Marketing Plan for KFC

This report includes a marketing plan for development of business activities in such a manner that it will lead to resolve business problems. In today’s world social atomization is one of the major issues faced by society. Fragmentation in households has lead to increase in loneliness and feeling of alone.

Marketing plan

Contents
Executive summery............................................................................................................................3
Introduction ......................................................................................................................................3
PESTEL Analysis..................................................................................................................................3
Porters five force...............................................................................................................................4
SWOT Analysis .................................................................................................................................5
Competitive Analysis..........................................................................................................................6
Competitive analysis..........................................................................................................................6
Marketing strategies..........................................................................................................................7
Recommendation .............................................................................................................................8
CONCLUSION.........................................................................................................................................8

Executive summery
This report includes a marketing plan for development of business activities in such a
manner that it will lead to resolve business problems. In today’s world social
atomization is one of the major issues faced by society. Fragmentation in households
has lead to increase in loneliness and feeling of alone. As a consultant to KFC a
proper marketing plan is develop that will help in dealing with social atomisation
issues.
Introduction
It is essential to develop a strong marketing plan that will lead to solving problems of
social atomisation. In this marketing plan internal and external market has been
analysed in order to take better decisions. Different models and concepts has been
used develop an effective marketing plan.
Objectives- To conduct corporate social activities that will help in addressing social
atomisation problems and develop strong brand image within 6 months in order to
enhance profits by 30 %.
PESTEL Analysis
It is essential to analyse external factors of environment in order to develop better
business strategies. PESTEL analysis will help in evaluating different factors of
macro business environment which will have direct as well as indirect impact over
organisation. PESTEL analysis n respect to KFC organisation is mention below. An
important part of KFC's marketing plan will be to ask customer to visit store in a
group of atleast 4-5 people (Aged 15-35). This will increasing interaction among
customers and resolve them issue of Social atomisation i.e. Loneliness among
millennials.
Factors Description
Political factor This factor includes various rules and policies developed
by political party. It consist of trade restriction, stability
and instability of political party, taxation policies and
many more. Strict rules and regulation will lead to have
negative impact over respective company. KFC can reduce
the burden of tax on customers who will visit their outlet
in a group of 4-5 members.
Economical factor It includes growth rate of a country as it will affect the

business and its operations. Economical factor consist of
GDP, exchange rates, interest rate and other factors. High
growth rate of nation will have positive impact on KFC
company. If millennials will visit in group then their
overall expenses of food will decrease and they can use
this money in buying more stuff from KFC. This will be
beneficial for both, customer and company.
Social factor There are various social factors that will affect sales and
profits of organisations. This factor includes customers
interest, attitude, psychology, demographic factors and so
on. This restaurant is developing products as per
customer’s requirements. Friends and family will get
special discount from company's outlet, this step will
minimise the case of loneliness in millennials.
Technological factor Technological factor includes new and innovative
technology used by respective company in order to
perform business operations. This company is taking
advantage of advance and modified technology in order to
satisfy needs of customers. A mobile application will be
made by company where booking of table can be done at
KFC's nearest outlet. Booking a table means that their
should be at-least 4 people; this idea will motivate
millennials to visit KFC restaurant in a group and address
the issue of Social atomisation.
Legal factor It consist of different laws and legislations that is
developed with the motive of providing heath and safety to
individuals. It is essential for this company to develop
products which does not harm its customers. Company
will follow all the regulations relating to marketing at the
time of promoting their offers regarding family/friends
visit i.e. promote the idea of social interactions.
Environmental factor It is very important for this company to keep safe and
secure environment. This factors includes climate,
ecological system, whether, pollution and many other
factors. Increasing in global warming and changes in
climate will lead to have negative impact over respective
business. Company will dedicate few percentage of their
profit, from the bill of people who are visiting restaurant
as a ''group'', for the cause of global warming.
Porters five force
There are various forces which will affect the organisation as well as its functions. It
is very important for KFC company to analyse Porters five force models in order to

