Yum Brand Essay

Orange Kingdom is a clothing retail store owned by Between, Inc. It is differentiated from its family brands such as Between and Old Marine, as it gives an upscale image compared to the other two brands, and targets young professional population aged mid twenties to mid thirties both men and women. It provides mid-scale work-to-play casual and business apparel, accessories, and shoes through about 500 stores including factory stores in the United States. It is also gaining market share in Asia, South America, and Europe as well. In this marketing proposal, I would like to discuss three service options to retain and acquire customers.

The first KFC was opened in Tiananmen Square, China 1987; it struggled as western food was unknown to the east. This was still a very conservative nation, not prepared for the “Fast Food” takeover. The restaurant did pretty well, but grew slowly. The Harvard business review, stated that “in 1992 the Chinese government granted foreign companies greater access to markets, KFC China’s managers gradually developed the blueprint that would transform the chain.” (Yums' China, 2017) Although they have done well for themselves they struggled, as growth was steady but slow and their customer base was shrinking. “In November 2016 Yum China Holdings, Inc. became a licensee of Yum brands in Mainland China; they have exclusive rights to KFC.” (Yums' China, 2017) Yum controls approximately 7,300 restaurants and more than 400,000 employees in more than 1, 100 cities. YUMS generated over $8bln in sales in 2015.

Target Corporation company was first established in the year 1902 by an American known as George Dayton. The company was first called the Dayton Dry Goods and later in the year 1962 its name was changed to Dayton-Hudson to suite some interested parties. Moving onto the year 2000 , the name was finally and permanently made to be The Target Corporation and has since then not been changed. This company is a public company majorly retailing having a major base in Target Plaza North and Target Plaza which is South Minneapolis, Minnesota , in the United States. The target company is a US based company that is the second biggest retailing company in the United States. It was established by George Dayton who had the establishment of its headquarters in Minneapolis. It opened its first store in Roseville that is in Minnesota in 1962. The primary company had a name of Dayton-Hudson Corporation, and this took place after joining with J.L. Hudson Company in the year 1969.It had some ownership in various departments such as Dayton 's, Mervyn 's, Hudson 's and lastly Marshall Fields 's. The Target (Basil, 2009).

Despite Yum! brands huge success in china, there have been a lot of risks and threats in entering the local market. In respect to that its critical to mention the oppositionof the local population in perceiving fast food industry and especially western culture entering their own market.

Wholesalers across the world obtain many vendors and many customers. Associated Wholesale Grocers is owned by their customers who are independent grocers. AWG buys their products from various vendors around the world. The giant wholesaler offers fresh produce, national brands, certified meat, and their private label brand. Vendors that AWG buys from benefit the most because of the large number of sales brought by AWG. Actually, AWG was forced to open a new warehouse in Louisiana to take stress off of their other distribution centers (ZWIEBACH, 2012). One of AWG’s main vendors is Kraft Foods which obtains their own website to display competitiveness and advertise the products they sell. After reviewing Kraft’s website, it is clear that there is no mention of AWG on their website. However, Kraft’s website is genius in the way they display pictures of their products to attract customers. The primary association with AWG that is posted on Kraft’s website is that AWG carries and sells ninety percent of the products Kraft offers. Within the warehouses around the world, Kraft products seem to enter the warehouse more than any other vendor AWG buys from to

operates several fast food brands in Australia. KFC is the major brand that Yum runs. The main product of KFC is made by chicken meat. Therefore, the strength and the weakness of KFC are obviously. People who like chicken meat will highly be attracted by KFC. However, it gives customer who like fast food a limited choice. Just use the one kind of meat will make the brand to be more professional. But it also will narrow its potential markets.

