Strategic Global Marketing Of KFC Assignment Sample

Introduction Of Strategic Global Marketing Of KFC Between The UK And Indonesia

Colonel Harland Sanders launched the quick-service restaurant (that is fast food)business KFC, also known as Kentucky Fried Chicken, in the United States of America in 1930. KFC remains one of the biggest chains of restaurants in the entire globe presently, operating more than 22,000 stores throughout primarily than 135 nations (Li, Mirosa, and Bremer, 2020). KFC has applied several worldwide promotional techniques to advertise its company's name and offerings to extend its outreach in addition to attracting people internationally.A worldwide advertising company called Effective Worldwide Marketing specialises in supporting enterprises tobroaden the population they serve while creating connections withworldwide markets.

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The company has worked together with several businesses, like thefast-food chainto formulate and carry out international advertising plans that are focused on the distinct requirements as well as tastes of various groups inworldwide areas (Uddin, 2020).An international network of eateries that serve fast food, KFC, is expanding its presence in a bunch of nations, namely the UK and Indonesia. Distinct sociocultural,political, and economic variables in the UK and Indonesia impact KFC's advertising approaches in both of these countries. KFC uses a wide range of methods, namely the CIA (Customer, Industry, and Analysis), to deal with these discrepancies and create effective advertising campaigns (Giang, 2016).The CIA guidelines facilitate KFC in recognising consumer tastes and behavioural patterns, market developments, and the fiercely competitive marketplace in both nations. By evaluating the aforementioned factors, KFC may develop customised advertising campaigns for the UK and Indonesia that comply with market demands, follow new developments, and beat itsrivals (Amoako, et.al. 2023).

Evaluation of International Marketing Strategy

The following parameters that provide guidelines can be used for assessing the international advertising campaigns carried out by Strategic Worldwide Marketing to supply KFC in the United Kingdom and Indonesia:

• Market assessment: To determine the most appropriate approach for offering KFC goods within the UK and Indonesia, Innovative International Trading ought to have initially carried out a comprehensive examination of the respective markets (Uddin, 2020).Analysing the regional backgroundspractises, and tastes in conjunction with the market-driven circumstancesand consumption patterns would have been the basis for this (Ramli, Asih, and Soelton, 2020).
• Product Design: The offerings of KFC would be granted to have been modified or changed to fit local cuisine to respond based on the different preferences and likes of customers in the UK and Indonesia (Genoveva and Siam, 2017).As an example, KFC supplieshalal cuisinewithin the UK to satisfy the country's sizable Muslim population density, whereas,in Indonesia, the company provides an extensive selection of sizzling chicken meals that satisfy local customers' needs andpreferences.
• Advertising Approaches: Comprehensive worldwide marketing probably designed advertising strategies that had been customised according to the specific social conventions and regional economic circumstances of every nation (Jian, et. al. 2021). In this respect, KFC strengthens the importance of family by offering communal meals in Indonesia while using humorous elements and societal themes in their marketing materials within the UK.
• Delivery Mechanisms: Integrated international marketing ought to have established effective communication routes that take into consideration regional physical structures arrangements and food supply network guidelines to make confident that the goods offered by KFC can be readily supplied to customers acrossthe UK and Indonesia (Kasmad, 2016).Hence, in broad terms, the worldwide advertising strategy implemented by Innovative Global Marketing to advertise for KFC across the UK and Indonesia appear to have proved successful considering that KFC has been enabled to develop a significant presence as well as sustain a devoted clientele in both regions (Haryanto,Febrianto, and Cahyono, 2019).

To entirely examine the efficiency of the aforementioned strategy, additional investigation and evaluation, comprising an investigation of conversion data, consumer feedback, and shares in the market information and data, would be essential.

Identification of the two country markets other than reviewed countries for the study

I would like to suggest the subsequent two nation-specific markets which conduct further investigation and evaluation based on the subject matter of looking at the worldwide advertising campaigns carried out by Creative Global Marketing on behalf of KFC among the UK and Indonesia:

China: Having more than 5000eateries there, China represents one of KFC's richest and most rapidly expanding regions. The restaurant and fast-food sector are remarkably competitive in China, wherein several rival companies, including the likes of McDonald's, Burger King, and Pizza Hut, offer their customers (Pandey, et.al. 2021). Studying KFC's advertising strategies in China is going to be beneficial since it reveals how its business succeeded in being able to distinguish itself from its rivals and win over Chinese customers (Jeon, et.al 2016).

