Marketing Essentials 1 & 2: KFC Marketing Report Analysis

This report, focusing on marketing essentials, analyzes the marketing strategies of KFC. It begins by introducing the concept of marketing, exploring current and future trends, and outlining various marketing processes. The report then delves into the key roles and responsibilities of a marketing manager, emphasizing the influence and interrelation of marketing functions with other departments like IT and HR. The importance of marketing within KFC is highlighted, including its impact on revenue generation and customer satisfaction. Furthermore, the report compares KFC's marketing mix with that of McDonald's, examining differences in products, pricing, place, promotions, physical evidence, and people. The conclusion emphasizes the broad scope of marketing, its interrelation with other departments, and its role in building trust, improving customer service, and increasing efficiency. Overall, the report provides a comprehensive overview of marketing principles and their application within the context of KFC.

Marketing Essential

Table of Contents
INTRODUCTION ..........................................................................................................................1
LO 1 & LO 2....................................................................................................................................1
1. Introducing the concept of marketing and their current trends and future trends...................1
2. Overview of different marketing processes............................................................................2
3. Explaining the key roles and responsibilities of the marketing manager functions................2
4. Explaining how marketing functions influences and interrelated with other functional
departments.................................................................................................................................3
5. Explaining the value and importance of the marketing role in the context of KFC...............4
6. Conclusions and interrelations between different functional departments as identified.........4
7. Comparing the ways of different applying marketing mix to the marketing planning...........5
LO 3.................................................................................................................................................7
8. Produce and evaluate marketing plan for a KFC....................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Marketing is the key to creating a small business growth by applying different tools and
promotional techniques. Marketing tool is one of the most important and essential tool for the
development of business brand value and customer attraction. Present study has been based on
Marketing essential. For which KFC will be taking into action. Further study will be explaining
the concept of marketing and including their current or future trends. It also helps to explain the
roles and responsibilities of managers and leaders towards the development of company growth.
Overall, study explained how marketing influences and interrelates with each others. However,
at the last segments, company will be prepared the company marketing plan for KFC.
LO 1 & LO 2
1. Introducing the concept of marketing and their current trends and future trends
Concept of marketing
Marketing is the most essential concept of strategic decision making approach. It is very
necessary for the company to develop a most leading concepts of marketing in order to beat the
best source of development (Ansah, 2016). With the help of effective marketing concept
customers of KFC get more satisfied and happy with the services given by the company. It
encourages clients to need more so that, company can easily get higher satisfaction growth and
beat the competition level.
There are five marketing concepts on which company based such as production,
marketing, selling concept, product concept, societal marketing concept.
Production concept of marketing expresses that how customer favour products that are
available and available in highly affordable prices.
Product concept based on the products which must be based on high quality, performance
and on innovative features.
Selling concept has been based on many features through which customer want eagerly to
the product fast (Latasha and et.al., 2016). Main aim of selling concept is to get assume that
customers will be coaxed into buying the product will like it.
Marketing concept concepts holds on achieving the company objectives and goals.
Depends on knowing the needs and wants of target markets and delivering better product or
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services. Marketing concept involves the better growth in the market in order to meet out the best
outcome results and better form of services given to customers into more appropriate manner.
2. Overview of different marketing processes
Market possess is the process or way to discover and fulfilled customer needs and brings
to the market products that helps to satisfy all customer needs and wants in order to get the better
satisfaction level of clients needs. Market possess involves situational analysis, marketing
strategy and marketing mix decisions and to implementation and control.
Situational analysis
This is the first process of marketing process which helps to keep sustain the long term
growth (Mahoney, 2015). Situational analysis helps company to identify the needs of unfulfilled
customers wants. Besides, it also helps to analysis the company internal or external process of
environment.
Marketing Strategy
After identifying the needs of customer next process is to make the best promotional
marketing strategy to implement all those potential needs and wants. Marketing strategy always
implement as per the company decide their customer marketing segmentations.
Marketing Mix Decisions
This step helps to control the company functional parameters of marketing mix. In order
to full fill the best possible action plan and necessary needs of customers. In order to promote
marketing activities they need to considered some following facts such as product development,
pricing decisions, distribution contracts, distribution contracts, promotional campaign
development.
