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Essay sample - International Marketing
Pages 10 (2510 words)
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…
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. ...
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