India: In addition to more than 400 eatingpoints therein, India is anadditional major customer base for KFC. India'shighly competitive marketplace can be stressful due to hundreds of both local and multinational fast-food franchises looking for their share of the market. Investigating KFC's promotional strategies throughout India would prove beneficial since it would demonstrate how the company designed its goods and advertising to fit the preferences and tastes of the locals and additionally how it addressed socioeconomic and legal obstacles there (Bansal, 2021).

A detailed summary of Macro and Microanalysis (SCLEPT, Competitor and Market Analysis

With the use of the CIA Factbook as the source of information, play a significantrole to developSCLEPT (Social, Legal, Economic, Political, and Technological) assessments the following table for KFC's advantageous international advertising between the UK and Indonesia:

SCLEPT Analysis

Competitor Analysis

Market Analysis

Discuss the Orientation adopted by the organisation

The establishment's selected perspective is an intersection between product positioning and a market perspective in the worldwide promotional campaigns carried out by KFC's Advanced Worldwide Marketing Division involving the UK and Indonesia.

• Product positioning: It is the technique of putting goods in a competitive position to influence how the demographic being targeted thinks about them. For KFC, its offering campaign will have to be modified and adjusted to the prevailing cultural and social standards of each region while retaining the essential elements of the company's reputation (Shirazi, 2016.). KFC is a well-known fast-food eatery franchise in the UK that specialises in selling fried chicken as the primary item it sells. In keeping with changing tastes among consumers, KFC has expanded its food offering in the past few years by adding more items including sandwiches and wraps, dishes such as salads and vegetarianism options.

KFC's decision-making of maintaining a consistent cuisine throughout all of its international businesses, including the UK and Indonesian marketplaces, highlights the company's focus on satisfying the requirements of the clients it serves. It suggests that KFC emphasises considerable value on the uniformity and high standard of its meal offerings, assuring that consumers have the same pleasure everywhere they go. KFC additionally engages in substantial investments in research and development to consistently enhance its offerings, namely adding fresh menu offerings and modifying existing offerings in keeping with client input.

• Market Perspectives: How KFC aims to modify its food offerings and marketing initiatives to regional consumer preferences and tastes in each region demonstrates the company's commitment to the market. By way of example, KFC focuses an excessive value on providing meals in Indonesia to highlight the crucial nature of eating together with family there. KFC provides Muslim consumers-certified menu items across the UK to serve the country's sizable Muslim community. With this method of advertising, KFC shows it clearly understands the requirements and tastes of residents and modifies its goods and advertising techniques to satisfy these requirements (Adinugraha, et.al. 2021).KFC's foreign advertising approach exhibits an emphasis on selling in combination with the goods positioningand consumer-centric perspective.
• Sales Orientation Approach: A concentration on meeting marketing objectives and making more money, oftentimes beginning at higher costs of client pleasure, is what is referred to as an orientation towards sales. KFC's robustadvertising efforts, advancement, and special discounts, especially in highly desirable countries including the UK and Indonesia, are clear indications’ regarding the company’s advertising drive (Blythe, and Martin, 2019). In the United States, KFC frequently delivers food offerings, price reductions, and advertising collateral that attract price-conscious clients, especially across both regions. To increase earnings during the pandemic, KFC offered its "Super Besar" campaign in Indonesia, providing an ample quantity of chicken at cheaper prices. KFC ought to additionally emphasise in both countries its credibility for outstanding cuisine, worldwide recognition of the company, committed themselves towardsenvironmental sustainability and ethical business practises.

KFC may improve its customer base and solidify the company's market footprint by tailoring its offerings and productpositioning analyse to meet the unique demands as well as tastes of every market it serves. Whereas a sales orientation approachmay prove successful in generating short-term profit expansion and development,when this approach fails to balance profitability alongside an emphasis on satisfying consumer requirements and adding value for their money, it may negatively impact relationships with consumers and maintain customer loyalty. To sustain consistent longevity across the UK and Indonesian consumer markets, KFC’s worldwide advertising approach must find a satisfactory equilibrium among its goods, consumers, and selling strategies.Thus, KFC's combinedofferings and market concentration has allowed it to establish a significant global footprint while maintaining its reputation among all of the top fast-food companies in the world as a whole.

