Marketing Strategies for KFC: A Comprehensive Analysis

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Marketing Essentials
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Table of Contents
Introduction...................................................................................................................................................... 3
Scenario 1:......................................................................................................................................................... 4
1. Introduction to the concept of marketing, including current and future trends as they
relate to KFC............................................................................................................................................... 4
2. An overview of the different marketing processes..........................................................................5
3. Explanation of the role and responsibilities of a marketing manager in the context of KFC.
......................................................................................................................................................................... 6
4. An explanation of how marketing influences and interrelates with other functional
departments of KFC................................................................................................................................... 7
5. The value and importance of the marketing role in the context of KFC...................................7
6. Conclusions that emphasise the significance of having effective interrelationships between
different functional departments as identified.....................................................................................8
7. Using KFC as an example compare ways in which organisations use elements of the
marketing mix (7Ps) to achieve overall business objectives. Use at least one other organisation
aside from KFC to inform your analysis............................................................................................... 8
Scenario 2........................................................................................................................................................ 12
You are the Marketing Manager for an organisation of your choice, and as part of the
marketing strategy you are required explain a suitable marketing plan which would enable to
the organisation to be more competitive in the market...................................................................12
PowerPoint presentation......................................................................................................................... 12
Conclusion...................................................................................................................................................... 21
Reference......................................................................................................................................................... 22
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Introduction
The term marketing could be considered as a process of the organisation that describes the
various tools and the strategies to the organisation so that the sales goals and objective of the
company could be achieved. The main focus of the marketing tools and strategies is on
identifying the untouched and unsatisfied needs of the customers. Here, it provides an idea to
the organisation about what to produce and in which amount so that the unsatisfied needs of
the customers could be fulfilled. The company could achieve its goals and objectives through
delivering such products or services to the customers that could satisfy their needs. Like this,
there are many other concepts and strategies of the marketing process which would be
explained in the current assignment. For the purpose of the clear understanding of the
concept, the company KFC is taken as an example.KFC (Kentucky Fried Chicken
) is well known company of the food and beverages sector and this is known for fried
chicken. It is an American fast food company which is operating in approx 123 countries.
The main competitors of KFC are McDonalds, Dunkin Donuts etc.
Company Logo
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Scenario 1:
1. Introduction to the concept of marketing, including current and future trends as they
relate to KFC.
Marketing is a process that helps the company in maintaining and creating the relationships
with the customers through satisfying their unsatisfied needs and wants. So, it could be said
that term marketing helps the company a lot in maximising the profit, increasing the sales of
the company (Avery, 2013). Here, the concepts of the marketing are explained that present an
idea in front of the organisation about how the business should be enhanced through
satisfying the needs of the customers. The marketing concepts are:
Concepts of marketing:
1. Production concept: This concept is based on the idea “customers would buy the
product which is highly available in the market”. The main focus of the company is to
increase the production unit and also the mediums so that the products could be highly
available into the market.
2. Product concept: This concept is based on the idea “customers would but that
product only that have innovative features and also would be superior in quality and
favour”. Here, the main focus of the company is to enhance the quality of the products
so that their benefits could be enhanced.
3. Sales concept: the concept is based on the idea “customers would buy that product
only on which the selling and promotional efforts are made by the company”. Here,
The Company hires the sales executives so that they could convince the customers
about buying the products (Noble and Mokwa, 2013).
4. Marketing concept: This is the concept which is very popular these days. This is
based on idea “customers would buy that product only which would satisfy their
needs and wants”. Here the company put efforts in identifying the unsatisfied
demands and needs of the customers and tries to fulfilling them through producing
and delivering the products as per the needs of the customers.
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Figure 1: Marketing concept (Piercy and Morgan, 2014)
5. Societal marketing concept: This concept is based on idea “customers are being
conscious about the environment and their health. Here they would buy that product
only which would satisfy their needs and would not harm the environment”.
Current and future trends: The current trend that the companies including KFC are
following today is marketing concept. Here the company first identify the unsatisfied need of
the customers and then produce the product accordingly. The societal marketing concept is
also being followed by various companies and this helps in creating an image into the mid of
the customers and they are protecting the surrounding environment.
