Marketing Strategies for Fast Food Industry

This assignment delves into the marketing strategies employed by fast-food giants KFC and McDonald's, specifically examining their strategies in the Chinese market. It requires an in-depth analysis of various factors, including the competitive landscape, product positioning, pricing strategies, distribution channels, promotional activities, and the impact of social responsibility initiatives. Students are expected to draw upon relevant marketing theories and concepts to evaluate the effectiveness of these strategies and identify key areas for improvement.

RUNNING HEAD: Marketing management
Hewlett-Packard
Marketing management
KFC New Zealand

Marketing management 1
Executive summary
KFC is known as Kentucky Fried Chicken, a food chain famous for serving fried chicken. The
present report has highlighted the marketing management practices undertaken by KFC.
The organization is currently facing many marketing environmental issues affecting the
overall performance. In this regard, the organization should develop strategies related to
marketing management of the organization like segmentation, targeting and positioning to
improve the performance of the company. It should implement a marketing mix analysis
which will enable company to focus on 4P of the mix. The product, price, place and
promotion strategy is defining the marketing mix of the KFC. The marketing manager of KFC
should also develop a future marketing management plan for managing the situation in
future in the organization. It should encompass different action plan, metrics and various
other measures to define the future strategy of the organization.

Marketing management 2
Table of Contents
Executive summary............................................................................................................................1
1. Introduction:.................................................................................................................................3
1.1 Background of KFC....................................................................................................................3
1.2 Portfolio of organization........................................................................................................3
2. Current market environment......................................................................................................3
2.1 PESTEL analysis:................................................................................................................3
2.2 Micro analysis of KFC (Porter Five Force):.....................................................................5
2.3 Market situation.....................................................................................................................6
3. Marketing strategies...................................................................................................................7
3.1 Market Segmentation analysis:..............................................................................................7
3.2 Target Market Analysis............................................................................................................8
3.3 Market Position Analysis.........................................................................................................8
4. Marketing mix analysis...............................................................................................................8
4.1 Product strategy analysis:.......................................................................................................8
4.2 Price strategy analysis:............................................................................................................9
4.3 Place Strategy Analysis.........................................................................................................10
4.4 Promotion Strategy Analysis:................................................................................................10
5. Marketing Budget......................................................................................................................11
6. Marketing Action Plan..............................................................................................................12
7. Marketing controls:...................................................................................................................13
7.1 Marketing metrics......................................................................................................................13
Conclusion...........................................................................................................................................14
References........................................................................................................................................15

Marketing management 3
1. Introduction:
1.1 Background of KFC
KFC started operating in New Zealand in 1971 in Auckland. KFC is now present in more
than 98 stores in the country. It also maintains consistency in serving the same delicious
food in all its stores. The real original recipe Chicken popular in New Zealand is uses
Colonel’s world known 11 herbs and spices. KFC New Zealand also introduced a wide range
of fresh taste familiar product. The menu of KFC also includes Hot and Spicy chicken,
Wicked Wings, Twisters, and many more delicious varieties for which the people of New
Zealand are crazy. Most recently, transformation of stores with cubicle space sitting
arrangement, outdoor seating and plasma screens is the main aim of KFC. They developed
more than 65 stores in New Zealand. In fact, New Zealand’s store plan has been so effective
that it has been taken on as the standard for KFC worldwide. The vision of KFC is to be the
leading food services provider group in the world and give consistent quality products. The
mission of the KFC is to increase the profitability, enhance shareholder value and providing
sustainable growth every year.
1.2 Portfolio of organization
The products offered by KFC are chicken, mashed potatoes, biscuit, gravy coleslaw, corn on
the cob, green beans, and drinks. The report describes the various marketing practices of
KFC New Zealand. The analysis of various current market environment factors is discussed
to know the impact of environmental factors on KFC. After this the competitor analysis is
described to know the effect of competitors on the performance of KFC. Then the marketing
strategies like segmentation, targeting and positioning is discussed to know the target
market strategy of KFC. After analysing marketing strategies the marketing mix various
components is discussed in detail to know the 4P strategy of company. In the end future
marketing plan and strategy of the company is analysed to find the future target and aim of
company.
2. Current market environment
2.1 PESTEL analysis:
2.1.1 Political factors:

