Menu Planning and Product Development for KFC - Assignment Example

BUSINESS KFC or otherwise known as Kentucky Fried Chicken is a fast food restaurant that specializes in fried chicken. Because of a rise of health-conscious consumers. This is a fast food restaurant chain that specializes in fried chicken and is headquartered in Louisville, Kentucky, in the United States.[Ano1011] Normally, for the restaurant to run efficiently there is need for effective research on various aspects as discussed below. Qualitative and quantitative researches are powerful marketing tools that play an important role in the development of successful marketing strategies.  [Nat11] I. Consumer research. This is often done through in interviews, focus groups and simulations. This is understanding of the customers preferences and tastes, type of service that is required, cultures and values, and the believes. This is vital so as their values are put into consideration during food preparation and service. This is done so as to maintain the customer loyalty and the population size. II. Product optimization. The research in this area will be beneficial to the restaurant ensure efficiency and effectiveness of the foods. This will ensure that company uses machines and mechanisms to maximize the production of foods for the sake of the growing demand of customers. This also ensures that the wastes are reduced so as to increase the profitability of the company. III. Tracking of new product launch process.Normaly, the new products have no definite guarantee that they would sell.They are usually under market test in various segments to see their move. They be monitored and researched on because they can reduce the profitability of the restaurant due to losses. IV. Advertising research. This research is vital for the existence of the restaurant. It is often done to increase the efficiency of the advertising and marketing. The restaurant ought to know the media channel that is effective and fast. The channel should be accessed by all the target groups and that it should be cost effective. This channel should be able to not only increase the profitability of the firm but it should also be affordable to the onsumer.Ordinarily,broadcast and print media should be used at small scale since they are expensive. The restaurants should use the social media such as facebook; tweeter and websites o reach the customers. V. Customer satisfaction.The research in customer satisfaction is vital for the advancement of any restaurant.This is because it ensures that the customer loyalty is maintained.The research will scruitinize the customers likes and preferences in terms of food. It will be able to note the level where consumption is at the peak. The monitoring of customer satisfaction reveals the area of weakness and this will enable the restaurant to improve and remain in the competitive advantage. VI. Market Analysis and competition. The research in this area is vital for it will enable the restaurant to remain at the competitive advantage. This is because the restaurant will be able to understand fully the competitors and device mechanism to be on the competitive advantage. The strengths of the KFC restaurant are comprehended and they are utilized for the advantage of the restaurant. The company is able to understand the foods that most customers prefer in their competitor. The price of the foods, place of delivery and the promotion of the foods are deeply analysed.This is with the aim of remaining at the competitive advantage. It is important to consider the customer needs and wants of the restaurant so as to maximize the production of the foods that the customers like most.Ordinarily, it is vital to ration the foods verses the demand so as to avoid losses and wastages. The needs of the customers could be gotten from the receipting department so as to see the foods that are mostly consumed. The price of the food should not compromise the food quality. The restaurant offers foods of high quality at a friendly and competitive price.Ordinarily; the value for money is reflected from the sweet foods. There are also good services that accompany the foods. The environment is stunning with smart decor accompanied by soft background music that soothes the food the throat. [Nat11] Due to the advancement in technology, there has been change in various trends across the cultures. It is important to note that for the any restaurant to prosper in setting it must maintain the trend and the culture of the society. In the recent past, people have been advised to use low fats since excess of the fats will lead to health issues.KFC restaurant has been concentrating on the fried chickens and customers have developed a perception that it is quit fatty. The management however uses new machineries that drain excess fats and therefore customer safety is guaranteed. Ordinarily, unique selling proposition is very important for it enables the restaurant to be unique and therefore be at the competitive advantage over its competitors.Normally, a particular food that is unique and preferred by the customers will be the restaurants unique selling proportitions.The KFC restaurant unique selling proportions is the popcorn nuggets which is a unique blend of chicken and corn. Most customers like the dish and it tends to record the highest sales daily. The foods of the KFC restaurant could be