...Preface This report focus on KFC marketing strategies, its marketing environment , demographicfactor ,marketing factors. We designed a report to provide a brief description about itsmarketing mix & its major competitors in Pakistan. We also discuss four P’s of marketing & their marketing tools.In addition to it, this report includes a research base survey on KFC. We all have triedour level best to fulfill all the requirements mentioned to us. Now its depend upon thereader to read it carefully and understand what we want to communicate. This report provides a brief knowledge about KFC in Pakistan. Acknowledgement In the name of Allah, the most beneficent & the Merciful.Firstly, we all likely to thank mighty Allah who provides us knowledge, energy & skillsto get opportunities & to increase our knowledge & experience by completing this project.Secondly, we especially thank to our instructor Ms. RAHEELA ZULFIQAR who guidesus at every step & every aspect of this report, so that’s competed successfully.Finally, thanking management of KFC, for providing us with helpful knowledge needed.After that we are able to complete this report with hard working & cooperation. EXECUTIVE SUMMARY In September 2007, Ms. RAHEELA ZULFIQAR assigned us a project. We are asked toexplain how our chosen product is being marketed, and how environmental factors, buying behavior, market segmentation, demographic trends, target market, positioningstrategies, marketing mix, market planning & brands are relevant...
Words: 4938 - Pages: 20
...included a marketing plan for our organization so that the marketing performance gets to improve. The marketing processes which can helps company to have a more understanding about the market are going to discuss in this report. Besides, benefit and cost of adopting a marketing orientation and the marketing environment which influence the marketing decisions are also included in this report too. Other than that, the segmentation criteria of the company are also suggested in this report. We will know about the targeting strategy and buyer behavior from this report after our analysis. Lastly, we would like to suggest a new positioning strategy for our company too. (Urmi Saha, n.d.) KFC, Kentucky Fried Chicken is the largest and the most famous brand quick service restaurant of the fast food in Malaysia. In Malaysia, the first KFC restaurant was opened at Jalan Tunku Abdul Rahman in 1973. (Center Blog, 2009) Today there are more than 500 KFC Restaurants across the nation and still counting. At first KFC utilized stove-top secured cooking pots to broil its chicken. In the 1960s, the formally recommended model was the L S Hartzog created "KFC 20-Head Cooker" which cost $16,000. The Hartzog model had no oil filtration framework, implying that filtering must be done physically, and the pressure fryers occasionally exploded, this always hurt their employeees. In 1969, innovator and engineer Winston L. Shelton built up the "Collectramatic" pressurized fryer to solve the issues KFC confronted...
Words: 4816 - Pages: 20
...Introduction KFC, which has full name as Kentucky Fried Chicken, is one of well-known fast food brand names in the world due to their effective marketing strategies. To create good marketing strategies, KFC needs to understand the market by conducting a market research and collecting information about micro and macro environment. Therefore, they can influence factors in the micro environment and respond to potential macro environmental factors that can affect to them within next 12 months in Australia. This report focuses on marketing concepts which explain micro and macro environment. These key marketing concepts will be analysed and explain how KFC applied into their strategies. This report is based on academic resources such as marketing lecture notes of Insearch, text books of Philip Kotlers and academic online resources. II - Micro Environment Micro environment is examined as an environment in which the company can indirectly influence such as customers, partners, competitors and industry. For each factor, the company need to have suitable strategies to affect. 1. Customers Under marketing concepts of Philip Kotler (Marketing Management, Defining marketing for the 21st century, Philip Kotler), customers are determined as people who purchase product and they may or may not use that product for themselves. Besides, Kotler states that customers are centred instead of products. The company need to meet their customers’ needs, wants or demands. In this case study, KFC applied...
Words: 1678 - Pages: 7
...This report focus on KFC marketing strategies, its marketing environment , demographic factor ,marketing factors. We designed a report to provide a brief description about its marketing mix & its major competitors in Pakistan. We also discuss four P’s of marketing & their marketing tools. In addition to it, this report includes a research base survey on KFC. We all have tried our level best to fulfill all the requirements mentioned to us. Now its depend upon the reader to read it carefully and understand what we want to communicate. This report provides a brief knowledge about KFC in Pakistan. Acknowledgement In the name of Allah, the most beneficent & the Merciful. Firstly, we all likely to thank mighty Allah who provides us knowledge, energy & skills to get opportunities & to increase our knowledge & experience by completing this project. Secondly, we especially thank to our instructor Ms. RAHEELA ZULFIQAR who guides us at every step & every aspect of this report, so that’s competed successfully. Finally, thanking management of KFC, for providing us with helpful knowledge needed. After that we are able to complete this report with hard working & cooperation. EXECUTIVE SUMMARY In September 2007, Ms. RAHEELA ZULFIQAR assigned us a project. We are asked to explain how our chosen product is being marketed, and how environmental factors, buying behavior, market segmentation, demographic trends, target market, positioning strategies, marketing mix, market planning...
