1. What is the definition of Entrepreneur and Social Entrepreneur ? explain the different between them?
2. Explain marketing strategy process?
3. What is the function of Marketing Research?
4. Why Marketing research important for a Business?
5. What is the function of manager and business owner in the Business?
6. Analyze business opportunity in the President University Area? ( Use SWOT analysis and Business Model Canvas)

Please submit the answer to wisnu.s@gmail.com (Subject : Take Home Quiz Entrepreneurship President University Name : …. Student ID :…. )
submit before 10 February 2012

SWOT Analysis

Strengths

1. Market share leadership
2. Strong brand equity
3. Global Leader and Presence
4. Sustainability
5. Strong Supply Chain
6. Competition
7. Economies of Scale

Weaknesses

1. Weak management team
2. Questionable Product Safety record
3. Limited On-line presence
4. Questionable hiring practices and utilization of cheap labor in 3rd world countries
5. Litigation

Opportunities
1. Acquisitions
2. Emerging markets and expansion abroad
3. Innovation
4. Online
5. Product and services expansion

Threats
1. Cheaper technology
2. Economic slowdown
3. Exchange rate fluctuations
4. Imitations
Strengths
The company is in good financial position having dominated the toy industry over the years. Barbie has been successful and well-loved not just by girls and females from the United States but also from all over the world. Mattel Toys have built its core business with the segment and demographic trend; in the case of Barbie they created dolls specifically for collectors. For more than 40 years in the business, the company have had good relationship with its suppliers, thus the quality of the products remain excellent. The brand Barbie has diversified in to different types, from dolls, to accessories such as doll houses, to even movies, clothes and video games. The top management of the brand Barbie have reorganised in order to suit the needs of the consumers particularly the girls. The brand is very popular all over the world. The retail network of Barbie dolls is very good because stores from various parts of the world carry the brand. And lastly, the company employed the low cost sourcing strategy wherein the company closed manufacturing plants that have highs costs and shift to lower cost countries such as China.

Weaknesses
If the company has strengths it also has its share of weaknesses and it include; the net income of Mattel Toys have significantly dropped in recent years. The products of the Barbie lines are not strong enough to dominate the market share. The top management are conservative and not assertive enough to respond to the rivalry brought by new brands in the market. The old fashion style of Barbie does not suit to the changing trends and tastes of kids. The Barbie dolls are less focused on trendy designs for different age groups. In the development of products in the Barbie line is complicated and takes long period of time. The changes in the organisation and management is frequent, thus the process of product development hampers. The financial planning is too conservative wherein the cash flow level is too high. For more than 40 years in the business, the Barbie line still does not have its own retail stores. The wrong management strategies of top manager recently have contributed to the decline of the market share and sales and the company is less sensitive to corporate intelligence.

Opportunities

Even though the sales and market share of Barbie dolls have declined there are still vast opportunities from the company in order to regain its dominance in the toy industry. The opportunities include the expected growth of the European market will open opportunities for sales of Barbie dolls. Most of the parents nowadays regardless of status and nation are willing to spend their money on toys for their children. The economy of the world is recovering after various financial crises. The status of the exchange rates of different monetary units is favourable to the company. The purchasing power of countries from Western Europe is very strong. The rapid growth of China’s economy is also a potential market for Barbie dolls.

Threats
With different types of products vying for the attention of the consumers and more players entering the business, there would be more threats on the business which include strong rivalry in doll lines particularly the Barbie and Bratz dolls. The high prices of crude oil increase the cost of materials. The increased labour costs in China. The dropped of sales in girl lines due to competition with other products. Powerful retailers that have the ability to limit the products of Barbie thus lowering the sales and shares in the market. The tastes of the consumers changed in dolls needs. The additional frequency of tight testing requirement from Europe is also a threat to the sales of Barbie dolls because it limits the choices in the designs of toys and accessories to be used.
Strategic Management
“Re-imagine the way we play”. Inspires them to:
• Design It with the end in mind
• Make It with eco-efficiencies
• Live It with personal commitment

Design it
Mattel recognize that opportunity also lies in how they design our products and packaging. Through the forums they are working with brand teams to promote thinking, about recycling opportunities, energy requirements and materials selection. To date, several Mattel brands have conducted pilot projects that incorporate sustainable attributes. Some of these early endeavors include packaging and shipping Improvements, environmentally-responsible direct mailings.

Make it
Beyond design, Mattel is always exploring opportunities to gain efficiencies and reduce environmental impacts through the manufacturing and distribution of Mattel’s products.
1.Energy Savings
• Substituted electrical heaters at die-cast machines with liquid natural gas heaters, saving 25 percent on electricity costs.
• Eliminated compressed air leaks in the plant, saving almost $70,000 annually in energy costs
• Installed an evaporative air cooler on a painting line, saving more than 130,000 kilowatt hours per year.

• Installed energy-saving lighting units, saving 20 percent on electricity costs

• Replaced hydraulic injection molding machines with electrical machines, saving 40
percent on electricity costs

• Installed more efficient molding process, saving more than $100,000 annually in energy
cost

2. Water savings

• Installed rain water collection tank, saving 20,000 cubic meters of water per year

• Replaced faucets with more efficient models, saving almost $2,500 per year

3. Waste reduction

• Reduced volume of zinc ash waste by separating the ash from alloy, reducing disposal
costs by 30 percent

• Installed machining oil purification system for injection molding equipment, reducing the
consumption of oil and saving approximately $45,000 per year

• Reclaimed almost 61 tons of excess plastic in 2008 and returned it to the manufacturing
process where possible or made available for other beneficial use.