2. An overview of the different marketing processes.
The marketing process explains the steps by steps strategies that the company needs to
formulate in order to achieve the sales goals and also to maintain the relationships with the
customers. The marketing process that KFC could use is given below:
Process of marketing:
1. Situation analysis: At the first stage, the company like KFC etc examines the
surrounding environment of the company that includes competitors strategies and
actions, government policies, customers needs and wants etc.
2. Marketing strategy: at the second stage of marketing process, the marketing
strategies like segmentation, targeting and positioning are formulated that provides
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the idea of dividing the customers and choosing the best segment and also creating an
image into the mind of customers respectively.
Figure 2: Marketing process (Shimp, 2014)
3. Marketing decisions: At third step of marketing process, the decisions on price,
product, place and promotion are taken so that the right product could be launched at
right time and right place.
4. Implementation and control: At the final step of marketing process, the
implementation of all the strategies and decisions have taken are occurred and along
with his, he company also takes care of the proper control on the factors that may
affect the marketing process (Yoo, Donthu and Lee, 2010).
3. Explanation of the role and responsibilities of a marketing manager in the context of
KFC.
The roles and responsibilities of the marketing manager of KFC are explained below:
1. Developing strategies: the marketing manager of KFC is responsible for developing
the strategies regarding enhancing the business, producing the products as per the
needs of the customers and also to enhance the sales volume of the company so that
the enough volume could be gained and the company could achieve its goals and
objectives.
2. Maintaining public relations: Marketing manager of KC is also responsible for
maintaining the public relations in the market, that includes relations with customers,
media etc.
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3. Gaining the competitive advantages: marketing manager of KFC also formulate the
strategies so that the competitive advantage could be gained over the competitors.
4. An explanation of how marketing influences and interrelates with other functional
departments of KFC.
Marketing department of KFC is the department that plays a very important role for each and
every other department of the company. The strategies of marketing department of KFC
could help the other departments in achieving the success or provide them the valuable
information so that they could execute their function effectively. Here, the influence and
interrelation of the marketing department with other department of KFC is explained below:
1. Interrelation with finance department of KFC: As known that marketing
department needs to formulate the strategies and this department also wants huge
funds so that the strategies could be implemented properly (Van Waterschoot and Van
den Bulte, 2012). Here, the information about the funds available in given by finance
department of the company. In reverse, the marketing department of KFC helps the
finance department in maintaining and enhancing the funds and revenue.
2. Interrelation with human resource department of KFC: Marketing department of
KFC provides the information to the human resource department about the skills and
talent required in the organisation to execute the decisions etc.
3. Interrelation with sales department of KFC: With the help of the marketing
department, the sales department of KFC is able to sale the fast foods to the customers
as marketing department formulae the strategies so that the exact needs of the
customers regarding the taste of chicken and type of chicken could be identified.
5. The value and importance of the marketing role in the context of KFC.
Marketing plays a very important role for the organisation and as KFC belongs to foods
sector. Many other competitors are also present in the market and then it is very important for
the company to use this concept so that the goals and objectives could be achieved properly.
Here, the value and importance of the marketing in the context of KFC is given below:
1. As known that KFC is known brand in the food and beverages sector of the company.
Here, the marketing department and the concepts of marketing help the company in
maintaining its brand into the market and also helps in creating a positive image of the
company into in the minds of the customers (Kotler and Armstrong, 2011).
2. For KFC, the marketing process and concept acts as a pool of new ideas and
information. The information such as customers and competitors is provided to KFC
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by marketing so that appropriate actions could be taken to achieve the success into the
market.
3. Marketing also plays a very important role in transferring and moving the right
products to the right market so that the customers of that market could be satisfied and
a new and good position could be created in their mind towards KFC.
6. Conclusions that emphasise the significance of having effective interrelationships
between different functional departments as identified.
The interrelationship between the departments of KFC is very important as with the help of
this, the process of the company could be executed effectively and smoothly. No organisation
could survive into the market if the departments of the company do not interrelate with each
other (Deane, McDougall and Gargeya, 2011). Here, the significance of having the
interrelationship between the functional departments of KFC is given below:
1. Increase trust factor: If all the department of the company interrelated with each
other then the trust factors is enhanced in the company and the effect of this could be
seen on the processes, activities and strategies of the company.
