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JUNE 6, 2013
Executive
Summary
Idea is the key of Business. Each business is established to accomplish something, KFC is not any exception. Starting from 1930 its journey from Colonel Harland Sanders small kitchen in the small front room of a gas station in Corbin, Kentucky, U.S.; to 2012 it have been serving complete friends and family meals at affordable prices. There are over 15000 KFC outlets in 105 countries and territories around the world. It has several outlets in Bangladesh also. KFC is an established brand image in our country, but in recent days various local competitors has been growing as threat to the KFC market share. So here is the solution with fresh new ideas to market and promote KFC and hold on to its profit share. Market is difficult to understand as it changes continuously in an un-definable mechanism. Changes in the
market are so rapid that marketers have to keep up refreshing their network to get prepared in advance to beat the competition. In this report we have chronologically divided market based on the marketing theories, and then we prepared a complete set of market plan. Plans are described both theoretically and mathematically, with budget diagram and financial projection. We defined our plan with description of detailed activities that we are going to take in order to keep pace with the changing fast food market in Bangladesh.
Page No
Chapter 02
Company Profile KFC in Bangladesh Current Market Situation Analysis Customer Needs and Demand Availability Reasonable Price Quality
Chapter 03
Current Product Cayan Grill KFC Twister KFC Rice Services of KFC Distribution Channel Analysis Competitive Analysis Current Situation Analysis
Chapter 04
SWOT Analysis Strengths Weaknesses Opportunities Threats
Chapter 05
Mission
Financial objective Strong Cash Flow Solid Balance Sheet, Attractive Returns Stable, Growing Market Marketing objective
Chapter 06
Marketing Strategy Market Segmentation Demographic Segmentation Geographic segmentation Psychographic Segmentation Behavioral Segmentation Market Targeting Market Positioning Differentiation Product and Branding Strategy Products Pricing Strategies Advertising, Sales Promotion, and Public Relations
Chapter 07
Marketing Mix
Chapter 08
Marketing Plan Market surveys Customer Feedback Guerrilla Marketing Seasonal offers Discount offers Participate in social activity, as part of social welfare
Chapter 9
Financial Projections Marketing expense Budget Sales forecast Mark-up pricing Breakeven Analysis
Chapter 10
Controls Establishment of Standards Types of KFC Standards Measurement of Performance Comparing Performance with the Standards Taking Correct Action
Chapter 11
47 48
Chapter 12
Sources
Chapter- 01
Introduction 1.1 Introduction
KFC is the world largest and most well known chicken restaurant, with chains in more than 10 thousand locations and worldwide in 80 countries. KFC and its franchised employees are more than 200 thousand in all over the world. John Y Brown and Jerry Messy purchased KFC for USA for $2 million in 1964 that time KFC become a corporation. After five years, Colonel buys first 100 shares of KFC. In 1986, Pepsi Company purchased KFC. Pepsi company changed the logo from Kentucky fried chicken to KFC in 1991 and then in 1992 KFC 1000th restaurant opened in Japan and in 1994 9000th restaurant in china. KFC is the part of Tricon global restaurant. Tricon global restaurant is the world largest restaurant group, with in nearly 100 countries around the world, which in turn was spun off in 1997, and has now been renamed to Yum! Brands. In 1997, KFC franchised with Gray Mecanza International and started work in Pakistan. Rawalpindi branch started work in 1999 and in Islamabad in August 2002 and now in Pakistan; there are 45 outlets nation-wide.
