KFC S Strategies for Success Situational Analaysis

¶ … Organisational Marketing Objectives

DEVELOPING ORGANISATIONAL MARKETING OBJECTIVES

Developing Organizational Marketing Objectives

Kentucky Fried Chicken (KFC)

Executive / Management Summary

Strategic Direction

Mission and Vision

Kentucky Fried Chicken (KFC) is concerned with the production of fast foods, specializing in fried chicken. It is a worldwide restaurant with its headquarters in the United States of America. Current CEO is Roger Eaton. The revenue for the company is $9.5 billion as at 2012. The parent to this organization is Yum Brands. The mission of KFC as at 2013 is to "sell food in a fast, friendly environment that appeal to pride conscious, health-minded consumers" (Ozersky, 2012). The vision of KFC is to be a global brand that specializes in selling food in a fast, friendly environment that appeals to all people who are conscious of their health.

Marketing Strategies and Strategic Direction

KFC targets city people who have more concern about quality food. The cities are good avenues with high populations that serve as the best market for its products. City people are considered to have the best ground for consuming the product, have easier financial strength, and with the ease of reach. KFC targets young people who are willing to enjoy food unlike the old generation, which is the reason there are many KFC locations near schools, colleges, and workplaces. Part of its other considerations is the geographic variables and demographic segmentation that are critical towards the product of the corporation. KFC is promoting itself through advertising, creation of public relations, the creation of events and experiences, the creation of packages and sponsors, and sales to increase their production and awareness in the market. KFC has incorporated price skimming to maximize profit. They are using the strategy called pricing above with a belief that their products have a high quality unlike that of competitors. With economic factors, KFC targets upper classes of the economy as they turn into the middle class (Darden, 2002). With psychographic variables, KFC is dividing the market into different groups considering their personality characteristics and lifestyle, like those of middle, upper, and lower classes. With demographic strategies, KFC used statistical analysis to partition the population based on their characteristics like gender, race, occupation, and religion.

Situational analysis

Currently, KFC is doing well in the market. It has managed to withstand its major competitors like McDonald Corporation, Wendy's Company, among others. Most of the competitors are scaling strategies that serve them to beat KFC in the market. Nonetheless, KFC has managed to stage structures that have made it remain dominant within its areas of operation in the global market. Ethically, KFC considers animal welfare through its programs. It respects its suppliers and has credible audits and inspections that ensure it complies with the code of conduct and operation. It complies with the laws and regulations like the federal laws about wages and benefits. It practices non-discrimination of the employees. It appreciates social diversity.

Marketing Performance

The previous marketing and positioning strategies have served the corporation effectively in the market. The marketing strategies like demographic segmentation, psychographic segmentation, among others, have improved the performance of KFC. Its positioning has lifted the corporation to greater heights of performance in the global market. Through its strategies and positioning, KFC has become the second best global brand. It has acquired 11 herbs and spice recipes making it a national and global especially in positioning itself in China. However, it has suffered from its weaknesses like high employee turnover, unhealthy food menu, and negative publicity.

Scope Marketing Opportunities

KFC has accessed opportunities like home meal delivery, the introduction of new products to its chicken range, and an increase in demand for even healthier food. On the other hand, KFC has had threats like lawsuits, fluctuation of currency, and saturation of fast food markets in the developed worlds. There is a growing market with increased demands. As a global hit, KFC relishes its strong revenue base and hence aims to impact positively on the market.

Marketing Objectives

Some of the short-term objectives include the desire to be a regional leader in the competitive market through the introduction of effective measures of production, basing on the high revenue base, and introduce new avenues of growth. The long-term objectives are to be present in the global market and be a leader in the global market. KFC intends to have a genuine base through which will act as the monitoring and assessment segment for any possible contingencies and risks.

Conclusion and recommendation

KFC is a global brand that has established equitable management strategies and positioning in the market. KFC has had high returns in terms of its revenues and hence has penetrated into varied markets globally. With its marketing strategies, high market performances, and strategic plans, it looks to better its performance (Darden, 2002).

Assessment 2

1. Strategic organization documents that could be used to identify organization's strategic directions and targets

Organizational business plan

Organizational marketing plan

Organizational performance report

2. The person to be consulted to confirm the strategic direction and its impact on marketing activities is the operations, manager. The operations manager is a concern with oversight of every strategic plan that has been instituted to ensure the growth of an organization. He is the one in charge of oversight of the strategic directions and their impact on marketing activities.

3. Three criteria to evaluate the marketing performance

Targets

Targets are supposed to be set in any organization that intends not to remain the way it is or collapse. With the use of targets, setting, and monitoring, an organization will be able to gauge and know the nature of its marketing performance.

Goals and objectives

Goals and objectives are two facets that are used to monitor and assess the performance of an organization. They are the key reasons that indicate where the organization has come from and shaping its direction. They reflect the marketing performance of any organization (Darden, 2002).

Returns

An increase in returns is a sign that there is an increasing marketing performance within an organization. Observance of the returns, in terms of revenue and profits, is a tool that acts as criteria to indicate if the organization is growing or not.

4. Examples of marketing objectives

To determine the level of increase in revenue that a business has acquired after introducing a new brand in the market

S- Increase in revenue is something that occurs over a systematic process and not once.

M- There is the element of level of revenue increase, which can be expressed quantitatively