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lonels trademark fried chicken in both the Original Recipe and Extra Tasty Crispy varieties along with great varieties of chicken sandwiches, mashed potatoes and gravy, chicken pot pies, crispy chicken strips and potato wedges. The menu differs from country to country according to the tastes, culture, want and demands of the people. KFC owns and operates around 20% of the restaurants itself while the rest have been lent out around the world as franchises. Based in Kentucky, KFC makes more than half its profits from international franchises and its largest division is in China having about 2250 outlets. KFC is division of the global fast-food franchiser YUM which is the world’s largest restaurant companies in terms of system restaurants. (Etzel, Walker, Walker & Stanton, 2000).
First, what needs to be understood is what a market-oriented approach is. Market-oriented companies focus on the customer needs and have an eye on market opportunities. They strive to understand the problems and needs of their customers and give them what they want. Hence, they tend to be highly market-driven as their products and services are greatly aligned with the market expectations and what they want.
KFC is a huge international chain which truly works on the principle on being market-oriented. Their true spirit of being market-driven can be observed from their initial mission statement which rightly stated “To sell food in a fast, friendly environment that appeals to pride conscious, health minded consumers” (www.kfc.com). The aim of KFC from inception has been to cater to the needs of its customers who tend to have less time on their hands in the rapid pace lives of today and wish to resort to quick and healthy fast food means of fulfilling their appetite. However, their statement has now evolved to become “The Association of Kentucky Fried Chicken Franchisees, Inc. is united to protect, promote and advance the mutual interests of all member franchisees and the Kentucky
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A marketing concept embraces the philosophy that good marketing strategy always has the needs and wants of the target market in mind. Marketing concepts are formed as creative approaches to the problem of how to get a product needed and desired by a group of consumers to be selected and purchased by this group.
The Marketing Teacher (2000) cited Barwell to expound on the term by indicating that “the marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires” (Marketing Teacher, par.
Hence marketing becomes one of the most crucial aspects of a business. Kotler et al (2007:7) has defined market as ‘a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’.
The guerilla marketing campaign of the T-Mobile company was run for five consecutive months by sponsoring near to 25 events in the local festivals, state, and county fairs. T-Mobile has very well comprehended the importance of such marketing initiatives for the company’s success by activating 5,000 new accounts at such events and organizing more than 26,000 “Mobile Makeovers” (Chipps 1).
This is because the objectives of the issues involved can have resemblance. Whether large or small, most marketers if not all, always struggle to meet customer requirements and at the same time meeting their own commercial and marketing objectives. The marketing planning process needs the harmonization of open- based decisions at the peak of the commercial level with more closely distinct actions at the bottom.
It is in this reason that the proponent of this paper tries to gather information about the basic concept of marketing and the probable impacts of internet on the dominant logic of marketing. Considering that the traditional-based marketing has