Live it
At Mattel, we know that fostering a culture of sustainability begins with personal commitment. To date, many of our activities have been employee-inspired grassroots initiatives:

1.Waste Diversion: Recycling, as well as wastepaper-to energy programs have been
implemented at several locations. They will continue to monitor their efforts and report
progress as part of their SPIs.

2. Green Teams: Within Mattel brands, American Girl and Fisher-Price, employees have
started “Green Teams” to promote sustainable practices. For example, the United
Kingdom team launched an internal e-newsletter to promote sustainability awareness. At
American Girl, the Green Team coordinated Green Bag education sessions on recycling
and alternative commuting practices.

3. Employee Involvement Events: Various locations organized events to engage employees
and celebrate Earth Day. American Girl hosted a “Spring Greening” event and in partnership
with a local power utility held an energy conservation awareness event. In 2008, the El
Segundo campus launched an annual Sustainability Awareness Week in which each day of the
event emphasized a tangible action individual employees could take to make a difference.

Mattel’s Corporate Responsibilities
Play to Grow By committing to a sustainable future through efforts to work smarter and reduce their impact on the environment.
Play with Passion
By volunteering in their communities and helping underserved children experience the joy of play.

Play Fair
By continually encouraging the Mattel organization to align decision-making with the company’s values.

Play Together
By working with employees, partners, vendors and regulators to bring the world safe toys that grown-ups trust and children love.

Mattel’s Design Based On
How They are Enabling Innovation and Collaboration
Every few years Mattel conducts an employee opinion survey as one means to capture the pulse of what their people are thinking. A clear message from their employees has been that in the quickly changing marketplace, additional emphasis should be placed on enhancing their innovation processes. The Design Council across the company, focuses on four areas: the future of product innovation, developing training programs to sharpen skills, creating common platforms and tools to encourage breakthrough innovation and recognition of exemplary innovation efforts. the Design Council supported the following initiatives:

1. Technology for Long-Term Innovation
To keep up with advancements in technology, They are creating new ways to share the
information between their design, electronics and manufacturing teams so they can continue to
create innovative toys for future generations.
2. “Blue Sky” Initiative
Breakthrough ideas often emerge through collaboration. They are developing an internal
process to enable employees worldwide to connect with each other for idea generation and
problem solving.

3. Communities of Practice and Summits
They organize global summits to allow co-workers focused on different brands to share best
practices. In 2008, They held one virtual and three face-to-face summits, bringing together
more than 200 members of Mattel’s product development community.
4. Common Online Platforms
An intranet site has been launched to inspire, connect and provide tools for product creation
and innovation information.
5. Rewards for Collaborative Innovation
To recognize collaborative achievements and encourage out-of-the-box thinking, they present
“Rave Reviews” team awards.

How They Learn From Children
Mattel believe that the best way to evaluate and improve their toys is to learn from how children play with them. They reach out and learn from children and their parents in many different ways including:

1. Fisher-Price Play Laboratory for almost 50 years, the play laboratory has been an environment
where designers and engineers can observe children playing with products and gain immediate
feedback on the quality, safety and play value of a toy. This testing system includes three
components:

• Play Sessions: They invite children to come and play in their lab with early prototypes on a
regular basis. Mindful of age appropriateness, they gear the sessions to children in three
age groups: infants and toddlers, preschool children and school-age children. While they
play, Mattel observe the way they interact with and use the toy; potential quality and safety
issues based on how they handle the toy; and whether the toy performs to Mattel’s quality
standards. Findings are then used to inform the final design and construction of these toys.

• Parent Panels: Mattel hold informal feedback discussions with small groups of parents.
their input helps them improve the design and age-appropriateness of their toys.

• Home Setting Research: By observing the behaviors of parents and children at home in their
everyday routine, Mattel are able to gain valuable insights into how children learn and play
with toys, this then helps Mattel to identify ways to improve product design

2. Tailoring Toys for the Global Marketplace to create toys that are culturally appropriate and
Reflect the play patterns and educational needs of children everywhere, Fisher-Price
Researchers travel the world to observe children at play. Their findings are used to tailor
Toys to country-specific markets. For example in Eastern Europe, they researched popular
Children’s songs and rhymes to include in toys such as the Laugh & Learn Puppy™ and
Laugh & Learn Storybook™. Working with local specialists to ensure that content is familiar
And culturally relevant is also a reflection of the progress they have made integrating their
Global diversity strategies across the business.

3. American Girl’s Approach
American Girl also listens to girls and their parents when developing dolls, books and other products. They are sensitive to the social pressures and challenges that young girls face and actively seek to find appropriate ways for their products to promote positive self-esteem and encourage girls to communicate with their parents and adult role models. American Girl employs several means to listen to consumers including:

• Insight Groups: National online panels of moms and girls to provide feedback on potential products and story ideas.

• Focus Groups: A group of local moms and girls near American Girl headquarters in Middleton, Wisconsin provides them with insights and feedback that they use to improve American Girl products and identify opportunities for creating new toys.

• Customer Comments: Consumer comments received via phone, mail, e-mail, and at their retail locations are collected and reviewed including feedback on products and programs, service issues, as well as new product requests. In 2009, we began posting consumer reviews online so they could be shared with others.

Our Product Integrity Process
At each stage of the development process our
Global Product Integrity
Mattel is engaged to ensure that products meet or exceed their standards and specifications. They have added new requirements to their processes and dedicated more resources to improve product quality and safety. More than 1,500 employees worldwide are dedicated to the quality, safety and overall integrity of their products, including engineers, technicians and auditors.
Their Product Integrity Process includes the following steps:

1. Review Design Concept: New product concepts are reviewed for quality and safety issue concepts are refined as needed.

2. Generate Specification: Quality and safety requirements are updated and communicated to the Design team and Product Integrity group at each manufacturing location.