Implementation and control
This is the last step of marketing process in which marketing manager identifies and
monitored the implementation process or results. That helps to keep out the best possible action
plan and goals.
3. Explaining the key roles and responsibilities of the marketing manager functions.
Marketing manager plays a most important and essential role in the organisation. That
helps to keep the focused on marketing functions or on the customer need, market situation or
mainly focused on company operations (Onatolu, Akwaowo and Zobisch, 2016). Marketing
manager is the person who take care the needs of customers and full fill the company goals
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objectives as well. Besides, marketing manager merchandising resources of a business or
product. Besides, it also helps to re-control the best managing task.
Responsibilities of marketing manager at KFC.
 Marketing Manager responsible for planning sales forecast, product planning, price
fixation as well.
 Preparing the customer good experience by selling high promotional product and
services.
 Marketing manager requires keeping control on company and cost of marketing
activities.
Responsibilities towards employees
 Marketing manager should responsible to give information about market to all employees
in order to encourage them.
 Motivate employees by given direct indirect benefits.
 Keep employees maintained and updates about current trends.
4. Explaining how marketing functions influences and interrelated with other functional
departments.
Information technology
IT is one of the most important department of the company who must have knowledge
about the best forming results and growth of the company (Putri and et.al., 2015). Apart from the
information technology is the best technology that keeps the best form of results. Overall, IT
department interrelate with marketing by providing software, information of the customers by
collecting data information.
Human resource
HR department interrelate with marketing manager by providing the best employees and
human resource force to marketing. Without the help of better services and growth level. HR
department recruit and select best marketing associates which helps company to collect different
information of marketing.
Production departments
Marketing manager of KFC helps to identify the customer market needs into more
appropriate manner. Apart from that it also discover the data through which production manager
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can help to make product and services accordingly. Overall it helps to identify the long term
growth and better service outcomes.
5. Explaining the value and importance of the marketing role in the context of KFC
Marketing role is very vital within every organisations. KFC invested huge capital on the
promotional activities in order to meet out the best possible action plan to make the best
outcomes (Randhir and et.al., 2016). Marketing manager plays a crucial in every big or small
organisation goals.
Importance of marketing in the context of KFC.
Importance of marketing
 It helps in merchandising product or services.
 It helps to keep market more essential and keep updated
 Marketing generating revenue source for the company
 Marketing function helps customer to know about new invention within the company
growth.
Role of Marketing
 Serving as a medium liaison
 Producing internal communication growth
 Monitoring and follow up the marketing functions.
 Conducting market research on specific time-period.
6. Conclusions and interrelations between different functional departments as identified
Marketing is much far broader than selling. It helps to control overall purpose and keep
maintained the entire functional activity accordingly and sustain. It also helps to keep out the
necessary goals and objectives. Functional structure of the goals help to collect all necessary
form of better services growth (Stephens, 2016). Marketing is the only functional department
who interrelate with other departments as well. In order to meet out the best possible action plan
and goals.
Building trust
Marketing function assist KFC to communicate all essential process directly to the
consumer source. Besides, it also helps to keep the all things managing or most appropriate.
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Overall, this reduce the chances of better productivity goals and service returns. Overall, it helps
to sustain the long term growth and better outcome results.
Better customer service
It is the another benefits of marketing manager which helps to make better customer
service by handling them into best appropriate manner. Marketing function can easily identify
the needs and wants of the development areas which contains long term growth for the better
target results and growth (Tank, 2015). Overall, it helps to bring new managerial task and better
form of results.
Increased efficiency
It also helps to increase the efficiency level. And long term growth in order to keep the
long lasting results. It is the another significant interrelationship function of marketing that has
been concluded in the study which helps KFC to find out best result outcomes.
7. Comparing the ways of different applying marketing mix to the marketing planning.
Marketing Mix KFC McDonald
Products KFC provides number of food
items for chicken lovers.
