Final Presentation On Principles Of Marketing

1. FINAL PRESENTATION OF PRINCIPLES OF
MARKETING

2. BUSINESS MARKETING PLAN
OF “KENTUKY FRIED
CHICKEN”
INTRODUCTION TO GROUP MEMBERS :
 ANAM MALIK [S161BBAH006]
 MUHAMMAD SOBAN SIDDIQUI [S161BBAH034]

4. HISTORY
 ONE MAN OPERATION.
 STARTS IN1930 BY HARLAND SANDERS THE FOUNDER OF
KFC.
 NAMES AS THE DINING AREA ”SANDERS COURT & CAFE”.
 IN 1939”SANDERS COURT & CAFÉ WAS REBUILT NAMES AS
KFC.
 IN 1960, 190 KFC FRANCHISEES AND 400 FRANCHISE UNITS
IN THE U.S AND CANADA.

5. KFC IN PAKISTAN
 60 OUTLETS WORKING IN PKAISTAN.
 NORTH REGION INCLUDING LAHORE, RAWALPINDI AND
ISLAMABAD(PUNJAB).
 SOUTH REGION INCLUDING KARACHI AND
HYDERABAD(INTERIOR SINDH).

6. VISION
“TO BE LEADING INTERGRATED FOOD SERVICES GROUP IN
ASIAN REGION DELIVERING CONSISTENT QUALITY PRODUCTS
AND EXCELLENT CUSTOMER FOCUSED”

7. MISSION
“TO MAXIMIZE PROFITABILITY, IMPROVE SHAREHOLDER VALUE
AND DELIVER SUSTAINABLE GROWTH YEAR AFTER YEAR”

8. OBJECTIVES
 BULID AN ORGANIZATION DEDICATED TO EXCELLENCE.
 CONSISTENTLY DELIVER SUPERIOR QUALITY AND VALUE IN
OUR PRODUCT AND SERVICES.
 GENERATE CONSISTENTLY SUPERIOR FINANCIAL RETURNS
AND BENEFITS OUR OWNER AND EMPLOYEES.

9. CORE COMPETENCY
 SINCE BEGINNING , KFC HAS PRESENTED ITSELF AND WELL
COMPLETED, ONLY THROUGH IT DELICIOUS CHICKEN.
 PEOPLE FROM ALL OVER THE WORLD KNOW KFC AS THE
BEST CHICKEN EXPERT.
 THEIR CHICKEN HAS ALWAYS BEEN UNIQUE IN TASTE AND
HELPED THEM IN ORDER TO BULID THEIR OWN IDENTITY IN
ALL OVER THE WORLD.

10. S.W.O.T ANALYSIS

11. STRENGTHS
 BRAND EQUITY.
 KFC SECRETY RECIPE OF 11 HERBS SPECIES.
 OLDEST AND FINEST IN BUSINESS.
 LOYAL CUSTOMERS.
 STRONG MARKET SHARE.
 PRODUCT IS THEIR STRENGTH CUSTOMERS COME HERE FOR PRODUCT
IGNORING THE PRICES.
 KFC COMPETITIVE ADVANTAGE IN FAST FOOD INDUSTRY BECAUSE OF ITS
QUALITY AND VARIETY OF PRODUCTS OF CHICKEN.

12. WEAKNESSES
 PRESENCE OF MULTINATIONAL COMPETITORS IN THE
MARKET E.G. MACDONALDS.
 COMPRESSED HIERARCHY.
 UNHEALTHY FATS.
 OVER CONFIDENCE ON OWN PRODUCT.
 LACK OF FOCUS ON R&D.
 LACK OF RELATIONSHIP BUILDINGS WITH EMPLOYEES.

13. OPPORTUNITIES
 CHEAP AND EASY AVAILABILITY OF LABOR.
 “ALL UNDER ONE ROOF”
 LOYAL CUSTOMERS.
 NEW LEADERSHIP , DOMESTIC MARKETS AND CUSTOMER
FOCUS.

14. THREATS
 RATED 83 OUT 100 IN TERM OF COMPETITIVENESS.
 HIGH POLITICAL INSTABILITY.
 ANIMAL DISEASES LIKE BIRD FLU.
 INCREASING INFLATION RATES DIRECTLY AFFECTS MENU
RATES.

15. MARKETING MIX
 PRODUCT.
 PRICE.
 PLACE.
 PROMOTION.

16. PRODUCTS
 KFC PAKISTAN PROVIDES 50% HALAL AND HYGIENIC PRODUCTS TO ITS
CUSTOMERS.
IT OFFERS A VARIETY OF FINGER-LICKING PRODUCTS, SOME OF WHICH ARE
AS FOLLOWS:
 CRISPY FRIED CHICKEN.
 ZINGER.
 CHICKEN BURGER.
 HOT WINGS.
 NUGGETS.
 FISH ZINGER.
 FRENCH FRIES.

17. PLACE

19. KENTUCKY FRIED CHICKEN (KFC), SADDAR RAWALPINDI

20. PRICE

24. PROMOTION

26. P.E.S.T

27. POLITICAL
 THE POLITICAL FACTOR INCLUDES THE GOVERNMENT
POLICIES AS KFC BEING A FOREIGN COMPANY TO MANY
COUNTRIES SO THEY HAVE TO OBEY THE POLICIES OF THE
GOVERNMENT OF A PARTICULAR COUNTRY WHERE THE
BUSINESS ACTIVITIES ARE BEING CARRIED OUT.
 KFC HAS HANDLED THIS SITUATION VERY TACTFULLY AND
HAS OBEYED THE POLICIES OF THE GOVERNMENT IN ORDER
TO RUN KIND OF BUSINESS.

28. ECONOMIC
 INCOME OF THE PEOPLE.
 SUPPORT FROM MAJOR SUPPLIERS.
 GROWING MARKET.
 FRANCHISING FACILITATES SET UP’S.

29. SOCIAL
 INCREASED VEGETARIANISM.
 KFC TARGET ALL THE CLASS INCLUDING THE UPPER CLASS,
UPPER MIDDLE CLASS AND LOWER MIDDLE CLASS.
 THEY ADAPT THE CULTURE OF THE COUNTRY WHERE THEY
ARE SET UP.

30. TECHNOLOGICAL
 INVESTMENT IN TECHNOLOGICAL INNOVATIONS COMPUTER
ORDERING (TILL SYSTEM).
 KFC HAS STRATEGY TO INTRODUCE NEW TECHNOLOGY
WHENEVER THEY THINK THAT IS A TIME TO INTRODUCE
NEW TECHNOLOGY.
 KFC ALWAYS SUPPORT THE WORK OF RESEARCH &
DEVELOPMENT IN ORDER TO INTRODUCE THE NEW
TECHNOLOGY.

31. SUGGESTIONS
 KFC SHOULD FOCUS ON THE COMPETITORS PRODUCT.
 KFC SHOULD FOCUS ON THE MARKET SURVEYS FOR
KNOWLEDGE OF CUSTOMERS.
 KFC SHOULD FOCUS ON RESEARCH AND DEVELOPMENT
DEPARTMENT.
 KFC SHOULD FOCUS ON THE ELIGIBILITY OF THE
EMPLOYEES.

32. THANKS