3. Develop and Refine Prototype: Prototypes of new products are evaluated, and quality and safety specifications are updated as necessary.

4. Qualify Design: Final testing of prototypes is done to ensure quality and safety specifications are met.

5. Qualify Process: First production runs are closely monitored to ensure the product can be consistently produced.

6. Spot Audits: Ongoing spot audits are conducted at critical points throughout the production cycle from the point when materials or component parts are received to the inspection of finished goods; ensuring overall production has met our requirements.

7. Review Consumer Feedback: Consumer feedback is monitored and analyzed to identify any potential issues and determine the root cause. Manufacturing processes are modified as appropriate.

8. Update Procedures: Based on regulatory developments and consumer feedback, internal
Standards and specifications are refined as needed to ensure quality of production.

Motivating Employees
1.Open employee communications
2. Using employee feedback to improve our workplace and corporate culture
3. Taking care of employee needs—from career development to compensation and benefits
4. Furthering our diversity and inclusion initiatives to ensure that “At Mattel,Everyone Plays”

Social Responsibility (Grant Making Program)
1.Learning: Increasing access to education for underserved children and in particular, innovative strategies to promote and address literacy
2. Health: Supporting the health and well being of children, with particular emphasis on promoting healthy, active lifestyles
3. Girl Empowerment: Promoting self-esteem in young girls, up to age 12
4. Joy: Bringing joy to children, especially those fighting serious medical conditions

Mattel’s Signature Partners
Mattel is privileged to have signature partnerships with six well-recognized charities that help us make a meaningful impact in the lives of children around the world.

Mattel Children’s Hospital (UCLA)
Mattel Children’s Hospital University of California, Los Angeles (UCLA) since 1998, Mattel has donated more than $30 million to address the health and well being of more than 100,000 children every year. In addition, they have provided toy donations and their employees have volunteered their time. In 2008, to celebrate the 10th anniversary of the partnership, Mattel pledged an additional $2 million over five years. This continued support will help the hospital open the world’s first nano-pediatrics center to explore the use of nano-technology to advance the future of personalized medical treatment for children.

National Association of Children’s Hospitals and Related Institutions (NACHRI)
In partnership with NACHRI, Mattel helps promote the health and well being of children and supports programs that prevent, manage and treat childhood obesity. For the past five years, tey have made an annual donation of more than half a million dollars worth of toys, including Fisher-Price mobiles and Barbie dolls, to children battling serious illnesses in 220 member children’s hospitals and pediatric units across the U.S. and in Canada, China, Italy and the United Kingdom.

Children Affected by AIDS Foundation (CAAF)
Since its founding in 1993 by a Mattel employee, they have to help this organization, which impacts thousands of children affected by AIDS, including orphans. Mattel’s annual support of the organization’s flagship event, Dream Halloween®, has included employee volunteers, donated toys, one-of-a-kind collectible product and sponsorship. Since 2005, the Mattel Children’s Foundation has funded CAAF’s Latin America and Caribbean program in 16 countries. Mattel executives and employees also volunteer their time to provide leadership and to support CAAF’s ongoing operations.

Save the Children
Since 2005, Mattel has worked closely with Save the Children to improve school preparedness in the U.S., Africa, El Salvador and the Philippines. Additionally, they provide emergency relief to support children impacted by natural disasters, such as the 2007 Southern California wildfires, the 2008 China earthquake and the Myanmar cyclone.

Special Olympics
For five years, Mattel has partnered with Special Olympics to empower individuals with intellectual disabilities through sports and to advance acceptance, respect and inclusion in communities. Mattel employees around the world are involved in local Special Olympics events that provide opportunities for athletic competitions that build self-esteem and respect while having fun. In 2007, more than 2,000 employees volunteered as part of Team Mattel with their local Special Olympics programs and in 2008 that number grew to more than 4,000 employees supporting events in more than 30 locations.

Make-A-Wish Foundation
In 2007, Mattel added the Make-A-Wish Foundation as their sixth Signature Partner, building on a 10-year relationship in Los Angeles. Dedicated to enriching the lives of children with life-threatening medical conditions, the Make-A-Wish Foundation has evolved into the largest wish-granting organization in the world active in 34 countries. their support involves $100,000 in the first year to support wish-granting activities; donation of 6,000 unique Barbie dolls and 6,000 custom Hot Wheels cars for every new wish child in the U.S.; and specific wishes for children who are fans of Mattel toys. They also work with Make-A-Wish to grant wishes for children around the world. In 2009, our support for Make-A-Wish was launched globally including the donation of 26,000 unique toys to new wish children, with the total value of their global partnership exceeding $500,000.

