Aspects such as weight reduction, disease reduction, and overall peak performance will be emphasized (Jeffery, 2006). Sponsoring many of Australia's more popular sporting events with the products would also be very beneficial. Placement of these products will occur within all of the Yum! Brands locations. As mentioned above, two strengths of the company are its global positioning in regards to its brand, and its overall depth of franchises (McGinley, 2004). With more locations than any of its competitors in emerging markets, the company has a distinct competitive advantage relative to its peers in the industry. By effectively utilizing this franchise to unveil its healthier product segment, Yum! Brands can capitalize on its location density. The locations are also very useful in regards to cross selling many of the newer health option that customers may not be aware off. By placing the new products in all of its location simultaneously the company ensures that its distribution network is running optimally (Schlosses, 2001).
One of the more contentious areas in regards to the marketing mix is that of pricing. As mentioned in the SWOT analysis above, pricing is a detriment to the industry. With very low barriers to entry, competitors can often arise without warning. As such, these competitors can be widespread and ubiquitous throughout the Australian region. These competitors may have a capital structure that allows them to charge lower prices and ultimately taking market share. To properly combat this issue Yum! Brands must price their products as reasonably as possible to avoid the possibility of alienating customers. Prices therefore should correspond to the overall market for health products in Australia. Due to competition the company does not have the ability to raise prices well in excess of the competition. Therefore pricing should be in line with competitors (Levinstein, 2003).
References:
1) Barrett, Patrick (January 22, 1997). "KFC." Marketing Magazine
2) Chapman, Michelle (28 February 2011). "Taco Bell to fight meat filling claims via TV ads." The Daily Breeze. Associated Press
3) Cyrek, Christopher (October 20, 2009). "Pizza Hut going after wings market." Dallas Business Journal (Dallas, Texas: American City Business Journals, Inc.).
4) Ghanawi, Nadine (December 31, 2012). The Internationalization of KFC. GRIN Verlag. p. 1. ISBN 978-3-656-34256-4
5) Jargon, Julie (February 21, 2012). "Yum's CEO Serves Up New Taco, Growth Plans." Wall Street Journal
6) James F. Sallis, Karen Glanz. "The Role of Built Environments in Physical Activity, Eating, and Obesity in Childhood." The Future of Children Volume 16, Number 1, Spring 2006 pp. 89-108
7) Jensen, Trevor (February 24, 2004). "KFC Won't Be 'Eating Healthy' in Future." Adweek.
8) Jeffery, Robert, Baxter, Judy, McGuire, Mauree, Linde, Jennifer. "Are fast food restaurants an environmental risk factor for obesity?." International Journal of Behavioral Nutrition and Physical Activity. Published: 25 January 2006
9) Levinstein, Harvey. Paradox of Plenty: a Social History of Eating in Modern America. Berkeley: University of California P, 2003. 228-229
10) Luxenberg, Stan. Roadside Empires: How the Chains Franchised America. New York: Viking, 1985
11) McGinley, Lou Ellen with Stephanie Spurr, Honk for Service: A Man, a Tray and the Glory Days of the Drive-in. St. Louis: Tray Days Publishing, 2004.
12) Narayan, Adi (October 23, 2013). "Yum to Invest $10 Billion With Partners in Emerging Markets Push." Bloomberg.
13) Rood, George (January 5, 1969). "Accidental Competitor in Chicken Game Is Winner." New York Times
14) Simone a French Mary Story and Robert W. Jeffery. "ENVIRONMENTAL INFLUENCES on EATING and PHYSICAL ACTIVITY." Annual Review of Public Health Vol. 22: 309-335 (Volume publication date May 2001
15) Schlosser, Eric, Fast Food Nation: The Dark Side of the All-American Meal, Houghton…
Sample Source(s) Used
References:
1) Barrett, Patrick (January 22, 1997). "KFC." Marketing Magazine
2) Chapman, Michelle (28 February 2011). "Taco Bell to fight meat filling claims via TV ads." The Daily Breeze. Associated Press
3) Cyrek, Christopher (October 20, 2009). "Pizza Hut going after wings market." Dallas Business Journal (Dallas, Texas: American City Business Journals, Inc.).
4) Ghanawi, Nadine (December 31, 2012). The Internationalization of KFC. GRIN Verlag. p. 1. ISBN 978-3-656-34256-4
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