1.4 Methodology
We have used different types of method, to prepare this report. From our text book, survey, group discussion, asking different question from the people, journal, articles, visiting different website, interviewed some customer to collect information. Also use another method like objective, swot analysis, situational analysis, marketing strategy, market segmentation, target market, positioning, differentiation, marketing mix, financial statement. Sources of informationWe have used the concept of the course information of the term paper. The sources of data collection are primary, target population, secondary. Primary data sourceUsually primary data collected from the survey. We divided our group into some parts and we went various places and gathered through informal interviews of the employee working over under KFC and gathered more information from group discussion and also used personal observation as resource. Target populationKFC target consumers are upper- middle class. The target is on each and every society. Both male and female customers are focused by KFC. Gender does not play any role here. Secondary data source Secondary sources had also used to collect information. We collect information from our text book of Marketing Management by Philip Kotller, features and articles published in newspaper and other journal, visiting website of KFC to access their company background, services, marketing strategy and mix. Analysis of informationTo prepare this report, we review the question generated before the information gathered. Then organize the information according to relevant information that has been collected. Presentation of informationAll relevant information is presented on graphical forms. The results of KFC is concerned they use different approaches in different perspectives like they are highly committed to customer satisfaction.
This report has many limitations. When we prepared this report we face many problems. If no problem has seen the report would become more meaningful and well established. The limitations of our study are given below: Time limitation
Chapter - 02
2.1 Company Profile
KENTUCKY FRIED CHICKEN (KFC)
Wholly owned subsidiary Fast food Southern fried chicken 1930 (original) (North Corbin, Kentucky) 1952 (franchise) (South Salt Lake, Utah) Harland Sanders
Headquarters: Louisville, Kentucky, U.S. Key people: Roger Eaton, President Harvey R. Brownlea, COO James O'Reilly, VP for Marketing Fried chicken, grilled chicken, related Southern foods $520.3 million 455000
Parent: Website:
2.5 Availability
Consumers always purchase those restaurants which are available to them. So if KFC wants to increase the selling rate of their product, they must have to make their product available to the customers. In order to that they have to increase the number of outlet they have to develop an excellent channel of distribution. There are total eight branches of KFC around Bangladesh whose are:
1.Corporate Office Gulshan Tower 11th Floor, Plot No. 31, Road No. 53, Gulshan North C/A, Dhaka-1212, Bangladesh. 3. Gulshan Outlet South Avenue, Gulshan - 1, Dhaka -1212 E-mail : kfc@tfl.transcombd.com
2. Restaurant Support Center House No 10/A, Road 142, SE(H) 1 South Avenue, Gulshan, Dhaka-1212
4. KFC Mirpur Plot - 14, Road No.3 (Main Road) Mirpur, Dhaka
5. KFC Banani Bulu Ocean Tower, Kemal Ataturk Avenue Banani, Dhaka 7. KFC Chittagong 5.CDA Avenue IspahaniMoar, Dampara Chittagong.
8. KFC Baily Road 10, NatokShoroni Gold Hunt Shopping Complex New baily Road, Dhaka..
2.7 Quality
Consumers always want the best quality product and a justified price to that. KFC stands for high quality fast food in a popular array of complete meals to enrich the consumer s everyday life. KFC strives to serve great tasting, finger licking good chicken meals that enable the whole family to share a fun. Uninhibited and thoroughly satisfying eating experience, with same convenience and affordability of ordinary Quick Service Restaurants.
Chapter- 03
Product & Service Analysis
Meals come with regular NESTEA Green Tea. These all new sensations will give everyone the energy to excel!
KFC also offer various items and meal box to their customers those are: Krushers Game Box Box master Chicken Bucket Fries Corn on the cob Zing Kong Snacker(chicken & veggie) Soft Drink Coleslaw Chicken Thali Veg Finger Snack Box Sundae Soft Twirl Brownie Sundae
CHAMPS is the philosophy to ensure that the customer has the consistent quality experience in every restaurant, everyday, on every occasions and you will be playing role in delivering CHAMPS to our customers.
International. In a span of Nine years, TFL has opened 6 Pizza Hut and 11 KFC outlets so far throughout the country.
