Comprehensive Marketing Report: KFC's Business Strategies

This report provides a comprehensive analysis of KFC's marketing strategies, examining various aspects such as marketing processes, the role and responsibilities of a marketing manager, and the influence of marketing on other functional departments. It explores the value and importance of marketing within KFC, including the use of the 7Ps of the marketing mix. The report also compares KFC's marketing mix with that of McDonald's. The report covers current and future marketing trends, highlighting the use of online marketing and potential applications of artificial intelligence and robot delivery systems. The interrelationships between marketing and finance, research, IT, and HR departments are discussed, emphasizing their importance for effective business execution. The conclusion summarizes the key findings and emphasizes the interconnectedness of all functional departments within KFC, highlighting the significance of marketing in driving sales and profitability.

Marketing Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 & 2.....................................................................................................................................3
Overview of different marketing processes.................................................................................3
Explanation of the role and responsibility of a marketing manager............................................4
Explanation of marketing and how it influences and interrelates with other functional
departments of the organization...................................................................................................5
Value and importance of marketing............................................................................................5
Conclusion that emphasizes that all the functional departments are interrelated with each other
.....................................................................................................................................................6
Comparison of the ways in which organizations are using elements of marketing mix.............6
TASK 3............................................................................................................................................7
Covered under PPT......................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
Marketing refers to the activity which is conducted by an organization in order to
advertise its products and aware customers about the item that are offered by a company. For all
the organizations it is very important to implement effective marketing strategies so that the
business can be promoted effectively. Promotion and advertising are the two main components
of marketing that are very important for a business entity (Akaka, Vargo and Lusch, 2013). The
organization which is selected for this report is KFC which is an American fast food restaurant
chain and who is operating business all around the world. Various marketing trends such as
online marketing are emerging in the market that are used by organizations to promote their
business. In this assignment various topics have been discussed with the view point of marketing
manager of this company such as marketing processes, the way in which marketing influences
and interrelated with other functional departments of KFC, value and importance of marketing
and the ways in which 7p’s of marketing are used by organizations. A detailed marketing plan
for KFC have also been prepared under this assignment.
TASK 1 & 2
Introduction of marketing and current and future marketing trends related to KFC
Marketing is the activity in which organizations perform various activities in order to
aware customers about the product which is offered by the company. KFC is using new and
innovative techniques in its marketing campaign. New trends are also taking place in market that
includes online marketing, mouth publicity etc. In future KFC can use artificial intelligence and
use robot delivery system for the food and satisfy customers with the help of innovative
techniques.
Overview of different marketing processes
Marketing processes: These are the different steps that are required to be followed by an
organization while conducting marketing activities. It includes setting mission, analyzing market
opportunities, selecting target market and developing and managing marketing mix so that
business can be executed successfully.
Firstly a mission is set by the organization in which the main objective of the company is
decided for the marketing activities.
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Marketing opportunities are identified by conducting a research in the market so that
market conditions can be analyzed in order to expand the business and operate it appropriately.
For all the organizations like KFC it is very important to identify opportunities in the market for
the purpose of achieving organizational goals. In KFC market research is conducted to gather
market information (Cabrera and Williams, 2014).
When market research is conducted than marketers also identify the target market where
the organization should introduce its products so that business can be expanded in different
locations. As KFC is operating its business all around the world and for operating business in
different countries the marketers have conducted market research so that target customers can be
identified. When the market is determined than organization can take decision related to
expanding business.
Marketing mix is the mixture of 7 different P’s that are product, price, place, promotion,
process, people and physical evidence. KFC manage its marketing mix in effective manner that
helps it to be competitive in the market. After all these steps, marketing plan is finally
implemented and controlled by the organization.
Explanation of the role and responsibility of a marketing manager
Marketing manager: The person who is responsible for the preparation and formulation
of marketing strategies and for enhancing market share of the company by conducting
promotional activities is a marketing manager. In KFC, marketing manager have various
responsibilities that are required to be performed. Some of them are discussed as follows:
 Developing marketing strategies: Marketing manager of KFC is responsible to develop
marketing strategies so that business can be expanded and large number of customers get
attracted towards the organization. These formulated strategies are implemented by the
company and it results in increased profits and sales as customers get aware about the
products that are offered by KFC (Guffey and Loewy, 2012).
 Employee management: Main responsibility of a marketing manager is to manage
employees who are working in the field and promoting the organization. In KFC, the
mangers are supporting all the workers so that they can perform their duties in effective
manner which will be beneficial for the organization.
 Identifying new business opportunity: Marketers are responsible to identify new
business opportunities in the market so that business can grab them to get success.
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Marketing managers of KFC are fulfilling these responsibilities effectively so that
business can be expanded.
Roles of marketing manager:
 Researcher: Marketing managers of KFC work as researcher as they are focused to
identify the growth opportunities from market so that business can be operated in more
effective way.
 Motivator: Marketeers are responsible to motivate all the employees who are working
under them. In KFC marketing managers are performing the role of motivator as they
motivate the workers to perform their jobs in more appropriate way and contribute
towards the organisation.
