Conclusion and findings 10 11. References 11 1. Introduction The marketing concept stipulates that the marketing managers ought to meet, anticipate as well as to satisfy the needs of the customers (Strydom, 2004). Of notable concern is the fact that organizations during the contemporary period operate in global environments and their activities are affected by a wide range of factors. It can be noted that there are major environmental influences that affect global and international markets. As such, this paper seeks to evaluate the factors that impact on Kentucky Fried Chicken (KFC). This organization belongs to the international fast food category. The paper starts by outlining the historical background of the company and the main part will discuss various factors that affect the organization in the environment in which it operates. The paper will also outline some of the strategies that can be implemented in order to improve the effectiveness of the organization. 2. Brief history about KFC Kentucky Fried Chicken (KFC) was founded in 1938 by Colonel Harland Sanders in Kentucky. Sanders’ legacy lives on with KFC operating more than “13,000 restaurants in more than 80 countries and territories around the world serving up the Colonel’s Original Recipe,” (KFC, 2013). KFC mainly specialises in fried chicken which is quite different from the products that are offered by other competitors in the same industry. The founder of the company developed 11 unique recipes using a variety of seasonings to flavour chicken and this has significantly contributed to the success of the company. The company is very popular in different market environments it operates in across the globe. The products offered appeal to the interests of many people and this has helped the company to create a strong base of loyal customers. 3. Company’s rationale behind internationalization KFC is regarded as one of the first fast food industries to go international during the 1950s. The rationale behind the company’s internationalization drive was to attract a substantial number of customers so that it can sustain its operations across the globe. The company also sought to establish itself as a force to reckon with in the fast food industry across the globe. The company was mainly interested in developing its brand so that it can attract as many people as possible across the globe. However, KFC has encountered some challenges in its global operations where it can be seen that the fast food industry is comprised of competition. In order to successfully penetrate the global markets, the company ought to design a careful strategy given that the international market is comprised of competition from other rival competitors like McDonald’s, Wendy’s and Burger King. The company also faces challenges in that it lacks expertise in diversifying its products since it mainly concentrate on chicken. Of notable concern is that fact that the fast food industry is comprised of different segments which include some of the following: family restaurants, sandwich chains, pizza shops, grill as well as chicken chains among other factors. Research has shown that McDonalds dominates in market segments such as burger while KFC dominates in the chicken segment. As such, an effective marketing strategy will help the company to gain a large market share in its operations. 4. Mode of entry in different countries The company used Harland Sanders’ franchising strategy to expand its operations in the international
Table of contents 1. Introduction 2 2. Brief history of KFC 2 3. Company’s rationale behind internationalisation 3 4. Mode of entry in different countries 3 5. Marketing mix strategies used KFC 4 5.1Price 4 5.2 Product 4 5.3 Promotion 5 5.4 Place 5 6. Brand positioning and advertising 6 7…
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