Their Products

Barbie

Barbie is a fashion doll manufactured by the American toy-company Mattel, Inc. and launched in March, 9th, 1959. American businesswoman Ruth Handler is credited with the creation of the doll using a German doll called Bild Lilli as her inspiration.
Barbie is the figurehead of a brand of Mattel dolls and accessories, including other family members and collectible dolls. Barbie has been an important part of the toy fashion doll market for fifty years, and has been the subject of numerous controversies and lawsuits, often involving parody of the doll and her lifestyle.
Hot Wheels
Hot Wheels are die-cast model vehicles manufactured by Mattel and were introduced in 1967. Originally the cars and trucks were manufactured to approximately 1:64 scales and designed to be used on associated Hot Wheels track sets. By 1972, however, a series of 1:43 scale “Gran Toros” made by Mebetoys in Milan, Italy, were introduced. More recently, a range of highly detailed adult collector vehicles, including replicas of NASCAR and Formula One cars, have found success. Despite the forays into larger scales, the brand remains most famous for the small scale free-rolling models of custom hot rods and muscle cars it has produced since the range first appeared. Roughly 10,000 or more different models of Hot Wheel Cars have been produced over the years.
Hot Wheel Vehicles are authorized by the car makers General Motors, Ford Motor Company, and Chrysler Motors. Other car makers like Ferrari, Mazda, and Toyota have licensed Hot Wheels to make a scale model of their cars. To make a Hot Wheels version of a current-model car, Mattel looks at design blueprints of the full-sized car. An example of this is the Chrysler 300 Hot Wheel car. First, the Hot Wheel Team and Mattel went to Chrysler to look at the design of the 300 and an actual car. Chrysler licensed the blueprints to Mattel and the Hot Wheel Team for the purpose of producing the model car. Chrysler then required Mattel to return the blueprints after the Hot Wheel team was finished studying them. At Mattel’s Hot Wheel design center, the blueprint’s design measurements and dimensions were scaled down to conform to a model car that is 1/64 the size of a real car. Then a mock-up of the car was produced in plastic and evaluated. After this process, the mock-up became a die cast metal mock up, which was evaluated again. After these processes were complete, the final version of the car was then manufactured. For older scale models, the 1968 Chevy Nova for example, the model maker uses blueprints from General Motors and also studies car brochures of that model year. Larry Wood, the head of the Hot Wheels division (now retired), had been with the Mattel/Hot Wheels team since 1969. He originally worked for General Motors as a designer. The Hot Wheels product line has also included various tracks, accessories, and other kinds of vehicles such as “Sizzlers” rechargeable electric cars, “Hot Line” trains, “R-R-Rumble’s” motorcycles, “Hot Birds” airplanes and the comical half-human/half-machine “Farbs”.
Monster High
Monster High is an American line of fashion dolls created by Garrett Sander with the illustrations done by Kellee Riley. They were officially released in July 2010 but made in 2007. The characters are inspired by monster movies and horror fiction, distinguishing them from most fashion dolls. Although both are made by Mattel, Barbie and Monster High are said to be rivals. The characters are depicted as being either related to or as offspring of famous monsters such as Dracula, Frankenstein’s monster, the Mummy, Medusa, the Creature from the Black Lagoon, The Phantom of the Opera, zombies and the werewolf. The Monster High franchise also includes other consumer products such as plush toys, stationery, bags, accessories, apparel, key chains, and various toys and electronics. A live-action-around the world 10-chapter Monster High musical movie is listed as in development with Universal Pictures.
Matchbox
Matchbox is a popular toy brand which was introduced by Lesney Products in 1953 and is now owned by Mattel, Inc. The brand was so named as the original die-cast Matchbox toys were sold in boxes similar in style and size to those in which matches were sold. Subsequently the brand would encompass a broad range of toys including larger scale die-cast models and various non die-cast lines such as plastic model kits and action figures. During the 1980s, Matchbox started to switch to the more conventional plastic and cardboard “blister packs” that were used by other die cast toy brands such as Hot Wheels. The box style packaging was re-introduced for the collectors’ market in recent years, particularly with the release of the “35th Anniversary of Superfast” series in 2004.
Polly Pocket
Polly Pocket is a toy line of dolls and accessories. The name comes from the fact that many of the original Polly Pocket dolls came in pocket-size cases. The current Fashion Polly dolls sold by Mattel differ significantly from those originally sold by Bluebird Toys. The original Bluebird dolls were less than one inch tall and made of hard plastic. Mattel’s versions are two to three inches tall and are composed of a pliable plastic with soft rubberized clothing and fashion accessories.

American Girls
American Girl is an American line of 18-inch dolls released in 1986 by Pleasant Company. The dolls portray ten-year-old girls of a variety of ethnicities living in various times throughout American history. They are sold with accompanying books told from the viewpoint of the girls. Originally the stories focused on various periods of American history, but were expanded in 1995 to include characters and stories from contemporary life. A variety of related clothing and accessories is also available. Pleasant Company was founded in 1986 by Pleasant Rowland, and its products were originally purchasable by mail order only. In 1998, Pleasant Company became a subsidiary of Mattel. The company has been awarded the Oppenheim Toy Portfolio Award eight times.
Battle Force 5
Hot Wheels Battle Force 5 is an American/Canadian 3D CGI television series created by Mattel, Nelvana, and Nerd Corps Entertainment. A two-episode preview aired on the Cartoon Network in the United States on August 24, 2009. In Cartoon Network India it is starting from April 30, 2010 and in Cartoon Network Philippines on July 3, 2010. The series made its official debut on August 29. According to a HotWheels.com page as of July 14, 2010 describing “BATTLE FORCE 5 Battle Action Assortment” toys, Vehicles combine forces to create even more powerful combat machines. The second season began airing September 18, 2010. The first trailer for the series was released on the official Hot Wheels Battle Force 5 website on June 25, 2009. The first two episodes aired on Monday, August 24. This is the fourth production by Nerd Corps Entertainment, following Storm Hawks, League of Super Evil, and Dragon Booster.
Max Steel
Max Steel is a line of action figures produced by the toy company Mattel. The figures are very similar to the original 12-inch G.I. Joe toys, consisting almost entirely of different versions of Max Steel, the main character, and one or two of his enemies, a couple of vehicles and 2 or 3 special packages. While little known in continental United States, Max Steel is one of Mattel’s most commercially successful products worldwide. Max Steel was developed into an animated series of the same name, which originally aired from February 25, 2000 to January 15, 2002, as well as a number of direct-to-video animated films.
Extractaurs
Xtractaurs is a line of toys by Mattel. Recently introduced in 2009, the brand is a fusion of regular action figures with an online game. It involves taking a Dinosaur (Dinosaurs include well-known dinosaurs and lesser-known as well) and extracting “DNA” samples from the dinosaur and analyzing it on your computer, Much similar in a way to the book and film Jurassic Park. If you own multiple dinosaurs and have extracted samples from all of them, you can create a genetically engineered hybrid on the computer to battle the “Megavores”, ancient reawakened dinosaurs that share qualities with your dinosaur. Each dinosaur you purchase has a special ability, and combining them makes a fierce fighting animal (Your first dinosaur, Tyrannosaurus Rex, has the Chomp ability).
UNO
Uno is a card game played with a specially printed deck. The game was originally developed in 1971 by Merle Robbins in Reading, Ohio, a suburb of Cincinnati. It has been a Mattel product since 1992.