Explanation of marketing and how it influences and interrelates with other functional
departments of the organization
Marketing includes all the promotional activities that are performed by an organization in
order to increase its sales. In KFC marketing is done through various medias like online
marketing, commercials etc. It influences and interrelated the functional departments of the
organization. The relation can be understood with the help of following points:
Marketing and finance department: Finance department of KFC is responsible to allot
funds to all other functional divisions of the organization. When marketing division require
money for all its activities finance department allot money for all the promotional activities so
that sales and be enhanced that may result in increased profits. Hence it can be said that both the
departments are interrelated to each other (Ionita, 2012).
Marketing and research department: Research department of KFC gather information
of market by conducting market research and all the collected information is provided to
marketing department so that all the activities can be performed accurately. This data is used by
marketers to formulate strategies that can help to be more competitive in the market.
Marketing and IT department: IT division is related to all the technology related aspects
that can be used to use latest technology in marketing functions. In KFC, IT division help
marketing department to use innovative techniques in marketing so that large number can be
attracted toward the company by providing them valuable information about the company.
Marketing and HR department: HR division of KFC is responsible to hire employees
who are capable to fulfill all the requirements of the company. It is very important to select such
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individuals who can work under critical situations so that all the tasks can be accomplished
successfully. Employees of marketing department are hired through HR department only by
which it can be said that these two departments are inter related.
From all the above points it can be analyzed that marketing influences and interrelates all
the functional departments of KFC.
Value and importance of marketing
Importance of marketing: For all the organizations marketing is very important as it
can help to grab attention of customers (Importance of marketing, 2018). For KFC importance of
marketing can be understood with the help of following points:
 It helps to aware customers about the products of food items that are offered by KFC.
 It is a tool which is used by organizations by increasing sales and profits..
Conclusion that emphasizes that all the functional departments are interrelated with each other
All the departments of the organizations are related to each other because they depend
upon each other for the effective execution of business. For example if marketing department of
KFC is willing to formulate new marketing strategies than it will consult with finance
department for money, contact IT department for the innovative techniques, research department
will provide information of market and human resources department will be contacted for the
selection of new talent who can help to implement the strategies appropriately. These
interrelationships between the functions of KFC are significant as it results in high productivity
and profitability.
Comparison of the ways in which organizations are using elements of marketing mix
Marketing mix: It can be defined as the combination of seven different types of elements
that are considered by the organizations for the purpose of attracting large number of customers.
A comparison of implementing marketing mix of KFC and Mc Donald’s is as follows:
Marketing
Mix
KFC Mc Donald’s
Product KFC is offering varieties of food items
to its customers according to their
taste that helps to retain all existing
customers and attract large number of
Mc Donald’s is offering different
types of burgers to its customers
that helps to increase their
satisfaction level as they are made
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customers. It offers different
vegetarian and non veg items
including sandwiches, salads, snacks
etc.
according to their preferences
(Kolb, 2013).
Price Premium pricing strategy is used by
KFC as it is focused to offer food item
to upper class of the society.
Penetration pricing strategy is used
by Mc Donald’s in which it offers
burgers to all type of customers.
Place Location of KFC restaurants are very
good and they operate business on
such places that are easy to reach for
the customers.
The place where Mc Donald’s
operate its business in such
locations where customers can
reach easily.
Promotion Various different types of discounts
and other types of offers are provided
by KFC to its customers to satisfy
them.
Mc Donald’s have different
schemes like discount coupons that
are used for promotions by the
organization.
People Employees of KFC are very
cooperative that helps the customers to
resolve all their queries.
Mc Donald’s have well trained staff
who can handle the customers
effectively and appropriately.
Process The methods that are used by KFC for
the preparation of food items that are
very good and it helps to provide good
food to the customers.
Mc Donald’s is using appropriate
methods for the cooking of food
and its helps to offer good quality
food to the visitors.
Physical
Evidence
As market image of KFC is positive
hence it helps to attract large number
of customers.
Customers of Mc Donald’s are very
much satisfied with the food items
and it help the organization to retain
its customers (Schwarz and Hunter,
2012).
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TASK 3
Covered under PPT
CONCLUSION
From the above project report, it has been concluded that marketing is the technique which
is used by organizations as it helps aware customers about the products that are manufactured by
them. It guides the marketers to formulate effective strategies that can be used for the effective
execution of the business.
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REFERENCES
Books and Journals:
Akaka, M. A., Vargo, S. L. and Lusch, R. F., 2013. The complexity of context: A service
ecosystems approach for international marketing. Journal of Marketing Research. 21(4).
pp.1-20.
Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
pp.349-367.
Guffey, M. E. and Loewy, D., 2012. Essentials of business communication. Cengage Learning.
Ionita, D., 2012. Entrepreneurial marketing: a new approach for challenging times. Management
& Marketing. 7(1). p.131.
Kolb, B. M., 2013. Marketing for cultural organizations: New strategies for attracting
audiences. Routledge.
Schwarz, E. C. and Hunter, J. D., 2012. Advanced theory and practice in sport marketing.
Routledge.
Online
Importance of marketing. 2018. [Online]. Available through:
<https://www.feedough.com/importance-of-marketing/>
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