Place In Marketing

The second Ps in marketing is "place". The company wants to sell it directly to consumers. Frederick uses multiple channels, such as catalogs, retail stores, and the Internet. To expand sales and opportunities, Fredrick uses a "360 degree" approach to make it possible for customers to purchase what they want, when and where they need them. Because the company uses direct sales channels, companies can get feedback on their products directly from customers. With direct selling, Frederic can deliver the product to customers without using a third party retailer.

Literature review is divided into several sections. The first is a general discussion about the marketing of the venue and then clearly distinguish the terms "place brand" and "place brand" from the marketing point of view. Furthermore, the "local brand" is studied to explain the relationship between brand and travel literature, as well as various brand background such as brand identity, brand image, brand equity. "Local marketing" is defined as a strategic planning process that local brand developers try to meet the diverse needs of target markets (Kotler et al., 1999). Places with markets can make a positive contribution to the national economy. However, from the viewpoint of relatively narrow economic development over the past several decades, to a broader strategy and plan (Govers & Go, 2009)

The marketing strategy is to identify the marketing mix associated with the target market in order to build a sustainable competitive advantage in the market. How does the Yum brand create attractive positions in the food market? The company is the world's largest fast food restaurant company with more than 34,000 restaurants in more than 100 countries. They successfully acquired a large number of shares and combined several very powerful and famous brands. KFC knows that fried chicken competes mainly with McDonald's. Another company that makes up the Yum brand is the world's largest pizza hut pizza chain restaurant. That subdivided Pizza Hut delivers specialized food service. In addition, the Yum brand also includes Tex-Mex dishes from Taco Bell.