西财2010级市场营销关于KFC的营销分析

NameStudent numberSignatureEllenkingcyJack DuWe declare that this is an original assignment and that all sources used within it is properly referenced.Number of pages: 6Date:2010-12-14INDIVIDUAL ASSIGNMENT 3Part 1. The introduduction of KFC KFCs full name is Kentucky Fried Chicken.KFCs bussiness philosophy is to constantly introduce new products, or to sell products before re-packaging. In every corner of the world, every city in China, we often see an old man with the smiling face, gray beard, white suit, black eyes, the person who is the founder of KFC named Colonel Harland.Part 2. Marketing Mixl Marketing mix: The set of controllable tactical marketing toolsproduct, price, place, and promotionthat the firm blends to produce the response it wants in the target market.1. PlaceWhere should the first Kentucky Fried Chicken shop be in China? This decision will have future earnings, it is important for other parts of China to develop and manage resource for investment city,like Beijing. The advantage is that Beijing is the center of political and culture in China. There are so many people who are from other city and a large amount of potential customer groups. Beijing is Chinese education center, gathering place of higher learning. All these ways have caused the influx of population, which is extremely important for part of KFC sales of RMB. Being a tourist destination, there will be a stable foreign exchange earnings. So, if it begins from Beijing, no boubt that it will attract more people. But the disadvantages are that being compared with other cities, Beijing is more adventurous, striking a successful trading will increase the possibility of government intervention. So the places KFC company choose are big cities.2. Product and promotion l Product: Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Nowadays, KFC offer more foods, not noly fried chicken, but also all kinds of fast food. KFC company and Coca cola, pepsi are in cooperation.bussiness model, and rely on their quality products, fast friendly service, clean dining environment to position in the Chinese market.It also makes all kinds of cute pictures and voice that they can make customers ralaxed and excited. KFC company in each quarter can roll out new products to suit the quarter and satisfy the needs of the customers. Like delicacy egg tarts, KFCs competitor McDonalds are not have, so KFC has advantageous to capture the consumer market.l Promotion: communication link between buyer and seller that performs the functions of informing, persuading, and influencing a purchase decision.Nowadays, KFC company roughly has three promotion means.(1) SMS promotion:for some old customers, faithful consumers through hair message give consumers, and inform the latest product, discount package, attract to consumption.(2) Native combo promotion:KFC specifies a province in a day to give discount package. As long as the person is born in the province, hold the ID card to KFC can get a discount package.(3) Hold sweepstakes:At KFC every time a customer consumption with 100 yuan , have the opportunity to participate in sweepstakes. One of the gift that KFC give to the customers can be a king ring. Gifts are very cheap but will bring customer psychological satisfaction.3. Pricel Price: The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.KFCs cost is not high, the sales price for Chinas average people is on the high side. But because of its convenient and quick, or by a great number of people like it.Part 3. Target Marketl The process of evaluating each market segments attractiveness and selecting one or more segments to enter.Target market: according to the market intelligence , fast food industry factory is concerned, its most common market segments way is population statistics factors give priority to, other factors, such as areas customer psychological factors and customer consumer behavior factors seldom used. But in demographic variables, and with age and professional most often applications. Western fast-food industries often use“age” as market segments of consider variables, Chinese food company is based on the occupation for market segments variables. KFC youth-oriented main target market (age from 4-30 years old men and women) and their family members.Part 4.Market segmentationl Market segmentation: dividing a market into distinct needs, characteristics, or behavior and who might require separate products or marketing mixes.In market competition situation, the fast food industry is divided into two parts, Chinese fast food and western fast-food. KFC because of its unique Fried chicken , possess certain market. KFCs market advantages is its goods unique taste. KFC market segmentation is according to the local consumption level and the population to subdivide markets. Different groups such as children, teenagers, old men, students, workers and so on. - the KFCs marketing(1) personnel localization, professionalism, Pay attention to training the employees.(2) Seize the market, so as to achieve the purpose of sales promotion.(3) Quality, heavy service, strengthen brand core competitiveness.Part 5. Market Positioningl Market Positioning: Arranging for a product to occupy a clear, distinctive, and desirable place ralative to competing products in the minds of target consumers.KFC treat family members as target customers，teenagers who like fresh things. The goal of the marketing is to accept foreign culture.Meanwhile, in the childrens customer body KFC had spent a lot of energy, such as: in the store opens children repast area, decorate cater to children of be fond of of adornment, h