Marketing management 4
Present: The political factors which affect the performance of KFC primarily are tax
regulations and government stability. The company’s presence in New Zealand will be
affected positively as the political system in New Zealand is stable and company
performance will not be affected due to instability.
Future: The Company needs to adopt changes frequently according to the political
environment in a country in future (De Mooij, 2013). Moreover there are several laws related
to health and food security and are becoming mandatory for the organizations to follow
them.
Legal factors:
Present: KFC is a well-known company in the food industry. In order to comply with the
applicable law, the KFC is adopting and adhering to prevalent regulations in New Zealand.
The company’s financial statement and other documents need to be authentic and valid in
order to exist in that country (Hollensen, 2015).
Future: KFC should also fulfill sustainability regulations whichever applicable on it. The
organization will try to enhance the sustainable economic growth and social equity.
2.1.2 Economic factors:
Present: The economic factors bring the concentration of the organization towards the
specific determinants which affect business. The main determinants are interest rates,
inflation and taxation leaving impact on the revenue generation of KFC. Moreover the prices
of products of KFC are changed as there is higher tax on the food products.
Future: In future, the purchasing power parity (PPP) inside the New Zealand is increasing
from time to time. The increase in PPP started already in last decade which is leaving effect
on the restaurants chain like KFC. The KFC future growth will be affected due to less
purchasing power amongst youth and middle income families.
2.1.3 Social factors:
Present: Society's attitudes are towards the habit of consumption of healthy food are
changing in the recent year. Individuals these days are consuming more healthy food and
less fried food. Today, customers are selecting the restaurant which provides quality food,
lesser service time and variety of products.
Future: KFC's customers are generally price sensitive and will go to some other restaurant in
the event they find the value they received isn't justified. In future also the customers will

Marketing management 5
needed to be served quickly in very less time and to be out of the eatery in very less time. In
New Zealand KFC, is adorning its outlets indifferent national and social occasions. The
advantage which KFC provides is employment with every new store to approximately 20-25
people.
2.1.4 Technological analysis:
Present: KFC uses technology to attract customers from other competitors. The innovative
techniques are introduced in the business area with an increase in competition. With the
lower rates and modernization, fast food companies are attracting youth by providing the
entertainment activities at restaurant.
Future: For a fast food diner, innovation will have an impact on the company reputation.
However KFC should look to competitor’s improvement and upgrade itself in terms of
organizing development.
2.1.5 Environmental factors:
Present: It is one the important analysis needs to be done by the company to know the effect
of its activities on the environment. KFC is moreover preferred by customer as the waste
produced by it is not harming the environment to great extent like industrial waste.
Future: KFC purchases its packaging and raw material from a company which will be
contributing in deforestation for preparing the packing material.
2.2 Micro analysis of KFC (Porter Five Force):
2.2.1 Threat of new entrants:
Present: Though the fast food chain industry is difficult to enter due to the
presence of a large number of competitors. KFC, Pizza Hut, and many other
brands are giving a stiff and tough competition to new entrants in the market.
Moreover, the Radix Fried chicken has become more popular nowadays because
of offering a renewed menu (Dobbs, 2014).
Future: KFC is having the advantage and image of possessing well-known brand
amongst the mind of customers. This is creating the benefit for KFC as the
international ventures of KFC are becoming more popular (Armstrong, et al.,
2014). It is preferable by customers as they choose KFC in comparison to other
new fast food restaurants unless the new entrants actually offer different menus
as compared to the more established restaurants.
2.2.2 Threat of substitute products:

