Preview

KFC Marketing Plan

Satisfactory Essays
Open Document
Open Document
3112 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
KFC Marketing Plan
Table of Content Page 1.0 KFC Background……………………………..…………………......… 3 2.0 KFC Current Concept and Practice ………...……………………...….. 3 3.0 KFC Marketing Mix (7Ps) ………………………………..……..…….. 4
3.1 Product and Service ……………….………………………………… 4
3.2 Price………………………………………………………..………… 4-5
3.3 Place…….………………………….………………………………… 5
3.4 Promotion.…………………………………………………………… 5
3.5 People……………………………………………………………..…. 6
3.6 Process……………………………………………………………….. 6
3.7 Physical Evidence……………………………………………………. 7 4.0 KFC Marketing Objective…………………………….………………… 7 5.0 Marketing Strategy………………………………………………..…….. 7-8
5.1 One Year Integrated Marketing Plan……………………..………….. 8
5.1.1 Product and Service…………………………………………….…... 8-9
5.1.2 Price…………………………………………………………….…... 9
5.1.3 Place……………………………..………………………………..... 10
5.1.4 Promotion…………………………………………………………... 10
5.1.5 People…………………………………………………………..…... 11
5.1.6 Process………………………………………………………….…... 11
5.1.7 Physical Evidence………………………………………………….. 11-12 6.0 Budget………….……………………………………………………...... 12 7.0 Control and Evaluation..……………………………………………....… 12
7.1 Operation Control …………..…………………………………..……. 12
7.2 Strategy Control …………..……………………………...……..……. 12-13
7.3 Evaluation…………………………………………………………….. 13
Appendixes
Appendix A: References……………………………………….……….… 14-16

Report on KFC
1.0 KFC Background
KFC formally known as Kentucky Fried Chicken is the world biggest and most popular chicken-based restaurant chain, headquartered in Louisville, Kentucky in the United State. It is originally founded by Colonel Harland Sander in 1952. Throughout its rapid growth it has now over 150,000 stores available nationwide in 105 countries boosting 59 years of history of success and innovation. In Malaysia, the first KFC


References: 1. Behera, M., 2008. The 7Ps of Marketing Mix. [online] Available at: [Accessed 29 November 2012] 2. Kayne, R., 2012. Has it been proven that Vegetarian Diet is Really Healthier? [online] Available at: [Accessed 5 December 2012] 3 4. KFC, 2011. Newsroom. [online] Available at: [Accessed 13 December 2012] 5 7. KFC, 2012. Colonel’s Menu. [online] Available at: [Accessed 10 December 2012] 8 9. KFC, 2012. KFC Holding (Malaysia) BHD Annual Report. [online] Available at: [Accessed 9 December 2012] 10 11. Ligaya, A., 2009. Consumer more health conscious. [online] Available at: [Accessed 13 December 2012] 12 14. Mohammad, N., A., 2007. KFC outlet with a difference. [online] Available at: [Accessed 9 December 2012] 15 16. Poh Huai Bin, 2010. KFC Zinger Double Down Burger. [online] Available at: [Accessed 13 December] 17 18. Wisnudewobroto, 2011. Kentucky Fried Chicken Marketing Strategy (English). [online] Available at: [Accessed 1 December 2012] 19
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Powerful Essays

    A Kfc Casestudy
    • 3926 Words
    • 16 Pages

    A Kfc Casestudy

    If one international brand must be selected as the most favourite one for Chinese consumers, it would be Kentucky Fried Chicken, or KFC as it is known more commonly. According to questionnaire survey conducted by the globally-renowned marketing researching company AC Nielsen in 30 China cities in 1999, KFC was accepted by Chinese consumers as “the most popular brand” and ranked as the No.1 among top ten international brands in China. With the increasing abundance of managerial experience, the expanding number of staffs and the gradually impeccable management system, KFC accelerates its velocity of development since entering the Chinese market in 1987. Up to now, there are over 3,200 outlets in more than 700 cities across China and the number keeps growing rapidly, which makes China the largest overseas market of KFC. It cannot be denied that KFC has achieved great success in China and the prosperity cannot be separated from its effective international business development roadmap for the Chinese market.…

    • 3926 Words
    • 16 Pages
    Powerful Essays
    Read More
  • Good Essays

    The Australian Food Industry
    • 689 Words
    • 3 Pages

    The Australian Food Industry

    Constant research and development allows KFC to become a rapid growing fast food chain. The company constantly creates new food products and based on consumer popularity decides whether it should be continued. An example of this is the Double Crunch burger. The burger was first introduced in 2010 mid-year as a limited edition. Due to the popularity of the product and customer…

    • 689 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Kfc in the Chinese Market
    • 456 Words
    • 2 Pages

    Kfc in the Chinese Market

    KFC (Kentucky Fried Chicken) is the world's largest chain of fried chicken fast food restaurants, headquartered in Louisville, Kentucky in the United States. It was first founded in the 1930s, North Corbin, Kentucky. It is a traditional American fast food restaurant and the second largest restaurant chain after McDonald's, with over 17,000 outlets in 105 countries and territories. KFC’s two major single markets are in its home country United States and China, which together contain around half of its outlets. KFC was first introduced in China at 1987; it has been very successful in China because it adapts its menu to suit the local tastes. In China, KFC is even more popular than its competitor McDonald’s.…

    • 456 Words
    • 2 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Kfc Strategy in China
    • 428 Words
    • 2 Pages

    Kfc Strategy in China

    KFC continues the current strategy is clearly its long-standing localization strategy. Let us look back to his food with Chinese characteristics.…

    • 428 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Analysis and Interpretation of Don Juan Canto 1 Stanza Lxv to Lxx:
    • 445 Words
    • 2 Pages

    Analysis and Interpretation of Don Juan Canto 1 Stanza Lxv to Lxx:

    Don Juan was written by Lord Byron. He started writing it from 1818. The manuscript was not complete at the time of Byron's death in 1824. Byron coined the term “Byronic Hero”. Don Juan is definitely a Byronic Hero. He has all the Characteristics of a Byronic Hero.…

    • 445 Words
    • 2 Pages
    Good Essays
    Read More
  • Best Essays

    Case Study – Kentucky Fried Chicken & the Global Fast-Food Industry in de Wit & Meyer
    • 3511 Words
    • 15 Pages

    Case Study – Kentucky Fried Chicken & the Global Fast-Food Industry in de Wit & Meyer

    Kentucky Fried Chicken Corporation (KFC) was the world's largest chicken restaurant chain and third largest fast-food chain in 2000. KFC had a 55 percent share of the U.S. chicken restaurant market in terms of sales and operated more than 10,800 restaurants in 85 countries. KFC was one of the first fast-food chains to go international in the late 1950s and was one of the world's most recognizable brands. KFC's early international strategy was to grow its company and franchise restaurant base throughout the world. which gave KFC greater control over product quality, service, and restaurant cleanliness.…

    • 3511 Words
    • 15 Pages
    Best Essays
    Read More
  • Good Essays

    Kfc Strategies
    • 1513 Words
    • 7 Pages

    Kfc Strategies

    KFC’s franchise operations in an attempt to capture more synergies, and the resistance of the franchisees that followed.…

    • 1513 Words
    • 7 Pages
    Good Essays
    Read More
  • Good Essays

    Kfc and the Global Fast-Food Industry in 2003-2004
    • 3062 Words
    • 13 Pages

    Kfc and the Global Fast-Food Industry in 2003-2004

    From 1993 to 2002, KFC dominated the chicken segment of the U.S. fast-food market. Their market share, however, decreased by 13.4% over that 10 year period (Exhibit 4, 553). As the fast-food market matured, firms began to focus on globalization to continue growth. By early 2004, 56% of KFC’s restaurants were outside of the U.S. (558). Their initial focus was on Mexico, Puerto Rico, and the Caribbean, where they established dominance among competitors. Their struggle was in expanding beyond those markets.…

