Marketing Plan for KFC: Growth Strategies, Marketing Mix, Consumer Driven Strategy, and BCG Analysis

This report provides a marketing plan for KFC, including growth strategies, marketing mix, consumer driven strategy, and BCG analysis. It also includes SMART objectives for KFC. The report highlights the issues faced by KFC, such as changing consumer preferences, low market coverage, and poor promotion policy. The report suggests implementing product development and diversification strategies, using differentiated targeting, and improving the promotion policy. The report also includes a BCG matrix analysis and STP analysis.

INDIVIDUAL WRITTEN
REPORT
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TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
SMART objectives for KFC........................................................................................................3
MAIN BODY...................................................................................................................................4
Marketing growth strategy...........................................................................................................4
Marketing mix..............................................................................................................................5
Consumer driven strategy............................................................................................................6
Marketing analysis BCG..............................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing plan a document which covers the marketing efforts of the corporation for the
upcoming period, it highlights the appropriate marketing strategy, tactics and other promotional
activities which is planned to implement for better outcome (Haryanto and Suhaimi, 2020).
Following study is based on the KFC (Kentucky Fried Chicken) company which is the popular
fast food firm and delivers the services across the globe. It has been analysed that company is
facing some issues which is regarding new trends as consumer buying power is decreasing and
their taste and preferences is also changing, awareness of the healthy eating is increased, other
issues are increment in prices over raw materials and intense competition, low market coverage,
poor promotion policy. It is also identified that KFC was affected by the Brexit and Pandemic
effect that cause the various challenge for company which involves the lack of availability in the
paper bags. Following report will cover the Smart objectives for firm, it will highlight the
marketing mix strategy, market development strategy that covers the Ansoff matrix. It will also
discuss the BCG matrix, consumer driven strategy that covers the STP analysis.
SMART objectives for KFC
 To increase the revenue from sales within the next 2 quarters
 To enhance the 25% net profit by using Omni channel to gain attention of consumer
within the organisation.
 To measure the outcome of digital marketing for increasing expansion of franchises in
other countries as well.
 To strengthening the consumer satisfaction by delivering healthy options in the product to
develop the strong brand image of organisation by the end of this year.
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MAIN BODY
Marketing growth strategy
A growth strategy refers to the action plan which is implemented by the businesses to
increase their market share. Ansoff matrix is the efficient framework that helps the businesses to
analyse the growth opportunities, it involves the certain processes which are as follows:
Market penetration: It covers the selling of the existing product within the existing market
(Yu, 2022). for the KFC they are struggling in the market of Brazil and Argentina to successfully
developed their franchise there, therefore market penetration plan will assist the firm to increase
the sell in existing market. with the use of this company can easily proceed to increase their
production capacity to reach to the large audience in the same market, as by increasing the
competitive pricing in the same market will enable the firm to enhance their sales.
Product development: This strategy mainly involves the development of the new market where
the market remains the same. In context with the KFC company as they are facing the problem in
changing behaviour of the customer as in the modern era consumer mostly prefers the organic
and nutritional product while KFC is fast food company. For this strategy it is required for the
firm to done better marketing research that helps in streamlining the manufacturing process, thus
having a better product assures the successive rate and often leads to acquire the greater market
share within the existing market (Soltani-Fesaghandis and Pooya, 2018). Therefore, it is
important for KFC to expand their product line which helps the company to grab the attention of
customers.
Market development: In this product remains the same but the market is new, for the KFC it is
important to expand their geographical coverage, as target audience of the firm is of any age
group and upper class customers, however to increase the target audience it is important to
expand the business in other regions as well. Thus this strategy will help the firm to increased
their customer base which is good for the perspective of competitive advantage.
Diversification: In this product is new as well as the market is new, in such risk is higher
because there are more chances of the product failure. Thus for the KFC this threat is somehow
lower because they have the unique recipe for their product which makes them able to deliver the
rare products, thus diversification strategy is somehow better for the firm to gain the competitive
advantage.

