Customer buying behavior is influenced by cultural, traditional, social and lifestyle.
This case study includes: The corporation franchises, operates and develops a global network of restaurants, that each sells a limited menu of value foods.
Popular menu options include the Quarter Pounder, Big Mac, Happy Meal, Egg McMuffin and Swot analysis kfc thailand McNuggets, as well as a large range of other menu options including fries, chicken sandwiches, salads and sundaes at reasonable prices that the majority of people can afford.
The corporation is well known for its fast service and for its efforts in recent years to diversify its menu range to make their options more appealing to a larger number of customers.
Additionally there are external factors that can affect the company which need to be taken into account. Situational analysis is a very important tool for the investigation of effective marketing strategies in business.
As such, SWOT analysis is a commercial strategy and tool used for decision making purposes, which gives a company the necessary depth of analysis with which to fully understand its own internal characteristics, as well as relevant external factors such as market environment, consumers and competitors, to allow the company to enact the most suitable strategies.
The company is able to deliver interesting new products and services, including the McCafe which offers a sit-in and drive-thru cafeteria service. In Shanghai and Beijing for example there are a number of spicy food options available.
The corporation knows that this industry is very much a service industry, and they appreciate that the relationship between customers and staff is important. Advertisements are bolstered in China with key endorsements, such as with the Chinese basketball player Yao Ming.
Outlets are placed in areas of high footfall, areas that are easily accessible to the consumer and areas that have an optimum demographic. The country offers a prime opportunity for expansion, and more outlets could be opened with satisfactory market share.
The number of Chinese citizens with expendable incomes is increasing, and incomes are rising with a growth in the Chinese middle class. This adds to the changing lifestyles of people in China, which is changing the peoples eating habits and making them more open to Western cuisine and fast good.
Opportunities will increase further as more people embrace Western culture. This convenience is something that could be capitalized on. China has an ageing population, and this presents opportunities for products such as tea, coffee and confections, and other types of food and drink that are popularly consumed by middle-aged and elderly citizens.
Burger King also has a very strong brand identity, and is likewise known for its innovations and ideas. As such, any fast food company needs to establish competitive advantage to obtain a large market share. The fast food industry has exploded in presence and popularity in China in recent years.
These two corporations have the highest number of outlets, though competition from other fast food companies is increasing, including companies such as Burger King, Pizza Hut, Mos Burgers JapanStarbucks, California Beef Noodle King and Yoshinoya. Each has their own share of the market and their own way of attracting the customer, and market share is mainly defined by food categories.
Most fast food companies offer the usual options such as hamburgers and chicken, while a smaller section of the market offers Pizza, Mexican food and sandwiches. Regardless of the company or establishment, the current general trend is to serve a large variety of different foods and to cater for the many different preferences of the Chinese consumer base.
Given how tough this industry is, fast food companies must think of ways to differentiate themselves to gain an edge over the competition and be clearly recognized by the market. The aforementioned weaknesses do pose a number of threats.SWOT analysis of KFC (Kentucky Fried Chicken) is covered on this page along with its segmentation, targeting & positioning (STP).
Analysis of KFC also covers its USP, tagline / slogan and competitors. Thailand is a country located at the centre of the Indo-china peninsula in Southeast Asia.
It is bordered to the north by Burma and Laos, to the east by Laos and Cambodia, to the south by the Gulf. SWOT Analysis, is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that initiativeblog.com: € Thai Airways SWOT Analysis.
adam February 19, Aerospace & Airline No Comments. Strengths • Most important strength of Thai Airways is its low cost leadership in .
With their growing economies, rising incomes and young, expanding populations, the five emerging markets of Nigeria, Indonesia, Mexico, Philippines and Turkey offer a wealth of opportunities for marketers facing stagnant demand in developed markets.
AN ANALYSIS OF KFCs MARKETING MIX MEMORANDUM OF TRANSMITTAL DATE: September 6, SUBJECT: AN ANALYSIS OF MARKETING MIX OF KFC Here is the report you requested on the marketing mix of KFC with special emphasis on the youth.