You will prepare and submit a term paper on KFC Marketing Objectives Assessment. Your paper should be a minimum of 1750 words in length. The paper will provide two short terms as well as two long term objectives that the company can operate towards. The first section will deal with an overall analysis of the company.
KFC was first started in 1964. The company was moved through a number of hands and finally was acquired by Pepsi Co, which brought the company to the current position with its excellent management style and corporate culture. This acquisition of the company was a significant turning point for KFC and its operations. With the management of Pepsi, the company was able to open as many as 4,258 restaurants across over 68 countries. The company is now the largest chicken selling restaurant and has been recognized to be the third-largest quick-service chain in the world. The company has expanded internationally and has also seen an intense increase in its profitability and growth. Presently KFC works under two divisions and David Novak is the president of the company. Both the divisions of the company are located in Dallas.
The main objective of the company is to take complete advantage of the potential growth in the countries and to develop and establish a strong market position and brand image. The company’s success factors clearly include the cost savings that the company has been able to achieve with thorough research and development. The company also focuses on low-cost differentiation as the main focus of the company is on the original recipe.
The main objectives of the company include the following aspects, a) product development, b) an Increased variety of products on the menu, c) introduction of the dessert menu and a buffet as well. The company’s website clearly indicates these objectives. Every aspect of the business revolves around these objectives.
The company currently has built a strong brand name and image for itself and has been able to position itself in the market based on the product. .