Therefore, for the KFC out of the development strategy which is discussed above,
company can proceed to implement the product development and diversification strategy, as they
are facing the change consumer behaviour problem. thus with the product development strategy
they can be easily proceed to introduce the product which meets the audience requirement. Also
with the diversification strategy they will be able to introduce the new product in new
geographical region, as expansion of business will help the firm to compete with their rivalries,
which also means that having a large customer base will help the firm to generate more revenues
and to make them to achieve their desired goals and objectives.
Marketing mix
Marketing mix that covers the distinct areas which mainly concentrates on the
comprehensive marketing plan (Oshilalu and Baldie, 2021). This term generally defines as the
classification which is among the product, price, place and promotion sometime it also called as
the 4p analysis. For the KFC firm marketing mix is as follows:
Product: It often refer as the umbrella term, product which the company aims to produce and
deliver to their consumer, they made it based on the audiences’ demand so that company will
manufacture it accordingly in order to provide the qualitative products to the customer. For the
KFC, it is already analysed that they have the unique products which they deliver across the
globe, their secret recipe is only remain to them which is making them to generate revenues.
Some of the company’s products are chicken and veg zinger burger, rice bowls, boneless chicken
etc, they are popular for their world class chicken fry’s product. But th e fact is company is able
to develop and introduce the new product which guides them to develop the better product
strategy to develop the good revenues. Company is also focusing on to deliver the better product
that meets the health benefit requirement of the customer.
Price: Price which the consumer pays against the services and products which they have availed
from the firm. KFC generally implements the discriminating pricing policy for their all products,
they also offer the differential pricing as the products which they deliver are available in form of
individual as well as in the combos and bundles (Prasetyo and Rahman, 2018). Where the
pricing for the bundles are relatively low as compared with the prices of other products. KFC
also used the price skimming techniques and other market penetration approach for the
marketing which means that when any competition entered the market then company easily
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reduce the prices over their products. Thus all this strategy is making firm able to increase their
market share.
Place: Place is the another key that organization may utilize to achieve target aims and
objectives in effective manner (Mahajan and Golahit, 2019). it may take approach to select the
best location in the nation, where customers may reach easily and appropriately, without facing
nay challenges that may put negative impact on their experience with KFC. It is essential for
organization to take approach to select location near by populated area. it may support to
enhance customer satisfaction level and consumer base of brand, which is not that easy for any
company to do that effectively. For purpose of place, it may select the specific location in
America and other countries where it may establish its outlet.
Promotion: It is the strategy of promoting the item as to make the product available in the
market, with the better promotion strategy company will be able to attract the attention of large
audience. For the KFC company as they generally do the business at both local and international
level, as the company have the website profile and also have the accounts on the social media
platform like Facebook, Twitter, Instagram and YouTube. Company is also depends on the mass
media for the promotion of their food products (Dörnyei, 2020). But still they have facing the
promotion issues because of the poor promotion policy, as to survive in the intense competitive
market where the Mcdonald and other firm is there company need to focus on their promotional
activities such as to do influential promotion, provide discounts to their potential consumer will
help in increasing their revenues.
Consumer driven strategy
Consumer driven strategy mainly termed as the marketing activities of the organisation, where
the main purpose of the firm is to fulfil the expectations of the consumer to provide them better
consumer satisfaction (Bagheri Kani and Azar, 2021). Such type of strategy mainly involves the
precise guidelines and objective which the firm wants to achieve it by executing the assumption.
STP analysis (segmentation, targeting, positioning) helps in analysing the product and services
and firm’s approach to communicate the benefit of it to their consumer segment. For the KFC
STP analysis is as follows:
Segmentation: It is the process of dividing the population among certain groups on the basis of
the specific aspects. In context with the KFC company they usually target the families and youth
which clearly means to positions the products to the three generation people from the middle and