Marketing management 6
Present: There are various fast food outlets in the market offering comparative
food variety as KFC (Magretta, 2011). For example Popeye's Louisiana Kitchen
has been one of the best market opponents for KFC. The fast food eatery offers
side dishes such as, Cajun sauce, pureed potatoes and rice notwithstanding
giving customers mellow and fiery chicken alternatives (Varadarajan, 2010).
Future: The threats of substitutes in case of KFC products in future are high as
other competitors are providing identical products only. This has made the fast
food eatery exceptionally prevalent. Moreover, KFC has increased its diversion
by giving Wi-Fi administrations and furthermore providing morning service to
customers.
2.2.3 Bargaining power of suppliers:
Present: KFC is having access to numerous suppliers of their primary item which
is chicken. This gives the eatery adaptability to work with the best suppliers. For
example in 2004 the organization terminated an agreement with one of their
chicken providers on account of unrefined butchering of the chicken. The major
population of suppliers declines the impact of individual suppliers on McDonald's.
Future: In light of the absence of territorial or worldwide organizations together
among suppliers the power of suppliers will decrease in future as well. This
implies they don't control the delivery system connected to McDonald's offices.
The abundance of other items present in market easily like flour, wheat and other
also reduces the effect of these suppliers on KFC.
2.2.4 Bargaining power of buyer:
Present: The bargaining power of buyer is high in influencing KFC’s business. In
case of KFC buyer’s high bargaining power depends on two factors like they are
low switching cost for individuals and small quantity of product purchased by
customers. It is simple for customers to switch brands, consequently making
them capable in convincing establishments like KFC to assure consumer
satisfaction.
Future: Every buyer purchase is small in comparison to KFC aggregate income
(Shen & Xiao, 2014). For future determination of demand by customers becomes
a difficult task as customer switch to other brands easily. In this manner, the Five
Forces model demonstrates that KFC must incorporate the buying power of
customers as amongst the most critical factors in creating future strategies.
2.2.5 Competitors rivalry
Present: KFC is facing the strong competition from rival companies. This
component of Porter’s five force model discloses the power of competitors

Marketing management 7
present in market on each other. Companies like McDonalds, Pizza Hut and
Subway are the main competitors of KFC.
Future: in future aggressiveness will be significant factor in development, forceful
promotion, exchanging cost, and brand name loyalty (Dey, 2016). These all
implies that earning customers loyalty is difficult and in this manner making rivalry
significantly harder in future also. The Five Forces model demonstrates that
competitive analysis is among the huge attentive point in KFC strategy formation.
2.3 Market situation
2.3.1 Competitor Analysis:
Competitor Brand Product benefit/features
McDonalds Burger  McDonald’s products
never run out of
stock, Less costly,
low calorie,
convenient to carry
anywhere, double
Cheeseburger
(Zaheeruddin, 2015).
Subway Chicken  Gluten free options,
freshly cooked, 100%
white meat chicken,
special species used.
Pizza hut Pepperoni Pizza Fresh and frozen for safety
from harmful food infection,
Different toppings available.
3. Marketing strategies
3.1 Market Segmentation analysis:
3.1.1 Demographic:

Marketing management 8
Present: KFC has many demographic segments to provide product according to the target
customer needs. It is called division of market into various geographical units, for instance
countries, regions and cities (Ryan, 2016). KFC has outlets in almost every country.
Future: KFC will be selling its products in accordance with the needs and demands of
customer. For instance, it is planning in New Zealand to have has approximately 500
numbers of outlets and to be present geographically in every city of New Zealand.
3.1.2 Psychographics:
Present: This segment helps KFC to find out the lifestyle, personality traits and values of
people. These factors will be enabling KFC to find out the needs and demands of family and
trends in food industry.
Future: In future the families will be more active and going for picnics will be targeted by KFC
preferably more than families who prefer home food at daily basis (Zahay & Griffin, 2010).
Moreover the modern family will purchase more frequently market food for their family
members then conservative family.
3.1.3 Geographic:
Present: KFC is a global company and located all over the world. Therefore the company
should target other countries to introduce their product and become a famous brand in every
possible country (Wymer, 2011).
Future: The segmentation in geographic areas in future will be done by KFC like in country,
states and cities variety of choices of customers. Then after deciding segment company
should focus on best way like regional retail stores to introduce KFC’s product.
3.1.4 Behavioural:
Present: It is dividing the market in different groups on the basis of the customer behaviour,
attitude and response towards the product. KFC is segmenting the market in behavioural
segment according to taste, quality, ingredients and many more categories.
Future: Following four will be main categories in future which KFC will use in behavioural
segment.
1. Taste conscious
2. Quality conscious
3. Class conscious

Marketing management 9
4. Combination of price and quality
3.2 Target Market Analysis
Undifferentiated marketing analysis:
Present: In an undifferentiated marketing also known as Mass marketing, a firm typically
ignores individual segment differences and targets the whole market with mainly one offering
(Dibb, 2010). It emphasizes on designing a marketing program for a product or a service
with a superior image that can be sold to huge number of buyers through mass distribution
and communication channels.
Future: Undifferentiated Marketing will be appropriate for KFC in future also, as all the
consumers in fast food have identical preferences and the market showing no natural
segments (Keegan & Green, 2015). Moreover the undifferentiated will be preferred by KFC
and they will be having good marketing team and resources. This will help KFC in producing
more and more products and expanding the marketing base to great level of people.
3.3 Market Position Analysis
Present: The positioning statement of KFC is Life tastes better with KFC. The positioning of
KFC is its remarkable taste of item that and it not only offers chicken, it offers variety of
products and fulfillment of client needs and demands (Fuchs & Diamantopoulos, 2010).
Future: For future, KFC is designing consumer preferable interior of restaurant like.
Four Seat Zone- Nearly 160-180 seats underline of the various gathering of customers. That
it can be quiet zone for client.
Dinning Zone- It is a zone for clients who require a formal eating. Dinning zone comprise of a
square table, a red living room seat that it is attractive during family gathering.
Eating Zone- It is a zone for clients who need a light meal or can wait for an arrangement to
taste water, the French fries. This zone is the chair type of the Red Lounge Chair that make
feels casual and agreeable (Blankson & Crawford, 2012).
KFC amended new stores for the desire of customer since they would prefer not to be just
products to be served quickly but should be flavourful as well. For example, the KFC eatery
on Floor 6 of Central World was revolted store and a picture that it is fashionable with music
of Beyonce. It indicates worldwide Brand's KFC as a high brand.

Marketing management 10
4. Marketing mix analysis
4.1 Product strategy analysis:
Present: KFC is exceptionally managing its operations and product development in the
chicken products. Primarily, KFC has the special recipe for all chicken products making it
unique from competitors (Jobber & Ellis-Chadwick, 2012). KFC is famous as a chicken
expert everywhere throughout the New Zealand due to the varieties and quality of product
offered by it.
Future: KFC will focus on the population of different zones of New Zealand which like the
chicken items. They will be entering in the every possible market because of the request of
their chicken items (Stark, 2015).
KFC is variation of item in the chicken, those well-known products are:
Product Categories
There are distinctive items which customers prefer are:
1) Chicken
2) Burger
3) Desserts and Beverages
4) Snacks and side requests.
Augmented products:
KFC is delivering superior products services and still the scope of administrations isn't
finished (Blattberg & Deighton, 2010). KFC equips its workers to give fast and productive
support of the customers who are standing in lines to take their order.
To give great augmented services they have a strategy of CHAMPS Program. CHAMPS
define that customer satisfaction and loyalty can be achieved only by focusing on values
desired by customers from KFC. CHAMPS remain for the six general territories of customer
desire normal to all societies and eateries ideas.
The CHAMPS for products is as follows:
· Cleanliness
· Hospitality
· Accuracy

