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KFC Marketing Research Analysis

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Eason Cheng

on 13 April 2016

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Transcript of KFC Marketing Research Analysis

KFC`s Marketing Research
Analysis

Student name: Pengxi Cheng
Student nummber: 4996483

Methodology
Limitations
Primary data.
Subjective and lacks of universality, respondent bias.
Not enough quantities of surveys.

Industry overview
Kentucky Fried Chicken (KFC) is an American international chain restaurant. First KFC was established in Louisville, Kentucky in 1939.
Though being a subsidiary of Yum! Brands, KFC succeed in landing in Australia in 1968.
The social demand of fast food industry is expanding constantly.
Food health and safety also haunted people in Australia, especially fast food industry.



Research purpose
The objectives of the research paper is help KFC identify the problem that might be faced and provide some recommendations to solve the issues in the marketing explosion (Casual dining).
Statement of problem
The biggest issue of KFC is the stereotypes of customers (fast and substantial).
how KFC set a new brand value by the established resources they have?
how to make customers have a new awareness of the changing for their new products and services?
Primary Data Analysis
Pie Charts & Histograms

Secondary Data Analysis
Recommendation
Recommendation (Con`t)
Conclusion
KFC sales in Australia are still very optimistic, but local brand strength is relatively weak, there are potential competitors, McDonald's, Pizza Hut. Thus, Australia KFC sales continued to grow substantially (Sampey, 2003).

KFC currently has planned to launch casual dining product to meet the diverse needs of consumers, faced with this situation, if KFC wants to succeed in the highly competitive market, it must carefully analyse the changes in the market.

Q&A Time...
Thank You !!!
Agenda
Intro
Research Problem
Research Methodology
Data analysis
Recommendations and conclusions
MGNT 922 Assessment 2
Reference:
(Cont`d...)
Knupfer, N. N., & McLellan, H. (1996). Descriptive research methodologies. Handbook of research for educational communications and technology, 1196-1212.
LeCompte, M. D., Tesch, R., & Goetz, J. P. (1993). Ethnography and qualitative design in educational research. Academic Press.
Mickwitz, G. (1959). Marketing and competition: The various forms of competition at the successive stages of production and distribution. Soc. scient. Fennica.
This research will collect both primary data and secondary data.
Primary data - surveys of customers. The total number of questionnaires is 50 and the questionnaires are all completed by the customers in KFC around Sydney area.
Secondary data - In this report, secondary data that can be used is like information from KFC`s official website. Also, some recent journal articles about Australian fast-food market can be useful as well.
Barrett, P (2013). "KFC". Marketing Magazine.
Cavusgil, S. et al. (2014). International business. New York: Pearson Australia.
Creswell, J. W. (2013). Research design: Qualitative, quantitative, and mixed methods approaches. London: Sage publications.
Elliott, S (2013). "KFC's Very Real Problems May Be Solved in Lake Edna". The New York Times.
Howard, T (2014). "New Products : KFC, with Pepsi, Mulls Putting New 'Colonel' on Proprietary Beverage". Brandweek. (Via HighBeam)
Lehmann, D. R., & Srinivasan, S. (2014). Assessing Brand Equity Through Add-on Sales. Customer Needs and Solutions, 1(1), 68-76.
Momen, P.G.(2010). "So Good? KFC Drops Famous Catchphrase". Sky News.
Johnston, Chris (1998). "KFC Serves Up Steaming Hot Pokemon". Gamespot.
Sampey, K (2003). "KFC Drops Alexander". Adweek.
Thomas, R. D (2002). Dave's Way: A New Approach to Old-Fashioned Success. Penguin Group (USA) Incorporated. p. 81. ISBN 978-0-425-13501-3. Retrieved April 4, 2016.
Cowton, C. J. (1998). The use of secondary data in business ethics research. Journal of Business Ethics, 17(4), 423-434.
DE JONG, MG, FOX, J, & STEENKAMP, JM 2015, 'Quantifying Under- and Overreporting in Surveys Through a Dual-Questioning-Technique Design', Journal of Marketing Research (JMR), vol. 52, no. 6, pp. 737-753.
Goi, C. L. (2009). A review of marketing mix: 4Ps or more?, International Journal of Marketing Studies, 1(1), p2.
Håkansson, H, & Waluszewski, A 2005, 'Developing a new understanding of markets: reinterpreting the 4Ps', Journal of Business & Industrial Marketing, vol. 20, no. 3, pp. 110-117.
"KFC - About Us". KFC Australia. N.p., 2016. Web. 11 Mar. 2016.

Customer loyalty - In the investigation of the question of the casual dining product and brand value of KFC, KFC has an absolute advantage as 50% of respondents said they like KFC best. 20% McDonald's, 20% Hungry Jack, 10% pizza hut, and 10% choosing other restaurant (Figure. 1).

Location - Most of interviewers have the belief that people’s spending is subject to KFC’s geographical position (Figure. 2).

Purchase power - 52.5% spend AU$ 20 to AU$ 50, 21% spend AU$ 50 to AU$ 100, 13% less than AU$20 (Figure. 4).

Purpose - 30% of people go to KFC for meal, 24% of people go to KFC to keep their kids accompany, 20% enjoy their leisure time, around 24% for other reason and only one go there for business meeting (Figure. 6).
Due to the recent reports of the recent incident of KFC chicken, satisfaction has declined sharply and 90% said they were not satisfied with the quality (Momen, 2010).

For consumers, the food market gradually standardized, all the restaurant have obvious homogenization phenomenon, product differentiation is very small and in so many fast food brands, how to choose new product will be the key to KFC to get new consumers.

KFC has always thought that their localization strategy is very good, but for many years, its main product still is fried chicken, Australian local flavor of food is still a supporting role (Barrett, 2013).
Strategy of Promotion localization
new product on the market promotion
bundled sales promotion
Strategy of channel localization
Supplier localization
franchise mechanism

Strategy of Product localization
cognitive process of brand
brand association
cultivate consumer brand loyalty

Strategy of price localization
Australian market - multi-level diversification
Price-unifying policy
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