The targeting and positioning strategies in each of the countries

Theories of Marketing

The following marketing theories can be applicable with references to KFC’s global marketing strategies:

• The Product Life Cycle Theory: According to the Product Life Cycle Theory, commodities undergo four phases, which are expansion, development, saturation occurs, and a state of decline. To boost the life cycle of goods throughout different areas, KFC has implemented several product enhancements and modifications as part of its worldwide advertising plan. By way of example, KFC stipulated a variety of plant-based and vegetarian other possibilities in the UK to reach out to those with dietary restrictions, and the business proposed spicy food offerings in Indonesia that suited local tastes and requirements.
• The Market Segmentation Theory: About the market segmentation concept, businesses ought to determine and advertise to distinct audience segments having distinctive goods and advertising campaigns. Market segmentation is an approach employed by KFC in its global advertising approach to reach itsvarious consumer groups across every nation.In particular, KFC prioritised plant-based and vegetarian customers in the UK, whereas in Indonesia, the firm focused onyounger demographics with the firm's spicy food choices and marketing initiatives.
• The Positioning Theory: According to the positioning rule of thumb theory, businesses ought to market their goods or trademarks innovatively and distinctively to stand ahead of their rivals. KFC has established its business as a worldwide quick-service meals trademark with a distinguishing taste and brand identity in its foreign advertising approach.

The business has shifted its marketing strategy to cater to regional consumer tastes, nevertheless. KFC, for instance, is marketing itself as a cutting-edge, young people-oriented business in Indonesia whereas positioning itself as an environmentally friendly ethical and responsible identity in the UK.

Promotional Mix

Acomparison of KFC's positioning and approaches to targeting in the nation of Indonesia and the UK, highlighting how the two countries varied from one another in terms of people, distribution, price, marketing, and product.

• Product: KFC supplies the same varieties of fried chicken in both the UK and Indonesia as a supplement to additional food options including sandwiches and wraps, sandwiches and salads, and side dishes. KFC recently changed its menu selection to take into account Indonesian consumer preferences and tastes, among other things via the introduction of spicy chicken flavours and alternatives for vegetarians. This highlights how KFC used an approach to localization in Indonesia that corresponded with the preferences and tastes of the general population.
• Price: Considering the numerous budgetary constraints and customer requirements across every market, KFC's pricing policy can differ throughout the UK and Indonesia. Given the fact that the UK marketplace has become more developed and customersare capable to spend more for easy access and high standards of quality foods, KFC is usually more expensive there compared to itin Indonesia. The lower purchasing capacity among customers in Indonesia, unfortunately, has led KFC to implement an even more reasonable pricing approach there.
• Promotion: KFC conducts different advertising initiatives in Indonesia and the UK. KFC has undertaken investments in social networking interaction and digital advertising campaigns in the UK in an attempt to reach out to a younger demographic of target customers.KFC decided to opt for an additional classicapproach to theadvertisement in Indonesia, concentrating on printed matter and outdoor campaigns as well as regional gatherings and collaborations. The result represents the numerous waysto reach its targetcustomers in both regions (UK and Indonesia)select in addition to the cultural variations between the two international businessmarkets.
• Distribution: Every audience's distinctive needs are taken into consideration while designing KFC's distribution approach. KFC maintains an extensive network of restaurants around the UK, having a focus on more busy areas such as busy city centres and supermarkets. KFC operates a wider network of outlets in Indonesia, which reflects the importance ofconvenience and accessibility within that foodmarket. The distribution network comprises independent retail outlets, shopping malls, andstand-alone restaurants and providestransportation facilities.
• People: The involvement of staff and consumers approaches used by KFC in Indonesia and the UK are distinct. To guarantee excellent standards of interaction with clients and uniformity of branding in the UK, KFC made substantial investments in personnel development and training programmes. KFC put a lot of emphasis on hiring locals as well as promoting staff participation in Indonesia because it recognises the value of socioeconomic awareness and regionalexpertise in establishing lasting connections with customers.

Therefore, KFC's marketing and advertising techniques revolve aroundseveral forms of establishing branches and modification, representing the various socioeconomic and social characteristics of each region.

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These approaches are used in the UK and Indonesia. KFC has successfully broadened its worldwide customer presence while protecting its fundamental brand values by adapting its food, costs, advertising, distribution of wealth, and staffing approaches to fit the needs of each need of eachcountry.

