Marketing Communication Manager for Local Chain of Fast-food Assignment

Marketing Communication Manager for Local Chain of Fast-food - Assignment Example The market, contribution, and limitation of competitors are central to competitor analysis (Sekhar 2010 p.67). And it is a systematic review of competitor’s activities for gaining competitive advantage (Harris 2009 p.24). KFC remains the most important challenge for the Burger Hut. KFC has spread across the world and has largely been able to open various branches and franchises in almost all countries, including in the mainland China. Furthermore, it has been observed that the KFC has largely been to retain its current market share in China. And its current market share and market position have largely been supported by various factors. KFC has a strong brand image. Brand and quality are two words that are mostly used interchangeably. And when this is applied to KFC, it can be easily extracted that they collectively represent KFC’s image in the minds of its customer. It is relevant to highlight that it is the prime contribution of KFC brand image that has enabled the company to retain its market share in China and in other countries where it is currently operating. It would not be incorrect to say that effective marketing strategy has also played its role in making the KFC brand image more competitive and unique as well. The KFC has adopted different marketing strategy in which it gives more importance to all those methods which enable the company to penetrate the different markets. For example, in some countries, the KFC has opened up its branches and in other countries; it has issued the franchise ownership to the local investors.