Marketing Planning

This study examines marketing planning and its importance in achieving corporate objectives. It includes PESTLE and SWOT analysis to determine external and internal factors. Target market, SMART objectives, STP analysis, and competitive advantage are discussed. The study concludes with recommendations for KFC.

Marketing Planning

1. EXECUTIVE SUMMARY
This study has examined that, Marketing planning helps business to best utilize the
resources in order to achieve corporate objectives. To create a “Colonel Twosie” , create brand
loyalty and increased sales of KFC. This study has carried PESTLE and SWOT analysis to
determine the external and internal environmental factors.

TABLE OF CONTENTS
1. EXECUTIVE SUMMARY.........................................................................................................1
2. INTRODUCTION.......................................................................................................................1
SMART Objectives.....................................................................................................................1
STP analysis................................................................................................................................1
3. PESTLE ANALYSIS..................................................................................................................2
4. PORTER'S 5 FORCES................................................................................................................3
5. SWOT ANALYSIS.....................................................................................................................3
6. COMPETITORS ANALYSIS: PORTER'S 4 CORNERS..........................................................4
7. COMPETITIVE ADVANTAGE.................................................................................................5
Porter's generic forces.................................................................................................................5
8. 4 P's .............................................................................................................................................5
9. CONCLUSION and RECOMMENDATION..............................................................................6
REFERENCES................................................................................................................................7

