Essays on Analysis of McDonald and KFC Research Paper

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The paper "Analysis of McDonald and KFC" is a great example of a research paper on marketing. The research focuses on the different marketing strategies between McDonald and KFC, the leading fast-food companies in the world. The marketing strategies have been evolving, especially as a result of the introduction of computers and the internet. Consequently, there have been many marketing strategies. The main question in the study is to determine the difference in marketing strategies used by McDonald and KFC. The question is answered by carrying out quality research through the use of primary and secondary sources of data.

The literature review shows that marketing strategies are geared towards increased sales and are full of deception. The data will that will be collected from the management of the two companies will be analyzed through SPSS. The difference in Marketing Strategy between McDonald and KFC Introduction and Research Topic The old marketing strategies like advertising were aimed at luring customers by relying only on auditory and visual communication. However, with the coming of the new technologies, especially the internet, there has been a change in marketing communication and strategies that allows personal conversation with existing and potential customers (Christian & Gereffi, 2010).

Marketers are now striving to engage the five senses of customers, which is more effective in influencing them to buy the products on promotion. The new trend is sensorial marketing, which lays more emphasis on the brand and not the products, and consumers attributes benefits to the brand and not the product. The trend is more common in the service sector, especially in the fast-food industry. There are common questions that are associated with marketing in the fast-food industry and they majorly relate to health matters, consumer trends, and what attracts the modern fast-food consumers.

The major concerned the society has on the fast-food industry is obesity and other health issues like diabetes in children (Prabhavathi et al. 2014). An unhealthy diet is one of the leading causes of death, especially in developed countries and there has been increased call for healthy fast food. Therefore, major players in the fast-food industry like McDonald and Kentucky Fried Chicken (KFC) emphasize healthy issues when carrying out their marketing campaigns to remove the fear of the obesity epidemic.

References

Asamoah, E. S., & Chovancová, M. (2012). The theory of consumer behaviour in fast food marketing: strategies for competitive advantage.

Christian, M., & Gereffi, G. (2010). The marketing and distribution of fast food. In Pediatric Obesity (pp. 439-450). Springer New York.

Hinestroza, N. B., & James, P. T. 2014. The effects of sensory marketing on the implementation of fast-food marketing campaigns. Journal of Management & Marketing Research, 14(1).

Keller, M. 2012. Advertising and Consumerism in the Food Industry.

Liu, C. M. (2010). Expansion Trend of Fast Food Franchises in Metro Manila.

Mongay, J. 2006. Strategic Marketing. A literature review on definitions, concepts and boundaries.

Prabhavathi, Y., Kishore, N. K., & Kumar, M. R. (2014). Consumer Preference and Spending Pattern in Indian Fast Food industry. International Journal of Scientific and Research Publications, 4(2).

Zhang, Q., & Zhou, L. (2012). Cultural adaptation pattern analysis of McDonald's and KFC in the Chinese market.

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