explained using the following food squire: The first square has foods that have been priced higher due to the cost of production. The foods also have high preference to customers and therefore they make numerous sales in a day. The second square has the foods that are prised high but have low intake. These foods have not been fully accepted in the market and therefore are produced in small quantities. The foods in square three have low production cost thus priced low and have a high consumption. This is because they are sweet and affordable.Lastly, square four has foods that have both low price and consumption and this are usually prepared in small quantities lest they attract losses. It is important to balance the menu to cater the demands for the entire clients.KFC restaurant has a balanced menu of drinks, sandwiches, chicken, classics, and deserts. This is meant to meet the demand of all the customers. The colour of the foods is appealing. The foods are cooked well and are soft in texture to ensure the toothless get a bite. The restaurant uses Guerdon/Flambé method which involves customers watching their dishes cooked in front of them. The flavor of the food is unique; a single bite will always leave a mouth party all the way to the throat. The introduction of new food concept in the restaurant should always be understood. The SWOT analysis of the restaurant should be scrutinized by the management. The KFC strength includes a well established brand. The new food concept has enabled the company to maintain the good brand of the products. There is a perception within the customers that the restaurant offers good foods. The restaurant has weaknesses in its management, the managers seem not to know and understand their roles and therefore they are found charting with their customers anyhow. The restaurant has great opportunity. The advanced technology has made KFC to purchase machinery and will continue to purchase to raise the quantity and quality of foods thereby meeting the customer’s demand.Finaly, the threats of the KF restaurant involves competitors such as hard rock café that tries to cook the same foods but KFC has a unique selling proposition that makes it to be competitive. The new food concept should consider consumer expectations. Foods that are prepared without the consideration of the consumer will receive consumptions. The foods should always meet the consumer expectation because it is from this that consumer satisfaction is build. The restaurant should also consider the religious and cultural value of the people. If the restaurant is based in India, then there should be no bull’s meat or pig’s meat in the restaurants in Parkistan.This is to ensure that the customer religious values are observed and that there is satisfaction amongst the consumers in this place. Therefore the menu should consider these values. On the other hand ethnic and social influence should be observed by the restaurant to the latter. The foods that are not accepted towards the community should not be in the menu and should not be prepared. The restaurant should also consider trends and fashions of the society. There has been the concern of good health for citizens. The KFC should always keep hygiene and ensure that they cook food that has fewer fats. Ordinarily, the corporate level strategy will form the stem of the strategic decision tree and the management has to be fully aware of its implications as well as the sensitivity of all succeeding strategies. The goal of KFC is the provision of quality foods for the customers.Normaly; it is importance that corporate level strategy is completely aligned with the overall vision of the organization and the values and prospect of customers. The restaurant should ask the consumers their prospects and align them with their vision. [Rah12] The business level strategies are fundamentally positioning strategies whereby restaurant tends to secure for themselves an identity and position in the market. The KFC should select a given segment that has high consumption and secure them an identity in that place. The aim is to enlarge the restaurant value for the corporate and customers by increasing the brand awareness and value perceived by the customers. There is need to understand products or services offered by a restaurant unit as a deck of cards so that we can safely decode the progress. In this level focus is on pricing or foods differentiation to increase the perceived customer value. The foods should be of quality and the prices should be affordable.[Rah12] Operational level strategy is mainly concerned with effective implementation the strategic decisions made at Corporate and business unit level through optimal utilization of resources and competencies of the business unit. The KFC should continue to equip them with machinery that will increase the efficiency and the productivity of foods in the restaurant.This has been done by the acquisition of machinery to increase the efficiency of the food production. This level of strategy is important in determining the achievement of other strategies. This because it changes strategic decisions into strategic actions by directly impacting the design of operational processes and networks, human and other resources etc.[Rah12] Works Cited Ano1011: , (Anonymous, 2010), Nat11: , (Yoatzm, 2011), Rah12: , (Kumar, 2012), Rah12: , (Kumar, 2012), Read More