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Fast food is the food that requires little preparation before being served. Kentucky Fried Chicken also known as KFC is one of the most innovation and leading fast food restaurant among fast food giants.This essay provides an analysis of the marketing news story which published in February.25.2015, about edible coffee cup which is also called Scoff-ee cup by KFC. This new cup greets plenty of the trends bedevilling the food business today such as product innovation, social responsibility and environmental friendliness. “This type of edible packaging is definitely aligned with the global consumer mind-set in terms of sustainability and simplifying their life,” said Shilpa Rosenberry, senior director of global consumer strategy at Daymon Worldwide.…show more content…
“In 2012 the estimated turnover for coffee shops was £5.8 billion” - Allegra Strategies UK Retail Coffee Shop Market Report Dec 2012. “We have become a nation of coffee lovers and even coffee geeks” said Jeffery Young of UK coffee week. In this way, KFC has successfully target their first generation consumers and as well as addresses on corporate social responsibility. “Other companies have been producing similar products such as —Lavazza, the Italian coffee brand, had edible cookie cups, while Coolhaus sells its ice cream sandwiches in potato starch wrappers printed with inks made from vegetables. In New York, Dominique Ansel Bakery offers a chocolate-chip shot, with organic milk poured into a cookie cup,” by Stephanie Storm The New York…show more content…
During the Growth Stage, a company aims to develop brand recognition and increase their customer base. The quality of the product is often improved and technical support is usually enhanced. Pricing remains generally stable as demand continues with minimal competition. During the Maturity Stage, the company has successfully established product and the aim for the manufacturer is now to maintain the market share they have built up. This is probably the most competitive time as KFC, now, has to take into consideration of Porter’s five forces analysis. For instance, other fast food oligopoly such as McDonald’s, Subway, Burger King and so on might come out with similar product of relatively cheaper price as substitute. Moreover, small businesses are able to enter to the market because of reasonable production costs. “A successful strategy needs to be based on assets and competencies because it is generally easier for competitors to duplicate what you do rather than who you are,” said David A.Aaker Strategic Market Management. The firm should invest to regain a dominant position so that it is a point of advantage if other firms are catching up. “A satisfied customer is one who will continue to buy from you, seldom shop around, refer other customers and in general be a superstar advocate for your business,” said Gregory Ciotti Help Scout.

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