Market Share
KFC has a very long history and has the most recognize able brand in chicken with over 50% of the market share. It becomes difficult for the companies like BFC, FFC, Nandos, Chicken King or those who may want to enter in the market of fast food restaurants. Due to with over 50% of the market share in fast food industry KFC has recognition around the world and has been globally positioned for many years in Bangladesh and to capture the market share in Bangladesh adopts champs philosophy
Economic
Though for last 1 year there was economic slowdown all across the globe butte sales of KFC and other fast food chains did not slow down to that extent that of other sectors in. The GDP (Purchasing Power Parity) is estimated at2.965 trillion U.S. dollars in the year 2010. The GDP- per Capita (PPP) was2700 U.S. dollars as estimated in 2008. The GDP- real growth rate in 2007was 6.7%. Bangladesh has the lowest GDP in terms of purchasing power parity just ahead Japan and behind U.S. and China. Foreign direct investment rose in the fiscal year ended March 31 2007 to about $16 billion from just $5.5 billion a year earlier. This will lead to higher buying power in the Hands of the Bangladeshi consumers. So taking into considerations the economic factors of Bangladesh KFC is safe. The only danger to it will be if there is a terrorist attack in Bangladesh and the victim is KFC.
Chapter- 04
Strengths and Weaknesses 4.1 SWOT Analysis
SWOT analysis is an overall evaluation of the companys strengths(S), weakness(W), opportunities (O) and threats(T).The SWOT analysis begins by conducting an inventory of internal strengths and weaknesses of an organization and the external opportunities and threats that may affect the organization, based on market and the overall environment KFC is the strongest brand in the fast food industry in the world. For knowing about situational market analysis and lacking, getting knowledge about future threats, and evaluating their overall market growth KFC always make a SWOT analysis.
4.2 Strengths
Strong franchises all over the world. Taste and food quality are better than other food corner They are successful in maintaining their loyal customers. They serve variety of items under single menu. Interactive relationship market. It doesnt have any core competition in chicken serving. KFC outlets are available. KFC secret recipe of herbs and species. Large multi brand in the world KFC is the market leader in providing different products of chicken They are specialized in chickens Existing in the local market for years, therefore , knowing peoples tastes and whims They are ISO ( International Standard Organization) certified
4.3 Weaknesses
Its major weakness is the presence of multinational competitors in the market like Pizza hut. Lack of relationship building with employees customers and suppliers. They only focus higher income level people but in our country most of the people are middle class. Lack knowledge about their customer. Inflexibility of price making. Lack of knowledge about their customer. They has higher overhead costs, as a result of KFC higher prices must charge They are over confident of loyal customer
4.4 OPPORTUNITIES
They can include new product in their menu. KFC plays an important role in increasing employment in country. KFC gives many facilities for part time jobs. They can open temporary outlets in university. Increased and efficient services specially home delivery and office orders. They can open more outlets to get maximum market share. They can advertising their product in media. Maximum customer are student so they can sale their product in resalable price. Give more focus on nutrition.
4.5 Threats
Day by day change in food habits Diseases like bird flu are the big threat for KFC. Lake of promotional advertising. High rate on prices as compared to the other brands selling same items may cause the customers shift, People become health conscious day by day. Changing customer demand. The threats faced by KFC are the entering of many new competitors into the market that maybe local or international brand. Less consciousness about packaging.
Chapter- 05
Marketing Objective and Issues 5.1 Mission
Established in 1939, this fast-food restaurant still makes its legendary fried chicken with the closely guarded blend of 11 herbs and spices originally created by founder Colonel Sanders. Modern additions to the menu include oven-roasted renditions of its chicken sandwiches, popcorn chicken, potato wedges and wraps. Classic sides include flaky, oversized biscuits, steaming-hot mashed potatoes and gravy, smoky-sweet baked beans and crisp, generously dressed coleslaw. Kids and adults love the "little bucket" parfaits of pudding desserts.
Because of strong margins on most products, stable markets and low capital investment requirements, KFC generates a strong cash flow from their operations.
