of price
strategy. That is beneficial for
the company.
Promotion KFC does promotional activities by
offering add-ons to the existing
menu, kids meal, gift coupons, t-
shirts. It promotes its products
through LCD displays kept inside its
outlets which promotes their
products and kindles desire among
consumers. Most of the India people
likes KFC food.
Subway uses variety of media to
implement its promotional
activities. With the help of
television, course social media
and newspapers advertise of
subway. Subway spend $573.1
million in advertising campaigns
in the USA 2013. total
restaurants spending in the USA
in 2016 was $508.5 million.
Place Opening more and more franchises
of KFC in everywhere to easily
provide foods to people. It makes
easier to people for purchase
Subway restaurants are found all
across the countries which it
operates. Usually find them
shopping malls, business centres,
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products of KFC and provide facility
to different places. This
consideration always support them to
reach wide range of customers so
that better and efficiency delivery of
products become possible which
enable in maximise their satisfaction
level.
amusement parks and airports.
The restaurant provide facility to
find our restaurant section with
the help of country name and
post code.
Process The Process starts when the
customers arrive to the outlet and
they apply method to firm directly
impact the execution of its services.
So it is very essential that firm firm
should have a well producers
manufacture products with minimum
cost. It has been convenient and
easier process that will lead to greater
customer satisfaction.
Subway is the transparency gives
to the customers while making
freshly made sandwiches. They
are provided services like a
brand by subway and they also
focus on customer services. If
concerned to other business
processes, subway has efficient
warehousing, supply chain,
storage and food procurement.
Physical Evidence KFC started delivery fried chicken in
a cardboard bucket and it became its
tradition. The main menu of KFC to
preparation, chicken is 100% whole
muscle chicken.
Its main physical evidence are its
store. They have more than
40000+ stores spread across the
world. The condition of the
stores, location, the staff and
maintenance are related to
physical evidence.
People KFC believes in providing highest
quality meals at affordable prices and
target to customers to treat like a
family. They are trained to
employees with good outlets that are
Highest priority provided by
subway is customer service as
well as employees, as it serves
million of customers worldwide
in a day. More than 40000+
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attract to customers. It also provides
franchises option with the help of
websites. There are includes factors
are financial qualification, financial
reputation and personal.
people are employed in subway
worldwide. It provides great
opportunities to people for work
here.
Basic Marketing plan for KFC
In present time identify trend of fast food, which is influence as increasing number of
people who are spending their amount on fast food. It is become popular reason of quality of
ingredients and convenience for the people. KFC fast food chain earns about $6 billion in a year
and it is considered that second best global fast food brand.
KFC Strength
 KFC has innovated the HALAL chicken in special menu.
 KFC is advised the highest fried chicken restaurant, which has provided many types of
variety of chicken.
 KFC has the third fast food brand UK with the provision of list of calorie contents in
food.
KFC Weakness
 It is only deals in fried chicken.
 There is lack of strong marketing efforts in the brand.
KFC opportunities
 For increasing demand they are mainly focus on quality.
 The brand should start home meal delivery to its clients
KFC threats
 There are different competitors in the market, which can be great threat for this business.
 There is limited market share related to fast food.
Marketing Segment
The mission of KFC to provide healthy food to people, who have no time for cooking
food and working in different shifts. It is provided healthy food and reach in short time to deliver
food.
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CONCLUSION
From the above report, it is concluded that marketing functions plays important role in
KFC for development of the company. In KFC marketing department coordinate with various
department. It helps to formulating marketing strategy to KFC marketing mix.
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REFERENCES