(Solved) Report on Marketing Management

Running Head: Marketing Management of new Fast Food Brand
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HANKERING CORNER- FAST FOOD BRAND
Report on Marketing Management
6/1/2018

Marketing Management of new Fast Food Brand
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Executive Summary
With the change in taste and preference of the customers fast food industry has emerged as the
new leading segment in the business and economy. Fast food refers to the food that can be
prepared and consumed in the short period of time. It is mainly known as snacks and available at
take away. One of the leading brands in fast food industry is Yum Brands, Inc. This popular
brand is an American based organisation which was founded in 1997 with Pizza Hut, KFC, Taco
Bell being some of the organisation’s famous subsidiaries. The customers served by the brand
are worldwide.
In this report, the role of marketing management in starting up a complete new brand of fast food
is being analysed. Thailand is the country which has been selected to start the business. Reasons
for selected country have been highlighted. The report further describes the steps and important
aspects to be studied before establishing any fast food brand. Also the concepts and the
philosophies which are required in establishing the business are highlighted. With the view to
expand and distinguish from the competitors, uniqueness of the organisation has been mentioned.
For better working, attaining and retaining the targeted and potential audience, the report follows
up with some recommendations at the end.

Marketing Management of new Fast Food Brand
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Table of Contents
INTRODUCTION...........................................................................................................................4
VALUE PROPOSITION.............................................................................................................5
MARKETING CONCEPTS AND PHILOSOPHY........................................................................6
Marketing Concept:......................................................................................................................6
Marketing Philosophy..................................................................................................................7
Market Orientation...................................................................................................................7
Holistic marketing concept.......................................................................................................7
Targeting Country............................................................................................................................8
PESTLE ANALYSIS...................................................................................................................8
SEGMENTATION, TARGETING AND POSITIONING.........................................................8
NEW LAUNCH...............................................................................................................................9
RECOMMENDATION.................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCING............................................................................................................................13

Marketing Management of new Fast Food Brand
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INTRODUCTION
The lifestyle of the metro cities has taken over a large number of human habits. The busy
schedule in this competitive world emerged the need of fulfilling the necessity at a faster pace.
Just as, internet helps getting banking transactions, shopping, and communication done with just
one click at any point of time. Similarly, the hike in fast food industry was seen and felt. From
few decades, increase in Fast food outlets has come to notice. This industry consists of food
which is processed and easy to prepare and available in the form of snacks or at take away.

Marketing Management of new Fast Food Brand
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Turning up as one of the trending business, food industry has come up as a positive marketing
segment of the economy. A rapid expansion in the segment has created more competitiveness,
resulting in high maintenance of quality in rendering the customers. Customers are the key of
success for any business and their satisfaction is the major area of consideration. Rendering
services and product according to the demand, provides the business an advantage for longer
sustainability in the market.
Under this report, Yum Brands, Inc., or Yum! Is an American fast food company, which is also
referred as Tricon Global Restaurants with their headquarters, located in Louisville, Kentucky,
United States. It was founded on 30 May, 1997 as East Dawning, KFC, Pizza Hut, Taco Bell and
many more as some of the organisation’s subsidiaries serving their customers worldwide (Yum!
Brands, 2018). With the motive for expansion the Chief Marketing Manager choose to expand
the business by opening one more outlet in Thailand. The country provides the advantage of
mass tourism which will eventually help the brand stay in the market for a longer time (Johnston,
and Bate, 2013).
A profound knowledge of the market and customer rendered is necessary to start up with the
venture. Hence in the following report, focus on the strategies, concepts, environmental analysis
of the chosen country and theories are highlighted with reference to the necessity and demand
which are to be implemented before starting of the new outlet.
BACKGROUND
MARKETING MANAGEMENT: Referred as proper managing and distribution of the resources
held by the organisation in order to attain the desired objectives and aims by implementing the

Marketing Management of new Fast Food Brand
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best possible strategy which maximize the sale and reach the targeted customers (Armstrong et
al., 2015).
The major role in formulating and implementing the wished-up strategies are played by the
marketing manager. Being a marketing manager comes up with a large pool of responsibilities.
The organisation always aims for a long- term stay and sustainability in the market with serving
the best to the customer. Foresightedness is an expected trait from the manager for launching the
new product, formulating the strategies, and making the plan come to an action (Wilson, and
Gilligan, 2012). With relevance to launch Hankering Corner, following are few responsibilities
that come at the part of the manager to be performed:
 Planning a product
 Analysing the market segment
 Framing of objectives
 Forecasting of procedures, strategies, methods, and policies
 Framing promotional activities
 Framing budget for activities
 Arrangements of the human resources
 Co-ordinating the strategies
 Execution of the plan
With the view to expand the business and great a brand image of the new outlet the primary
responsibility of the manager will be to keep a check of the trends in the market so that the
competition does not hinder the smooth working and the new outlet is able to create a brand
image in the market (BMI Research, 2018).