Krushers Kfc
[pic]
Report Title:
“Krushers” – Marketing Strategic plan
Submitted By:
Group name:
Date:
15 April, 2010
Submitted To:
Dr Melodena Stephens Balakrishnan
Assistant Professor, Faculty of Business and Management,
University of Wollongong in Dubai
Table of Contents
1. Background 3
1.1. Introduction and Objective 3
1.2. Situational Analysis 3
1.3. Constraints and Assumption. 5
1.4. Product Need and Value. 7
2. Segmentation, Target & Positioning 8
2.1. Segmentation and Target 8
2.2. Positioning Map 9
3. Marketing Mix 10
3.1. Product strategy 10
3.2. Pricing strategy 10
3.3. Place strategy 11
3.4. Promotion strategy 12
4. Business Plan 12
4.1. Sales and Profits 12
Bibliography 13
Appendix 14
Background
1 Introduction and Objective
Introduction: KFC Corporation, also known as Kentucky Fried Chicken, is a chain of fast food restaurants known all over the World since 1952, however the history of the company goes back to 1930. “KFC” is serving more than 12 million customers in 109 countries throughout the world every day. Company is actively franchising across the World during 58 years[1]. Loyal customers can find their favorite restaurant in almost every developed country across the Globe. “KFC” established strong position in the market place and recognized by millions of people in the World for its “finger lickin’ good” chicken. “KFC” is serving more than 12 million customers in 109 countries throughout the world every day. Currently, The Company is the most popular chicken restaurant chain in the entire Globe. This particular report is focusing on KFC Arabia, United Arab Emirates in particular. KFC restaurants introduced to the Middle East region by franchise partner Americana since 1973. Currently, there are KFC branches in over 70 different locations across United Arab Emirates. Menu offered to the Arab World is more focused on chicken sandwiches and Colonel’s
Report Title:
“Krushers” – Marketing Strategic plan
Submitted By:
Group name:
Date:
15 April, 2010
Submitted To:
Dr Melodena Stephens Balakrishnan
Assistant Professor, Faculty of Business and Management,
University of Wollongong in Dubai
Table of Contents
1. Background 3
1.1. Introduction and Objective 3
1.2. Situational Analysis 3
1.3. Constraints and Assumption. 5
1.4. Product Need and Value. 7
2. Segmentation, Target & Positioning 8
2.1. Segmentation and Target 8
2.2. Positioning Map 9
3. Marketing Mix 10
3.1. Product strategy 10
3.2. Pricing strategy 10
3.3. Place strategy 11
3.4. Promotion strategy 12
4. Business Plan 12
4.1. Sales and Profits 12
Bibliography 13
Appendix 14
Background
1 Introduction and Objective
Introduction: KFC Corporation, also known as Kentucky Fried Chicken, is a chain of fast food restaurants known all over the World since 1952, however the history of the company goes back to 1930. “KFC” is serving more than 12 million customers in 109 countries throughout the world every day. Company is actively franchising across the World during 58 years[1]. Loyal customers can find their favorite restaurant in almost every developed country across the Globe. “KFC” established strong position in the market place and recognized by millions of people in the World for its “finger lickin’ good” chicken. “KFC” is serving more than 12 million customers in 109 countries throughout the world every day. Currently, The Company is the most popular chicken restaurant chain in the entire Globe. This particular report is focusing on KFC Arabia, United Arab Emirates in particular. KFC restaurants introduced to the Middle East region by franchise partner Americana since 1973. Currently, there are KFC branches in over 70 different locations across United Arab Emirates. Menu offered to the Arab World is more focused on chicken sandwiches and Colonel’s
Bibliography: KFC official website, 2010, URL: [www.kfc.com], [last accessed April 6, 2010] KFC Locator, 2010, Americana group official website, URL: [ http://www.americana-group.net/Default.aspx?Id=1207 ], [last accessed April 7, 2010] KFC, 2010, Wikipedia, URL: [http://en.wikipedia.org/wiki/KFC],[last accessed April 4, 2010] KFC Arabia official website, 2010, URL: [http://www.kfc-arabia.com/new_products.html#Krushers],[last accessed April 8, 2010] Annual report, 2008, Americana group, URL: [http://www.americana-group.net/Default.aspx?Id=1316], [last accessed April 14, 2010 ] Annual report, 2008, Yum, URL: [http://www.yum.com/annualreport/docs/annualReport08.pdf], [last accessed April 4, 2010 UAE population to exceed five million by year’s end, 2009, UAE Interact, URL:[ http://www.uaeinteract.com/docs/UAE_population_to_exceed_five_million_by_years_end_/37085.htm], [last accessed April14,2010] Appendix ----------------------- [1] KFC corporate website (2010) [2] Americana group website (2010) [3] AMEinfo press release, June 24-2009 [4] Ministry of social affairs, annual statistic, 2008 [5] AMEinfo press release, June 24-2009 [6] Wikipedia, 2010 [7] Appendix, Graph 1, page () [10] Appendix, Graph 4, page () [11] Americana group website (2010)