This Assignment Is Made By

Ulffa Karina Puti
Larasati Wisnu Kawa
Sania Sindy Hagana S
Anggi Wihana Putra
Ricky Septiawan
Risa Resitantri Ginting

BA Class 1
Batch 2011

MARKETING STRATEGY
KFC Corporation, or KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky. KFC is a brand and operating segment, called a “concept” of Yum! Brands since 1997 when that company was spun off from PepsiCo.

KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts.
1. Marketing: Managing Profitable Customer Relationship
The marketing mix is generally accepted as the use and specification of the ‘four Ps’ describing the strategic position of a product in the marketplace.
a. Product
Anything that can be offered to a market to satisfy a want or need. KFC’s specialty is fried chicken served in various forms. KFC’s primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine.
The main products of KFC still are fried chicken but KFC tried to development new products for suitability with modern situation; the menu for health. Moreover, new menu of KFC will emphasize the taste and health.
b. Price
The cost of KFC products use high pricing strategy but it’s not high overly. KFC in the country tried to enhance quality of fast food restaurants to change attitude of people that they think KFC is junk food.
c. Place
Most KFC restaurants are located in the source communities such as shopping malls, the petrol, and lodging en route.
d. Promotion
The promotion of KFC is quite varieties such as TV program, Internet, public relation, leatlet and etc. moreover, KFC innovate a new menu set for it is easy to order and it’s save money. That a special menu set also is cheaper than normal.

2. Company and Marketing Strategy: Partnering to build customer relationships
a. Marketing Strategy
KFC used the Demographic Segmentation, Geographic segmentation, and Psychographic segmentation. In demographic segmentation, the market is divided into groups based on an age, gender, family size, income, occupation, religion, race and nationality. KFC divides the market on demographic basis in this way:
 Age is between 6-65.
 Gender is both males and females.
 Family size is 1-2, 3-4, 5+
 Income is Rs 10,000 n above.
 Family lifestyle is almost all.

KFC has outlets internationally and sells its products according to geographic needs of the customer. In India KFC focuses how geographically its customers demand different products. In north India Chicken is the main selling product, while in the south the Veg. items sell more than the chicken.

Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation. KFC divides market on the basis of psychographic variables like:
 Social class- Upper and Middle class.
 Lifestyle is not specific.
 Personality is ambitious and authoritarian

b. Target Marketing
As the outlets of KFC are in posh area and prices are too high (overhead expenses-rent, air-conditioning, employees), so KFC targets upper and middle classes. Target market depends upon size and growth rate of population, Company resources and structural attractiveness of market segment.
c. Market Positioning
For a product to occupy a clear, distinctive and desirable place relative to
“Competing products in the minds of target consumer.” In KFC feedback is taken from the customer in order to know the customer demands and then improvements are made in products. KFC focuses on pure and fresh food in order to create a distinct and clear position in the minds of customers KFC has a strong brand name and they are leading the market in fried chicken.

3. The Marketing Environment
The microenvironment consists of all forces that are close to KFC and on which KFC has an impact. They directly affect KFC’s ability to serve its customer. Three major components influence KFC’s microenvironment:
a. Competition
We can compare the price of their products with McDonald, Dominoes and Pizza Hut. If the competitor provides the same product at a lower price then the organization usually lowers the price of its product too. In the case of KFC, Fried Chicken is its main selling point and controls a monopoly over the Indian fast food market (only with fried chicken). It prices its burgers, French fries and soft beverages with relation to its competitors.
b. Consumer
KFC’s customer market consists solely of the consumer market. KFC’s products are bought by individuals (males, females, singles, and families).Therefore, the product range KFC offer should appeal to as many people within this consumer market as possible, to ensure that the maximum amount of products can be sold.

4. Segmenting, Targeting, and Positioning : Building the right relationships with the right customers

a. Segmenting
 Demographic Factor
Age: Generally there is no age limit focus by the KFC. The target and focus is on each and every individual in a society. KFC finds its largest demographic in the young of any society.
Gender: Both male and females are focused by KFC, gender does not play any role here.
Household Size: This plays a vital role in the demographic factor of the KFC. Generally they target whole families rather than single persons. This being the reason for their Family Meals which are basically bundled items served at a nominally cheaper rate.
 Economic Factors
Income: Income is an important key factor for KFC. This factor decides which class is to be targeted. In the early rise of KFC they focused on the upper class but slowly are introducing economy meals that attract the lower to middle classes.
Consumption Behavior: It estimates the behavior of people, their liking and disliking towards the pricing of the products.
 Behavior Factors
In behavioral aspect they segmented the market on the basis of quality, taste and price. Following are the different possible segments in this regard: taste conscious, quality conscious, class conscious, and combination of price and quality.
 Geographic Factors
On the basis of the geographical factor we have divided our market in two main segments, urban and semi urban.
 Political Factor
The operations of KFC are affected by the government policies on the regulations of fast food operation. Currently government are controlling the marketing of fast food restaurant because of health concern such as cardiovascular and cholesterol issue and obesity among the young and children in the country. Governments also control the license given for open the fast food restaurant and other business regulation need to follow such as for a franchise business. Good relationship with government in giving mutual benefits such as employment and tax is a must for the company to succeed in any foreign market.