identify which force which have major impact over organisation. Porters five force
model in mention below in detail.
 Threat of new entrants – This company is providing high quality products
and services from many years. New entrant will not be able to develop strong
brand image as compare to KFC restaurant. So respective company has low
threat of new entrants.
 Bargaining power of suppliers – There are many suppliers in market who
can provide required raw material to respective company. Suppliers will have
no or little control over KFC business. Bargaining power of suppliers is a low
force for this company.
 Bargaining power of buyers – This company is offering its products and
services to large number business. KFC has gain trust and loyalty from its
customer by providing high quality products. So bargaining power of large
number of customers will lead to have moderate impact on respective
business.
 Threat of substitute product and services – There are few substitute
products available in market that will lead to satisfy needs and want of
customers. KFC restaurant have threat from substitute products and services
so this force will have high impact over company.
 Rivalry among Existing firms –KFC company is dealing in highly
competitive environment and there are many strong existing companies in
market. Rivalry among current competitive company will have high influence
over organisation. Major rivals of respective company are Sam Chicken and
Nando’s.
SWOT Analysis
It is essential for this organisation to conduct SWOT analysis. This will help in
determining strengths and weakness of organisation as well as understanding
opportunities and threat to organisation. SWOT analysis of KFC Restaurant is
mention below.
Strength Weakness

This company has strong market values
and its has presence all over the globe.
There are various issues arise in supply
chain and distribution network of KFC
which is affecting its sales.
Opportunity Threat
This company can increase food items
and modify its menu. KFC can expand its
services to new geographical area.
It has threat from rival company as well
as change is customer prefences. Sam's
Chicken, Nando's and many more.
Competitive Analysis
There are many rival companies which can affect its business. The major competitors
of KFC is Nando’s and Sam Chicken. It is essential of respective company to identify
strengths and weakness of rival companies in order to develop better business
strategies.
Porter four corners model will help in identifying competitors strengths and weakness
on the basis of drivers, current strategy, management assumption and capabilities.
 Nando’s strengths and weakness – Its strength is that this company have capability
to meet with need and requirement of customers where as its weakness is that it is
poor management functions.
 Sam chicken strength and weakness – it is using new and innovative technology in
business function which is its strengths where as its weakness is that it is not well
known restaurant.
Competitive analysis
Porters Generic Model will help respective company to develop better business
strategies by analysing competition. This will help in gaining competitive advantage over
other rival companies. Three strategies of porter’s generic is mention below.
 Cost leadership- In this strategy respective company needs to minimize the cost of
products in order to gain competitive advantage.
 Differentiation – This strategy will help respective company to develop new and
innovative products which is unique for its customers.
 Focus strategy- in this strategy respective company have to use cost leadership or
differentiation strategy for specific customers.

This company needs to use differentiation strategies as this company is providing new
and innovative products. This is helpful in meeting with need and requirement of customers.
Marketing strategies
There are different marketing strategies developed by respective company for
achieving desired goals. Marketing strategies is mention below.
STP analysis
 Segmentation- This company is segmenting its customers on the basis of
geographical area in order to meet with their needs.
 Targeting- It is targeting all age group people including non vegetarian as
well as vegetarian.
 Positioning- It is positioning its products as fresh and high quality food or
drink products.
Marketing mix includes 4 P’s.
 Product- The core, actual and argument products of KFC is wraps, sandwiches,
salads and many more.
BCG matrix
This include four different quaderents such as star, cow, question mark and dog on the
basis of market growth and market share.
Star – KFC buger products is its star product as it has high market growth and market share.
Cow – Rice spieces are in cow quadent asi it has low growth and high share.
Question mark – KFC Wraps is question mark as it has low market share and high growth.
Dog – KFC rice has low market share and low growth rate.
 Price- This company will use penetration and bonding pricing strategies.
 Place- For place its products this company is using intensive strategy.
 Promotion- This company is using sales promotion, advertisement, public relation
and social media promotional techniques.

Budgets- For analysing budgets this company have to use KPI techniques. This will
help in measuring success, monitoring task of every month, customer survey and
analysing social media platforms.
Ansoff Matrix includes different strategies such as
 Market penetration- In this company needs to sales current products in existing
market.
 Product development- In this respective business needs to develop new products to
current market area.
 Market development- In this company will expand market area by offering existing
product to new market.
 Diversification- This strategy includes offering new product and services to new
market area.
Recommendation
KFC company should use differentiation as well as product market strategy in order
to meet with customer requirement. This will help in gaining trust for customer as well as
developing strong relationship with potential customers.
CONCLUSION
From the above report it can be concluded that it is essential of company to develop a
proper marketing plan. This includes different elements such as market analysis, development
of strategies and many more. Effective marketing plan will help in achievement of desired
goals.
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