The Kentucky Fried Chicken Marketing Mix - Case Study Example

Download file to see previous pages The paper "The Kentucky Fried Chicken Marketing Mix " is a perfect example of a marketing case study. The contemporary global competitive business environment that prevails in the hospitality industry has witnessed a shift in the way different organizations select their marketing strategies. Presently, marketing has become an integral part of everyday human experiences. Thus the marketing process is shown as occupying a vital position in the success of all sectors of the economy. In the recent past, the term marketing mix has been introduced into the practice of marketing communication. It is used today to arrive at important decisions in the execution of the marketing strategies. A well-designed marketing mix includes the Four P’s; the product, price, placement, and promotion. The marketing mix is then used as an anchor for the marketing communication approach in the advancement of the essential communication intended for the consumers. The Kentucky Fried Chicken has been used to underpin the theories and practices of the marketing efforts as delineated in the marketing portfolio.

Marketing For Tourism and Hospitality

• Introduction

The contemporary global competitive business environment that prevails in the hospitality industry has witnessed a shift in the way different organizations select their marketing strategies. Presently, marketing has become an integral part of everyday human experiences. Thus the marketing process occupies a vital position in the success of all sector of the economy. Marketing can be viewed as the process that offers the dynamic bridge between products and services and consumers. Part of the marketing process is finding out what the customers need thorough research, and consequently delivering the services or products in order to meet the needs or to satisfy the consumers’ wants. Marketing can also be viewed as the process of attracting consumers towards the product by ensuring that it is relevant and satisfying. Customer satisfaction is an essential ingredient in the provision of customer relations and ultimately, retention.

The central purpose of a business is to build and retain profitable customers. The consumers of a product are attracted and retained as customers when a particular product or service meets their needs. In the hospitality industry, for instance, satisfied customers make return visits to the restaurant or hotel many times (Cadle, Paul and Turner, 2010). The satisfied customer is most likely to recommend the restaurant to their friends and effectively promote the outlet leading to increased business and profitability. It is, therefore, essential for the marketers to define their objectives clearly by identifying their potential customers, design the right products, and targeting their marketing efforts towards that group. It has been found that target marketing is increasingly being utilized by organizations as a form of micro-marketing initiatives and strategies. In the utilization of micro marketing concept, the marketers in the hospitality industry tailor the marketing programs to specific demographic, geographic, or psychographic segments and deliver the message through effective communication.

A significant function of marketing is designing effective communication of a company’s value proposition to the organization’s customers. However, communication is viewed as on a complex element in marketing since it takes the two-dimensional flow of the information. In most instances, advertising is still considered as one of the most effective tools in marketing (Cadle et al., 2010). The advertising form of communication includes paid-up newspaper or television adverts. The successful promotions tools are the one that reaches the targeted audience. Therefore, it is essential for the marketer to start by identifying the audience followed by the design and development of the campaign program. The appropriate and effective marketing program is developed using the 5M paradigm which includes mission, message, money, media, and measurement (Montgomery and Chester, 2009).

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