b. Targeting

 Location
Hectic lifestyle of individuals – giving them more time at work and less stress about waiting for food.
Commercialization of urban and sub-urban markets leading to more mid-sector people that find high-end eating joints very to expensive.
Mid-sector people are always looking for change which KFC provides in their range of fast food.
Quality conscious – people in urban areas are more conscious about the quality of food than rural areas.
Urban areas are more populated therefore they help with attracting higher revenues.
 Placement Outlets
Due to KFC placing itself close to schools, colleges, cinemas and markets which are mostly populated by the young and those who are in a hurry, KFC enjoys a large number of footfalls every day. In addition, they also have outlets close to non-vegetarians (mostly Muslim populated areas).
 Strategy
Given the competitive nature of fast food joints, KFC uses the “Push Strategy” to help them create awareness, be different, and sound attractive.

c. Positioning
 Products
Basically the product is anything that be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. KFC is specially dealing in the chicken products; Basically, KFC has the special raspy for chicken products that is why, KFC known as a chicken specialist all over the globe. KFC target the Asia and East side because people like chicken product so they enter in the market due to the demand of their chicken products. KFC product variety of product in the chicken.
 Channel
KFC believes in first level channels in the order given: manufactures, retailers, and consumers. KFC works on the flow of good operation techniques i.e.
“Good Operating Manager→ leads to “Good Team Selection →Good Services → Good Targets → Good. Revenues through the following internal strategies:
• Training
• Incentive based targets
• Recognition for good work
• Performance based bonus
• Employee benefits to keep them motivated
• Promotion

 Promotion
Promotion is the method used to inform and educate the chosen target audience about the organization and its products. Using all the resources of promotion:
• Advertising
• Sales Promotion
• Public Relations
• Events and Experiences
• Coupons, Discounts and Bundled packages
• An organization finds most of its meanings and survival through promotion.
At KFC, Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind product, the Fried Chicken.
 Services
KFC offered free home delivery service at specific branches in specifics cities. They take at 30 min for delivery and the minimum delivery order should Rs.200.They also provided services to celebrate the birthdays of kids at there home or in KFC restaurants. Now recently KFC also provide services of mobile unit of KFC.

5. Product Services and Branding Strategy
a. Branding
Brand identity was defined as the customer impressions of four different KFC identity elements – properties, products, presentations, and publications. A survey of young consumers in the countries (n = 795), showed that the respondents were more apt to eat within KFC restaurants, and spend more time doing so, than the Americans. The Chinese also had much more positive impressions of KFC. Brand identity impressions were correlated with overall customer satisfaction and with future patronage intentions for both groups. These findings support a model where differences in cultural frames of reference lead consumers to actively localize the brand identity of this nominally globalized product.
b. Packaging
The packaging for KFC products is chosen according to performance against three criteria: heat retention, moisture removal, and grease absorption. The packaging material and carton design are all adapted to maximize performance against these three criteria.
 Recycled Paper
All our clamshells and chicken boxes contain as much recycled material as it is legally allowed. By law we are required to have virgin fiber board in any part of the packaging that is in contact with food. Any virgin fiber comes from board suppliers who use pulp bought from managed forest in Scandinavia. This ensures that any wood cut for paper production is replaced with new plantings. For example:

sogood in so many ways
KFC is as committed to the environment as we are to our food and to our customers. We are proud of the steps we have taken so far to reduce our environmental footprint and are committed as a brand to do even more in the in future. It’s an ongoing journey that we’re on and we want to keep you – our customers – informed along the way!
In 2010, KFC introduced fast food’s first reusable food container. We have also replaced our plastic plates with paper serving boxes. It is part of our plan to reduce our use of non-renewable resources and to reduce the amount of Styrofoam from our restaurants.
 Environmental concerns
Over and above ensuring our packaging is supplied via recycled or renewable resources; KFC are enthusiastically complying with the new environmental directives on recovery and recycling of packaging waste.
 Litter
We at KFC UKI are aware of our responsibilities to the Management of Litter and all our packaging carries the ‘Keep your Country Tidy’ signs.

6. Pricing Products and Pricing Strategies
a. Pricing Strategies
Market skimming: KFC globally enters the market using market skimming. Their products are priced high and target the middle to upper class people. Gradually they trickle down the prices focusing on the middle to lower class people to penetrate both sides of the market.
We can compare the price of their products with McDonald, Dominoes and Pizza Hut. If the competitor provides the same product at a lower price then the organization usually lowers the price of its product too. In the case of KFC, Fried Chicken is its main selling point and controls a monopoly over the fast food market (only with fried chicken). It prices its burgers, French fries and soft beverages with relation to its competitors.
KFC price their product keeping different points in view. They adopt the cost base price strategy. Pricing of the product includes the govt. tax and excise duty and then comes the final stage of determine the price of their product. The products are bit high priced according the market segment and it is also comparable to the standard of their product. In the cost based method we include the variable and fixed cost.
b. Promotional
Promotion is the method used to inform and educate the chosen target audience about the organization and its products. Using all the resources of promotion: advertising, sales promotion, public relations, events and experiences, coupons, discount and bundled packages, and organization finds most of its meanings and survival through promotion. At KFC, Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind product, the Fried Chicken.
KFC uses the following tools to further enhance its sales.
 Premiums
 Exhibits
 Coupons
 Entertainment

All KFC outlets offer its customers with various forms of incentives to buy its Chicken. Using coupons that one can acquire after spending a particular amount over a period of fixed time, customers can enjoy the benefits of free meals or free add-ons. Additionally they provide meal vouchers and exciting offers in their print ads, which the customer must cut and bring along.