Chapter- 06
6.1 Marketing Strategy
Running a successful business is not like a field of dreams; you can build it but they might not come true. You have to let people know about the product or service you offer, and persuade them to buy or use it. And you have to let people know about your product or service repeatedly. For this, marketing strategy is very important.Your marketing strategy consists of: The "what" has to be done. Inform consumers about the product or service being offered. Inform consumers of differentiation factors. So it helps the company to decides which customers it will serve (segmentation and targeting) and how (differentiation and positioning).It identifies the total market, then divides it into smaller segments, selects the most promising segments , and focuses on serving and satisfying the customers in these segments. And this marketing strategy provides the goals for your marketing plans. Figure: Marketing Strategy
KFC has marketing strategy emphasis on the following facts: Market Segmentation Market targeting Differentiation Positioning
Age:
One of the first variables of demographic segmentation is age. This is because consumer needs and wants change with their age. In KFC Generally there is no age limit focus by the KFC. The target and focus is on each and every individual in a society. KFC finds its largest demographic in the young of any society.
Life cycle stage: Closely connected to age, the life cycle stage of a consumer group defines what will be the need of that particular customer. For this KFC offer kids meal with toys and veggi burger for old age people. This demographic segment cannot be said as an Age segment because these customers are in specific phase of their Life. Income:
Another popular basis for segmentation is income. A persons income level combined with its accumulated wealth is the major determinant of the consumers willingness to purchase a product. Income is the main decisive factor that influences consumers purchasing power. Consumers with low incomes may not be able to purchase their desired products whereas consumer with higher incomes may not be satisfed with the existing product. In KFC Income is an important key factor for KFC. This factor decides which class is to be targeted. In the early rise of KFC they focused on the upper class but slowly are introducing economy meals that attract the lower to middle classes.
Social Class: This plays a vital role in the demographic factor of the KFC. Generally they target upper class, upper middle class, middle class and middle lower class. Because the items KFC sell are very expensive.
Life Style (Lifestyle is not specific) Personality (Personality is ambitious and authoritarian)
In behavioural segmentation, consumers are divided into groups according to their knowledge of, attitude towards, use of or response to a product. It is actually based on the behavior of the consumer.
Occasions: The first form of behavioral segmentation is selling product in different occasions. In Bangladesh KFC can permit their customer to celebrate various occasions. They also offer their customer on cricket match KFC Popcorn Chicken, on Valentines Day special couple discount offer. Benefits: Several products are targeted towards the benefits sought by the customer. For this KFC only focus some social class. Loyalty Status: There are two ways to grow a business. First is to acquire new customers and second is to retain your existing customers. The more loyal your customer is to you, the more your customer base will increase. Thats one more kind of behavior which marketers target. In case of KFC, they have some advantage because they are well known chain international fast food company.
KFC promotes a high quality poison for its products. It produces high quality products, chargers a high price, distributes through high class dealers and advertises in English newspapers with a high circulation. KFC is communicating through physical size and ques that people use to judge quality. For KFC management the image their customers carry in their mind is the most important factor. That is why for them the product quality, which is almost, standardizes the entire world except little differences because of local requirements & the promotions are very critical factor. The people which are their customer and the physical evidence, the environment customers get in the KFC are the focus that built KFCs image in the customer mind that is why they are always trying to bring positive changes in the environment so that every time their customer enter the KFC, can feel the difference. They think that trough continuous efforts they have developed such a brand image in their customers minds that their customers have become brand loyal. I order words they have got brand equity.
6.9 Differentiation
Differentiation is actually differentiating the market offering to create superior customer value. Once KFC chosen a desired position it has taken strong steps to deliver and communicate our position to target consumers. KFC differentiated their market offering for each targeted segment and what positions it wants to occupy in those segments.
Packaging
The packaging for KFC products is chosen according to performance against three criteria: heat retention, moisture removal, and grease absorption. The packaging material and carton design are all adapted to maximize performance against these three criteria.
Environmental concerns
Over and above ensuring our packaging is supplied via recycled or renewable resources; KFC are enthusiastically complying with the new environmental directives on recovery and recycling of packaging waste.