Streetwise : veg Snacker,
chicken snaker, snake box,
chicken strips etc, Bucket
chicken, Desserts soft wirl,
Choamor, Brownie Sundae etc.
they provides n numbers of
chicken items and variety for
their best forming results and
goals (Wirtz and Lovelock,
2017).
Products of McDonald also
very much creative and
effective for the potential
buyers who loves burger the
most. It is worlds leading fast
food chain comparatively
others. Such as Cheeseburger,
Vanilla shake, Kiddie Cone,
Hot caramel.
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Prices KFC adopts the optional
pricing and mixed bundling
pricing strategies to keep the
customer attracted and happy.
The reason behind the
bundling pricing is consumer
can buy dishes from the basic
menu or in bulk order. For
example : there are number of
variety of bucket is available
for the managing successful
business growth.
McDonald use wide range of
pricing techniques to sell their
products, value pricing, going
rate, cost plus pricing etc.
Place Approach of KFC is to
distribute outlets in metros and
tier I cities now it has been
moved to II tier cities where
customers are too high and
long term goals (Wirtz and
Lovelock, 2017).
McDonald have different
outlets in their distribution
channel which opens 24 hours
a ady.
Promotions It is the another activity which
is very important to promote
the best effective leading
chargeable sources in order to
meet out the best forming
results. KFC can provides
different offers, discounts, T-
shirts, coupons and kid meals
to their potential clients to get
their full satisfaction growth.
McDonald advertise their
product or services in different
styles to promote their brand
image.
Physical evidence KFC provides different It refers to the element of the
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services to their customers in
order to get their satisfaction
level.
physical environment visitors
and customer good experience.
McDonald attracts their
customers by offers the best
hygienic product or services.
People People of KFC are very much
polite and well behaved to deal
with customers at the sale
outlets. KFC trained their
employees with full of training
and development method
(Wirtz and Lovelock, 2017).
97,000 people works in the
McDonald who are well
efficient and long lasting
interns of leading goals.
Process Process of KFC are direct
selling on the counter, KFC
has already open up its outlet
in all modern cities to get
customer reach.
McDonald provides food
penetration process to deliver
the product and services to get
the market appraoch.
LO 3
8. Produce and evaluate marketing plan for a KFC.
COVERED IN PPT
CONCLUSION
On the basis of above section or study it has been concluded that, marketing is the most
essential tool for the company growth. Study has been discussed essential tools for KFC. It
described marketing strategies and role of marketing in different functional areas. However, it
also analysed that, marketing is the best tool to takeover the market and customers in a better
manner.
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REFERENCES
Books & Journals
Ansah, M. O., 2016. Cultural Heterogeneity towards Standardization and Adaptation of
Marketing Mix: A study on Multinational Companies in Ghana. International Journal of
Business and Social Science. 7(3). pp.14-26.
Latasha, K. and et.al., 2016, January. Analyzing the Impact of Sensory Marketing on Consumers
A Case Study of KFC. In Proceesings of the International Conference on Tourism,
Hospitality and Marketing (IC16 Mauritius Conference) (pp. 21-23).
Mahoney, C., 2015. Health, food and social inequality: Critical perspectives on the supply and
marketing of food. Routledge.
Onatolu, A., Akwaowo, E. and Zobisch, P., 2016. Business Strategic Leadership, Marketing, and
Cultural Competence in International Business. J Bus Hum ResourManag. 2(011).
Putri, K. H., and et.al., 2015. Analisis Customer-based Brand Equity Restoran Cepat Saji
Kentucky Fried Chicken Di Indonesia. eProceedings of Management. 2(3).
Randhir, R. and et.al., 2016. Analyzing the impact of sensory marketing on consumers: A case
study of KFC. Journal of US-China Public Administration. 13(4). pp.278-292.
Stephens, D. L., 2016. Essentials of Consumer Behavior. Taylor & Francis.
Tank, A., 2015. China-Marketing: Geschäftserfolg im Reich der Mitte. Springer-Verlag.
Wirtz, J. and Lovelock, C., 2017. Developing Service Products and Brands. World Scientific.
The Five Marketing concept explained. 2018. [Online]. Available
through :<https://oxidian.ch/en/the-five-marketing-concepts-explained/>.
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