2. Increase customer service: the customers service of company could be enhanced if
all departments interrelate with each other. For example: In KFC, all departments
works together and this is the reason of why the company is able to enhance the
service.
3. Increase efficiency: the efficiency of the company could be enhanced through
interrelation of the departments.
7. Using KFC as an example compare ways in which organisations use elements of the
marketing mix (7Ps) to achieve overall business objectives. Use at least one other
organisation aside from KFC to inform your analysis
Marketing mix could be considered a tool or the strategy through which the decisions on
price, place and promotion could be taken by the company easily. The marketing mix helps
the company in considering each and every aspect of place, price and promotion so that the
effective decisions could be taken. On the basis of the nature of what the company is offering
the marketing mix could be of two types. In the other words, it could be said that if he
offering of a company is product then the concept of product marketing mix if used which is
also known as 4P’s. And on the other hand, if offering of the company is service then the
concept of service marketing mix is used which is also known as 7P’s.
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Figure 3: Service marketing mix (Moriarty and Kosnik, 2015)
Here, KFC is the organisation which is famous in the food and beverages sector and along
with fast foods items, the service of the company are very popular among the customers. So
for this, the company uses the concepts of 7P’s. Here, fir the purpose of comparison in
marketing mix, the competitor of KFC, McDonald is taken which also offers the fast food to
the customers and like KFC, it is also very popular among the customers. Here, the
comparison in the service marketing mix of these two companies (KFC and McDonald) is
explained:
Service
marketing
mix element
KFC McDonald
1.Product As known KFC belongs to foods
sector, here the main products that
the company offers to customers
are:
- Streetwise: Chicken
Sneaker, Snack box, Rizo
rice etc
- Veggie selection: Veg
sneaker, Veg Zinger etc
(Lehmann and Winer, 2012)
- Chicken Delight: Fiery
Grilled, Hot and Crispy etc.
Like KFC, McDonald is also very
popular among the customers. the
main items that McDonald offers are:
- French fries
- Snack wrap
- McMuffin
- Chicken McNuggets etc
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- Bucket chicken etc
Some other fast foods are offered
by KFC but the company is known
for the chicken items.
2. Price KFC uses the optional pricing and
bundling pricing strategies where:
- Optional pricing includes
add on prices for he basis
dishes and on other hand
- Bundling pricing is used for
combos ha includes he mix
of items offered by
company.
McDonald is the company includes the
bindle pricing for the combos that the
company offers to the customers.
Besides this, the menu of McDonald
includes all the items and if the
customers wishes to add more items
then they has to pay for those items
(Dibb, Simkin and Ferrell, 2015).
3. Place KFC offers the fast foods items to
the customers through outlets and
online delivery. After delivering the
foods to Tier I cities the company is
now forwarding to Tier II cites.
McDonald also uses the same place
strategies as KFC does.
4.
Promotion
KFC is known brand among the
customers so the company
promotes the new fast foods to the
customers. Here, the company took
the help of advertising in news
paper and television to make the
customers aware of the new items.
Along with this, banner also used
on the company.
McDonald also uses advertisement in
newspaper and television to create the
awareness among the customers.
Along with this, the company also take
the help of public relation and sales
promotion to advertise its products and
services.
5. People The employees of KFC are well
educated and well behaved. To
enhance the quality delivery of the
employees, the training is also
provided to the employees
(Grönroos, 2013).
McDonald hires the talented and
educated staff and believes in
providing on job training to the staff.
6. Process The transparency and the quality of McDonald focuses on transparency of
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the services are the two factors on
which KFC put a huge focus.
the service which is being delivered to
the customers only.
7. Physical
evidence
The stores of KFC are neat and
clean, the employees are also well
dressed. Along with this, the
environment of the stores are
pleasant and relaxing
McDonald also keeps the stores neat
and clean. The environment of
McDonald is healthy and good for
hang out with friends (Ibidunni, 2011).
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Scenario 2
You are the Marketing Manager for an organisation of your choice, and as part of the
marketing strategy you are required explain a suitable marketing plan which would
enable to the organisation to be more competitive in the market
PowerPoint presentation
12