Words: 5333 - Pages: 22
...REPORT ON KFC KFC [Type the company address] [Type the phone number] [Type the fax number] 12/27/2012 Quartulain Shah BY :Abdul Moiz PREFACE This report focus on KFC marketing strategies, its marketing environment , demographic factor ,marketing factors. I designed a report to provide a brief description about its marketing mix & its major competitors in Pakistan. We also discuss four P’s of marketing & their marketing tools. In addition to it, this report includes a research base survey on KFC. We all have tried our level best to fulfil all the requirements mentioned to us. Now its depend upon the reader to read it carefully and understand what we want to communicate. This report provides a brief knowledge about KFC in Pakistan. ABOUT KFC Introduction Kentucky Fried Chicken (KFC)- one of the most known fast food chains in the world started in the early 1930's by Kernel Sanders in the Southern USA as a small franchise operation. Colonel Sanders has become a well known personality throughout thousands of KFC restaurants Worldwide. Quality, service and cleanliness (QSC) represents the most critical success factors to KFC's global success. Food, Fun & Festivity, this is what KFC is all about. Leading the market since its inception, KFC provides the ultimate chicken meals for the Chicken Loving Nation. Be it Colonel Sanders secret Original Recipe Chicken or the Hot & Spicy version, every bite brings a YUM on the face. At KFC we proudly...
Words: 2469 - Pages: 10
...Task 01 KFC SRI LANKA [pic] KFC has a long tradition of great food, a warm culture and some of the best hospitality among catering teams the world over. IT’S A FACT – Each year KFC serves over 1.7 million people in Sri Lanka 1.1 COMPANY PROFILE a) Company- KFC Sri Lanka b) History - KFC, Sri Lanka was launched in 1995 and since then opened 18 outlets island wide. Cargills has successfully infused an International brand with Sri Lankan tastes by developing a host of new dishes to suit local palates - like the Buriyani and Kotthu - along with the signature KFC meals. c) Products- Burgers Fried chicken Wraps French fries Soft drinks Salads Desserts Breakfast Specialties- Lunch Dinner Coffee Drinks d) Services- 08 Services e) Services names – Takes Reservations Walk-Ins Welcome Good For Groups Good For Kids Take Out Delivery Catering Outdoor Seating 1.2 Marketing Environmental frame work The marketing firm operates within a complex & dynamic external environment. It is the task of the marketing-oriented organization to link the resources of the organization to the requirements of customers. This is done within the framework of opportunities & threats in the external environment. ...
Words: 3118 - Pages: 13
...| KFC in Pakistan | Case Study | Submitted by: S.M. Ahtashamul Hoque April 12, 2013 HISTORY OF KFC Historically fast food industry had emerged in the 1920’s to cater the needs of American busy lifestyle. “White Castle” is generally considered the first fast food restaurant started in 1921. Later on, many other fast food brands have launched their operation & became successful. Basically fast Food Industry boom took place during the period of 1950s to 70s in which many successful global brands started their operation. Globally some famous fast food brands are KFC (1952), McDonald (1940s), Burger King (1954), Arby’s (1964), and Wendy’s (1974). Kentucky Fried Chicken (KFC) is founded by Colonel Harland Sanders is one of the most recognized fast food chains in America. Recently it is owned by PepsiCo and became the part of their Tricon Global Restaurant Division, now a day known as “Yum Brand”. KFC operates in more than 80 countries & territories with over 11000 outlets today serving some 8 million customers every day. Along with core product line fried chicken, they have been satisfying customers with Chicken Nuggets, Popcorn chicken, Hamburgers, Pork ribs & a variety of desserts. KFC- PAKISTAN: KFC launched its operation in Pakistan in 1996, opening its 1st outlet at Gulshan e iqbal, Karachi in January’ 1997. It has got a tremendous market in Pakistan & currently operating in 11 cities with 40 outlets nationwide. The franchise right of KFC Pakistan...