Marketing management 11
· Maintenance of Facilities
- Product Quality
· Speed of Service
4.2 Price strategy analysis:
Market Skimming:
Present: KFC enters the market by using market skimming. The products of KFC are
generally priced high and focus on the high as well as middle class individuals. Then after
some time they move down the costs concentrating on the lower class individuals as well to
infiltrate the both sides of the market (Peter & Donnelly, 2011). On account of KFC, Fried
Chicken is the main offering product which controls monopoly over the fast food market. It
generally set prices for its burgers, French fries and drinks by keeping in the mind the
strategy of rivals.
Future: KFC in future also will values different product keeping distinctive focuses on all
categories. Pricing of the product is already inclusive of the government taxes and other
obligations. The final price of the product in future also will be decided by after taking
consideration of all cost and taxes. The products are generally higher than the market price
in comparison to the market competitors but it do provide standard of the product.
4.3 Place Strategy Analysis
Distribution strategy:
Present: KFC is using the service firm sponsored supplier franchise system. The franchise
buys all the ingredients it uses and fulfils all other requirements of the KFC. This practice is
adopted to have the product up to the standards of international KFC chain (Lin, 2011). The
Suppliers of KFC include K & Ns, Pepsi Co, Hilal and Nescafe. Breads and bunsare
produced by KFC chefs only. Chicken is mainly imported from California, India and Dubai.
Future: The food companies within New Zealand will compete in the industry by raising
prices or reducing quality of produced goods or services and reach to huge number of
population. Moreover KFC will be using the franchise system for providing products to its
customers. The suppliers will meet the requirement kept by the KFC which it sets according
to the international standards. The distribution strategy helps KFC in reaching to all the
target customer effectively.

Marketing management 12
4.4 Promotion Strategy Analysis:
Advertising:
Present: KFC introduce the new items amongst the customers by using numerous types of
promotional methods. They educate the target customer about the new items, its type, value,
its accessibility and so on (Ataman, Van Heerde & Mela, 2010). With the advertisement,
KFC induces their clients to purchase the items. For achieving this, KFC will make a decent
and alluring advertisement for everyone, so that their customers will pull in to purchase the
items.
Future: Using the great advertisement will influence the clients to recall about the items.
Undoubtedly, they will come back again to purchase the items. They will present it through
various kinds Media Types like:
 Newspaper
 Radio
 Internet
Sales promotion:
Present: All KFC outlets offer its clients with different types of incentives to purchase its
Chicken. Utilizing coupons which a customer gather after spending a specific sum over a
specified time, clients can appreciate the advantages of free meals or free additional items.
Future: KFC will use the following tools to further enhance its sales in future.
 Premiums
 Exhibits
 Coupons
 Entertainment
Public Relations:
Present: KFC is developing respectable relations with organization various population by
achieving positive promotion activities, developing corporate image, and managing or
removing negative rumours against the organization (Shah, 2013).
Various tools used by KFC for Public Relations Tools are:
 News
 Speeches
 Internet

Marketing management 13
Future: The future campaigning through public relation will help KFC to attain the future
objectives also. The future public relation KFC can use mainly are social media like
Instagram, Facebook, and other sites which will help KFC in gathering more and more
customers.
5. Marketing Budget
Marketing budget 2018
Marketing budget expenses Jan April July October
Amt ($) Amt ($) Amt ($) Amt ($)
Advertisements 15000 16500 18150 19965
Catalogues 3000 3300 3630 3993
Websites 5000 5500 6050 6655
Promotions 10000 11000 12100 13310
Shows 8000 8800 9680 10648
Public relation 10000 11000 12100 13310
Training 15000 16500 18150 19965
Services 13000 14300 15730 17303
Total (A) 79000 86900 95590 105149
Sales (B) 150000 160000 200000 250000
Marketing expenses/sales 53% 54% 48% 42%
6. Marketing Action Plan
Marketing Mix activity:
Product: A product can be described as anything that can be offered a business opportunity
for consideration, and utilization that fulfill need or demand of individual. KFC is managing in
the chicken items excellently (Yüksel, 2012). Basically, KFC has the exceptional formula for
chicken items which is the reason for KFC to be known as a chicken pro everywhere
throughout the globe. KFC focus on the New Zealand and east side since they watch that
these individuals like the chicken items, so they enter in the market because of the request
of their chicken items (Papadopoulos & Heslop, 2014). KFC is variety of products in the
chicken, those items are
Product Categories
There are distinctive items separated into segments according to the difference in the
product are:
1) Chicken

