Marketing plan of KFC Research Paper Example | Topics and Well Written Essays - 750 words

Marketing plan of KFC - Research Paper Example KFC has a clear cut marketing objective to gain competitive advantages in the market. In course of that the organization uses marketing as an effective weapon. Competitive supremacy with the help of attractive and effective marketing strategy is an inseparable part of their marketing objectives. The organization has stakeholders like investors and franchises. Marketing objectives of the company are also being decided to attract the investors and franchisees. The organization is trying to diversify its portfolio of food items to target more customers. The company has a prominent marketing objective to introduce the newly added food items into the market (Jurevicius, 2013).With the help of strong financial situation the organization can mitigate the threat of market saturation by opening new stores in the developing economies. Target markets of the organization are the individuals who have hectic lifestyles. People who want to give more time to the work rather than food making, the org anization targets those customers. These kinds of customers are very busy in their life styles. The company also targets middle and high income people. Due to the nature of their business KFC intentionally targets urban and suburban places. Population of the urban areas is generally more than the population of the rural areas. People of the urban areas have much more disposable incomes than the people of the rural areas. These areas generate significant revenues for the company. That is why KFC has chosen these kinds of markets (Miah, 2014).

Citibank's E-Business Strategy for Global Corporate Banking Case Study

Citibank's E-Business Strategy for Global Corporate Banking - Case Study Example The present research has identified that technology has brought enormous changes to the business practices. Talking about businesses, technology is not restricted to any one kind of business. With the changing technology it has become an essential part of the business practices to adapt accordingly. Changes in technology have been followed globally and by every business sector. One of the most important technologies that have caused the most powerful impact on the businesses is â€Å"Internet†. It has revolutionized the ways of doing business. The most enticing change that it has brought by the â€Å"Internet† is â€Å"E-Commerce†. Firms and industries have shifted towards E-commerce. Many firms have used this technology to set their competitive advantage. Use of internet for conducting business has helped in globalization. It has changed the dimensions of competition throughout the world. Use of internet has transformed the firms’ relationships with the c ustomers, employees, suppliers and other logistic partners. E-commerce is basically the use of internet technology to buy and sell goods. E-commerce has led to the emergence of new markets. It has led to the reduction in costs. Many firms that were unable to adapt the concept of using E-commerce have suffered. As mentioned before, E-commerce is not restricted to any one business sector. Banking is one sector that has faced a huge impact of E-commerce on its business practices; to such an extent that E-commerce has now become directly linked with the profitability (BECKER, S. A. 2008; MEHTA, V., SUDAN, A. S., & DAWRA, S. 2003; MALHOTRA.P &SINGH.B. 2009) Use of internet has changed the customer needs and expectations. It has also influenced the strategic decision-making of the firms. Banking sector had to come up ways in order to successfully adapt to this new technology. They needed a way to translate their traditional strengths into an internet-based business model so it could add m ore value for the customers. Use of internet has changed the infrastructure for the delivering of goods. Is has increased the time-span for the customers. Now they can connect with the bank at anytime and anywhere. This means that there has been an increase in the banking hours and customers can avail the banking facilities at anytime; especially the transaction facilities. Use of internet to facilitate the routine business practices has led to an immense increase in competition between the firms. Even the use of internet has to be done in a differentiated way. This is exactly how the Citibank incorporated this revolutionary technology into its business model. It not only proved to be successful but set an example for all the other firms that are present within the banking sector (BECKER, S. A. 2008; ENGLER, H., & ESSINGER, J. 2000; UNITED NATIONS. 1998) Point of Differentiation At the end of 1990, Citibank made a change to its corporate bank activities. It changed its corporate bus iness strategy form decentralized to centralized strategy. The bank aimed to build a single