Kfc Flexible Budget

Preface

This report focus on KFC marketing strategies, its marketing environment , demographic factor ,marketing factors. We designed a report to provide a brief description about its marketing mix & its major competitors in Pakistan. We also discuss four P's of marketing & their marketing tools.

In addition to it, this report includes a research base survey on KFC. We all have tried our level best to fulfill all the requirements mentioned to us. Now its depend upon the reader to read it carefully and understand what we want to communicate. This report provides a brief knowledge about KFC in Pakistan.

http://www.wisnudewobroto.com/kentucky-fried-chicken-marketing-strategy-english/

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Acknowledgement

In the name of Allah, the most beneficent & the Merciful.

Firstly, we all likely to thank mighty Allah who provides us knowledge, energy & skills to get opportunities & to increase our knowledge & experience by completing this project.

Secondly, we especially thank to our instructor Ms. RAHEELA ZULFIQAR who guides us at every step & every aspect of this report, so that's competed successfully.

Finally, thanking management of KFC, for providing us with helpful knowledge needed. After that we are able to complete this report with hard working & cooperation.

EXECUTIVE SUMMARY

In September 2007, Ms. RAHEELA ZULFIQAR assigned us a project. We are asked to explain how our chosen product is being marketed, and how environmental factors, buying behavior, market segmentation, demographic trends, target market, positioning strategies, marketing mix, market planning & brands are relevant to their particular product. Following a massive report, recommendations were completed & submitted on 5th of November, 2007.

The information used in the analysis of KFC came from variety of resources, including the internet & different KFC'c outlets. The combination of these resources provides the basic for a valid current analysis of KFC.

The major findings of KFC are as under

KFC competing the competitors & maintaining strong relationship with customers by taking under consideration its Macro & Micro environment very efficiently.

KFC has segmented its market on the basis of segmentation variables like demographic, psychographic, geographic & behavioral.

KFC is showing certain buying behavior. KFC is following of market penetration, market development & product development for increase its customers. IT is following production, marketing & social marketing strategies for increasing its market share and growth.

1) HISTORY

KFC (formerly known as Kentucky Fried Chicken) is the project of Gray Mackenzie Restaurants International Ltd. Founded first by Col Harland Sanders; KFC is known for its fried chicken.

More than 10,000 outlets in the world.

It was launched in 1997, Gulshan-E-Iqbal, Karachi.

Presently in Pakistan, it is been operated by Cupola, a Dubai based multinational company involved in several business.

In Pakistan, currently it has 43 branches.

2) KFC VISION STATEMENT

Food, Fun & Festival, this is what KFC is all about. Leading the market since its inception, KFC provides the ultimate chicken meals for a Chicken Loving Nation. Be it Colonel Sanders secret original Recipe Chicken or the Hot & Spicy Version, every bite brings a YUM on our face. At KFC we can proudly say, "We Do Chicken right ".

3) KFC MISSION STATEMENT

We are committed to customer satisfaction through offering high quality with excellent services and good value.

We take great pride in serving each other, our customer and our communities.

We seek continuous improvement in all that we do.

4) KFC's PRODUCTS

a) Core Benefit

The core benefit is "To Kill hunger".

b) Products of KFC

KFC have three main product lines. The burgers, chicken meals and the snacks. The category of chicken is relatively static.

c) Burgers