Words: 1470 - Pages: 6
...1711-306055 ( BBA 11 ) th Preston University Peshawar Session 2006 ² 2010 Project Report Marketing Strategies With Reference To Kentucky Fried Chicken A Project report submitted to the Preston University in partial fulfillment of the requirement for the Degree of Bachelor of Business Administration. Supervised by : Prof.Dr.Zain Yousafzai Submitted by : Siawoosh Wared ( BBA Hons ) Registration # 1711 ² 306055 ( BBA 11th ) Preston University Peshawar Session : 2006 ² 2010 II Project Report On CD Page III Approval Sheet Vice Chancellor : ______________________ Prof.Dr.Anwar Hassan Internal Supervisor : ______________________ Prof.Dr.Zain Yousafzai External Supervisor : __________________ Department of Business Administration Preston University Peshawar IV Preface This report focus on KFC marketing strategies, its marketing environment , demographic factor ,marketing factors. I designed a report to provide a brief description about its marketing mix & its major competitors in Pakistan. We also discuss four P·s of marketing & their marketing tools. In addition to it, this report includes a research base survey on KFC. We all have tried our level best to fulfill all the requirements mentioned to us. Now its depend upon the reader to read it carefully and understand what we want to communicate. This report provides a brief knowledge about KFC in Pakistan. _____________________________________________________ V Acknowledgement ...
Words: 8393 - Pages: 34
...of organization: KFC Chicken meat production is the largest sub segment of South African agriculture. It contributes almost 18% to agriculture's gross income which contributes to the economy growth and development of the nation. Chicken meat is the most important protein source in the diet of the majority of South Africans, including the poor. Chicken meat is the cheapest source (in terms of R/kg) of meat in South Africa, however, since 2013 chicken meat prices in South Africa increased by 13 percent and in the past year by more than eight percent, as increased import tariffs of chicken meat, coupled with anti-dumping duties, escalated local prices. KFC is known to be a favorite of meat lovers it specializes in fried chicken, and this segmentation is the main success factor of KFC. KFC’s key objectives include: * To increase their market share in the fast food industry * To improve annual profit margin in order to maintain company growth * To increase shareholders dividends and franchise KFC’s strategies KFC’s main success strategy lies in their super secret blends of eleven herbs and spices that are used to differentiate their chicken from other organization offering similar services. In addition, their marketing and advertising strategy that portrays the product as an ultra-unique, one-of-a-kind thing, with no exact equal in the entire world to a target audience gives them competitive advantage over others. Other key success factors of KFC include: Cleanliness...
Words: 2294 - Pages: 10
...purpose of this assignment is to focused to provide learns with the knowledge on different components of marketing process and able to assess the benefits and costs of a marketing orientation for KFC Holdings (M) Berhad. Macro and micro environmental factors able to see and the buyer behaviour can affect marketing decisions. KFC continues to develop in Asia. KFC come to Malaysia in 1973, the American establishment fast food since has extending forcefully to become the biggest Fast Food chain in Malaysia, it has 275 outlets. In Malaysia, KFC fast food restaurant was first opened in year 1973 on Jalan Tunku Abdul Rahman. The headquarter of KFC is located at Jalan Sultan Ismail,Kuala Lumpur. In year 2013, there are total of 579 outlets nationwide. Projek Penyayang KFC was established in year 1995 that provide food to 150++ homes every quarter. In addition, they have make an effort to enable orphans and underprivileged kids to enjoy their meals at KFC. Every year over 6,500 children are treated with “so good” food. Today, 3 of KFC Restaurants are controlled by speech and hearing-impaired staffs that was intended to serve physically challenge people. They serve to disperse the myth that an inability obstruct a man from driving an ordinary life and gives them a feeling of certainty and self-regard. Task 1 a) Explain any TWO (2) of the various elements of the marketing process in relation to the organization Create value for customers and build customer relationships Create...
Words: 6270 - Pages: 26
...and process of marketing The marketing concept is the viewpoint that trades should find out what the customers want and then make decisions to achieve those wants, better than the rivalry. Today most trades adopted the marketing concept, but this has not always been the situation. The process of doing so can be demonstrate in a sequence of stage: the situation is examined to categorise opportunities, the plan is expressed for a value scheme, planned decisions are mode, the strategy is implemented and the results are examined. http://us.123rf.com/400wm/400/400/dskdesign/dskdesign1207/dskdesign120700077/14652330-marketing-process-concept--segmentation--targeting--positioning--approaching.jpg Explanation of the various elements of the marketing process. Step 1 – swot analysis Step 2 – segmentation, targeting, positioning Step 3 – marketing mix Step 4 – implementation – go out there and sell your product no time to Step 5 – control Swot analysis An important part of the planning process is observing at the present position of the business and trying to choose how factors outside of the business might affect the business. Business do a SWOT examination as a way of determining which marketing strategy to use. The business does a review on the interior and exterior nature of the business looking at the current and upcoming condition. An audit is a review of all the business’ doings. Example of a business swot analysis KFC Strengths...