2. INTRODUCTION
Marketing planning is referred to as a blueprint which tends to outline the marketing and
advertising efforts for the specific or upcoming year. This study tends to provide a marketing
plan which helps in addressing social atomization (Kotler and et.al., 2017). Social atomization is
referred to as the separation or segmentation of something which in turn is largely made- up of
collection of self sufficient individuals and tends to operate as a separate atom. Fragmentation of
household categorized into divided families and small generational group tends to state that,
more people live alone.
Target market: KFC will target lonely people and the young people who are aged
between 22 to 33 years of age. This is very useful in bringing people together by offering
effective range of products which in turn helps in addressing social atomization.
SMART Objectives
 To create a “Colonel Twosie” by focusing on innovation and targeting youth and lonely
people through social media platforms like Instagram.
 To focus on building brand loyalty by offering chicken buckets at reasonable price by the
end of second quarter of 2020.
 To increase the sales of the company by 8% by bringing people of all demographics
together by 31st December 2020.
STP analysis Segmentation: It helps business to divide the target market into more manageable groups
which in turn are based on the common grounds with similar characteristics. It will help
KFC to leverage their sales and marketing efforts (Post, 2019).
Demographic segmentation: It is a market segmentation in accordance with the age,
family size, gender, religion, income, education, etc. KFC will target young aged people who
belong to the age group of 22 to 33 years of age. KFC will target those family size who has
fragmented households and live separately.
Psycho-graphic segmentation: Customers in the society are divided on the basis of
shared psychological characteristics. It is based on beliefs, priorities, consciousness, etc. KFC
will target lonely people who has been influence by social atomization and tends to live
separately. KFC tends to target people who are feeling lonely.
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 Targeting: It is referred to as the group of people who have been targeted in order to
attain the aim and objectives of the research for particular period (Barce and et.al., 2017).
KFC will target lonely people and the young people who are aged between 22 to 33 years
of age. This is very useful in bringing people together by offering effective range of
products which in turn helps in addressing social atomization.
 Positioning: It is considered to be as an effective strategy which in turn helps in
positioning the brand in the market in order to attract large number of target customers. It
helps in occupying a distinctive position as compared to the competitive brand (Byrd-
Bredbenner and et.al., 2017). KFC brand positioning statement is “its finger lickin'
good”. It tends to offer freshly produced food at a very reasonable price. It also position
the brand by targeting lonely people by offering them with “Colonel Twosie” i.e., two
person sized bucket. This helps in standing out in the market and gain competitive
position in the market.
3. PESTLE ANALYSIS Political factor: Political instability and government rules and regulations tend to largely
influence the business operations of the KFC. High degree of taxation and trade barriers
are considered to be the key factors which influence business operations of KFC. Economic factor: The economic growth, interest rate, performance of financial markets,
change in exchange rate, level of employment, etc. tends to influence how KFC will
address social atomization and improve brand recognition (Kreutzer, 2019). Social factor: The social issue related with social atomization and people who tends to
live alone and fragmented by households tends to influence business operations of the
KFC. Technological factor: High reliance on mobile handset and frequently changing
technology is considered to be one of the key issue for KFC because it leads to higher
cost to the business. Use of social media platforms, online gaming, etc. tends to results in
fragmentation of the society. Environmental factor: Non- compliance with environmental policies, deforestation, etc.
are considered to be the key reason which influence the operations of KFC (Flores and
et.al., 2017).
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 Legal factor: Non- compliance with environmental laws and legislation, adherence to
food and quality standards, etc. tends to influence business operations of KFC.
4. PORTER'S 5 FORCES
This model is very useful in effectively determining the competitive landscape and profit
potential of the particular company. Threat of new entrant (Medium): Fast food industry is likely to require high degree of
investment and market research before entering into the market. KFC tends to have a
strong brand image which offers quality services and products to the customers. Threat of substitution (High): KFC is facing high degree of risk related with competitors
offering similar range of products and a competitive price (Harrington, Ottenbacher and
Fauser, 2017). This in turn hampers the performance and productivity of KFC. Bargaining power of buyers (High): Customers have high array of options to go which
includes Subway, McDonald, Pizza Hut, etc. This in turn states that, KFC has to offer
products at a competitive price in order to sustain in the market. Bargaining power of suppliers (Low): The raw materials used by the KFC mainly
includes soft drinks, chicken, potatoes, etc. this in turn states that, there are large number
of suppliers who are ready to comply with terms and conditions of KFC in order to
supply raw material.
 Competitive rivalry (High): KFC is considered to be one of the most growing leading
company which tends to focus on setting a competitive position by addressing social
atomization which helps in stand out in the market. KFC has come up with the offering of
“Colonel Twosie” which helps in targeting youth and lonely people through social media
platforms like Instagram (Genoveva and Siam, 2017). It tends to offer two person sized
bucket in order to attain competitive position in the market.
5. SWOT ANALYSIS
SWOT analysis is very useful in determining the internal factors of the company in order
to take control over the business operations. Strength: KFC is considered to be one of the leading global brand in fast food. It is
considered to be one of the target leader across the globe (Randhir and et.al., 2016).
Loyal customer base, special offers, reasonable price and large variety of menu is the
major strength for KFC.
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 Weakness: KFC does not have a healthy menu where they offer food which are high in
fat and calories. Issues associated with the supply chain distribution is one of the major
factor which affects business operations. Opportunity: Targeting youth and lonely people through social media platforms like
Instagram. Expanding to lonely demographics and exploring new food opportunities like