7. Advertising, Sales Promotion, and Public Relations
a. Advertising
Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.
 Inform
• KFC introducing the new products to the customers using many kind of advertising. They inform the customers about the new products. About what kind of product, the price, etc.
 Persuade
• With the advertisement, KFC persuade their customers to buy the products. In order to do that, KFC will make a good and attractive advertisement. So, their customer will attract to buy the products.
 Remind
• Using the good advertising will make the customers remember about the products. And certainly, they will come again to buy the products.

There are some Media Types that KFC use for their advertising:
• Newspaper
• Television
• Radio
• Magazine
• Internet
• Outdoor
b. Sales Promotion
 Consumer Promotion Tools:
In order to make the customer satisfied with the products, KFC make the customer promotion. There are:
o Cash Refunds (Rebates)
o Price packs (cents-off deals)
o Advertising Specialties
 Trade Promotion Tools:
KFC also give the trade promotion to the customers. Example:
o Discounts – if the customers buy many products, the KFC will give some amount of discount.
For example:

c. Public Relations
KFC also building a good relation with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
 Public Relations Tools:
o News
o Speeches
o Internet
The good relationship with their partner, KFC can increase their investors, lobbying more people, and also can develop a good relation with the customers. For example:
1. SOCIAL RESPONSIBILITY

KFC Colonel’s Scholars®
is looking for high school seniors with entrepreneurial drive, strong perseverance, demonstrated financial need and who want to pursue a college education at an accredited public institution in the state they reside.
The KFC Colonel’s Scholars Program is about you, your dreams and aspirations, and the perseverance to succeed. This program is offered to high school seniors planning to attend a public in-state college or university. Students who meet the criteria may apply online to become a KFC Colonel’s Scholar. Students selected for this scholarship are eligible to receive up to $20,000 to complete a bachelor’s degree program.

2. SOCIAL DIVERSITY
Yum! Global Diversity and Inclusion
For us, diversity is not a target – it’s a way of life and a way of doing business. Everyone can and does make a difference in our organization. One of our HWWT2 principles – Believe in all People – underscores the importance of actively seeking diversity in others; believing everyone has the potential to make a difference; and coaching and supporting every individual to grow to their full capacity. This adds perspective and depth to everything we do. We’ve also found that a diverse team makes for better problem solvers, services all our customers more effectively, and creates a richer culture for all of us to enjoy.
In our company-owned operations in the U.S. for example, about 35 percent of our associates are Caucasian and the remaining 65 percent are Hispanic, African American and/or Asian. In 2010, minorities and women made up 63 percent of our external management hires and 56 percent of internal management hires (promotions).
We are also increasing the representation of African Americans, Hispanics and women among our key talent/decision makers, and growing the pipeline of diversity in our mid-level manager ranks.
All of our brands have leadership initiatives focused on high-potential diversity talent, and all leaders serve as mentors. In addition, last year each of the brand presidents went into their communities to provide business-growth coaching for local networks of minority businesses.
Making progress in diversity is a business priority and the work of everyone in our system. This commitment is reflected in David Novak’s annual goals, or “Blue Chips.” We also have a dedicated Global Diversity and Inclusion Officer who guides our strategy and a number of initiatives that enhance our inclusive workplace

3. SUPPLIER CODE OF CONDUCT

YUM! Brands, Inc. (“Yum”) is committed to conducting its business in an ethical, legal and socially responsible manner. To encourage compliance with all legal requirements and ethical business practices, Yum has established this Supplier Code of Conduct (the “Code”) for Yum’s U.S. suppliers (“Suppliers”).

Compliance with Laws and Regulations
Suppliers are required to abide by all applicable laws, codes or regulations including, but not limited to, any local, state or federal laws regarding wages and benefits, workmen’s compensation, working hours, equal opportunity, worker and product safety. Yum also expects that Suppliers will conform their practices to the published standards for their industry.

Employment Practices
Working Hours & Conditions: In compliance with applicable laws, regulations, codes and industry standards, Suppliers are expected to ensure that their employees have safe and healthy working conditions and reasonable daily and weekly work schedules. Employees should not be required to work more than the number of hours allowed for regular and overtime work periods under applicable local, state and federal law.
Non-Discrimination: Suppliers should implement a policy to effectuate all applicable local and federal laws prohibiting discrimination in hiring and employment on the grounds of race, color, religion, sex, age, physical disability, national origin, creed or any other basis prohibited by law.
Child Labor: Suppliers should not use workers under the legal age for employment for the type of work being performed in any facility in which the Supplier is doing work for Yum. In no event should Suppliers use employees younger than 14 years of age.
Forced and Indentured Labor: In accordance with applicable law, no Supplier should perform work or produce goods for Yum using labor under any form of indentured servitude, nor should threats of violence, physical punishment, confinement, or other form of physical, sexual, psychological, or verbal harassment or abuse be used as a method of discipline or control.
Notification to Employees: To the extent required by law, Suppliers should establish company-wide policies implementing the standards outlined in this Code and post notices of those policies for their employees. The notices should be in all languages necessary to fully communicate the policy to its employees.

Audits and Inspections
Each Supplier should conduct audits and inspections to insure their compliance with this Code and applicable legal and contractual standards. In addition to any contractual rights of Yum or Unified Foodservice Purchasing Co-op, LLC (“UFPC”), the Supplier’s failure to observe the Code may subject them to disciplinary action, which could include termination of the Supplier relationship. The business relationship with Yum and UFPC is strengthened upon full and complete compliance with the Code and the Supplier’s agreements with Yum and UFPC.

Application
The Code is a general statement of Yum’s expectations with respect to its Suppliers. The Code should not be read in lieu of but in addition to the Supplier’s obligations as set out in any agreements between Yum or UFPC and the Supplier. In the event of a conflict between the Code and an applicable agreement, the agreement shall control.