KFC globally enters the market using market skimming. Their products are priced high and target the middle to upper class people. Gradually they trickle down the prices focusing on the middle to lower class people to penetrate both sides of the market. We can compare the price of their products with FFC, CFC, American Burger, Chicken King and Pizza Hut. If the competitor provides the same product at a lower price than the organization usually lowers the price of its product too. In the case of KFC, Fried Chicken is its main selling point and controls a monopoly over the fast food market (only with fried chicken). It prices its burgers, French fries and soft beverages with relation to its competitors. KFC price their product keeping different points in view. They adopt the cost base price strategy. Pricing of the product includes the govt. tax and excise duty and then comes the final stage of determine the price of their product. The products are bit high priced according the market segment and it is also comparable to the standard of their product. In the cost based method we include the variable and fixed cost.
Sales Promotion
Promotion is the method used to inform and educate the chosen target audience about the organization and its products. Using all the resources of promotion - advertising, sales promotion, public relations, events and experiences, coupons, discount and bundled packages and organization finds most of its meanings and survival through promotion. KFC uses the following tools to further enhance its sales. Premiums Exhibits Coupons Entertainment
All KFC outlets offer its customers with various forms of incentives to buy its Chicken. Using coupons that one can acquire after spending a particular amount over a period of fixed time, customers can enjoy the benefits of free meals or free add-ons. Additionally they provide meal vouchers and exciting offers in their print ads, which the customer must cut and bring along.
Public Relations
KFC also building a good relation with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. Public Relations Tools are: News Speeches Internet
Chapter- 07
7.1 Marketing Mix
The marketing mix is a business tool used in marketing. The marketing mix is often crucial when determining a product or brand's offering, and is often synonymous with the four Ps: Product Price Place Promotion Fig: Marketing mix
Product
A product can be defined as anything that can be offered to a market for attention, actuation, use or consumption that might satisfy want or need. KFC is specially dealing in the chicken products; Basically, KFC has the special recipe for chicken products that is why, KFC is known as a chicken specialist all over the globe. KFC target the Asia and east side because they observe that these people like the chicken products, so they enter in the market due to the demand of their chicken products. KFC is variety of product in the chicken, those products are
Product Categories
There are different products divided into sections according to the differentiation in them. 1) Chicken 2) Burger 3) Desserts & Beverages 4) Snacks & side orders
KFCs original recipe is fried chicken and French fries. Burger: It includes the following burger items: Mighty Zinger Zinger Extreme Fish Zinger Veggie Burger Colonel Fillet Burger
Price
Price is the any amount of money that customers have to pay while purchasing the product. More broadly, price is the sum of all the values that consumers exchange for benefits of having or using the product or services. Pricing Strategy: KFC globally enters the market using market skimming. Their products are priced high and target the middle to upper class people. Gradually they trickle down the prices focusing on the middle to lower class people to penetrate both sides of the market. KFC pricing the products by keep the different pointsin the mind, adopt cost base price strategy. Prices of Chicken PCs. and all the other products of KFC are set by the Head Office by adopting the proper method. According to Marketing Manager,Price of any product is equal to the cost plus desirable profit. The pricing strategies of organization are different in the different countries due to different exchange rate, inflation, and different tax policies in the different countries. In Bangladesh, main concern of KFC is to sell in volume and maintain it on long term basis. They are charging a price which they think fair to customers. KFC offer different products at different list prices. KFC provide special discounts to only employees and special customers. Payment period, customer pays when the services are delivered to them. Allowances are provided to employees.
Place
Place includes company activities that make the product available to target consumers. High quality product, attractive pricing, huge promotional activities is of no use if the product is not available to the consumer. In our country, there are 11 outlets of KFC. They are located in convenient place so that the customers can easily go and enjoy delicious foods. The outlets are:
Promotion
Promotion means activities that communicate the merits of the products and persuade consumers to buy it. It is the method used to inform and educate the chosen target audience about the organization and its products. Using all the resources of promotion: Advertising Sales Promotion Public Relations Events and Experiences Coupons, Discounts and Bundled packages An organization finds most of its meanings and survival through promotion. At KFC, Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind product, the Fried Chicken.
