Strategic Marketing Plan for KFC

This document provides a comprehensive strategic marketing plan for KFC, including market analysis, key objectives, campaign strategy, and implementation tactics. It covers topics such as market size, competitor analysis, macro and microeconomic forces, customer analysis, and stakeholder analysis. The document also discusses KFC's marketing objectives, target audience, and general campaign messaging. Additionally, it explores the tactics for strategy implementation, marketing roll-out plan, and key performance indicators. Overall, this plan aims to help KFC achieve a larger market share and competitive advantage in the fast food industry.

STRATEGIC MARKETING
PLAN

Executive Summary
Strategic marketing is a very essential factor in any organization which helps the
organization to have a better functioning. There is a lot of competition in the market so that the
organization can have a better functioning and get higher profit margins. There are a lot of
strategies, techniques, etc which are being used in the company so that there is a positive impact
so that the company can have a daily successful functioning.

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
MARKET ANALYSIS....................................................................................................................4
1. Market size & Competitor analysis.........................................................................................4
2. Macro & Micro economic forces affecting the organization...................................................4
3. Market size and trend data.......................................................................................................5
4. Customer analysis....................................................................................................................5
5. Stakeholders analysis...............................................................................................................6
KEY STRATEGIC MARKETING OBJECTIVES.........................................................................6
MARKETING CAMPAIGN STRATEGY.....................................................................................7
1. Reason for the campaign and the goals...................................................................................7
2. Market opportunity..................................................................................................................7
3. Target audience........................................................................................................................7
4. General campaign messaging..................................................................................................8
TACTICS FOR STRATEGY IMPLEMENTATION.....................................................................8
MARKETING ROLL-OUT PLAN.................................................................................................9
BUDGET.......................................................................................................................................10
KEY PERFORMANCE INDICATORS.......................................................................................11
RECOMMENDATION.................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic marketing is a very essential factor for the organization only then will be able to
have a better functioning and have higher revenues. The company has to have a proper plan so
that they can achieve their marketing goals but there is a requirement of a lot of knowledge to be
able to apply this in organization. The headquarters of KFC is in Texas, US and the organization
was founded in 1930. As of 2015 there are 22,621 locations where the organization has expanded
them into. KFC is one of the leading fast food restaurants in the world which is using their
strategic marketing very effectively so that they can have a better functioning. The report would
consist of marketing campaign strategy, analysis of market, key performance, budget, etc.
MARKET ANALYSIS
1. Market size & Competitor analysis
KFC has got a large market share in this industry which is fast food industry and the
organization has top management which makes the company have a successful functioning and
the organization has expanded them. The company is running in 119 countries currently. The
company is on the second level of the market share in the world with 9%. McDonald’s has made
a successful place for themselves in this industry over years (Al Shobaki and Abu-Naser, 2016).
The company is having a lot of competitors in the industry which is why the company has to use
strategic marketing so that they can increase their market share which would help the company
to get more revenue generation.
Companies Market Share
McDonalds 19%
KFC 9%
Subway 9%
Other 63%
2. Macro & Micro economic forces affecting the organization
The macro and micro has a great impact on the functioning of the organization which is
going to be discussed in the further report.
 Macroeconomic force

There is a great influence of the macroeconomic as of now in the countries globally because
of the pandemic situation and the lockdowns which have taken place. There are a lot of outlets in
the world which are closed down because of this situation and the organization is not being able
to have the right revenue for production level (Koseoglu, 2016). On the other hand the company
is getting a high priority because of the essentials goods and services in this time period.
 Micro economic force
There is not much impact of micro economy because currently the entire world is suffering
from this situation and the economy of all the countries has been reducing or slowing down
because of corona virus. In mostly all the countries the government has taken out rules to shut
down restaurants completely in the lockdown (David and David, 2017). There is limited money
which is coming in the organization and that is not good for KFC and the employees have to lose
their jobs because of this reason. The expected income is not coming in the organization and that
is not a good functioning factor and expends the production in the company.
3. Market size and trend data
The organization is operating in 119 countries which is a great expansion which the
organization because the organization has a little competition which is making KFC be able to
reach out to a large customer base. The organization is having a market share of 9% globally
which is a great factor for the organization. The first is McDonalds which has made the
organization have a lot of competition (Varley and et al., 2018). The management skills which
are being used is great in both the organization and there is a segmentation of new market being
followed so that there are more customers. KFC is increasing their market share everyday which
is making the company have 9% share of the market to themselves. The products of KFC is also
well maintained which is why the company is being able to have this large share in the market
which is a great factor for the company.
4. Customer analysis
It is because of the extra ordinary products of KFC the company has been placed second
in the market which is a great achievement of the organization. The customers are at the top most
priority in the organization which is why the company is improving the products of the
organization. Customers in the market are very particular about the products they are consuming

