Free essay: a comparison of kfc and mcdonald's marketing strategy in china: localization or globalization abstract mcdonald's is the greatest fast food globalization is also a marketing strategy that the organization extended their activities worldwide, it is a main tendency for international companies or. Services are radically different from products and need to be marketed very differently so the classical 4 p structure of the marketing mix needs to be modified suitably to incorporate the 8 ps for services marketing, which was previously known as the 7 ps only services can range from financial services. Marketing mix of kfc analyses the brand/company which covers 4ps (product, price, place, promotion) kfc marketing mix explains the business & marketing strategies of the brand it also consists of service mix (process, people, physical evidence.
To succeed at a penetration strategy, and attract more light/lapsed customers in, kfc needed to completely extension that created its biggest new product launch in recent history, drove incremental sales and set kfc up for a heritage in the south, created an exciting new opportunity for kfc to extend it's brand out of. 6 marketing strategy branding 7 appealing to the younger customers 7 organization 7 kfc's testing strategies 8 strategies for the future 9 marketing 9 localization 10 the market situation kfc is currently in using porter's five forces, competitive analysis to also extend branches into china kfc also began. In his first ever interview, kfc marketing chief david timm tells marketing why he's on a mission to make consumers fall in love with the brand as it turns kfc's advertising model and approach to media has changed completely, timm claims, and with that the marketing mix has also been put under the. Kfc lost part of its market share in the recent years in china, but their success in the chinese market is legendary this is far from kfc china's strategy many of kfc's advertisement incorporates extended family and idea of collectivism, which is a strong cultural element that resonates with many.
This essay looks at the main elements of both the original and the extended marketing mix this includes an coca cola billboards are normally placed at the city centres and their posters are usually displayed at the shops, public transport and restaurants like mcdonald's, kfc, etc in addition, internet is. One of the tastiest fast food chains across the country, kfc or kentucky fried chicken has come out with products and a marketing mix which is hard to be beaten except for the likes of mcdonalds known to be the biggest rival of microsoft, kfc is rising in leaps and bounds the marketing mix of kfc. Current target market segmentation kfc has divided the market of india into distinct groups of customers with diverse demands, tastes and behavior who require distinct products or marketing mix in india the niche marketing is being used for specific classes of people they have made segments of the market on the.
The recent opening of disney's $55bn theme park at shanghai is a classic example of the concept of glocalisation. The marketing mix is one of the most famous marketing terms the marketing mix is the tactical or operational part of a marketing plan the marketing mix is also called the 4ps and the 7ps the 4ps are price, place, product and promotion the services marketing mix is also called the 7ps and includes the. Full-text paper (pdf): strategic marketing plan for mcdonald's 2016 offer and build its item extend by offering other related items as high-impact items to its clients and set worth based evaluating methodology likewise, and for in pakistan macdonald's piece of the overall industry is less then kfc.
Traditional marketing mix consists of four elements ie product, price, place, and promotion however, the mix has been extended to include three more elements ie process, people, and physical evidence this article is about the marketing mix of subway subway is a famous american fast food restaurant. Most globally recognized brands adopt market orientation by adjusting their market mix, like adidas, mcdonalds, kfc and starbucks they monitor the opinion of customers, realizing some factors may influence the purchasing decision making other than the core products like running pants or a cup of.
Perhaps the greatest tribute to the strategy is that many consumers around the world believe nestlé is a local company one of the most impressive stories of a us multinational in an emerging market is unfolding right now in china: kfc is opening one new restaurant a day, on average (on a base of some 3,300), with the. It is our contention that booms and bitner′s (1981) extended marketing mix for services should be extended to other areas of marketing this article mcdonald′s, kentucky fried chicken, dominos pizza provide good examples of where a standardized product is distributed via an intermediary (namely a franchisee.
Department of business studies master thesis spring semester, 2012 cultural adaptation pattern analysis of mcdonald's and kfc in the chinese market 7ps mix the 7ps or extended marketing mix of booms and bitner is a marketing strategy tool that expands the number of controllable variables from the four in the. There is a difference in the relationship between the elements of the extended marketing mix and consumers' intention to purchase from a kfc fast food retailer based on race, gender and age these differences require consideration by kfc fast food retail management to ensure that their marketing strategy encompasses. “we know that traditional advertising vehicles like tv will still make up a large percentage of our media mix, but we also need to build kfc back into a brand that people love we've learned that we need to extend our brand positioning beyond traditional advertising to really break through and make a dent.