    • 3062 Words
    • 13 Pages
    Good Essays
    Read More
  • Best Essays

    A comparison of KFC and McDonald’s marketing strategy in China: Localization or Globalization
    • 3308 Words
    • 11 Pages

    A comparison of KFC and McDonald’s marketing strategy in China: Localization or Globalization

    Edmund, H. and Mike, N. (2008) A Dictionary of Human Resource Management (2nd. ed.).Oxford: Oxford University Press.…

    • 3308 Words
    • 11 Pages
    Best Essays
    Read More
  • Good Essays

    Kfc Holdings (Malaysia)
    • 2252 Words
    • 10 Pages

    Kfc Holdings (Malaysia)

    KFC has a very long history and has the most recognizable brand in chicken. With over 50% of the market share it becomes very difficult for new companies who may want to enter the market. KFC has name recognition around the world and has been globally positioned for many years. KFC’s secret recipe of 11 herbs and spices has made it the leader in chicken for the last fifty years. KFC sells three recipes: Original recipe, Extra Crispy, and Tender Roast. The many sales of KFC during the 1970’s and 1980’s lead to a very confusing direction and took the focus of the company off of its…

    • 2252 Words
    • 10 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    marketing mix for KFC
    • 339 Words
    • 2 Pages

    marketing mix for KFC

    At KFC, all te customer recognize that improving the quality of life and economic vitality of the communities in which conduct business is in the best interest of company, patrons, employees and industry. And to show our appreciation for Malaysian support for making us a market leader; all of us here at KFC Malaysia wanted to give something back to the community. Projek Penyayang KFC was founded in 1995 in an effort to enable thousands of orphans and underprivileged children to enjoy KFC meals. This year marks the 10th Anniversary of Projek Penyayang.…

    • 339 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Opportunity of Ayamas
    • 356 Words
    • 2 Pages

    Opportunity of Ayamas

    KFC began with Colonel Harland Sanders. Today, KFC Malaysia continues to serve finger lickin' good, succulent pieces of chicken. The flavourful blends of 11 herbs and spices give KFC's delicious aroma. KFC prides itself as a fast-food restaurant that give customers great tasting chicken with a selection of home-styled side dishes and desserts to make a wholesome, complete and satisfying meal. In 2006, the successful first steps were taken to rebrand our Rasa Ayamas outlets as RasaMas, and to reposition the outlets as dine-in restaurants. The Group owns approximately 27 Kedai Ayamas and 4 Ayamas Depots, making us the nation's first branded chicken and chicken-based retail chain. After a successful restructuring exercise, KFCH has emerged as a strong player in the Malaysian corporate world with a high reputation for excellent products, efficient friendly service.…

    • 356 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Kfc Holding Malaysia
    • 390 Words
    • 2 Pages

    Kfc Holding Malaysia

    KFC Holdings (Malaysia) Bhd is a branded chicken retail chain operator. KFC Holding Malaysia continues to serve finger lickin' good, succulent pieces of chicken. The flavourful blends of 11 herbs and spices give KFC's delicious aroma. With the chicken's natural juices sealed-in, leaving a special mouth watering taste that cannot be replaced. KFC prides itself as a fast-food restaurant that give customers great tasting chicken with a selection of home-styled side dishes and desserts to make a wholesome, complete and satisfying meal.…

    • 390 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Best Essays

    Kfc Marketing Plan
    • 1813 Words
    • 8 Pages

    Kfc Marketing Plan

    Kentucky Fried Chicken (KFC) is well known restaurant chains when it comes to chicken. The company’s headquarters are…

    • 1813 Words
    • 8 Pages
    Best Essays
    Read More
  • Best Essays

    Kfc Marketing Strategy
    • 2560 Words
    • 11 Pages

    Kfc Marketing Strategy

    References: Business Scoop. (2010). Restaurant Brands ups dividend as Colonel booms, Paul McBeth 08-4-2009 http://business.scoop.co.nz/2010/03/05/restaurant-brands-4q-sales-rise-5-3-led-by-kfc/…

    • 2560 Words
    • 11 Pages
    Best Essays
    Read More

Related Topics