premium level income segment. Also company segments the geographical location where its
market divides on the basis of the geographic location where the different segments are America,
Europe, Asia and Canada, on the basis of the geographic segmentation KFC operates their menu
and food by delivering the products which include the regional taste and requirement. On the
basis of the psychographic segmentation KFC splits their market according to the life style and
personality of the consumer and for the behavioural segmentation company offers the products in
distinct occasion. Thus company need to provide better and qualitative products to their customer
who belongs to the segmentation where the company targets people, thus it would be beneficial
to compete in the market (Zhang and et.al 2020).
Targeting: It is the process of analysing the efficiency and attractiveness of the market segment
and to enter into the market for better revenues. KFC company targets the medium to upper class
income segment where the target people are families, young customers, they also target the
segment where the people likes to eat the chicken where the main consumers are of age range
between the 4-45 years. It is required for the company to use the differentiated targeting strategy
with this company will be able to target the different market segmentation. Therefore, it helps in
making sense for the brand to assess the market segment and then manufacture their nutritional
food product easily. Hence with that their consumer will be satisfied with the services that will
make them to retain with the firm and firm can easily solve their competition problem.
Positioning: Positioning is the major concern with the firm linked with as they always look for
the better market segment to positioned their product that will be efficient enough to catch the
attention of the customer. KFC’s positioning is mainly present in their slogan which is “Finger
lickin good” which states that consumer should avail their products as their products are very
tasty. Their main focus is on price and food product’s taste (Weili, Rongbo and Maalla, 2019).
Thus they positioned themselves as a firm whore products are designed for every people. One of
their main aspects is to unite the friend’s families, to develop the remarkable memory and great
feelings towards their better products. Thus for competing in the cutthroat market where the
McDonald is present, KFC need to better positioned their product and services. They should also
focus on multi segment positioning which directing them to attract the customer towards the
goods and services.
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Marketing analysis BCG
To run any business, it is important to understand the marketing and have to do the
marketing analysis in definite manner so that the company can be able to grow and develop
successfully. However, the present report has describing the information about the company
KFC where the marketing analysis has to be done and implemented by the individual to get the
perfect outcome and result. Thus, the company is required to understand and adopt this BCG
model at their company so that they can be bale to grow and develop themselves in definite
manner. Accordingly, the BCG model or a matrix is used by many companies where the KFC
Company also has been adopting this matrix for the business purpose (Aeberhard, Antonioli
Corigliano and et,.al., 2020). In this kind of model, the strategy is providing the ways to review
the products and brands by comparing it to other competitive products in the market field. For
using the BCG matrix the products and services is categorised into four factors which are
described below in detailed manner.
Dog: The Dog unit and products are the lower growth rates or shares in the market who do not
have much demand in the market and business field. They do not have to expend and invest
much cash and as a result they also not are able to get the definite amount of income. Dogs are
generally known and called as cash traps because the business money have been tied up in the
entire working of the business and nothing has been left behind in return.
Question mark products: This factor has low market share and a high growth rate where the
company can be able or potential to grow rapidly if the investment is in large amount into them.
However, the question mark factor will be gone in two ways:
 Become a dog and lose money and funds where the product should be abandon by the
KFC organisation.
 It will turn into a star category and then into a cash cow as market share increase and
grows.
It is required for the better and definite amount of analysis even to decide the investment are
worth it further.
Star: The business products that are getting the best market share come into the category of the
stars or can be considered as stars products (Bates, Herron, Lwi, and et.al., 2022). The high
growth of the products provides the large amount of cash flow and generally result the company

KFC in wider and perfect manner. However, there are many organisations who want to invest
their services and products ion the star quadrant where the BCG strategy for growth is to invest
in star category.
Cash cow: Cash cow is a kind of market leader that helps the company to generate more cash
than it consumes. These cash cows are the business units or products with the high demand of the
growth perspectives (Guallar-Garrid and Julián, 2020). Cash cows provide cash required to turn
a question sign and covers the company find research, cost and development the service and pay
dividends to shareholders.
CONCLUSION
From the above study it is evaluated that having a marketing plan helps the organisation to
proceed with the proper strategies that leads to generation of profit. Following report have
illustrated the marketing concept where it discussed the issues which have been faced by the
organisation, it includes the smart goal objectives for the firm along with some marketing
strategies. It illustrated the marketing mix, ansoff matrix for market development. Report further
covered the consumer driven strategy where it discussed the STP analysis and lastly concluded
with the BCG matrix analysis.
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REFERENCES
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