Marketing Analysis – KFC

Introduction KFC operates in 74 countries and territories throughout the world. It was founded in Corbin, Kentucky by Colonel Harland D. Sanders. y 1964, the Colonel decided to make out the business to two Louisville businessmen. In 1966 they took KFC earthly concern and the company was listed on the New York Stock Exchange. In 1971, Heublein, Inc. acquired KFC, soon after, conflicts erupted between the Colonel (which was working(a) as a public relations and goodwill ambassador) and Heublein perplexity everywhere quality regard issues and restaurant cleanliness. In 1977 a back-to-the-basics strategy was successfully implemented. By the time KFC was acquired by PepsiCo in 1986, it had grown to approximately 6,600 units in 55 countries and territories. Due to strategic reasons, in 1997 PepsiCo spun off its restaurant businesses (Pizza Hut, Taco Bell and KFC) into a new company called Tricon spherical Restaurants, Inc.\n\nReasons for going overseas Companies moves beyond munici pal merchandises into international markets for the succeeding(a) reasons: *Potential demand in foreign market * volume of domestic markets *Fol low-pitched domestic customers that go abroad *Bandwagon import *Comparative advantage - about countries possess unique cancel or human resources that bear them an edge when it comes to producing particular products. This factor, for example, explains southmost Africas dominance in diamonds, and the power of developing countries in Asia with low wage rates to postulate successfully in products assembled by hand.\n\n*Technological advantage - In one country a particular industry, often advance by government and spurred by the efforts of a few firms, develops a technological advantage over the rest of the world. For example, the United Sates dominated the computer industry for some years because of technology develop by companies such as IBM, Hewlett-Packard and Intel Organization structures for International Markets (Modes of Entr y) *The elan of entry affects a companys full marketing mix exporting * exporting merchant (Indirect) *Export agent ( immediately) *Company gross sales branches Contracting *Licensing *Franchising *Contract manufacturing Direct Investment * critical point affect *Strategic alliance * whole owned subsidiaries Criteria for selecting a elan of entry 1.Companys marketing objectives: - issue volume - time subdue (long/short term) - coverage of market segaments 2.Companys size 3.Government encouragement or restrictions 4.Product quality requirements 5.Human resources requirements 6.Market information feedback 7.Learning rationalise requirements 8.Risks: political or economic 9.Control needs Mode(s) of entry for KFC *Franchising/Licensing * only owned subsidiary *Joint venture Firstly, KFCs traditional franchising strategy, which is accentuation standardization and reducing financial risk, on the...If you want to win a full essay, target it on our website:

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