Advertising
The logo of the smiling Colonel is probably one of the most recognized faces in the world and instantly brings the image of fried chicken to ones mind. It also does the following activities as advertisements:
Public Relations
It is a communication effort that is designed to favourably influence attitudes toward an organization, its products and policies. KFC is not just a quality food restaurant, but also a socially conscious corporate citizen. It has been equally involved in promoting and funding several community welfare projects through aggregate KFC revenue.To enhance public relation KFC does different types of seminars and employee training classes.
Sales Promotion
All KFC outlets offer its customers with various forms of incentives to buy its Chicken. Using coupons that one can acquire after spending a particular amount over a period of fixed time, customers can enjoy the benefits of free meals or free add-ons. Additionally they provide meal vouchers and exciting offers in their print ads, which the customer must cut and bring along.
Chapter- 08
8.1 Marketing Plan
As marketers of KFC our plan is communicate and promote our new and existing product and services to our target market, and capture maximum market share through increasing our sales. In addition we want to create and retain long term relationship with customers and prospects, and delight them by our continuous effort to serve package of tasty surprise. Broad description to achieve our goal is described under Action Program, Financial Budget and forecast, and Controls section.
Wide Reach of Market Survey Get Honest Answers Cost Benefits- The survey may generate sales leads. Find Out About Your Competitors Customer Retention
Overall Experience
2. When will you be back? _ Next time I blink (very soon) _ May be sometime later _ When I win a Nobel Prize (Never) 3. How many people were in your group? _Just me _Me and some one _4 or more 4. Which restaurant you consider next after KFC? _ABC _XYZ _Other
Guerilla marketing is a whole new concept in Bangladesh so it will be surprising for our customer if we successfully implement this promotional activity in proper manner.
We can also arrange Surprise Selling under this method. For example: In Rainy season we can take a lobby filling with Bucket of hot wings, take the car at a public place or amusement park and sell those hot wings in a limited offer within a limited time. Or in the evening of cold winter we can go through public place with a tank full of KFC hot coffee and sell them in a special offer. Some may consider these efforts humorous as KFC is not an infant brand that need to step up to the street to sell its offerings, but if we think from the contrary perspective then this may increase customer intimacy with KFC.
Do not exaggerate the offer. Create an honest offer. Simplify the key benefit. Communicate the offer according to local norms.
5. Do not underestimate or overestimate our customers, prospects, competitors, suppliers and business. 6. 7.
WE do care for our surrounding, and we have act on our realization so far, but in next one year we have so many plans. We select some area in Dhaka city where we want to run a project of tree plantation. Under this project we will plant trees in the roadside island and also have a plan to organize a workshop of tree plantation in different schools to encourage new generation about it.
Chapter- 09
9.1 Financial Projections
Every plan has its cost of implementation, financial managers has to make all the calculation regarding cost analysis, projection, break even analysis, sales forecast, expense forecast, income statement analysis and overall cost-benefit analysis to determine which project should be chosen and implemented. Basically, financial projection estimates of the future financial performance of a firm, and through creating prospective financial statements that present, given one or more hypothetical assumptions, an entity's expected financial position, results of operations, and changes in financial position (Here we are representing simple form of companys cost and profit evaluation. Our attempt is to give a model budget for KFC)
Assumptions:
1. We are considering all the forecast based on the Gulshan brunch that is the first ever KFC restaurant in Bangladesh. 2. 3. 4. 5. 6.
Forecasts are done on yearly basis. Annual Fixed Cost 180,00,000 Average selling price of KFCs per unit product is 200tk. Average variable cost per unit 60tk. Contribution margin percentage calculation: = 1 (variable cost per unit/selling price per unit) = .070 All the calculations are done in a simplified form.
7.
Taka ooo)
(oo,
Car rent Space rent Employee salary Advertisement cost Expense related to promotion Social activities Total =
3 4 5 4 1 1 18
Note: 1. Calculation of 2012 sales: 1500*30=45000*12=540000*200=1080 2. We expect our sales to grow positively with our promotional activity.
