Kfc Marketing Strategy in Mauritius

KENTUCKY FRIED CHICKEN INTRODUCTION KFC Corporation, based in Louisville, Kentucky, is the worlds most popular squawker restaurant chain, specializing in pilot program Recipe, Extra Crispy, Kentucky Grilled Chicken and Original Recipe Strips with home-style sides, Honey BBQ Wings, and freshly made chicken sandwiches. any day, more than than 12 million customers argon served at KFC restaurants in 109 countries and territories almost the world. KFC operates more than 5,200 restaurants in the United States and more than 15,000 units around the world. KFC is world illustrious for its Original Recipe fried chicken .KFC is made with the secret blend in of 11 herbs and spices Colonel Harland Sanders perfected more than a half-century ago. Customers around the globe overly enjoy more than 300 unalike convergences from Kentucky kfc primarily sells chicken in forms of pieces ,wraps salad and sandwitches. While its base focus is fried chicken it also provides a line of roaster chic ken proceedss side dishes and desserts. PickNEat (KFC) is a front runner when it opens its basic firing in Curepipe in 1983. Thanks to KFC, eating out becomes well-disposed to almost anybody.Convivial atmosphere, quaint tasty recipes based on genuine chicken cuts prepared on the spot, quality and hygiene This promise made 30 years ago to consumers has been unploughed. With fourteen outlets around the island, KFC outlets have become forthwith the preferred eating spots of Mauritians, living and amusement spots for families and puppyish people circumstancesicularly. KFC Mission KFC Vision Read more http//www. ukessays. com/essays/ business enterprise/strategies-for-the-mauritius-fast-food-market-business-essay. phpixzz2QWwSUPMF It is the get of a reinvigorated era that the fast food industry has stepwise breakthrough the Mauritius lifestyle.Due to the globalisation process, many fast food franchises are directly available in Mauritius. Whether these fast foods have revol utionised Mauritius, today these products form part of our lifestyle and culture. People rely on their convenience to enhance their lives and productivity. besides in the fast and increasing competitive business environment of today, the compensate selling approach is necessary to compete with competitors. The ability to develop sound marketing strategy which enable the firm to become more antiphonal and adaptable to the market will perhaps more than ever in front, separate the winners from the losers.The rational of developing marketing strategies is to respond to the increasing postgraduate choose in fast food and to eventu entirelyy adjoin the market component of Kentucky Fried Chicken. Themarketing mixdeals with the way in which a business usesprice, product, scattering and packagingto market and sell its product. The marketing mix is lots referred to as theFour Ps since the most im larboardant elements of marketing are concerned with Product the product (or servi ce) that the customer persists Price how frequently the customer pays for the product Place how the product is distributed to the customerPromotion how the customer is found and persuaded to get the product . PRODUCT product are offerings that a marketer offers to the rear audience to satisfy their needs and want In Mauritius, KFC products are construct within international norms and quality to provide the maximum satisfaction to its customers. The products change are Halal guaranteed. Thus whatever someones intuitive feeling and culture, he or she can eat KFC products. Thorough study of the product line has been conducted to meet up the different smells and habits of different people in Mauritius.In Mauritius, Chicken Delights product mix consists of five product lines, viz. fried chicken, Chips, burgers, salads and soft drinks. Read more http//www. ukessays. com/essays/business/strategies-for-the-mauritius-fast-food-market-business-essay. phpixzz2QWwib0Kp KFCs primary pro duct ispressure-friedpieces of chicken made with the Original Recipe seasoning mix. It is marinated, plunge in a flour and egg based mixture, and breaded with flour before being fried geographic segmentation kfc has outlets internationally and sells its products concord to geographic need of the customers.In Mauritius kfc has 14 outlets. it focus customer demand . Most of the restaurants are found near big shopping centers e. g riverside riviere du rempart and La croizette in grand baie and 2 outlets are found at port louis. Demographic segmentation Demographic segmentationconsists of dividing the market into groups based on variables such as age, gender family size, income, occupation, education, religion, race and nationality kfc segments market on demographic basis in this way Age-chidren,teenagers family size 1-2,3-4,5+ family lifestyles income market baffleing fc unceasingly perform market research to acquire information roughly the tastes and lifestyles to rectify its ma rketing strategies to better compete with its rivals such as MacDonald and nando. It uses the terms as whats fresh? , Fresh is part of e realthing we do, its so safe. . PRICE The amount of silver that customers have to pay while buying the product. in other row the amount that kfc charge for its product. pricing policy when kfc first started its business in Mauritius it adopted a skimming price policy. because it had competitive advantage it rear end the middle to upper class people.However, the advantage tends not to be sustainable. The juicy price attracts other new competitors and the price inevitably fall payable to increased supply Competitors. in mauritius kfc has two major competitor namely the Macdonald and the Nandos. The kfc price can be compared with the price of its substitutes . if the competitor provide the diversenessred product with inflict price then kfc also must lower its price. There is perfect competition thus kfc must always acquiesce the market price for its products. Costs. kfc price its product keeping different points in view. They adopt cost based price strategy. ricing product includes includes overheads such as research and development, investment in equipment, people and technology, as well as direct costs, such as raw materials and ingredients. Thus product is priced according to standard of product and segments. In the cost based we include both fixed and variable costs. .Customers. The business needs to consider what its customers expectations will be. For example, customers whitethorn be prepared to pay more for a product that is unique or produced in an ethical and sustainable manner. This would place it as a premium brand above its competitors.Kfc respect its market research to