Corporate Marketing
UNIVERSITY OF WALES
&
MANAGEMENT DEVELOPMENT INSTITUTE OF SINGAPORE
NAME Santhosh Ramnath
SUBJECT Corporate Strategy
LECTURER Brian Jones
COURSE Master of Business Administration
TITLE Assignment 2–Individual–LG
BATCH CODE MBWD5 1229A
Submitted on Due Date? YES (Date submitted: 04/10/2012)
Submitted soft copy? YES (Date submitted: 04/10/2012)
Word limit observed? YES (No of words:)
Table of Contents
INTRODUCTION 3
BUSINESS LEVEL STRATEGIES 4
Market Development and Market Penetration 4
Quality Management Program 5
Localization and Diversification 5
Mass Market Strategy 5
STRENGTHS AND WEAKNESS OF KFC 7
Strengths of KFC: 7
KFC’s Secret Recipe 7
Name Recognition and Reputation 7
Employee Loyalty 7
Loyal Customer Base 8
Weakness of KFC: 8
Confusing Corporate Direction 8
Lack of Interest in Research Development and Innovation 8
Marketing Blunders Affecting Brand Image 9
Lack of First Mover Advantage and Increasing Competition 9
REPORT TO THE BOARD OF DIRECTORS 10
BIBLIOGRAPHY 12
Executive Summary
This report mainly aims to identify the business level and the growth strategies of LG, with the Bowman strategy clock and Ansoff growth matrix.
BIBLIOGRAPHY
Liu K W (2008), KFC in China – Secret Recipe for Success, John Wiley & Sons Asia Pte Ltd, Singapore.
Hill W Charles and Jones R G (2004), Strategic Management An Integrated Approach, 6th Edition, Houghton Mifflin Company, Berkeley Street, Boston.
Johnson G, Scholes K and Whittington R (2008), Exploring Corporate Strategy, 8th Edition, Pearson Education Limited, Harlow Essex.
Herny A (2008), Understanding Strategic Management, Oxford University Press, Great Claredon Street, Oxford.
About Us - KFC.com [ONLINE]
&
MANAGEMENT DEVELOPMENT INSTITUTE OF SINGAPORE
NAME Santhosh Ramnath
SUBJECT Corporate Strategy
LECTURER Brian Jones
COURSE Master of Business Administration
TITLE Assignment 2–Individual–LG
BATCH CODE MBWD5 1229A
Submitted on Due Date? YES (Date submitted: 04/10/2012)
Submitted soft copy? YES (Date submitted: 04/10/2012)
Word limit observed? YES (No of words:)
Table of Contents
INTRODUCTION 3
BUSINESS LEVEL STRATEGIES 4
Market Development and Market Penetration 4
Quality Management Program 5
Localization and Diversification 5
Mass Market Strategy 5
STRENGTHS AND WEAKNESS OF KFC 7
Strengths of KFC: 7
KFC’s Secret Recipe 7
Name Recognition and Reputation 7
Employee Loyalty 7
Loyal Customer Base 8
Weakness of KFC: 8
Confusing Corporate Direction 8
Lack of Interest in Research Development and Innovation 8
Marketing Blunders Affecting Brand Image 9
Lack of First Mover Advantage and Increasing Competition 9
REPORT TO THE BOARD OF DIRECTORS 10
BIBLIOGRAPHY 12
Executive Summary
This report mainly aims to identify the business level and the growth strategies of LG, with the Bowman strategy clock and Ansoff growth matrix.
BIBLIOGRAPHY
Liu K W (2008), KFC in China – Secret Recipe for Success, John Wiley & Sons Asia Pte Ltd, Singapore.
Hill W Charles and Jones R G (2004), Strategic Management An Integrated Approach, 6th Edition, Houghton Mifflin Company, Berkeley Street, Boston.
Johnson G, Scholes K and Whittington R (2008), Exploring Corporate Strategy, 8th Edition, Pearson Education Limited, Harlow Essex.
Herny A (2008), Understanding Strategic Management, Oxford University Press, Great Claredon Street, Oxford.
About Us - KFC.com [ONLINE]
Bibliography: Liu K W (2008), KFC in China – Secret Recipe for Success, John Wiley & Sons Asia Pte Ltd, Singapore. Hill W Charles and Jones R G (2004), Strategic Management An Integrated Approach, 6th Edition, Houghton Mifflin Company, Berkeley Street, Boston. Johnson G, Scholes K and Whittington R (2008), Exploring Corporate Strategy, 8th Edition, Pearson Education Limited, Harlow Essex. Herny A (2008), Understanding Strategic Management, Oxford University Press, Great Claredon Street, Oxford.