AllBestEssays.com - All Best Essays, Term Papers and Book Report
Search

Kfc Marketing Plan

Essay by   •  November 23, 2011  •  Business Plan  •  5,617 Words (23 Pages)  •  2,676 Views

Essay Preview: Kfc Marketing Plan

Report this essay
Page 1 of 23

Kfc Marketing Plan

1.0 Executive summary

The accurate reading of consumers preferences of KFC revealed that healthy eating, animal welfare and ethics are three of the most consumer' desires KFC are facing today. The issue of animal welfare has intrigued KFC as the People for Treatment of Animals (PETA) in 2008 claimed KFC suppliers exercised unethical treatment for the chickens in their farms. This group believed that KFC suppliers should improve the living conditions of the chicken and address ethical issues in raising them in the farm are needed (KFC Menu, 2010). In other areas, health reforms are being pushed by health organizations to encourage healthy living that advised people to avoid fats and to eat only healthy foods.

As these issues are closely linked to the operations that would eventually affect profitability of the KFC, a change of marketing plan that definesits corporate responsibility to its stakeholders is needed. Corporate social responsibility (CSR) has been defined as "the concept that an organization has obligations not just to conduct its business and adhere to legal guidelines, but also to look out for the welfare of "....... the community, and society at large" (ecomii, N. d.). CSR is also viewed as a PR device to gain good favor from customers, and in some point refers to corporate ethics and good governance. As such, a new marketing plan is designed in order to improve the image of the KFC and increase its profitability. This will address the ethical problems in use of caged chicken and a change of direction that illustrates KFC markets and the strategies it is going to use to continue to attract customers and to create a solid revenue system for the company. In effect, this marketing plan is a strategy that determines exactly what the market wants - and coming up with a plan that will satisfy its wants.

Organizational structure

Kentucky Fried Chicken (KFC) is well known restaurant chains when it comes to chicken. The company's headquarters are... .Upgrade Now

This is a premium member essay.

Please upgrade your account to view this essay.

Submitted by: cfield

Date Submitted: 02/04/2011 01:53 PM

Category: Marketing & Advertising

Length: 8 pages (1,813 words)

Views: 1439

Rank: 11390

Report this Essay

Save Paper

Related Essays

Kfc Marketing Plan

Kfc Marketing

Samsung Smart Fridge...

Marketing Plan...

Chick Fila Marketing Plan

Vinda Tissue's Marketing Plan

Kfc Marketing

Kfc Marketing

Marketing Plan Of Coca Cola

Kfc Market Analysis

Marketing Plan

Marketing Plan

Marketing Plan

Sirius Satellite Radio...

Marketing Plan: Power Shirts

Market Plan: Cafe

Marketing Plan

Marketing Plan

Marketing Plan, Target...

H3 Hummer Marketing Plan

Strategic Marketing Plan...

Marketing Plan (Funeral Home)

Marketing Plan

Marketing Plan

Day Spa Marketing Plan

Marketing Plan

Marketing Plan Basics

Marketing Plan Pricing...

Short Version Marketing Plan

The Strategic Marketing...

Upgrade Now

Kfc Marketing Plan

1.0 Executive summary

The accurate reading of consumers preferences of KFC revealed that healthy eating, animal welfare and ethics are three of the most consumer' desires KFC are facing today. The issue of animal welfare has intrigued KFC as the People for Treatment of Animals (PETA) in 2008 claimed KFC suppliers exercised unethical treatment for the chickens in their farms. This group believed that KFC suppliers should improve the living conditions of the chicken and address ethical issues in raising them in the farm are needed (KFC Menu, 2010). In other areas, health reforms are being pushed by health organizations to encourage healthy living that advised people to avoid fats and to eat only healthy foods.

As these issues are closely linked to the operations that would eventually affect profitability of the KFC, a change of marketing plan that definesits corporate responsibility to its stakeholders is needed. Corporate social responsibility (CSR) has been defined as "the concept that an organization has obligations not just to conduct its business and adhere to legal guidelines, but also to look out for the welfare of "....... the community, and society at large" (ecomii, N. d.). CSR is also viewed as a PR device to gain good favor from customers, and in some point refers to corporate ethics and good governance. As such, a new marketing plan is designed in order to improve the image of the KFC and increase its profitability. This will address the ethical problems in use of caged chicken and a change of direction that illustrates KFC markets and the strategies it is going to use to continue to attract customers and to create a solid revenue system for the company. In effect, this marketing plan is a strategy that determines exactly what the market wants - and coming up with a plan that will satisfy its wants.

Organizational structure

Kentucky Fried Chicken (KFC) is well known restaurant chains when it comes to chicken. The company's headquarters are... .Upgrade Now

This is a premium member essay.

Please upgrade

...

...

Download as:   txt (37.5 Kb)   pdf (381.9 Kb)   docx (29.9 Kb)  
Continue for 22 more pages »
Only available on AllBestEssays.com