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

International selling - Essay ExampleConclusion and findings 10 11. References 11 1. Introduction The marketplaceing concept stipulates that the marketing managers ought to meet, auspicate as well as to satisfy the needs of the customers (Strydom, 2004). Of notable commercial enterprise is the fact that organizations during the contemporary stream operate in global environments and their activities are affected by a wide range of factors. It toilette be noted that there are major environmental influences that affect global and external markets. As such, this paper seeks to evaluate the factors that impact on Kentucky Fried Chicken (KFC). This organization belongs to the international card-playing forage category. The paper starts by outlining the historical background of the company and the main part lead discuss respective(a) factors that affect the organization in the environment in which it operates. The paper will also outline several(prenominal) of the strategies that can be implemented in order to improve the effectiveness of the organization. 2. Brief history roughly KFC Kentucky Fried Chicken (KFC) was founded in 1938 by Colonel Harland Sanders in Kentucky. Sanders legacy lives on with KFC operating more than 13,000 restaurants in more than 80 countries and territories around the world serving up the Colonels 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 pass of the company developed 11 unique recipes using a variety of seasonings to flavour chicken and this has importantly 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 good luck charm to the interests of many pack and this has helped the company to create a strong base of loyal customers. 3. Companys rationale behind internationalization KFC is rega rded as one of the first fast food industries to go international during the 1950s. The rationale behind the companys internationalization drive was to attract a substantial itemise 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 McDonalds, Wendys and Burger King. The company also faces challenges in that it lacks expertise in diversifying its products since it mainly concentrate on c hicken. Of notable concern is that fact that the fast food industry is comprised of different segments which include some of the following family restaurants, sandwich chains, pizza pie 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 first appearance in different countries The company used Harland Sanders franchising strategy to expand its operations in the international