Marketing Principles and KFC: Ansoff Matrix and Strategic Evaluation

This report provides an in-depth analysis of KFC's marketing strategies, focusing on how the company utilizes marketing principles to achieve its business goals. The introduction establishes the significance of marketing concepts in influencing customer behavior and highlights KFC's position as a leading multinational chicken restaurant. The main body delves into the application of the Ansoff Matrix, a framework used to develop effective growth strategies. The report examines each component of the Ansoff Matrix, including market penetration, product development, market development, and diversification, in the context of KFC's operations. The report discusses how KFC has used these strategies to adapt to changing consumer preferences, expand into new markets, and introduce new products to maintain its competitive advantage. The conclusion summarizes the key findings, emphasizing the importance of influencing customers and the role of the Ansoff Matrix in KFC's strategic planning. The report references relevant academic literature and industry examples to support its analysis.

Marketing principles

Table of Content
INTRODUCTION......................................................................................................................3
Main Body..................................................................................................................................3
Ansoff Matrix.........................................................................................................................3
CONCLUSION..........................................................................................................................5
REFERENCES...........................................................................................................................6
Books and Journals.................................................................................................................6

INTRODUCTION
The marketing concept is used for influencing the customer towards the products and
services which is offered by business firm. In addition to this, the main purpose of marketer is
to satisfy the demands of client in order to achieve goal and objective of company. This
report is carried upon KFC Corporation. It is second largest multinational chicken restaurant
which is located in Louisville, Kentucky, US. They operate their business above 5200
restaurants across the globe. Apart from this, they offer delicious food to its user in order to
satisfy them. The main purpose of marketer is to using effective marketing concept for
accomplishing goal as well as objective of business organisation in stipulated period of time.
In addition to this, Ansoff matrix is used for gaining competitive benefits over rival firm at
marketplace is also mentioned in this assignment. The main purpose of firm is to offer
delicious food to its customer at affordable price as per their need and wants. It increases
sales as well as profitability level in future period of time (Bernstein, 2017).
Main Body
Ansoff Matrix
The Ansoff matrix is a framework which helps the management team to make
effective strategy for achieving success and growth in future period of time. In addition to
this, there are four tool named as market penetration, product development, market
development as well as diversification is used for making strategy in order to assess taste and
preferences of customer for increasing profit in future period of time. Therefore, there are
four parts which is going to be mentioned below:
Market penetration: In this phase, the business firm emphasised on offering
available products in existing market. It is adopted for handling the scale of present products
as well as services in the market. In context of KFC, they offer valuable services to its
customer by providing them delicious food in their restaurant. It helps them in increasing
sales as well as profit in future period of time. But, from the end of 2005, the sales of
organisation have been declined due to change in demand of customers at marketplace. The
brand is well recognised and due to frequent changes in taste and preferences of client eroded
sales. Therefore, the business firm facing challenges in order to satisfy the changing attitude
of buyer towards food (Eagle, Hamann and Low, 2016).

Market development: Herein, the company sold their existing products and services
in new market. This is used for attracting customer for rapid growth of business organisation.
There are different kind of food which is offer by KFC to its customer which included green
beans, chocolate chip cookies as well as smoky mountain Barbecue sandwich and many more
in new marketing place. It helps company in attracting ample of customer towards food
which is offered by company. And also, they charge fewer prices in comparison of
competitor that helps in gaining competitive advantage over rival firm in the market. In
addition to this, the main focus of marketer is to offer food as per the taste and preferences of
customer that helps in increasing the experience level of buyer at restaurant. They offer
delicious food in order to attract large number of customer in new market. And, it also builds
the brand image and reputation of company in front of customer towards food served by KFC
restaurant (Palmatie and Sridhar, 2017).
Product development: Moreover, the new products are sold in existing market for
attracting large number of customer. And also they provide new food according to the taste of
customer such as green salads, vegetable sandwich in existing market. The health conscious
person is attracted towards the health food which is provided by KFC restaurant. It helps the
buyer in reducing their obesity and retaining them for longer period of time. It increases
brand image as well as reputation of company in mind-set of customer toward healthy food
which is provided by restaurant. And also, it increases sales as well as profit that assists in
achieving goal and objective of organisation in targeted period of time.
Diversification: Herein, the business firm sold their new product in innovative market
for success and growth in future period of time. Herein, the KFC launch the healthy food in
order to satisfy the need and wants of customer. The marketing manager makes effective
strategies and tactics in order to assess the demands of customer towards healthy products.
They can offer healthy products such as vegetable sandwich as well as chicken to its
customer. Therefore, it helps company in offering health conscious food to its customer in
order to satisfy them in the new market place. And also, this kind of food increases sales and
profit of KFC in targeted period of time (Pettigre and Jongenelis, 2016).
On the basis of above mentioned strategies, it has been analysed that, it is necessary
for KFC to provide healthy products to this customer as per their need and wants. In addition
to this, it helps them in attracting ample of buyer that is conscious towards their healthy and
prefer only healthy food at restaurant. And the marketer achieving goal and objective in

stipulated period of time by satisfy the demand of customer at marketplace (Van Den Berg
and Braun, 2017).
CONCLUSION
From the above discussed report, it has been examined that it is necessary to influence
the customer towards their products and services in order to achieve goal and objective in
stipulated period of time. In addition to this, KFC is second largest multinational chicken
restaurant which is situated in US. They provide delicious food to its customer as per their
need and wants in order to satisfy them. Apart from this, Ansoff matrix is adopted by
company in order to make effective strategy for success and growth of business organisation
at marketplace. And, it also helps in boosting sales as well as profitability level in upcoming
period of time.

REFERENCES
Books and Journals
Bernstein, J., 2017. Standing room only: Marketing insights for engaging performing arts
audiences. Springer.
Eagle, L., Hamann, M. and Low, D.R., 2016. The role of social marketing, marine turtles and
sustainable tourism in reducing plastic pollution. Marine pollution bulletin, 107(1), pp.324-
332.
Palmatier, R.W. and Sridhar, S., 2017. Marketing strategy: Based on first principles and data
analytics. Macmillan International Higher Education.
Pettigrew, S. and Jongenelis, M.I., 2016. promoting public health: Understanding the
limitations of marketing principles and the need for alternative approaches. In Making a
Difference Through Marketing (pp. 61-72). Springer, Singapore.
Van Den Berg, L. and Braun, E., 2017. Sports and city marketing in European cities.
Routledge.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.