肯德基的營銷模式分析的Marketing Essay

我們已經選擇肯德基作為快餐行業的鍍鋅者。肯德基是目前全球快餐服務行業最大的企業之一。這里講簡單地介紹肯德基的背景；它是由哈蘭德桑德斯上校（出生于1890年9月9日）在他六十五歲的時候創辦的。哈蘭德上校的臉是世界各地眾所周知的。[ KFC (2011)]

在1930年，哈蘭德上校在肯塔基的科爾賓的一個加油站旁開了一家飯店。桑德斯作為操作員，廚師和收營員，飯店的名字是“桑德斯院&咖啡”。上校開始為了他的雞類行業穿梭于城鎮之間，并且為飯店的老板和員工做炸雞。[ KFC (2011)]

在1952年，第一家肯德基特許經營于鹽湖城。1960年，上校在努力工作的道路上開始支付在美國和加拿大的其余190家肯德基的特許經營權和400家特許經營單位。1964年，在美國和加拿大已有超過600家肯德基特許經營店，并且在英格蘭有了第一家海外經營店。[ KFC (2011)]

1986年，肯德基從RJR納比斯克公司收購了百事可樂，并且百事可樂公司宣布它將成為肯德基、塔可鐘和必勝客的副產品，在1997年，百事可樂公司加入了百勝全球餐飲集團。

 

We have chosen Kentucky Fried Chicken (KFC) is our galvanization in fast food industry. KFC is currently one of the largest businesses of the global fast food service industry. Here is brief background about KFC; it was founded by Colonel Harland Sanders (born on September 9, 1890) at the age of sixty-five. Widely known around the world as the face of Colonel Sanders,[ KFC (2011)]

 

In 1930Harland Sanders open his first restaurant in the small front room of a gas station in Corbin, Kentucky. Sanders serves as station operator, chief cook and cashier and names the dining area "Sanders Court & Café". The Colonel begins actively franchising his chicken business by traveling from town to town and cooking batches of chicken for restaurant owners and employees,[ KFC (2011)]

First KFC franchise started in 1952 at Salt Lake City. In 1960 the Colonel's hard work on the road begins to pay off and there are 190 KFC franchisees and 400 franchise units in the U.S. and Canada. In1964 Kentucky Fried Chicken has more than 600 franchised outlets in the United States, Canada and the first overseas outlet, in England, [ KFC (2011)]

PepsiCo, Inc. acquires KFC from RJR Nabisco, Inc. in year 1986 and PepsiCo, Inc. announces the spin-off of its quick service restaurants - KFC, Taco Bell and Pizza Hut - into Tricon Global Restaurants, Inc. in year 1997, [ KFC (2011)]

In year 2002 Tricon Global Restaurants, Inc., the world's largest restaurant company, changes its corporate name to YUM! Brands, Inc. In addition to KFC, the company owns A&W All-American Food Restaurants, Long John Silvers, Pizza Hut and Taco Bell restaurants, [ KFC (2011)]#p#分頁標題#e#

Key Players

Key players are who’s leading in the same industry, in our case McDonald’s, Subway, Burger king, and Wendy’s are the leaders in the Quick service restaurant chain.

1. McDonald’s

McDonald’s is the no 1 brand in terms of revenue in fast food industry. It founded by two brothers (Mac and Dick) in California in 1940 called McDonald’s Bar-B-Q restaurant. McDonald's restaurants operate in 119 countries and territories around the world and serve 58 million customers each day McDonald's operates over 31,000 restaurants worldwide, employing more than 1.5 million people. McDonald's predominantly sells hamburgers, various types of chicken sandwiches and products, French fries, soft drinks, breakfast items, and desserts. In most markets, McDonald's offers salads and vegetarian items, wraps and other localized fare. On a seasonal basis, McDonald's offers the McRib sandwich. Country
to country differ their menus for an example in Asia, are currently serving soup, [McDonald’s (2012)]

Most standalone McDonald's restaurants offer both counter service and drive-through service, with indoor and sometimes outdoor seating. Drive-Thru, Auto-Mac, Pay and Drive, or "McDrive" as it is known in many countries. The company motto is “Quality, Service, Cleanliness and Value”, logo is M shaped golden arches, [McDonald’s (2012)]

2. Subway

“According the Entrepreneur magazine's Top 500 Franchises list, Subway ranked no: 2 since 2007 until now”. It was started by Fred DeLuca with the help of his family friend Peter Buck in 1965 in Bridgeport, Connecticut, USA. It is own and operated by Doctor's Associates, Inc. It operates 37,776 restaurants in 100 countries and territories, [SUBWAY (2011)]