obtain information toidentify and define marketing opprtunities. PLACE KFC in figures* 500 employees 10,000 customers periodic 14 outlets HACCP National Quality Award * 2011 Figures Sooo good PR0MOTION Promotion is the regularity used to inform and educate the chosen target audience most the organization and its products. KFC using reminder advertisements which stimulates repeat purchases of its product. The slogan Its hitchhike linkin good like a reminder to remind consumer how good they felt come through time when ate KFC. KFC use assistantship as a legal document of promotion tool due to sponsor can increase chassis of political party.Currently, KFC sponsor in the Australian Cricket Team. Sales promotion is one of the tactical maneuver to promote product KFC. KFC use coupons, entertainment, exhibits to increase it sales. The logo of the smiling Colonel is believably one of the most recognized faces in the world and instantly brings the image of fried chicken to ones mind. -KFC and its new association jingle, finger lcikin good? is a frequent announcement on televisions, billboards, flyers and radio. The concept of display a normal customer deeply involved in destroy his piece of chicken usually turns on the drool factory in e reallybodys mouth and crystallises them rush to the nearest KFC.In CANADA where chicken lovers are set abound these ads featuring normal people connect instantly and create a rush at their outlets. Using the following methods KFC spreads its message of finger clobber good chicken. Promotion Read more http//www. ukessays. com/essays/marketing/the-concept-of-the-marketing-mix-marketing-essay. phpixzz2QYVBewzgPromotion is the main tool to bring all the chickenlovers attention towards its delicious one of a kind productfried chicken. They try to promote their product through radio,television,billboards,flyers.Kfc try to sponsor events in order to strengthen their company image. KFC Mauritius has launched its new website KFC Mauritius recently launched their website which is available at www. kfc. mu. This new website is great news for KFC-lovers (99. 5% of the Mauritian population) around Mauritius as it has a lot of useful information, including menus, st ick in locations, and a whole dispatch of finger-lickin crap. It also has a games section, which is a huge waste of space. romotion KFC does promotional activities by offering add-ons to the existing menu, gift coupons, T-shirts, Kids meal etc.KFC promotes its products through LCD displays kept inside its outlets which promotes their products and kindles desires among consumer. India being the country with largest youth population has favored the emersion of KFC and it has become the fastest growing fast food chain in India pushing aside McDonalds and Pizza Hut. Conclusion KFC- STRENGTH- It is a very famous fast food chain outlet that started fromLouisville Kentucky. It has been known to be a leader in the chicken restaurantsegment with annual sale of more than a billion dollars.It has more than 50% of the market share in fast food industry&038 new entrants are finding it very difficult to capture its share. It has gained enormous recognition as a honorable brand forfast food &03 8 has globally positioned itself well in industry. It has a high global brand image compared to its othercompetitors. It has a strong presence over its competitors with its primaryproduct fried chicken. It has strong location,store management,motivated work force&038 franchises. It has a strong distribution network such as outlets in shoppingmalls,airports etc. WEAKNESSES-Kfc is not innovational because it serves only the chickenproducts to the customers. It doesn? t offer any new or distinguish products. It felt after the market was offering new products because itwas doubling other fast food chains to remain competitive. Its merger with different corporations resulted in big culturalproblem for kfc employees such as merger with pepsico. The company is only focussing on few locations &038 is ignoring tocheck standards at franchises in different countries. Kfc is facing problems to maintain the higher standards of hygienic food &038 is being charged in different countries due top oor standards of hygiene food.Some of the examples are as follows- In 2007 a kfc outlet in newyork city was initiated to be ratinfected. In 2009 a kfc store in London was also charged with 1 foodhygiene fines. A court plate in 2010 exposed poor hygiene at a kfc store inSydney,Australia. OPPORTUNITIES- Changing demographics trends provides opportunity todiversify into new products &038 locations. Increasing demand for foodstuff eaten international the home. Expand globally to capture the untapped markets &038 increasethe revenue. The company can ask advantage of Nafta(North American freetrade agreement). Expansion for the latin American markets.Consumers are change state health conscious so they decided tointroduce new products line for this segment. To be environmently responsible because it will improve thepublic image of kfc &038 will help it to increase its revenue. To diversify into other fast foods &038 meals. To open more outlets in tube to increase their presence Its soG ood is a message that is embedded in all aspects of KFC marketing mix. Not only are the products designed to look and taste good, they are produced from Original Recipe of 11 herbs and spices in a way that addresses peoples concerns about issues such as health and the origins of their food.This helps to ensure that remains KFC a trusted brand. THREATS- Kfc is facing strong competition from its competitors,such asMcdonalds,yum,subway &038 pizza hut. It is also facing competition from local restaurants in differentcountries of the world. The company is facing problem in maintaining same standardsat their international franchises. To sustain a market leadership position in the global fast foodindustry. Other players are turning to new menu offerings,locations . Increase in number of health conscious consumers. virginal fast food industry in the us market. RECOMMENDATIONSKFC-If kfc could increase company own restaurants,whichenables it to control quality,services &038 restaurantcleanli ness therefore more capital is needed. Kfc need to make sure that their restaurants offer adiversified menu. To provide their customers with quality food,excellentservice &038 restaurant cleanliness. Kfc should always hear to their customers &038 try follownew trends on market in order to satisfy theircustomers. The company should try to develope new products thatcustomers want in order to increase their financialperformance &038 value. 4 and not because its the trendy new thing to talk about in restaurants. The