Yum! Australia is an exclusive company owned by foreign that works as a fast food restaurant chain; it is the licensee of the trademark and systems behind KFC and Pizza Hut. They are both fast food restaurateur but one specializing in fried chicken while another specializing in pasta and pizza. Yum Australia is a branch of Yum! Brands, which has more than 35000 stores in over 110 countries and has become as one of the largest restaurant group in the world. The first Australia’s KFC was opened in 1968 and the first Pizza Hut in 1970. Nowadays, Yum! has more than 610 KFC stores and 280 Pizza Hut stores in Australia, being one of the biggest franchise systems in the country. They employ almost 32000 people in Australia and always being busy because

Emerging markets: It provides an opportunity to gain market share when new powerhouse emerging as the country.Yum brand become the first mover to open its first restaurant in Ulaanbaatar, Mongolia in 2013 as fast food companies such as Mcd and Starbucks does not operates at Ulaanbaatar, Mongolia, so being a first mover in these new markets can prove to be most rewarding .Yum brand also are not emerge yet in Ethiopia country and most of the countries at North Africa such as Mali, Libya, Algeria, Niger, Sudan, Eritrea and more.

The entrance of china was more opportunistic expansion rather than strategic. The huge population of 1.4 billion people and annual GDP growth of 14.5% over the past decade, China’s urban population rise from 36.2% of the total in 2000 to 46.6% in 2009, and the strong middle class whose per capital income surged from RMB 6,282 to RMB 17,175 (In 2010, RMB 1 = USD 0.15.) all made china as great opportunity for the restaurant that was facing a mature market that had a growth of merely 1%. Another attractive factor of china market was the success of many American restaurants such as KFC, McDonald’s and Pizza Hut’s. However

Markets: KFC was one of the first fast food chains to expand internationally, there were 18,875 KFC outlets in 118 countries around the world in December 2013. There are 4,563 outlets in China and 4,491 in the United States, others across the rest of the world. Some outlets are owned by franchises and others are owns by the company. Approximately 11% of outlets are company owned, others are owned by franchise holders. Although capital intensive, company ownership can be faster expansion of the chain.

Quoted from Yum! Brands, Inc., KFC's parent corporation: 'Our passion, as a restaurant company, is to put a YUM on people's faces around the world, satisfying customers every time they eat our food and doing it better than any other restaurant company. A&W, KFC, Long John Silver's, Pizza Hut, and Taco Bell offer customers food they crave, comeback value, and customer-focused teams. The unique eating experience at each of our restaurants make our customers smile and inspire their loyalty for life. Toward that end, our 750,000

The proposals that we are going to depose are a planning of continuous action in order to confront the challenges, which BT confronts. The most important factor is considered to be the fact that the marketing environment changed rapidly after the deregulation of the telephone industry. Up to then BT was operating as a monopoly, ignoring the competition and ways to face it.

Since the 1980s, an increasing number of varieties of store-branded food products have reached the market, sold by retail supermarkets and mass-market wholesale entities through partnership agreements with national and regional brand manufacturers (Kim, 2001). Store brands are retail-inspired products marketed, controlled, and sold exclusively by retailers in competition with brands controlled and marketed by manufacturers (Kim, 2001). Store branding is not a new concept. The early 20th century produced important store brands consumers readily accepted, originating through retail development projects for similar or identical consumer products. These products offered legitimate quality and value choices for cost savings of disposable, non-food products, as opposed to nationally or regionally known products (Kim, 2001).

Providing customers with the best of both worlds: west meets east. In addition to its radical strategic approach of localization with regard to its food, they extended that viewpoint when selecting their management team. By hiring Chinese executives, Yum! Brands is able to build relationships with the local suppliers more easily and quickly. It definitely helps with their competitive advantage that chicken is a staple meat in China. Given these factors, it is clear that KFC has a competitive advantage in this market. However, taking a closer look at the industry and thinking longer-term, the competitiveness is undesirable but there is still potential to improve profitability. See the analysis

CXM Computer Company have various products to provide different functions ranging from computer game to professional Internet work. In order to development of our company, finding potential marketing is necessary. Younger is more and more likely to use computer for studying or playing computer games. In a word, the young people is a potential, lucrative market for CXM Computer Company.