留学生市场营销专业assignment作业代写，题目是“Marketing Research and Functions: Maryland Chicken and KFC（营销研究与功能:Maryland Chicken 和 KFC）”，在像肯德基这样的企业中，营销功能的作用是关键的，因为它是一种吸引不同客户群的方式，比如已经从肯德基购买了产品的现有客户。如果产品销售成功，他们也可以吸引潜在客户。这导致了品牌知名度的提高和盈利业务。对于肯德基来说，知道顾客需要什么是很重要的，因为它可以让他们了解顾客的愿望，从而提供很多顾客可以购买的产品，这将满足顾客的满意度，让很多人放心的业务。
Abstract 摘要
The role of marketing function is key in a business like KFC as it is a way of appealing to its varying customer base, such as existing customers who have purchased a product from KFC. They could also attract potential customers if the product being sold is successful. This leads to an increase in brand awareness and a profitable business. It’s important for KFC to know what the customers need/want as it allows them to understand the wishes of the customer therefore providing products that many customers can buy, which will fulfil customer satisfaction and allowing many to be reassured by the business.
Customers’ needs is a where a person desires a certain product at certain time by purchasing the product, for example a customer might want to buy a burger so KFC need to make sure that there is chicken in the burger as that is a need . Customer want is different to what a customer needs are for example they might want a particular type of sauce this makes sure that the additional features are what the customer asked for .Your expectations would be that the burger would have to be freshly made.
顾客的需求是指一个人在特定的时间购买某种产品，例如，一个顾客可能想买一个汉堡，所以肯德基需要确保汉堡中有鸡肉，因为这是一种需求。顾客的需求和顾客的需求是不同的，例如，他们可能想要一种特殊的酱汁，这可以确保附加的功能是顾客的要求。你的期望是汉堡必须是新鲜制作的。
1.Setting Marketing Aims and Objectives linked to Strategic Objectives制定与战略目标相联系的营销宗旨和目标
Every business has aims which are long term goals and objectives which are short term goals. The aims and objectives of KFC are to become international and open new restaurants in different countries providing a quicker service to their customers. This would allow KFC to be ahead of their rivals such as McDonalds, Burger king, Pizza hut etc. the marketing objective is what a business does In order to reach their overall marketing aim so KFC would be to provide up to date facilities to its customers with fresh and healthy food, which can meet customer requirements and the service is quick and efficient.
每个企业都有长期目标和短期目标。肯德基的目标和目标是成为国际，并在不同的国家开设新的餐厅，为他们的顾客提供更快的服务。这将允许肯德基领先其竞争对手,如麦当劳、汉堡王、必胜客等营销目标，是为了达到什么业务整体营销目标，所以肯德基是向客户提供最新的设施与新鲜的和健康的食物,能满足客户的需求，服务快捷高效。
The objective needs to be specific for example a certain amount of sales needs to be made about 25% of increase in sales by 2016. The objective needs to be measurable but the business has to track the progress through a database or chart. The objectives need to be achievable and a target that you are close to for example KFC have to open 3 shops within a year and is more realistic then opening 10 within two weeks as it seems near impossible. The objectives need to be timely so clearly stated as to when it will be achieved by, for example KFC need to make sure that that they can open more shops internationally in 2016 with a accurate date and not say “around 2016”. By using SMART makes sure that the business can focuses on the future of KFC and provides a focus for marketing decision-making and effort.
2.The stages involved in Marketing市场营销所涉及的阶段
Business Objectives
KFC have business objectives that they would want to achieve so it would mean that they need to set SMART objectives. The SMART objectives of KFC are to provide quality food for their customers, being able to maintain their businesses reputation through providing a good service and increase in profit.
业务目标
肯德基有他们想要实现的商业目标，所以这意味着他们需要设定SMART目标。肯德基的SMART目标是为他们的顾客提供优质的食物，能够通过提供良好的服务和增加利润来保持他们的商业信誉。
Market Analysis
KFC use market analysis to analyse the current market, which means that they can compete with their competitors by knowing what their competitors provide that they don’t have. KFC check what is going on with their on-going competitors through loyalty card schemes by giving data on the customers buying habits .Through researching on their competitors through their websites and company reports allow them to gain insight to businesses such as Burger King. Primary research is where a business gathers information through surveys, questionnaires which are from their own sources, whereas secondary research is information from others e.g. Google, magazines or leaflets in where KFC get their information from an external source.
Market Strategy
Market strategy allows a business to plan a way in which they will fulfil their objectives. This means that they have to decide on an effective approach that will make KFC reach their objectives sooner. One way in which KFC could set out their market strategy would be separating people depending on age for example they might want to increase the production of kid meals .In that case they would have to do more market research on how many potential customers are children that come into KFC. Allowing them to have a more revenue and meeting customer satisfaction. The market strategy could influence there potential customers through the increase of advertisement on buses, TV and other sources. Which is mass marketing as it makes sure that the product is accesses by other customers in a more wider area .KFC advertisement to a niche market who only willing to buy a certain product such as the “KFC bargain bucket “ which is very popular amongst the customers at KFC which would mean they advertise and emphases on the product.
Marketing Mix
It’s important for KFC to focus on the product, price, place and promotion when KFC is marketing their product as it is crucial. The Product that KFC provide should be of good quality so that KFC are confident that they provide a service that is better than their competitors which allows KFC to be aware of their competition within that food industry. They make chicken based takeaway food. On average takeaway food at KFC costs £15 or a medium bucket of chicken and their chicken burgers are £4.79 which is slightly more than Mac Donald’s about £ 3.09 for an individual burger.
