Marketing Principles and Practice

Marketing Principles and
Practice

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is the strategic business process through which a business organisation
effectively promotes and advertises its goods and products to the consumers in the public in
order to increase their interests in the organisation’s products in the market (de Sabando and
et.al., 2018). This report assesses the marketing efforts of KFC, an American fast food restaurant
chain that operates in the hospitality industries. KFC was founded in 1930, 90 years ago and has
expanded into global markets effectively, currently operating around 22,621 distinct
establishments in numerous countries around the world. It operates from its headquarters in
Kentucky, Texas USA and specialises in selling variety of fried chicken products to its
customers.
MAIN BODY
Marketing management is the strategic process through which a business organisation
such as KFC effectively chooses their target customers and markets and retain in addition to
growing their existing customer base through the creation, delivery and communication of
improved superior customer value to their customers in the consumer markets. A successful
marketing strategy needs to take into account various factors such as the business organisation,
their brand value, customer needs and requirements, pricing strategy in order to effectively
promote and advertise their products to their targeted customers and increase the business’s
productivity and profitability in the consumer markets (Tzempelikos and Gounaris, 2017).
Marketing management orientations comprise of distinct marketing concepts that include and
focus on different strategies and techniques with the intention to produce, market, promote and
advertise goods to the consumers in the markets. These marketing management orientations
should be chosen by business organisations such as KFC in relation to their how these different
marketing management orientations can help build and improve the existing relationship
between the business’s brand and its customers in the markets. The five primary marketing
management orientations available to KFC for their own marketing operations are: