International Marketing Planning for KFC: Strategies to Increase Market Share and Growth Opportunities

This report outlines a marketing plan for KFC to increase its market share and growth opportunities. It includes a situational analysis, external factors analysis, SMART objectives, STP analysis, marketing mix, and controlling phase.

Introduction
Marketing plan
The marketing plan is considered as a detailed, researched and written report which is
used by the business with the purpose to outline those actions which should be taken to client
and customers and measures taken to persuade them to purchase the company’s product.
Marketing is most exciting of all the business sports (Ferrell, Hartline and Hochstein, 2021). It
works as heartbeat for a successful business. For this it is significant that every business should
make a marketing plan so that they can get success in their filed or respective industry.
Therefore, this report is based the KFC’s marketing plan. KFC is a largest fast food Franchise
concept currently. It is operating in various nations. This report has discussed a marketing plan
of KFC in which they have decide to increase their market share and growth opportunities in
business.
In this marketing plan a suitable structure has been followed as firstly a situational
analysis has been conducted in which strength and weakness of the respective company has been
identified. In this, it is identified that KFC provide a good quality food to customers due to which
it’s strong presences has been determined within market. When it come its weakness, then it has
been observed that KFC is criticized for causing a harm to the society as well animal due to
which respective company is suffering from heavy loss. From this situational analysis it is
identified that if company start to launch vegetarian food within some nation like India, then it
will be a big opportunity for them as many people prefer to eat only veg. food. For this, KFC has
to invest more the resources so that new variety of the food item can be introduced (Jovanov and
Disoska, 2021). Beside it, in term of threat, a stiff competition in market is major challenges for
the respective company. For instance, McDonalds, Subway and Burger king are main
competitors of the KFC. Along with the change customer’s changing preference is also impact
its business.
Next step in marketing plan is the analysis of external factors that may impact a business
vastly. In this report it has been evaluated that there six major external elements that have a big
impact of the KFC. In politics, government polices related to the fast food operation may impact

the KFC. In economic, KFC is facing many challenges in expanding its business within
emerging markets because slowdown has decline the individual’s fast food consumptions. In the
term of social factor- there are various people who eat only vegetarian food, hence people’s
belief does not support the respective company in its services (Pedersen and Williams, 2021). To
provide an efficient service, KFC has rolled out the mobile payment system as by this become
enable to pay with the apple pay. Respective company also need to consider the legal and
environmental facts as it is operating in different nation so respective company has to comply
with different legal structure in order to avoid the legal consequences. Along with KFC is also
responsible to maintain a sustainability by becoming more environment friendly. For this it has
taken various step to reduce the carbon footprint.
Therefore, in above marketing plan it is find out that strength and weakness of an
organization are directly interrelated with the macro factors. A proper analysis of these two
elements give a different type of accomplishment to the companies. Both are interrelated with
each other and also increase risk of the macro elements within organizations.
To execute this business plan KFC need to establish the SMART objectives. These
objectives must be specific, measurable, attainable, realistic and time frame. To make the
specific objective, KFC need to set a good ratio of profit. It should measure the performance and
involvement of the stakeholder. To attain the objectives, KFC need to take few step so that their
objective can be attained successfully. In term of realistic, KFC’s manger should take feedback
and also convey the detailed to all employees. Their marketing plan must be attained within the
fixed time period so that deadline can be met.
The STP analysis is another major aspect of the marketing plan as by using this
framework a company can identify most profitable target market. With the help of this tool, it is
identified that young adults and busy families are most reliant on their mobile devices, thus they
can be perfect target market of respective company (Schulz, 2021).
In a marketing plan, to understand that what service or product a company can offer to
their customers, marketing mix a most effective analysis. It helps the organizations in making
use of their strength and also avoid the unnecessary costs. In this report, it is find out that KFC is
offering a large variety of the according to the customer requirement. For their marketing plan,
they have to decide to adopt the geographical pricing policy. As its restaurant are available more

than within 150 nations, therefore, it has developed a large supply network so that customer can
get their food very conventionally. KFC uses various sources to promote its product for instance
it markets its service on various social media platform including Facebook, Instagram, Twitter
and many more. Along with this, it also promotes its product by advertising on television,
newspaper another sources. This the marketing mix is a most important aspect of eth marketing
plan.
At last, controlling phase of the business marketing pan ensue that companies like KFC is
meeting their objectives and operating in efficient manner as compare to their competitors
(Westwood, 2022). Thus, it is concluded that marketing plan that commercial term through
which every organization promote their business in most effective manner. Therefore, it is
suggested that every organization need to conduct a marketing plan as it lays out the company’s
business strategy with the purpose to acquire the new customers and selling more product. When
making a marketing plan, company should consider that what would happen in the absence of
one. By this, any organization can execute their marketing plan efficiently.
References
Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage Learning.
Jovanov, T. and Disoska, V., 2021. Implementation of e-commerce webshop, CRM and
marketing planning.
Pedersen, Z.P. and Williams, A.S., 2021. Marketing mix. In Encyclopedia of Sport
Management (pp. 302-303). Edward Elgar Publishing.
Schulz, A., 2021. The importance of a marketing plan for tourism destinations. Case study: a
marketing plan for Empordà.
Westwood, J., 2022. How to write a marketing plan: Define your strategy, plan effectively and
reach your marketing goals (Vol. 4). Kogan Page Publishers.