Marketing Plan for KFC

This presentation provides an in-depth analysis of the marketing plan for KFC. It covers the importance of marketing plan, marketing objectives, strategies adopted by KFC, monitoring tools and techniques used, structure and development of the plan, market segmentation, target market positioning, situational analysis tools, resource allocation, and control measures. The presentation also includes references for further reading.

MARKETING
ESSENTIAL

TABLE OF CONTENT
•INTRODUCTION
•MARKETING PLAN
•IMPORTANCE OF MARKETING PLAN
•MARKETING OBJECTIVES
•MARKETING STRATEGIES ADOPTED BY KFC
•MONITORING TOOLS AND TECHNIQUES USED IN MARKETING
PLAN
•STRUCTURE AND DEVELOPMENT OF MARKETING PLAN
•MARKET SEGMENTATION
•TARGET MARKET POSITIONING
•SITUATIONAL ANALYSIS TOOLS
•RESOURCE ALLOCATION FOR KFC
•CONTROL MEASURES
•CONCLUSION
•REFERENCES

INTRODUCTION
 Marketing is defined as the process which aims to explore
and deliver the values which satisfy the requirements of
consumers at profit. The presentation will explain the
marketing plan of KFC. It will also demonstrate the
structure and development of plan for the organization.
KFC is one of the most successfully established fast food
and restaurant chain with its head quarter in UK. The
presentation will describe the various elements of
marketing plan and the evaluation strategies which can
monitor the effectiveness of marketing plan.

MARKETING PLAN
 It is defined as the business plan which describes the
various strategies to achieve marketing objectives of
organization.
 Marketing plan includes market research to understand the
requirements of buyers and how organization can fulfill
them at maximized profit.
 It describes the procedural steps to achieve the business
goals and objectives.

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IMPORTANCE OF MARKETING PLAN
 Marketing plan can help KFC to deliver services as per
the needs of its targeted audience. It provides the better
understanding of purchasing behavior of consumers .
 This documentation will assist KFC to identify its
resources, strengths, weakness and potential and how
organization can use them in given time frame to achieve
its business goals.

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MARKETING OBJECTIVES
 With the help of marketing plan KFC can achieve
following marketing objectives.
 Demand creation so that more customers can make
purchasing decision for KFC.
 Increase and sustain high brand value and profits.
 To hold huge market share.
 To provide quality services so that customers can be
retained for long term and consumer loyalty is achieved.

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MARKETING STRATEGIES ADOPTED
BY KFC
 Social media and email marketing
 Collaboration with other influencing brands.
 More interaction with consumers regarding quality of
products.
 Mobile applications with more security and advanced
features for order management

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MONITORING TOOLS AND
TECHNIQUES USED IN MARKETING
PLAN
KFC can use following monitoring and evaluation
techniques. It can help organization to analyze its current
performance so that better improvements can be made for
sustaining the future growth.
 Sales analysis: This analysis will demonstrate KFC about
its performance in terms of sales records. It will help
organization to evaluate that in which market segments its
performance is declining and which regions requires more
efforts in marketing.

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CONTINUE….
 Market share analysis: It can be define as the total sales
made by KFC in particular time duration. It will help
organization to evaluate its SWOT analysis.
 Efficiency ratio: This tool can measure the ability of KFC
to utilize its assets effectively and how efficiently it can
manage its liabilities.
 Evaluation of cost profitability: The major objective of
KFC is to earn profit.

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STRUCTURE AND
DEVELOPMENT OF MARKETING
PLAN Creating a short term goal such as improving quality
within 12 months.
 Marketing plan must involve competitive and SWOT
analysis, financial plans and other barriers in
implementation of strategies so that strategies can be
developed effectively.
 Marketing strategies are developed and implemented.

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MARKET SEGMENTATION
 For better outputs KFC must divide market into segments
according to characteristics of consumers.
 Different countries of world cannot have same choices and
preferences thus KFC cannot use standardize marketing
strategies all over the world.
 For instance income levels have great variations in western and
eastern countries thus KFC cannot keep same prices in these
segments. The same prices will definitely lower the profits of
organization in country which have low per capital income.

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TARGET MARKET
POSITIONING
 The targeted audience must be focused with great
marketing efforts.
 KFC can establish emotional bond with consumers so
that they always prefers organization.
 Active participation in charity functions, cultural
events, special discounts and facilities for physically
challenged persons can create impressive image of
organization among consumers.

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SITUATIONAL ANALYSIS TOOLS
KFC can use SWOT analysis and evaluation of its competitors
for achieving these objectives.
SWOT analysis of KFC
 Strength: High brand value, global presence, innovations in
products
 Weakness: Quality issues, less effort on complains and
feedbacks of consumers
 Opportunity: Cost reduction, innovative products for health
conscious group as many groups avoid the junk food offer
by the organization.
 Threats: Strong competitors at global level, quality
maintenance, Domestic competitors in various international
market are significant threat for the company.

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RESOURCE ALLOCATION
FOR KFC
KFC can use following measures to allocate resources
effectively.
 Executing resource allocation plan
 Prioritizing objectives and tasks so that resources are
distributed accordingly.
 Transparency and continuous monitoring while allocating
resources.

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CONTROL MEASURES
 Sales analysis
 Quality control
 Market research
 Feedbacks and suggestions from customers which will
describe that if KFC has implemented its marketing plan
in appropriate direction or not.
 Competitive analysis
 Budget formulation and then assessment of business
activities as per the expected budget frame.
 Market share analysis so that organization can analyze its
performance and position in market.

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CONCLUSION
From the presentation it can be concluded that marketing
plan is crucial for achieving the marketing goals.
Marketing plan analyses the various factors which can
influence the performance of organization. The
presentation has demonstrated the marketing plan for
KFC. It has also explained the various control methods
which can evaluate the effectiveness of marketing plan.

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REFERENCES
 Armstrong, G., Adam, S., and et.al., 2014. Principles of marketing. Pearson
Australia.
 Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage
Learning.
 Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
 De Mooij, M., 2018. Global marketing and advertising: Understanding cultural
paradoxes. SAGE Publications Limited.
 French, J. and Russell-Bennett, R., 2015. A hierarchical model of social
marketing. Journal of Social Marketing, 5(2), pp.139-159.
 Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management:
toward implementing an evolving marketing concept. Journal of the Academy of
Marketing Science, 45(3), pp.377-401.
 Miles, M., Gilmore, A., and et.al., 2015. Exploring entrepreneurial
marketing. Journal of Strategic Marketing, 23(2), pp.94-111.
 Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-by-step
guide. Routledge.
 Proctor, T., 2014. Strategic marketing: an introduction. Routledge

08/30/24
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