Nobody downloaded yet

Marketing - Essay Example

Comments (0) Cite this document
Summary
The report will look into the marketing strategy of the fast food chain in detail shedding a light on it being market-oriented, its segmentation, marketing mix, the…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER98.6% of users find it useful
Marketing
Read TextPreview

Extract of sample "Marketing"

Download file to see previous pages 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 ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Essay Example | Topics and Well Written Essays - 3000 words - 14”, n.d.)
Marketing Essay Example | Topics and Well Written Essays - 3000 words - 14. Retrieved from https://studentshare.org/miscellaneous/1560533-marketing
(Marketing Essay Example | Topics and Well Written Essays - 3000 Words - 14)
Marketing Essay Example | Topics and Well Written Essays - 3000 Words - 14. https://studentshare.org/miscellaneous/1560533-marketing.
“Marketing Essay Example | Topics and Well Written Essays - 3000 Words - 14”, n.d. https://studentshare.org/miscellaneous/1560533-marketing.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Marketing

Marketing

...Marketing: Zara UK Executive Summary The marketing case of Zara is very essential because it reflects on theessential components of marketing that has enabled the business viability. The pattern observed in the market environment of the business defines its success. The business has balanced the market environmental factors to come up with an effective marketing plan. Customers are crucial players in the business because they dictate the entry behaviour that business would approach. The behaviour pattern of customers influences product innovation, distribution as well as product prices. Balancing marketing mix enables...
12 Pages(3000 words)Essay

Marketing

...Marketing Analysis: The Case of Don Martin Limited Introduction Don Martin Limited was started about twenty three years ago as an auto supplier. The company has grown both in size and in the products offered and currently it operates in a large store with a total area of 910 meters (Grasby et al 379). The products stocked by the store include auto supplies, house-wares, motorcycles, sports equipment, TVs, radios, appliances and photographic equipments. Don Martin is strategically located at the heart of the blue-collar district where people come since they can get whatever they need for the area. Despite the fact that parking in the street is usually a problem, there is a metered parking behind the store although most...
5 Pages(1250 words)Case Study

Marketing

...Marketing Introduction/Background Don Martin Ltd. needs to solve the issues related to service delivery which is described within the case as the major problem that the company is facing. Additionally, the competitiveness within the business environment is another issue that the company needs to provide a solution for. This is because of competitive businesses which are operating at a higher scale at competitive prices (Grasby 380). Additionally, the company is faced with the issue of human resource management. This is revealed by the fact that Martin is unable to find sufficient time to manage his employees because he also has suppliers to deal with. Due to this, the company has recorded a decreased quality in service...
5 Pages(1250 words)Case Study

Marketing

...?Tesco Plc. of Birmingham Retail Marketing (07 21436) Introduction and Background Tesco Plc is one of the largest retailers in the world, the leading supermarket retailer in the United Kingdom, the world’s largest on-line grocery retailer and the fourth largest retailer behind Wal-Mart, Carrefour and Home Depot (Morris, 2004, p.5). The retailer has been selected due to its interesting business model, profitability, business and competitive strategy, service strategy, supply chain and sale mode which has been changed across the years to ensure it remains competitive. Since 1999; Tesco has been the most profitable retailer in the United Kingdom having a 31% share of the UK grocery market in the third...
10 Pages(2500 words)Essay

Marketing

...?Marketing Part Marketing Environment of Apple Incorporated Introduction Apple Incorporated is widely known for its cutting-edge technology and especially on its domination in the market when it comes to providing highly competitive and quality products. Just like any other companies, Apple simply tries to stimulate demands for its products and meeting customers’ needs on a timely basis (Apple Incorporated, 2011). This is a customer-centric approach of looking at how Apple was able to genuinely surpass competition. However, this is not the only concern that will eventually give out the whole picture of Apple’s marketing environment. There is a substantial need to actually...
8 Pages(2000 words)Essay

Marketing

...emphasize their corporate social responsibility, there is some indication that they do not (Blyth, 2003, p. 16). As for the question about how corporate irresponsible practices, such as animal testing, affect consumers, it is useful to examine how consumers react to other corporate social irresponsible practices, such as human rights abuse. A good case study for this would be Nike, who is an example of a company who was forced in socially responsible procurement by market forces. In the 1990s, Nike was infamous for their sourcing difficulties. The root of these difficulties were independent contractors who were operating in countries where low wages were the norm, as well as unsafe working conditions; abusive workplaces,...
8 Pages(2000 words)Dissertation

Marketing

...?-Explain marketing concept # book reference or lecture reference # cite extra reference 2- analyze the concept with a personal experience * organization 2011-03-07 10:55  Deadline:   2011-03-12 08:56 Time Left:  4 days 21h 40m Style:  MLA  Language Style:   English (U.S.)  Grade:   n/a  Pages:  2  Sources:   4  A concept is the overall idea or structure of something and marketing is how a product is moved through a channel to reach its target consumer. 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...
2 Pages(500 words)Essay

Marketing - Exam on Marketing

...?Exam I. Integrated marketing communications is a comprehensive approach to marketing communication. It follows that it is greatly important for those in the field of advertising and marketing to understand and appreciate all the various integrated marketing communications tools. Integrated marketing communications is a comprehensive approach to marketing and advertising that is customer centric and data driven. Within this spectrum of understanding integrated marketing communications involve the development, coordination or an organization’s advertising strategies and resources. The role of integrated marketing communication is to use advertising as a means of creating a sound and meaningful relationship between the business... and the...
3 Pages(750 words)Essay

Services Marketing - Internal marketing

...TABLE OF CONTENTS 0Introduction 1 Public Services 2 Distintive Nature of Services and Web-based services 2.0Public sector services compared to Private Sector services 2.1 Evaluation of Web-based services 3.0 Conclusion and Recommendation 1.0Introduction The marketing mix has its origin in the marketing of goods for consumer markets and consists of the well known 4P's: Price, Promotion, Place, and Product. The marketing mix approach has been criticized for being incomplete, because it does not bear in mind customer-needs and it industrial marketing (Bitner, 1995, Gronroos, 1990a; Gummesson, 1997). Information...
10 Pages(2500 words)Essay

Marketing and Marketing Communications

...Marketing and Marketing Communications Part-I (Five questions to be answered out of ten) Ans-2: Difference between Scientific and Heuristic budget setting approaches The scientific approach divides the task into sub-tasks while Heuristic approach is basically a trial and error approach Scientific approach simulates the budgeting in advance, while heuristic approach believing in comparing the costs and revenue at different levels. Scientific approach studies the competitors in advance while heuristics adopt appropriate steps on observing the market reaction. Scientific approach devises marketing communication strategies in advance, while heuristic approach devises the...
6 Pages(1500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Marketing for FREE!

Contact Us