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Kfc Marketing Strategy

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Kfc Marketing Strategy
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KFC New Zealand
Marketing Strategy

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Table of Contents

Present Market Situation ____________________________________________________________

_____________ pg 3

Macro Environmental Factors ____________________________________________________________

_________ pg 3

Customer Analysis ____________________________________________________________

__________________ pg 4

Competitor Analysis ____________________________________________________________

________________ pg 5

Category Attractiveness ____________________________________________________________

______________ pg 8

References ____________________________________________________________

________________________ pg 9

Appendix ____________________________________________________________

________________________ pg 10

SWOT

|Strengths |Weaknesses |
|Brand Loyalty |No delivery service |
|Brand Awareness |More expensive than most food outlets |
|Nationwide Coverage |High staff turnover |
|Ability to Finance |Only specialize in chicken |
|Ability to Produce |Not NZ owned |
|Product Consistency |Use of palm oil for cooking


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/ Burger King Daily Finance. (2009). Wendy’s fast food chain says Sayonara to Japan, Retrieved 30th March 2010 from http://www.dailyfinance.com/story/company-news/fast-food-chain-wendys-says-sayonara-to-japan/19275293/ Food 2 Go Magazine Ministry of Health. (2007). Obesity in New Zealand, Retrieved 25th March 2010 from http://www.moh.govt.nz/moh.nsf/indexmh/obesity-key-facts Oporto Squirrel. (2010). NZ mortgage rate forecast 2010, Retrieved 24th March 2010 from http://www.squirrel.co.nz/nz-mortgage-rate-forecast-2010/ Statistics New Zealand Telegraph UK. (2009). Recession finger lickin good . . . Retrieved on 29th March 2010 from http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/4733058/Recession-finger-lickin-good-for-KFCs-UK-chief-Martin-Shuker.html Wendy’s Yahoo Finance. (2010). Wendy’s / Arby’s boost buy back plan. Retrieved 29th March 2010 from http://finance.yahoo.com/news/WendysArbys-Boosts-Buyback-zacks-2416282315.html?x=0&.v=1 Yahoo Finance
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