Words: 4711 - Pages: 19
...PROJECT REPORT MARKETING STRATERGIES WITH REFERENCE TO KENTUCKY FRIED CHICKEN [pic] Submitted by- Rohit Ahuja 0791491708 BBA (gen) SEM 3 CERTIFICATE This is to certify that Rohit Ahuja student of MSI of course BBA Batch (2008-2011), has completed her research work titled “Marketing Strategies of PVR Cinemas” under my guidance and supervision .The work submitted is genuine and authentic. Certificate PARAMVEER ACKNOWLEDGEMENT With profound sense of gratitude and regard, I express my sincere thanks to my guide and mentor Mr.PARAMVEER, for his valuable guidance and the confidence he instilled in me, that helped me in the successful completion of this project report. Without his help, this project would have been a distant affair. His thorough understanding of the subject and professional guidance was indeed of immense help to me. Also, this acknowledgement would remain incomplete without thanking the staff of KFC(RAJOURI GARDEN), New Delhi for their whole-hearted and kind co-operation. I am also greatly thankful to the faculty members of our institute who co-operated with me and gave me their valuable time. Acknowledgement ROHIT AHUJA Introduction of Company KFC Corporation, based in Louisville, Kentucky, is the world’s most popular chicken restaurant chain, specializing in Original Recipe ®, Extra Crispy TM, and Colonel’s Crispy...
Words: 7742 - Pages: 31
...31,000 restaurants dotted around the world (Ritabrata Giiosii, R.G. 2009). The golden arches along with Ronald McDonald and the catch phrase “I’m lovin’ it” have assisted McDonald’s in becoming one of the most globally recognised brands, allowing them to become McDonald’s most valuable intangible assets, but how did they do it? Countless elements threaten McDonald’s reputation; health issues, legal and technological changes, social factors, environmentalists and obviously competitors especially those who offer similar services and products such as KFC. They too have become a national brand recognized all around the world however to understand how McDonalds have achieved such success we must first understand what they do differently and what objectives have allowed them to achieve such aims which have assisted them in becoming the best (McDonalds Corporation. 2008). Constantly changing and bettering the marketing strategy has allowed McDonald’s to remain the best, however their main objective has always remained the same; not to be the biggest fast food restaurant chain but to be best fast food restaurant chain and to do so they...
Words: 6844 - Pages: 28
...foodservice industry in Vietnam. Chained players are likely to record a better performance than independent over the past few years. The main reason for this is that more people pay attention to service quality and food safety standards while chained operations are perceived in Vietnamese eyes as delivering better standards in this regard. Major cities such as Ho Chi Minh City and Hanoi will remain the centre of the fast food industry. KFC entered the Vietnamese in 12/1997 in Ho Chi Minh City. KFC is commonly known in Vietnam under the special name “Ga ran KFC” — a fast food restaurant chain serving the meals made from chicken, hamburgers and the most famous meal is fried chicken sandwiches, chicken pot pies, crispy chicken strips, wraps and salads. KFC is part of Yum! Brands, Inc., the world's largest restaurant company in terms of restaurant system, with more than 36,000 locations around the world. To this day, among big competitive brands, KFC is the market leader in Vietnam with over 140 restaurants throughout Vietnam. KFC was one of the first international players to enter the Vietnamese fast food category. The brand’s main competitive advantages were its long-standing presence, affordable price and customized dishes based on Vietnamese preferences. The company possessed an effective and nationwide outlet network, with all outlets being...
Words: 6633 - Pages: 27
... Recommended Marketing strategies and programmers The marketing strategies should be aligned with the business objective sets above, to do so; some marketing recommendations will be suggested in order to help in the achievement of KFC’s objective in Africa. In general, my suggestion of marketing strategy in Africa, it is to relay more on customer satisfaction and loyalty as the new trend of marketing which gives customer the priority in every action taken by the KFC, that will actually inverse the organization chart from traditional to Modern one. (Please refer to appendix 2) Showing to Africans that KFC is not there to only generate profits, but also to help in the development of the their countries like: working with the governments to reduce the poverty, given some scholarships to student, sponsoring associations and advising the youth entrepreneurs, in how to star up their business. Adding to this investing lot of money on corporate social responsibility, all that will be reflect positively on the KFC brand and create word of mouth among people, businesses and governments, which can increase the awareness of KFC and get a easy access to all Africa’s opportunities. Segmenting and targeting Children must be segmented separately and target with some menus which include toys and magic cards, also for weekends KFC can organize some competition of sport games or singing which can be opportunity for children to get together and have fun. Youth are the most consumer...
Words: 277 - Pages: 2