Marketing management 14
2) Burger
3) Desserts and Beverages.
4) Snacks and breakfast.
Burger: It includes the following burger items:
i) Mighty Zinger, ii) Zinger Extreme, iii) Fish Zinger, iv) Veggie Burger and v) Colonel
Fillet Burger
Price: Price is any amount of money that customers have to pay while purchasing the
product. More broadly, price is the sum of all the values that consumers exchange
for benefits of having or using the product or services.
In the introduction phase KFC adopts the market skimming pricing strategy to enter the
market (Woodcock, Green & Starkey, 2011). The products are priced at higher rate and
targets only rich class people. After sometime they move down to absorb the other customer
in market as well, so in future KFC can also adopt this pricing strategy to know the popularity
of its product amongst the people. Prices of the products are decided according to the prices
of competitors also to attract the people. Moreover the legal force also has impact on the
prices of KFC’s products.
Place: Place includes the following areas where KFC will be opening the business in future
to increase the size of company. The place decided by company is of no use if it is not
reachable by the customers easily (Ingenbleek & Van der Lans, 2013). The success of
opening a store depends upon promotional activity adopted by company to make the new
outlet run effectively. The modern and digitised store should be open by KFC in order to
success in the future as well. As nowadays people needs modernization, so the new store
opening should be according to the needs and future requirement of the economy.
Promotion: Promotion means activities that KFC can undertake in future to increase the
business of company (Bruwer & Johnson, 2010). In present time the sales of company can
be enhanced by the different promotional ideas like effectiveness of social media tools used
by company to attract customers, unique television advertisements, e-mail marketing and
various other ideas. These all ideas will help KFC in making its position in minds of customer
in future as well.

Marketing management 15
7. Marketing controls:
7.1 Marketing metrics
Customer metrics: Customer metrics are methods which are used for calculating the value
of customers in a company like KFC and KFC value in minds of people. The factors which
are included in customer metrics are customer satisfaction, quality of product and loyalty.
These measures are related to estimate out the estimated revenue a company will be
generating in the future. The following are common types of customer metric which is used
to calculate customer loyalty: Brand awareness and brand engagement.
Distribution metrics: The distribution metrics is also called market coverage; it can be
defined as number of outlets covered by a product as a portion of total revenue of company.
In case of KFC distribution metrics will help in managing the supply of its products to its
stores.
Communication metrics: The communication metrics defines the company ability to handle
the complaints against company effectively through proper communication. The main focus
of communication metrics for KFC is to handle the customer queries and solving them in
very less time with effective communication.
Conclusion:
The above report discussed about the various marketing analysis used by KFC to measure
its performance in market. The analysis gave a brief idea about how the competitors
analysis, environment analysis can benefit the KFC business. This report also analysed
market situation in which KFC is selling the product with the help of segmentation, targeting
and positioning of the products. It follows undifferentiated strategy in targeting the customer
with finding the USP of the product. After STP, the marketing mix is discussed in detail to
find about product, price, place and promotion strategy KFC is using to lead in the market.
And in last the future marketing plan off KFC is analysed with budget, and action plan of
KFC with the help of marketing metrics.

