International Marketing Essay Example | Topics and Well Written Essays - 2500 words - 5

International Marketing - Essay Example Conclusion and findings 10 11. References 11 1. Introduction The marketing concept stipulates that the marketing managers ought to meet, anticipate as well as to satisfy the needs of the customers (Strydom, 2004). Of notable concern is the fact that organizations during the contemporary period operate in global environments and their activities are affected by a wide range of factors. It can be noted that there are major environmental influences that affect global and international markets. As such, this paper seeks to evaluate the factors that impact on Kentucky Fried Chicken (KFC). This organization belongs to the international fast food category. The paper starts by outlining the historical background of the company and the main part will discuss various factors that affect the organization in the environment in which it operates. The paper will also outline some of the strategies that can be implemented in order to improve the effectiveness of the organization. 2. Brief history a bout KFC Kentucky Fried Chicken (KFC) was founded in 1938 by Colonel Harland Sanders in Kentucky. Sanders’ legacy lives on with KFC operating more than â€Å"13,000 restaurants in more than 80 countries and territories around the world serving up the Colonel’s Original Recipe,† (KFC, 2013). KFC mainly specialises in fried chicken which is quite different from the products that are offered by other competitors in the same industry. The founder of the company developed 11 unique recipes using a variety of seasonings to flavour chicken and this has significantly contributed to the success of the company. The company is very popular in different market environments it operates in across the globe. The products offered appeal to the interests of many people and this has helped the company to create a strong base of loyal customers. 3. Company’s rationale behind internationalization KFC is regarded as one of the first fast food industries to go international du ring the 1950s. The rationale behind the company’s internationalization drive was to attract a substantial number of customers so that it can sustain its operations across the globe. The company also sought to establish itself as a force to reckon with in the fast food industry across the globe. The company was mainly interested in developing its brand so that it can attract as many people as possible across the globe. However, KFC has encountered some challenges in its global operations where it can be seen that the fast food industry is comprised of competition. In order to successfully penetrate the global markets, the company ought to design a careful strategy given that the international market is comprised of competition from other rival competitors like McDonald’s, Wendy’s and Burger King. The company also faces challenges in that it lacks expertise in diversifying its products since it mainly concentrate on chicken. Of notable concern is that fact that t he fast food industry is comprised of different segments which include some of the following: family restaurants, sandwich chains, pizza shops, grill as well as chicken chains among other factors. Research has shown that McDonalds dominates in market segments such as burger while KFC dominates in the chicken segment. As such, an effective marketing strategy will help the company to gain a large market share in its operations. 4. Mode of entry in different countries The company used Harland Sanders’ franchising strategy to expand its operations in the international

Gillette Essay Example | Topics and Well Written Essays - 1000 words

Gillette - Essay Example The 4Ps of marketing named product, place (distribution), price, and promotion helped in marketing Gillette, firstly the product that was having extraordinary features in it was it self an attraction, the distribution was done through normal hiring of distributors in U.S. and afterwards the company launched it internationally, the pricing system was cost based, means that it was on the basis of per unit cost, with some profit on it, and promotion was done by the store display as advertisement had not gained popularity. Henry Ford was a one in million entrepreneur and also an inventor, he was the first one to make assembly line manufacturing for mass production of the affordable automobiles of that time, car was a luxury from ages but it was Ford who gave them another perception, he made it so easy for us to travel, the product that is the car was in the simplest stage at the time of invention, though he had given it so many shapes and features like cars being used for fishing, cars being used for traveling etc. ... The people of old times were just concerned with the core product that was to travel the distance through some means with some standard but than came so many models that now Ford has become a status symbol, though there are so many other cars available in the market but it seems that one is legend while driving the Ford. The 4ps played even a bigger role in making sure that Ford is the most valuable car in the market, the product had so many new features, designs, style, quality was even good in comparison with the other cars of that time, the distribution was done in the entire U.S. on the basis of normal distribution through the transport services, pricing was done while keeping the value of the product, it was value based pricing that was used, and as the product was so unique and wonderful and everybody would have loved to buy it thus the promotion was done through good and effective store display (Showroom display), personal selling had also played some role but afterwards. TV Dinner Gerry Thomas invented TV Dinner while he was working for Swanson, he was criticized severely but he did not show any intimidation and he invented TV dinner, a packaged frozen meal that can be ready to eat at any time, the product was a creative thinking's outcome and it simplified the human life in many ways particularly the working class of U.S. which was in need of some thing that would not be consuming much of their time and can also be used till so many days and weeks. The product was initially a simple pack of aluminum foil having various foods in it such as turkey, but in modern day life it changed from foil to a tin pack and now to a big pack with some fancy packaging. The American