3.Identifying Market Structure 确定市场结构
Number of Firms
KFC have a huge numbers of firms worldwide about 23,000 stores however in the UK alone KFC have 784 stores making it the second largest fast food company. This indicates that KFC is a global company within a global market .
企业数量
肯德基在全球有大量的公司，大约23,000家店，但仅在英国，肯德基就有784家店，使其成为第二大快餐公司。这表明肯德基是一个全球市场中的全球公司。
Market Share
Market share is the proportion of a market controlled by a particular company or product by sales or volume. For example KFC has a market share of 10.8% of the U.S. fast food industry. KFC in china have a market share of 27% making it the largest share of KFC globally. Within Singapore their market share is 6.1% globally in food industry. Market KFC brand value is worth $15.131 million dollars. Also KFC has worldwide sales of about 4.48 billion.
Market Volume
Market volume is the total amount of units in a certain marketplace over a given time. For KFC this means how many meals they produce for their customers. They need to know quantity so they can then purchase the right amount of orders from their suppliers.
Identifying Potential Market Growth
KFC identifies potential market growth by looking at markets with the most potential. They will look at the revenue for the countries around the world and decide where they are going to open more restaurants.
4.Competitor Analysis竞争对手分析
Competitor analysis allows KFC to identify competitors by evaluating their tactics which shows their strengths and the weakness of similar products relative with KFC for example KFC can look at the locations of burger king or MC Donald’s and open shops closer to them . They might meet look at competitors such as MC Donald’s and Burger king look at where they are located and open shops near to their competitor, which would mean that they have more access to potential customers. KCF might want look at the differences between their price range and their competitors. They have to make sure that their prices either match or are lower then the next given competitor. They might do this by looking through MC Donald’s and Burger kings menu.
竞争对手分析可以让肯德基通过评估他们的策略来识别竞争对手，这显示了他们的优势和劣势，与肯德基类似的产品，例如肯德基可以看看汉堡王或麦当劳的位置，并开商店离他们更近。他们可能会遇到竞争对手，比如麦当劳和汉堡王，看看他们的位置，并在竞争对手附近开店，这意味着他们有更多的机会接触潜在客户。KCF可能想看看他们的价格范围与其竞争对手之间的差异。他们必须确保他们的价格与下一个给定的竞争对手相匹配或更低。他们可能会通过查看麦当劳和汉堡王的菜单来做到这一点。
5.Market Mapping市场映射
Marketing mapping is plotting various market conditions on graphs that identify trends within the food industry and allows business such as KFC to solve any issues within their business. So they might have to improve their products to allow them to be in another quadrant and offer high quality service allowing them to standout. In this market map KFC is ranked as a low quality and high price compared to other fast food outlets. They may identify a gap in the market and seek to create an offer that changes the way customers perceive them .
营销地图是在图形上绘制各种市场状况，以确定食品行业的趋势，并允许肯德基这样的企业解决其业务内的任何问题。因此，他们可能必须改善他们的产品，让他们在另一个象限，并提供高质量的服务，让他们脱颖而出。在这张市场图中，肯德基被列为质量低，价格高的其他快餐连锁店。他们可能会发现市场上的一个缺口，并寻求创造一个要约，以改变客户对他们的看法。
6.Carrying out Market Segmentation进行市场细分
Market segmentation allows KFC to split their customers into different categories to enable the targeting of specific products or service to that particular group. For example they may have halal food in a certain place where there is a concentrated amount of Muslims. KFC have their ages ranging from 6-65 years old, middle class and cater more for families.
市场细分允许肯德基把他们的顾客分成不同的类别，使特定的产品或服务的目标群体。例如，在穆斯林聚集的地方，他们可能会有清真食物。肯德基的年龄范围是6-65岁，中产阶级，更适合家庭。
Demographic Segmentation
Demographic segmentation is where KFC divides the market through different variables such as age, gender, marital status, family size, income, religion, race, occupation, nationality, etc. KFC have their ages ranging from 6-65 years old, KFC look at the marital status such as middle class and cater more for larger families.
Geographic Segmentation
Geographic segmentation is a strategy that helps a customer in a particular area. For example KFC throughout India has different foods to suit the local’s expectation for instance in North India chicken is the mainly selling product whereas in South India the vegetarian items sell better. Such as a “veggie fried chicken” which is the most famous product in India.
Behavioural Segmentation
This is where KFC have to look at the different type of customers and adapt to their buying habits of the customer by looking at the usage of the product and how long they have been using the service KFC provide .The benefits it has to the customer, all of these factors allows them to keep in mind the needs and wants of the customers much better when providing food for their customers.
Psychographic Segmentation
Psychographic segmentation allows the business to be able to take in account the lifestyle, hobbies, interests, opinions and value. By doing so allows KFC to see if there is an gaps within their business. For example, in Australia, KFC sponsor the male test cricket. Cricket is watched and mostly played by men. So therefore one of their target audiences is men who like cricket.
This is how businesses conduct research into their rivalry to see how they do this in their respective sectors efficiently. This means taking hints from them and implementing them in their own businesses to reciprocate. It’s also about seeing what the customer likes and using the results of the most popular product and company to see if they’re gaining or losing profit or not, and how they can change the company strategy. If they lose profit, all this is done to achieve a clearer
这就是企业对竞争对手进行研究的方式，看看它们在各自的领域如何有效地做到这一点。这意味着从他们那里得到提示，并在他们自己的业务中实施这些提示，作为回报。这也是关于了解客户喜欢什么，使用最流行的产品和公司的结果，看看他们是否获得或失去利润，以及他们可以如何改变公司的战略。如果他们失去利润，这一切都是为了实现更清晰。
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