Contents

• Introduction 2
• Mode of Entry 2
• Purpose for Internalisation 3
• Marketing Mix Strategies 4
• Brand Positioning and Advertising Strategy 6
• Competitor Analysis 7
• Social and Cultural Factors influencing the Target Market 8
• Factors influencing the decision in developing Distribution Channels 9
• Conclusion and Findings 9
• References 11

Description

Internalization is being adopted by every successful company for its business growth and increase its profitability. Internalization provides the organization to serve new customer segment or find new opportunities and expand their business, which can create increased business and increase customer base. Kentucky Fried Chicken (KFC) is based in Kentucky and has a long history of success and innovation (KFC, 2015). It is a chain of fast food restaurant, which specializes in chicken item, which has unique recipe and also offers home-style sides, which are freshly prepared. KFC has around 18,000 outlets in 115 countries and territories (KFC, 2015). The chicken prepared in KFC uses 11 herbs and spices in it and is a secret blend found by the original cook of the restaurant and is still used in the restaurant (KFC, 2015). KFC’s original product is pressure fried chicken pieces, which is seasoned with the 11 herbs and spices identified by Sanders (KFC, 2015). This report provides the international marketing plan for KFC to enter Omani market. The report suggests the mode of entry, marketing mix strategies, competitor analysis, social and cultural factor influencing the target market and factors influencing distribution channels.