Sales Management | Report | Marketing

MARKETING AND SALES MANAGEMENT
STUDENT DETAILS

SALES MANAGEMENT 1
Table of Contents
Introduction................................................................................................................................2
Industry Profile...........................................................................................................................3
Micro Environment Analysis.....................................................................................................4
Resource-Based View............................................................................................................4
Macro Environment analysis......................................................................................................5
PESTLE Analysis...................................................................................................................5
SWOT Analysis.........................................................................................................................7
Current Marketing Mix..............................................................................................................9
Proposed Marketing Mix..........................................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13

SALES MANAGEMENT 2
Introduction
Sales management is a method which is centred around the practical use of sales
technique and association's business methods (Yakovleva, Sarkis & Sloan, 2012). It is a
significant business work as net sales through the clearance of stocks brings profit margin to
the business (Wensley, 2016). These are additionally regularly the objectives and execution
pointers of sales management. Selected company for this assignment is “Kentucky Fried
Chicken” (KFC). The company was founded by Colonel Harland Sanders, he started selling
browned chicken by setting a roadside stole in Corbin, Kentucky during the Great Depression
(economictimes, 2019). Sanders recognized the capability of restaurant franchising, then the
first "Kentucky Fried Chicken" restaurant opened in Salt Lake City, Utah in 1952. Apart from
this, branding includes the face mark of "Colonel Sanders", the organizer transformed into a
conspicuous figure because of KFC publicizing. In 1964, he offered the organization to John
Y. Brown, Jr. and Jack C. Massey. KFC targeted those people who belong from the middle
class and above (economictimes, 2019). They mainly attracted those people who like to eat
non-vegetarian snacks. In this assignment, there will be an analysis of the macro and
microenvironment of the company. Apart from this, an analysis of the current marketing mix
and proposed marketing mix will be considered.

SALES MANAGEMENT 3
Industry Profile
The company KFC belongs to fast-food restaurant industry. Globally, the fast-food
industry generated the revenue of more than $570 billion. The Australian foodservice market
is estimated to cross $80.7 billion by the year 2024, seeing a CAGR of 5.1% during the time
frame 2019 - 2024. The well-known drive-through eatery chains in Australia are Domino’s,
McDonald's, KFC and Hungry Jacks (Banerjee & Soberman, 2013). However, it has been
noticed that nowadays buyers moving towards the utilization of food which have proper
nutrition value in it, instead of approaching fast-food chains (economictimes, 2019). Many
global brands are also approaching global market such as Domino’s, McDonald's, KFC, etc.
They are focusing on the consistently development of their market capital by opening new
outlets globally (Wensley, 2016). Domino's is also trying to grow its quality in Australia and
had 693 outlets situated the nation over, starting at 2018 (economictimes, 2019).