Suppose KFC has the following cost and sales Expectations. The manufacturer unit cost is given by: Unit cost= Variable cost + 85 Now assume the KFC wants to earn 20% markup on sales. The KFC markup price is given by: Markup price
Targetreturn Pricing: KFC has invested $ 1million & wants to set a price to earn 20% & expected unit sales 900000. Target return Price: Unit cost + =$85 +
Chapter- 10
10.1 Controls
Controlling is measuring and correcting individuals and organizational performance to ensure that events conform to plans.KFC involves measuring performance against goal and plans, showing where deviations from standard exist, and helping to correct deviations from standards. In shortly, KFC controls the facility of the accomplishment of plans. The essential elements of KFC control processes are: Establishment of Standards Measurement Comparing performance with the standards Taking corrective action
used or bench marks by which performance is measured in the control operations at the planning stage, planning is the basis of KFC control.
fuller explanation of the job or more effective leadership techniques. In briefly, the total processes are given bellowfirst, we should make an appropriate plan to establish our KFC Then we should recognize did we cope with our actual goal or not? If there are any faults, then try to define what the fault was in our planning of KFC. After identifying the fault point, we should work for removing the fault so that it may not hamper our next year performance. If there any fault in plan, then correct the fault. After correcting the fault, we should do work according to the correct plan. We should closely monitor our quality in order to make our consumers satisfaction. We thing that, if KFC do the task according to the plan and provide quality product to satisfy the customers, it will enable to solve problem according to planning process.
Chapter- 11
11.1 Conclusion and Recommendation
KFC is the largest brand of Yum Restaurants, a company that owns other leading brands like Pizza Hut, Taco Bell, A&W and Long John Silver. Transcom foods limited have brought KFC franchise in Bangladesh for the first time In Gulshan area, Dhaka. KFC has introduced many offerings for its growing customer base in Bangladesh while staying rooted in the taste legacy of Colonel Harland Sanders secret recipe. Its signature dishes include the crispy outside, juicy inside Hot and Crispy Chicken, flavourful and juicy Original Recipe chicken, the spicy, juicy & crunchy Zinger Burger, Toasted Twister, Chicken Bucket and a host of beverages and desserts. For the vegetarians in India, KFC also has great tasting vegetarian offerings that include the Veggie Burger, Veggie and etc. KFC builds on past concepts. One of the most important and oldest resources The secret recipe of 11 herbs is still used in meals, with modifications according to the taste of local market. Most of the new meals offered are based on the old product concept of providing quality chicken. KFC has the culture of team. Teams are blending of old and new employees but KFC more on old employees. The firm believes in learning of old employees rather thanrecruiting new employees. Moreover new products highly refresh the oldones as recipe is modified according to the culture In recent survey it has been proved that most people in love to take home parcel rather than dining out, but unfortunately KFC do not have any home delivery service like McDonald or other food chain storestherefore, we would say that KFC should definitely have a home delivery service.
KFC is one of the few food brands that have been surviving for so long with an aristocratic brand image. Just because of its quality it has been holding a competitive position so far. We expect to grow its reputation and business in future and hope our marketing plan will contribute in reaping the root towards a successful food chain in its brighter future.
Websites: www.kfc.b.org www.wekipedia.cpm www.youtube.com www.investopedia.com www.guriellamarketing.com Links: http://en.wikipedia.org/wiki/Break_even_analysis http://www.kfcbd.com/aboutus_kfcbang.htm http://www.gmarketing.com/ http://www.scribd.com/doc/17818440/KFC-marketing-strategies http://www.scribd.com/doc/9259321/KFC-New-Product-Plan http://marketing.about.com/od/marketingplanandstrategy/a/Marketing-Strategy-VsMarketing-Plan.htm
Posted by Mystery News24 at Thursday, June 06, 2013 Email ThisBlogThis!Share to TwitterShare to Facebook Labels: Education
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