Subway’s main product is submarine sandwich or "sub", also sells wraps, salad and baked goods including cookies, doughnuts and muffins, but some menu items differ between country and market. Subway uses the advertising slogan "Eat Fresh", and focuses on how their sandwiches are made from freshly baked bread and fresh ingredients, in front of customers to their exact specifications, by employees, [SUBWAY (2011)]

3. Burger King

Burger King Corporation is founded by James McLamore and David Edgerton in 1954in Jacksonville, Florida, beginning the BK legacy of flame-broiled beef and commitment to quality ingredients and friendly service. It is operates more than 11,800 restaurants in all 50 states and in 74 countries and territories worldwide, [BK (2012)]

Burger King Products are sandwiches, burgers, BK Chicken Tenders, broiled chicken sandwich, Rodeo Cheeseburger and fries. Breakfast products are Croissan'Wich, BK's A.M. the BK’s unique product is WHOPPER sandwich, , [BK (2012)]#p#分頁標題#e#

Sales and Marketing system.

There are many sales and marketing software available to help the organisation needs some of the system as below,

Eloqua, Marketo Lead Management, Microsoft Dynamics CRM, Zoho CRM,

InfusionSoft, Sage Grant Management, TopSales CRM Sales & Marketing software,

Commence CRM, GoldMine CRM.

Following are some use of IS to achieve the organizations objectives,

1. Helps to recognize market trends: MIS helps managers to recognise market trends, in respect of price, designs of products, fashions, etc. timely information of the market trend enables the firm to follow the right course of action.

2. Facilitates marketing planning and control: effective marketing planning is required in terms of product planning, pricing, promotion and distribution. Such planning will be possible only if the company is possessing adequate and relevant information. This is also possible through MIS.

3. Quick supply of information: today a firm has to take quick decisions, for this purpose it requires fast flow of information which is facilitated by a properly designed MIS.

4. Improves quality of decision making: properly designed MIS supplies reliable and relevant information. With the help of computers and other data processing equipment, the marketing managers can make the right decisions at the rough time.

Following are some of the popular supplier of sales and marketing software,

1. Microsoft Dynamics CRM by Microsoft

2. Commence CRM by Commence Corporations

3. Marketo Lead Management.

4. Sage Grant Management.

Microsoft Dynamics CRM

Microsoft Dynamics CRM 2011 is a fully integrated customer relationship management (CRM) system. It gives organization the capability to easily create and maintain a clear view of customers from first contact through purchase and post-sales. With tools to enhance company's sales, marketing, and customer service processes. It delivers a fast, flexible, and affordable solution, [Ignify (2011)]

Followings are the functions in Sales, Marketing and Customer services of Microsoft Dynamics CRM,

1. Sales Functions, [Ignify (2011)] :

 Improve sales planning, management - Create price lists, discounts, and unit groups to streamline offer management.

 Automate lead system - Capture and track all lead details in one system, easily segment data to generate leads from your customer base.

 Manage opportunities effectively - Use Microsoft Dynamics CRM within Microsoft Office Outlook, Reduce wasted cycles with robust data-cleansing features.

 Simplify workflow processes - Improve productivity with personal, team, or organizational workflows, Set alerts for key events to take proactive measures.#p#分頁標題#e#

 Gain visibility and improve decision making - View key performance indicators in real time with intuitive dashboards, Use built-in sales reports to conduct detailed analyses without IT assistance.

Marketing Functions, [Ignify (2011)] :

 Manage data effectively - Effortlessly import data from other sources into Microsoft Dynamics CRM, Use predefined data-mapping rules or create new ones on the fly.

 Segmentation - Use natural language queries to instantly segment customers or prospects; Set up personal or public data views for reuse.

 Internet marketing - Track, manage, and optimize search-engine marketing efforts.

2. Customer services, [Ignify (2011)] :

 Improve account handling - Boost agent productivity with the intuitive user interface, Simplify adding, changing, and managing contact information.

 Simplify contract management - Set up a catalogue of products and services to track sales, incidents, and contracts to identify issues with specific offerings.

Commence CRM

Commence CRM is a comprehensive offering best features in sales, marketing, and customer services and more. It applications include account and contact management, sales opportunity management forecasting, lead management, e-mail integration, marketing, customer service.

Following are the features of Commence CRM,

1. Sales & Marketing Functions: managing the entire sales & marketing process from introduction to closure.

 Sales professionals can add notes or history items, attach documents, schedule follow-up activities or add additional sales opportunities all from a single screen.

 Mail merge - gives sales staff the ability to send personalized e-mails or marketing materials to their prospects and customers, allows you to create text- based e-mails, printed letters and labels or HTML.

 Drip marketing allows establishing a set of pre-defined marketing campaigns and time tables for marketing professionals to schedule multiple e-mail or direct mail campaigns weeks or months in advance.

2. Customer Services: is a help desk system that is fully integrated to the account record. It enables all authorized personnel to see the complete service history of a customer.