Essays on Customer Relationship Marketing in KFC Restaurant Australia Case Study

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The paper "Customer Relationship Marketing in KFC Restaurant Australia" is an outstanding example of a marketing case study.   Priority in marketing has shifted from just delivering the ‘ right’ product to satisfying the customers who consume the services or products. Customer relationship marketing has turned up to be an effective way by which organizations today are able to attract, and retain their customers in their target market. The food industry has increasingly been more competitive with time and thus the nature of marketing strategy that is used to market the products means a lot with regard to the organizations capacity to retain its customers.

KFC restaurants in Australia has existed for a long time and has done well previously however due to increased competition from strong competitors such as McDonald’ s food chain industry, the company has had to invest in newer marketing strategies to retain and attract new customers. K.F. C. Australia refers to the Kentucky Fried Chicken food stores that are located in Australia which dates back to 1968 when a young Canadian entrepreneur, Bob Lapointe began a fast food revolution in Australia.

The first restaurant was established at Guildford located in Sydney's western suburbs of Australia. This restaurant was built in that site and was opened in 1968 serving many customers and had employed a staff of 25 people. Today, KFC Restaurant in Australia boasts of over 600 stores in Australia and New Zealand. Most of the stores are franchised though others are owned. It is estimated that over 12, 000 employees have been employed to work on a casual and permanent basis in Australia. Increased competition in the fast-food industry in Australia due to the coming up of more fast food stores has led the company to invest more in customer relationship marketing as a strategy that will give it a competitive advantage over its customers.

This paper will address several concepts, concerns, and applications of consumer relationship marketing (CRM) in KFC Restaurant, Australia. The Concept  of  Consumer  Relationship  Marketing Customer relationship marketing is one of the contemporary marketing strategies that has proved to be very effective in the new competitive markets of products and services today. CRM may be viewed to have come up from the operations in the industrial and service markets before finding its way to the mass market as the case is today.

CRM came to the mass market in the nineties. The industries were making efforts to establish good relations with their customers, and this is evidenced by the exchange  relationship  theories. The theories were further developed and they led to what was referred to as ‘ direct and database’ marketing. This formed the basis for Customer Relationship Marketing (C. R.M). Evidently, the customer relationship marketing has transformed how marketing is being carried out today. Priority in marketing has shifted from just delivering the ‘ right’ product to satisfying the customers who are to consume the services or products (Meyer, Christopher, and Andre 2007, pp.

47). Customer relationship marketing may be viewed to be the practice where marketing activities are employed with the intention of establishing, developing and maintain a successful long term positive relationship between the customers of a service or product with its providers. This statement portrays that there are various implications that come with CRM such as employee training, market planning, advertising, promotion, direct marketing, public relations, and package design among others.

The key thing to note is that all these measures are taken with the customers’ demands on focus so as to retain them. It may also be clear that CRM incorporates unique and timely methodologies in building up of brands while at the same time performing the market research. This is because every rational consumer of a given service or product would want to be heard. This implies that they would reward service providers who appreciate the need to build a strong customer relationship base with their customer.

The reward often takes the form of increased consumption, the invitation of new customers, and retaining their consumption standing in the service or products they consume. Therefore companies often collect consumer data so as to develop with the marketplace with regard to the building of one’ s brand and increasing of the Company’ s market share.

References

Aksoy, L., T.L. Keiningham and D. Bejou 2008, Profit Maximization Through Customer Relationship Marketing. Routledge, London.

Greenberg, P. 2010, CRM at the Speed of Light, Fourth Edition: Social CRM Strategies, Tools, and Techniques for Engaging your Customers, McGraw Hill, New York.

De Azevedo, A. and R. Pomeranz 2008, Customer Obsession: How to Acquire, Retain and Grow Customers in the New Age of Relationship Marketing, Mc Graw-Hill, New York.

Brodie, Roderick J., Nicole E. Coviello, Richard W. Brookes and Victoria Little (1997), “Towards a paradigm shift in marketing? An examination of current marketing practices,” Journal of Marketing Management, Vol. 13,no. 3, pp.383-406.

Christian Grönroos 1994, “From marketing mix to relationship marketing: Towards a paradigm shift in marketing,” Journal on Management Decision,Vol. 32, no. 2, pp. 4-20.

Jain, Subhash C 2005, “CRM shifts the paradigm,” Journal of Strategic Marketing, Vol. 13 , no.3, pp. 275-291.

Meyer, Christopher, and Andre Schwager (2007), “Understanding Customer Experience”, Harvard Business Review, Vol. 85, no. 2, pp. 116-126

Johnson, Michael D., Fred Selnes 2006, "Diversifying Your Customer Portfolio," MIT Sloan Management Review, Vol. 46, no. 3, pp. 11-14.

Kale, Sudhir H 2004, "CRM Failure and the Seven Deadly Sins," Marketing Management, Vol. 13, no. 5, pp. 42-46.

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