“Colonel Twosie” i.e., two person sized bucket in order to attain competitive position in
market.
 Threat: Social atomization is considered to be one the major challenge or threat for the
KFC because it tends to affect the societies across the globe. People are becoming very
health conscious, so greasy chicken offering is not the option for KFC to sustain for long
term in the market.
6. COMPETITORS ANALYSIS: PORTER'S 4 CORNERS
Porter's 4 corners is an effective model which helps in assessing the competitors in order
to attain higher operational goals (Latasha and et.al., 2016, January). It is very useful in
evaluating competitors and also helps in analysing the reaction of competitors to industry shift
and environmental changes. Drivers: It helps KFC in determining the action of the competitors like McDonalds,
Burger King, Subway, Pizza Hut, Domino's Pizza, Taco Bell, Dunkin Donuts, Starbucks,
etc. in order to understand their goals. Starbucks key action is to inspire and nurture
human spirit in order to attain goals and objectives of company. Strategy: It helps in determining the competitive strategy of the competitors. McDonalds
tend to focus on offering hygiene, quality and value added services, nutritious and
affordable goods to the customers. Capabilities: It is useful in evaluating the inherent ability of the competitors to respond to
external forces (Harrington, Ottenbacher and Fauser, 2017). Burger King tends to focus
on providing product differentiation and also focus on expanding its market share to
effectively respond to external environmental factors.
 Management Assumptions: This corner helps in demonstrating the assumptions and
perceptions of the competitors towards the industry. McDonalds tend to focus on building
business on efficiency with fast and efficient services.
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7. COMPETITIVE ADVANTAGE
Porter's generic forces
It is considered to be one of the most effective business strategy who in turn tends to
focus on evaluating the competitive position of the market in order to achieve desired goals. Cost leadership: This is an effective strategy where company tends to lower their prices
in order to sustainably carry out operations within the industry. Differentiation: This approach is useful where the company tends to focus on developing
unique product range in order to maintain a competitive position in the market (Byrd-
Bredbenner and et.al., 2017).
 Focus: This strategy is used when the company completely knows about the market in
order to reach the targeted customers in order to satisfy their needs and wants.
8. 4 P's
It is referred to as the product mix which is very crucial to determine the offerings of the
product to the targeted customers. Product: KFC is considered to be one of the leading popular fast food company which
tends to have great speciality in range of burgers. KFC will offer “Colonel Twosie” i.e.,
two person sized bucket to the customers in order to attain goals and objectives of the
company for the set period (Flores and et.al., 2017). According to the BCG matrix,
Hamburgers, chicken burgers, fries and coke tends to lie in star category which tends to
have high market growth and high market share. Price: The KFC tends to offer the range of products at a very reasonable and affordable
price which ranges from $10 to $45. KFC also tends to offer products at a discounted
price by effective targeting lower income group and social atomized group of individuals.
KFC tends to follow differential pricing strategy. Place: KFC will establish business Edinburgh in United Kingdom in order to attract large
number of targeted customers who belong to the age group of 22 to 33 years of age and
also to cater attention of lonely people in order to sustain in the market for longer period. Promotion: KFC tends to focus on advertising on hoarding, social media platforms,
sales promotional activities like discounted coupons, maintaining public relations, word
of mouth, direct marketing, etc. are considered to be one of the effective measures to
cater attention of customers from across the targeted market (Barce and et.al., 2017).
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 Budget
PARTICULARS EXPENSES (in $)
Customer survey $60
Market research $70
Social media activity $50
Marketing and Promotion $100
Outlet $500
Total $780
Interpretation: The KFC will use seed money in order to start up the particular project.
The total budget to carry out the study is $1200. the budgeted balance has the total of $780 in
order to carry out particular business operation and attain higher operational profit for the period.
9. CONCLUSION and RECOMMENDATION
This study concludes that, Social atomization is referred to as fragmentation of
household categorized into divided families. KFC will target lonely people and the young
people who are aged between 22 to 33 years of age. KFC has positioned the market by offering
them “Colonel Twosie” i.e., two person sized bucket at reasonable price. This study carries
PESTLE and SWOT analysis to determine the external and internal environmental factors. It will
also use Porter's 5 force and generic model to determine the competitive landscape and profit
potential of the particular company. Furthermore, this study also summarizes product mix of
KFC.
 The key recommendation is that, KFC must focus on regularly analysing the competitive
strategy of the competitors.
 The company must focus offer reasonable range of products at competitive price (Kotler
and et.al., 2017).
REFERENCES
Books and Journals
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Barce, R and et.al., 2017. Ring Video Doorbell Marketing Plan.
Byrd-Bredbenner, C and et.al., 2017. The marketing plan and outcome indicators for recruiting
and retaining parents in the HomeStyles randomized controlled trial. Trials. 18(1). p.540.
Flores, D and et.al., 2017. TEAM MARKETING PLAN.
Genoveva, G. and Siam, S.T., 2017. Analysis of marketing strategy and competitive
advantage. Journal of Economic & Management Perspectives.11(1). pp.1571-1579.
Harrington, R.J., Ottenbacher, M.C. and Fauser, S., 2017. QSR brand value: Marketing mix
dimensions among McDonald’s, KFC, Burger King, Subway and Starbucks. International
Journal of Contemporary Hospitality Management. 29(1). pp.551-570.
Kotler, P and et.al., 2017. Marketing for hospitality and tourism.
Kreutzer, R.T., 2019. Strategic and Operational Marketing Plan. In Toolbox for Marketing and
Management (pp. 225-229). Springer, Cham.
Latasha, K and et.al., 2016, January. Analyzing the Impact of Sensory Marketing on Consumers
A Case Study of KFC. In Proceesings of the International Conference on Tourism,
Hospitality and Marketing (IC16 Mauritius Conference) (pp. 21-23).
Post, R.J., 2019. Stories Students Tell: A Content Marketing Plan to Increase Enrollment at
Cumberland County College(Doctoral dissertation, Wilmington University (Delaware)).
Randhir, R and et.al., 2016. Analyzing the impact of sensory marketing on consumers: A case
study of KFC. Journal of US-China Public Administration.13(4). pp.278-292.
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