Critical analyse on how they used the Marketing Mix to address the differences between country markets (Standardisation/Adaptation/ Globalisation)

"Standardisation" describes a technique of consistency in a good or servicethroughout multiple marketplaces or geographic areas.

Standardisation has the potential to be used to explain the degree to which KFC's advertising approach, productpositioning, range of goods, and overallclient experience have been standardised or customised according to the specific market requirements as well as tastes and preferences of its valuable customersin the framework of strategically located worldwide advertising throughout the UK and Indonesia (Bui, 2020).

A company like KFC may have employed an identical strategy for its brand name, corporate identity, and more broadly marketing in both the UK and Indonesia. KFC has the potential to make changes to its menu of offerings, subsequently, to meet regional tastes and nutrient requirements.

"Adaptation" refers to competitive marketing around the world, adjustment includes the procedure of adopting an item of merchandise, a service, or a marketing strategy to satisfy the particular requirements and preferences of a given target audience or place of residence (Loei, 2022).

Anexample of adaptations in the framework of the restaurant chain's strategic worldwide marketing throughout the UK and Indonesia includes the customization of the marketing mix's components such asproduct offerings, pricing, advertising, and shipping methods to make them relevant to thelocal audience in every part of the nation.

In this case, KFC may wish to modify its food selections to accommodate the completely different food preferences of Indonesia and the UK. To satisfy the growing need for plant-based meals in the UK, KFC can introduce additional vegetarian and vegan alternatives. In Indonesia, KFC may introduce more spicy food choices to cater to regional preferences.

Other aspects of KFC's communication strategy, like advertising campaigns and sending messages, could be further adjusted. Although in the UK KFC could be focused on encouraging its environmental initiatives to cater to customers who are concerned about the environment, in Indonesia KFC might have to transform its marketing efforts by regional societal standards and principles.

"Globalization" refers to the process of greater dependency and interconnectivity of nations, worldwide the global economy, and civilizations across the world can be defined as globalisation (Kalesaran, Kindangen, and Worang, 2022).

The capability of the corporation to function and compete across numerous marketplaces around the world is referred to as the globalisation of KFC's strategy of international advertising in the UK and Indonesia.

KFC has the potential to benefit from countries of magnitude and exploit probabilities in various regions because of globalisation. a company like KFC could theoretically be more likely to acquire aspects from numerous countries and exploit the worldwide recognition of its brand to enter new into new markets (Grigorescu, and Zaif, 2017).

An investigation of KFC's adoption of its promotional strategy for addressing the distinct differences among the respective countriesmarkets in the UK and Indonesia, in addition to an examination of the business's utilisation of standardisation, adaption, or globalisation approaches by considering the promotional mix components are as follows:

Product: Regarding its product offers in the UK and Indonesia, KFC has launched a modification methodology. Although KFC's fried chicken keeps its biggest selling that provides throughout the two economies, along withknowledgerecently changed its food offerings according to regional tastes and preferences.

By way of example, to attract those who prioritise their health in the UK, KFC recently widened its food offerings by adding vegetarian and non-fried alternatives, whereas in Indonesia, KFC sells spicy chicken in a wide range and localised meal options that reflect the regional preferences and taste of the local customers.

Price: KFC hasoptedfor an affordable pricingapproach that takes into consideration the pricedisparity amongthe tastes of customers and buying power throughout the UK and Indonesia.

In light of higher socioeconomic status and a determination to concentrate on affordability and quality in the UK food market, KFC has an advertising strategy that is significantly more expensive. KFC, in the opposite scenario, encompasses a more reasonable price policy in Indonesia to meet the needs ofindividuals there who have less disposable income (Choudhury, 2020).

Promotion: KFC's advertising campaigns in the UK and Indonesia comprised a combination of standardisation and modification. even though the corporation has consistently marketed itself in both areas and has also tailored its advertising strategies to regional tastes and preferences.

KFC has utilised digital promotional pathways, for the case to target young customers in the UK, whereas, in Indonesia, KFC has employed traditional mediums for marketing efforts, such as publishing and outside activities. to cater to the regional press tastes of its target customers.

Distribution: Combining its marketing approach in the UK and Indonesia, KFC has begun implementing worldwide strategies. Although the organisation has kept its corporate identity and retail layout unchanged in both financial markets, it has modified its retail positioning plan to take into consideration regional tastes.