Marketing management 16
References
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing.
Pearson Australia.
Ataman, M. B., Van Heerde, H. J., & Mela, C. F. (2010). The long-term effect of
marketing strategy on brand sales. Journal of Marketing Research, 47(5),
866-882.
Blankson, C., & Crawford, J. C. (2012). Impact of positioning strategies on service
firm performance. Journal of Business research, 65(3), 311-316.
Blattberg, R. C., & Deighton, J. (2010). Manage marketing by the customer equity
test. In Perspectives On Promotion And Database Marketing: The Collected
Works of Robert C Blattberg (pp. 205-213).
Bruwer, J., & Johnson, R. (2010). Place-based marketing and regional branding
strategy perspectives in the California wine industry. Journal of Consumer
Marketing, 27(1), 5-16.
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural
paradoxes. Sage Publications.
Dey, K. (2016). The fast food industry in the UK. Analysis of KFC with PESTEL,
VRIN and Porter's Five Forces.
Dibb, S. (2010). Market Segmentation Success–Making it Happen!. Strategic
Direction, 26(9).
Dobbs, M. (2014). Guidelines for applying Porter's five forces framework: a set of
industry analysis templates. Competitiveness Review, 24(1), 32-45.
Fuchs, C., & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand-
positioning strategies from a consumer perspective. European Journal of
Marketing, 44(11/12), 1763-1786.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson
Education.
Ingenbleek, P. T., & Van der Lans, I. A. (2013). Relating price strategies and price-
setting practices. European Journal of Marketing, 47(1/2), 27-48.

Marketing management 17
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (No.
7th). McGraw-Hill Higher Education.
Keegan, W. J., & Green, M. C. (2015). Global marketing. Upper Saddle River, NJ:
Pearson.
Lin, S. M. (2011). Marketing mix (7P) and performance assessment of Western fast
food industry in Taiwan: An application by associating DEMATEL (Decision
Making Trial and Evaluation Laboratory) and ANP (Analytic Network
Process). African Journal of Business Management, 5(26), 10634.
Magretta, J. (2011). Understanding Michael Porter: The essential guide to
competition and strategy. Harvard business press.
Papadopoulos, N., & Heslop, L. A. (2014). Product-country images: Impact and role
in international marketing. Routledge.
Peter, J. P., & Donnelly, J. H. (2011). Marketing management: knowledge and
skills: text, analysis, cases, plans. Plano: Business pub., INC.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging
the digital generation. Kogan Page Publishers.
Shah, R. B. (2013). Impact of marketing mix elements on customer loyalty: A study
of fast food industry. Prestige International Journal of Management and
Research, 6(2/1), 54.
Shen, Q., & Xiao, P. (2014). McDonald's and KFC in China: Competitors or
Companions?. Marketing Science, 33(2), 287-307.
Stark, J. (2015). Product lifecycle management. In Product Lifecycle Management
(Volume 1) (pp. 1-29). Springer International Publishing.
Varadarajan, R. (2010). Strategic marketing and marketing strategy: domain,
definition, fundamental issues and foundational premises. Journal of the
Academy of Marketing Science, 38(2), 119-140.
Woodcock, N., Green, A., & Starkey, M. (2011). Social CRM as a business
strategy. Journal of Database Marketing & Customer Strategy
Management, 18(1), 50-64.

Marketing management 18
Wymer, W. (2011). Developing more effective social marketing strategies. Journal
of Social Marketing, 1(1), 17-31.
Yüksel, İ. (2012). Developing a multi-criteria decision making model for PESTEL
analysis. International Journal of Business and Management, 7(24), 52.
Zahay, D., & Griffin, A. (2010). Marketing strategy selection, marketing metrics, and
firm performance. Journal of Business & Industrial Marketing, 25(2), 84-93.
Zaheeruddin, M. (2015). “Corporate Social Responsibility” An Ethical Vision or
Commercial Vision–A Study with Special Reference to KFC.