4. ANIMAL WELFARE PROGRAM

Yum! Brands, parent company of KFC, is committed to the humane treatment of animals.

Yum! Brands is the owner of restaurant companies and, as such, does not own, raise or transport animals. However, as a major purchaser of food products, we have the opportunity, and responsibility, to influence the way animals supplied to us are treated. We take that responsibility very seriously, and we are monitoring our suppliers on an ongoing basis to determine whether our suppliers are using humane procedures for caring for and handling animals they supply to us. As a consequence, it is our goal to only deal with suppliers who promise to maintain our high standards and share our commitment to animal welfare.

To assist us in that effort, Yum! Brands formed the KFC Animal Welfare Advisory Council, which consists of highly regarded experts in the field. The Council provides us with information and advice based on relevant data and scientific research. The Animal Welfare
Advisory Council has been a key factor in formulating our animal welfare program.

In consultation with our Council, KFC has developed guidelines and audit programs for our suppliers in the broiler industry. We were also a prominent player in the joint effort conducted by the National Council of Chain Restaurants and the Food Marketing Institute to develop comprehensive guidelines for all species of farm animals.

KFC has implemented a farm level audit program – a program which is industry-leading in the areas of poultry care and handling.
With the good relationship, KFC become the famous company that delivering chicken. Also, they have many customers, because the KFC can take care of their relations. And nowadays, KFC have many branch in many countries.

By
Dhesi Pratami (001200900022)
Dita Amalia (001200900026)
Ika Febry Yulistia (001200900040)
Inri Martha E.S. (001200900043)
J. Sri Widya (001200900038)
Siti Hasiati Dyah (001200900067)
IT 2009 CLASS 1
PRESIDENT UNIVERSITY

Thanks

@WisnuDewobroto

Nah.. apa sih yang saya suka dari Starbucks?

Pertama, walaupun rasa kopinya standard, Starbucks unggul dengan “suasana”nya.. Pastinya ini yang menjadi Value Proposition dari Starbucks dimana kita terlihat “keren” juga kalau ketemuan di Starbucks untuk urusan bisnis maupun hanya untuk hangout dengan teman dan sahabat.

Kedua, Saya senang dengan musiknya.. sesuai banget dengan segmen dari Starbucks pastinya yaitu executive muda. Lagunya dicari yang ritmenya tidak terlalu lambat ataupun cepat. Sehingga customer akan merasa santai dan rela. Dan juga volumenya itu juga sangat pas.. kita dapat ngobrol dengan nyaman tanpa terganggu oleh backsound musik. Kadang penasaran juga sih untuk bertanya apakah ada standard khusus untuk volume musik yang di pasang di starbucks.

Ketiga, Saya suka dengan barista Starbucks.. muka mereka tidak pernah “jutek” hehehe… Customer merasa sekali suasana energik di Starbucks. Yang tadinya lemes, mungkin akan kembali bersemangat setelah mereka masuk Starbucks. Mungkin ini juga yang ditawarkan oleh Starbucks, refreshment.

Keempat, mungkin ini hal terakhir yang saya paling suka di Starbucks, yaitu Green Tea Latte-nya! Sudah coba kemana mana.. di Starbucks tetap megang rasanya!

OK thanks Starbucks!
@WisnuDewobroto

Sehingga anak muda itu terlambat bangun. Akibatnya aktivitas di pagi hari, seperti sekolah atau kuliah jadi berantakan. “Kita berupaya menciptakan, menjadi bantal terbaru. Bantal itu diberi nama bantal alarm.Bantal ini akan bergetar saat waktu yang di-setting si pemakai. Kalau telah bergetar, orang yang tidur di atas bantal akan terbangun,” ungkap Nanda.

Pekan lalu hasil karya ini dipamerkan dalam kegiatan Industrial Business Fair (IBF) 2011 Universitas Trisakti.Ketua Program Pameran IBF Universitas Trisakti,Wisnu Sakti Dewabroto,menuturkan, selama ini setiap kuliah kewirausahaan di perguruan tinggi,yang disertai dengan praktik-praktik usaha hanya dijadikan sebagai syarat kelulusan dalam akademik semata bagi mahasiswa.

Sehingga inovasi yang dihasilkan mahasiswa menjadi stagnan di kertas laporan kuliah. “Di Trisakti, kita mencoba mengawali mahasiswa itu untuk berani menjadi entrepreneur dengan membimbingnya dalam sebuah praktik teknologi industri kecil.Mahasiswa itu diarahkan untuk menciptakan teknologi baru yang diperlukan masyarakat dan sangat memiliki peluang besar di pasaran,” kata Wisnu.

Wisnu melanjutkan, karya tersebut dipamerkan dalam sebuah praktik usaha seperti IBF.Pameran ini juga melibatkan perusahaan besar yang diharapkan nantinya dapat menjadi investor untuk mahasiswa. Karya yang diciptakan pun dipasarkan. Khusus untuk produk bantal alarm telah mendapatkan fasilitas permodalan dari salah satu lembaga usaha yang memberikan investasi agar bantal tersebut dapat diproduksi secara massal.

“Produk ini telah mendapatkan funding dari salah satu lembaga usaha memodalkan mahasiswa memproduksi bantal alarm ini secara massal,” beber Wisnu. Menurut Rektor Universitas Trisakti Thoby Mutis,untuk menjadi suatu negara sebagai negara yang maju dibutuhkan banyak para usahawan.

Indonesia memiliki calon usahawan muda dan mereka perlu diberikan pengawalan dan dukungan untuk menjembatani usaha mereka masuk ke dunia industri secara menyeluruh, agar para entrepreneur di Indonesia ini terus bertambah. ilham safutra