By way of example, KFC is concentrating on areas with heavy traffic like city centres and retail spaces for shoppingin the UK, whereas in Indonesia, KFC offers an expanded supply chain, comprising independent retail outlets, shopping centres kiosks, as well as delivery products and services, highlighting the value of ease and accessibility concerns in the targeted food market.

People: KFC's personnel approach in the UK and Indonesia brings together standardisation with customization. Although the firm remains committed to the identical employeetraining and advancement programmes established across both regions, it has additionally altered its hiring as well as employeeparticipation approach to take into consideration regional tastes (Ikasari, and Lestari, 2019).

In this regard, KFC has given more emphasis on initiatives for staff engagement effectiveness in the UK to maintain the highest possible standard of consumer service, whereas, in Indonesia, KFC has placed importance on regional hiring and staff involvement, recognising the advantages of cultural understanding and regional expertise in promoting successful business relationships with its valuable clients (Song, et.al.2022)

Although the firm has frequently advertised its business name by supplyingidentical products in both foodmarkets, the matter additionally adjusted its advertising strategy to take into considerationregional tastes and distinctive cultural factors.

KFC remains able to effectively advance its worldwide market footprint while developing a trustworthy name in both the UK and Indonesia by implementing a responsive and adaptable technique to its promotional mix (Dilip, et. al. 2021).

Hence,standardisation may assist KFC in sustaining its consistent appearance of professionalism and cutting expenditures related to producing and putting into action multiple advertising strategies for every market it serves.

To make certain offering the company's name attracts residents and satisfies their specific requirements and flavours, it's essential for establishing a balance between standardisation and customization in its worldwide marketing strategies.

Therefore, adaptation has become an essential component of successful worldwide advertising since it allows businesses like KFC to personalise their goods to satisfy the requirements of regional consumers and improves their probability of thriving in the international market.

KFC has transformed into an internationally recognised brand that functions in more than 140 nations around the world as a result of globalisation. Nevertheless, KFC has to maintain an appropriate equilibrium between its international trademark self-identity and regional adaptation to guarantee that it satisfies the specific requirements and tastes of regional buyers if it is to continue to be profitable, especially in regional markets like the UK and Indonesia (Lasserre, 2017).

Hence, standardisation, adaptation, and globalisation have all been implemented in KFC's response to the promotional mix between the UK and Indonesia.

Conclusion

In thisinvestigation, Iused competitive intelligence analysis (CIA) to examine KFC's intended marketing worldwide, having a focus on the UK and Indonesia. Additionally, I made efforts toattempt andfigure out how KFC's product lines and marketing tactics were different subject to themarkets across the globe they served and the level of competition they received.In addition to the inclusive socio-economic culture and competitive circumstances, KFC has implemented a combination of various tactics and offerings for customers in the UK and Indonesia, concerning investigation.

In Indonesia, the primary focus is placed on changingregional consumer preferences and tastes, especially by serving rice as an additional ingredient in place of fries whereas in the UK, KFC's advertising strategy highlights its heritage as that of a British brand and its emphasis on goods from local suppliers.KFC appears to be enabled to recognise the importance of maintaining an eye on its closest rivals in every sector with the help of theCIA, and as a result, itmodified its promotional strategies appropriately. By way of example, KFC deals withstern competition among other fast-food outlets in the UK, including McDonald's and Burger King, and indigenous restaurants in Indonesia, namelyJollibee and Ayam Goreng.

Recommendation

KFC needs to implement the following methodologies to preserve its dominant position in both UK and Indonesia markets:

• The preservation of its basic brand personality while improving it by regional tastes and preferences throughout every market.
• Make use of the CIA to stay updated on rival's price offerings, and marketing tactics, and volcano KFC can respond to shifting trends in the environment of competition.
• Take advantage of social networking and smartphone devices, which are widely used in both the UK and Indonesia, and effectively communicate withits potentialclients regardless of the region.
• Create relationships with regional vendor tutors to ensure an uninterrupted food supply of quality components in every local market they serve.
• Ensuring consistency inexcellent service and food quality throughout all KFC outlets in every region, making investments in personnel development and education.

Hence, the key to KFC's growth in worldwide advertising is its capacity to keep it fundamentally important in making a distinctive personality while modifying the company's promotional methods depending on the particulars of every region.KFC may preserve its popularity in the UK, Indonesia, as well as other nations around the world by utilising theCIA and consistently reviewing and altering its advertising campaigns.

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