The Marketing Strategy Of KFC

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“Marketing strategies can have a broad impact on the business in terms of instilling a marketing orientation among all those in the firm: the way of thinking or philosophy of the whole organization. However, marketing strategies can alternatively be seen as dealing only with the development of competitive advantages directly associated with the marketing function such as customer loyalty and distribution channel control. In the latter case, the domain is sometimes even further restricted by sole attention to the various element of the marketing mix rather than the more general issues of customer and channel relationships. There are two key

Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in

Undoubtedly, strategic marketing supports Continuous improvement and product evolution and it is one of the most important functions in a company, if not exactly the most important, strategic marketing, which is concerned with the relationship of a company with its competitors, particularly with creating and maintaining competitive advantage over rival companies. Michael Porters Generic Strategies cannot be left when saying literature of strategic management. According to Porter (1985) there are three generic strategies for achieving above-average performance in an industry: cost leadership, differentiation, and focus. According to Kotler, 4Ps: Place, People, Price, Product, Marketing strategy is the best way with STP: segmenting, targeting and positioning. Kotler develops following 8-steps of planning process for marketing strategy.

In the world we live in today, it is often hard to have the “perfect” personality. Nobody is perfect, and society is always telling us who we should be and how to act. In all reality, everyone is different, and people are perceived in many different ways by different people. I was once asked if I had to limit myself to five words that summed up my personality, what would they be? I believe that I am confident, determined, stubborn, responsible and sarcastic. The first four traits I have probably developed because of my participation in martial arts over nine years. I have developed the sense of knowing right and wrong, and I was always told to believe in myself and to never give up. I know when I want to achieve something, and even if I am

Technologic environment is another aspect that companies should follow strictly. For Burger King, technological developments for cooking or charging money will provide faster service and through that, customer satisfaction. Political environment is about laws and government agencies and restrictions. Food service is a fragile sector, full with restrictions and legislations. Therefore, Burger King should show regard to these restrictions and differences of them between each country. Finally, cultural environment is another important part of macroenvironment. Eating habits and personal relationships differ from country to country so marketing managers of Burger King should make sure that products and advertising actions are suitable with the country they are made in.

The marketing strategy means setting a long-term objective for an enterprise, as well as identifying the instruments, methods and measures for its achievement. In the classic approach, M. Porter distinguished three major market

Kentucky Fried Chicken (KFC) is a popular fast food chicken restaurant chain around the world. (Bell, Shelman, 2011) It is one of the subsidiary of Yum Brand. This company also operates the Pizza Hut and Taco Bell. (Yum! Brands, Inc, 2016) KFC was founded by Harland Sanders in 1952. (Bell, Shelman, 2011) Sanders was successful in creating the brand, even the logo of KFC brand is the portrait of him. He became a notable figure in American history thanks to his great contribution on creating KFC brand. Nowadays, KFC becomes more and more popular, the sales ranking of KFC was the 11th among the worldwide restaurant brands. (The QSR 50, 2015) The sales of KFC in 2014 was 4200 million dollars. (Details in Appendix 1) It means KFC has a large quantities of consumption needs. Actually, KFC has 14,577 restaurants around the world and 70% of them are located outside America (Yum Brand Annual Report, 2015). The restaurant profit was increased year by year from 2013 to 2015. (Details in Appendix 2) Therefore, it is potential to enlarge the customer base by analyzing consumer behaviors.

The most important role of strategic marketing is that it enables an organization to serve its customers in the most effective and competitive fashion. It helps the organization in knowing what its most potential customer segment is and what strategies it can adopt to attract this segment towards its products or service offerings. Through Strategic Marketing Management, an organization can better formulate its four most important strategies; i.e. product strategies, pricing strategies, place or distribution strategies, and promotion or

Strategic marketing is a market-driven process of strategy development, taking into account a constantly changing business environment and the need to deliver superior customer value. The focus of strategic marketing is on

Strategic marketing management is all about marketing activities that influence the corporate, business and marketing plans. Strategic marketing can be characterized into three fundamental roles. In the first place, marketers situate everybody in the business toward markets and clients. Along these lines, they are in charge of helping business execute a showcasing rationality all through the strategic planning process. Second, gathering and analysis of information are being done by marketers to assess the actual situation, recognize patterns in the advertising environment, and evaluate the potential effect of these patterns. This analysis contributes to corporate, business, and marketing strategic plans. The third role is

In marketing, the business model a firm chose can be one of the ways that reflects the process of value-creating into the market. It defined the physical elements of the enterprise and the procedure about taking apart in the marketplace and market shares acquisition. Strategy and tactics are the two key components of the business model. Philip Kotler(2001) said that, “marketing plan plays an important role in the course of strategic planning, which is the basis for all marketing strategies and decisions.” In words, marketing plan is the key strategy of products or brands and there are two kinds of it. On the one hand, strategic marketing plan depicts the total business goal and strategies with a basement of the current market atmosphere and analyses of possible opportunities. On the other hand, followed the strategic marketing plan, tactical marketing plan formulates a series of specific activities like brand building, incentives and communication.

customers. Strategies, plans and techniques in the areas of operations, communication and marketing, sales, supply chain, logistics, research and development, performance measurements as well as social and corporate obligations and responsibility are continuously improved all for the benefit of the target market. Once companies become successful in these organizational and managerial areas, sustained economic development is envisioned. This literature review aims to present a critique of existing, published literatures that analyze the relationship between marketing strategies and the firm’s performance.

A marketing strategy can be defined as the art and science of formulating, implementing and evaluating cross functional decisions that enable an organization to achieve its objective. A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. This is where McDonald’s has excelled due to its ability to successfully integrate the customer’s perspective in its products and operations

Over the years, marketing managers and business strategists have developed a number of defensive marketing strategies to defend their position and maintain their sales and profitability. There are two types of defensive marketing strategies. Pre-entry strategies are actions taken by incumbents before they are attacked by challengers. Defensive marketing strategies may also take the form of post-entry actions that are initiated after the challenger has entered the market (see Table 1). 2.1 Pre-Entry Defensive Strategies Pre-entry defensive strategies are actions taken by firms intended to persuade potential entrants to believe that market entry would be difficult or unprofitable. Such actions include signaling, fortify and defend, covering all bases, continuous improvement, and capacity expansion. Table 1: Defensive Strategies