Strategic Marketing: KFC Marketing Campaign

Strategic Marketing-
KFC Marketing Campaign

Table of Contents
INTRODUCTION...........................................................................................................................3
Market Analysis...............................................................................................................................3
Market size..................................................................................................................................3
Competitor analysis.....................................................................................................................3
Macro and Macroeconomic forces affecting the company.........................................................4
Customer analysis.......................................................................................................................5
Stakeholder analysis....................................................................................................................6
Key Strategic marketing (campaign) objectives..............................................................................6
Campaign strategy...........................................................................................................................6
Strategic goal of the campaign....................................................................................................6
Market opportunity.....................................................................................................................6
Target audience...........................................................................................................................6
General campaign messaging......................................................................................................6
Tactics for strategy implementation.................................................................................................7
Marketing Mix (4Ps)...................................................................................................................7
RACE Model...............................................................................................................................7
Marketing roll-out plan....................................................................................................................8
Channels......................................................................................................................................8
Gantt chart...................................................................................................................................8
Budget............................................................................................................................................10
Key Performance Indicators (KPIs)...............................................................................................10
CONCLUSION..............................................................................................................................10
RECOMMENDATIONS...............................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic marketing can be referred to as the process by way of which an entity
distinguishes itself from its rival firms within same or different industry by rolling out key
strategies and focussing on the ability to ensure provision of superior quality offerings to
customers. The current report seeks to comprehend the concept and basics of strategic marketing
by taking an example of Kentucky Fried Chicken. This is a fast food giant chain based in
America. The following report throws light upon market analysis of the organisation to gain
knowledge of the key facts pertinent to the micro and macro environment of the corporation.
Further, it includes objectives, strategy, tactics, roll out plan and timeline of the marketing
campaign. Lastly, recommendations are provided on the basis of the overall discussion.
Market Analysis
Market size
KFC is a renowned fast food giant which is the second largest across the globe after
McDonald’s. The outlets of the respective company are present in over 23000 locations across
the global periphery. This entity is famous for the chicken which it incorporates in the various
items pertinent to its menu. This has provided KFC with extensive brand recognition and
customer loyalty across the world. Within the fast food industry, McDonald’s holds 19% of the
total market share while KFC holds 9% share. The entity is engaged in online and offline
delivery of offerings to people. Internet marketing is especially taken into use for the expansion
of food marketing worldwide.
Competitor analysis
KFC is a renowned name within the fast food sector of the globe. Its biggest rival firm is
acknowledged to be McDonald’s as the product line of both the organisations is almost same.
Some other top notch competitors of KFC are recognised to be Burger King and Domino's Pizza.
Looking at the statistics of its biggest rival, it is analysed that McDonald’s has more than 35000
franchise outlets across the world with the help of which it operates in more 38000 locations. In
terms of brand value of companies in quick service restaurants market, KFC is ranked third after
McDonald’s and Starbucks with a brand value of $17205 million.

Figure 1: Brand value of 10 most valuable quick service restaurant brands worldwide in 2019
Macro and Macroeconomic forces affecting the company
Business environment consists of macro as well as micro factors which are important to be
studied by an entity before devising sound strategies and tactics. The environment analysis
provides entity with information regarding the positives and negatives linked to it. By identifying
these, entity can take actions through positives can be leveraged to counter the negatives. Thus,
the macro and micro environmental analysis of KFC is given as follows:-
Macro-economic forces:
Political factor: The principle political factor for KFC within the bounds of United Kingdom is
Brexit which has resulted into the reduction of value of pound over the course of time. This tends
to cause adverse situations for the company.
Economical factor: KFC gets brilliant chance of economical factor since UK has high
joblessness rate approx 3.9% that is the reason association gets opportunity to recruit top capable
representative in organization and leads high efficiency of worker at work environment.