because of the health reasons (Barney, 2017). The products quality has to be maintained only
then the organization is going to have a positive take on the customers. The management of the
organization is high which is why it is very important for the special instructions so that there is a
better functioning.
5. Stakeholders analysis
The stakeholders of the organization are divided into two categories which are internal
and external shareholder.
 Internal Stakeholders
The major internal stakeholders of KFC are managers, employees, and leaders, board of
directors and investors of KFC. These stakeholders make the company to have a better
productivity so that the company can have an improvement overall so that the organization can
get higher profits. The workforce of KFC is putting in their best in the organization all the time
so that the goals of the company can be achieved (Vitolla, Rubino and Garzoni, 2017). The top
level management is helping the internal stakeholders to be motivated and think for the best of
the organization and make the daily functioning of KFC smoother so that there is a better
reputation and higher revenue generations.
 External Stakeholders
The external stakeholders of KFC are customers, government, suppliers, etc who some major
external stakeholders of KFC. KFC’s management is always trying to make the relationship with
the external stakeholders more effective and stronger because the company will not be able to
function without them (Punt, 2017). Customers are the most important prime stakeholders of
KFC which are helping the company to get higher profit margins.
KEY STRATEGIC MARKETING OBJECTIVES
There are a lot of objectives which KFC is having in the strategic marketing campaign. There
has to be a good management in the organization who is going to make the objectives be
achieved from time to time so that there is a better marketing place for the organization. The
following report is going to discuss the objectives of the organization (Heath, 2018).
 The organization wants to get a large customer base.

 For entering the new market segments.
 It is important to get a higher brand image globally.
 For getting a higher market shares internationally in this industry which is the fast food.
 To get a competitive advantage in fast food industry.
MARKETING CAMPAIGN STRATEGY
1. Reason for the campaign and the goals
The reason for having a marketing campaign is to get a large market share in the
international fast food market. Marketing strategies help the organization to achieve their goals
and objectives which is good for the portfolio of the organization (Lange and Bundy, 2018). The
marketing manager will have to be more experienced in KFC so that there are higher
achievements which the company can have for marketing campaign. Innovation marketing
strategies are being done in the organization so that there is a better international fast food
industry.
2. Market opportunity
The organization is expanding them on a large scale in the market which is a great
opportunity for the company. The company will have a large market share automatically when
the company expands themselves globally. The company has expanded themselves in developed
countries like in UK, Ireland, Canada, Netherlands, Etc. There are developing countries as well
which is going to be very beneficial for KFC to expand into like, Thailand, Bangladesh, etc.
3. Target audience
The people who are getting attracted to KFC are between 18 to 30 which prefer fast food.
The company is therefore focusing on them so that the sales of the organization can be increased
so that there is a better market. The company has to influence a large number of people which
can increase the sales of the organization (McMillan and Overall., 2016). The company is
applying the marketing strategy so that they can get in more customers in the organization so that
the company can benefit from it and have a larger customer and market share for them.

4. General campaign messaging
The organization is having unique ideas to advertise the products of the organization and
campaign so that there is more awareness and information of the company can reach out to the
customers which will make the revenue increase. The marketing team and campaigning team is
focused on getting that awareness and information about the quality of food and products reach
out positively to them.
TACTICS FOR STRATEGY IMPLEMENTATION
Marketing mix
Price: To sell the products KFC uses competitive strategy for pricing and seasonal pricing
strategy for a long run.
Product: KFC has a lot of products crispy chicken and popcorn chicken, flaming crush chicken,
etc which are being offered by the organization for the customers.
Place: The organization is serving in 119 countries and even online which is a great factor for
the organization to get in a large market base for themselves.
People: There is training which is provided to the staff so that the services are good for the
customers and the performance of the employees can improve which is going to make the
customers get loyal.
Promotion: Promotional tools are used by KFC both offline and distribution channel to attract
more customers in the world which is going to make the revenue generation increase (Köseoglu
and et.al., 2019). There are gift coupons and kids meals which are addition promotional methods
which the organization has been using.
Process: The processing of KFC is when the customers enter the outlet and there are customers
which prefer online products as well. KFC also keeps the information of the customers and
satisfy their needs as they like it so that the sales of the organization can increase.
Physical Evidence: The interiors of the outlets are always being improved so that the standards
of KFC can be matched which is going to make the workplace for the employees also good by
adding more technological aspect.
Communication Mix
Though this company is an American organization but it has spread itself in a lot of
products and countries which is making the portfolio of the organization stronger. There is a use

of marketing communication mix so that the products of the organization can reach the
customers effectively. There are a lot of promotional tools which are being used like
advertisements, public relation and marketing, etc.
Race Model
For having a digital marketing there has to be a strategic planning which is required so
that the designing of the organization is according to the customers. This is going to be very
useful in a digital campaigning for a long run because there are going to be touch points which
are going to be used (Certo and et al., 2020). The customers have to have the best of services and
products so that the organization can have more customers which is going to help the company to
have able to express themselves and aware the customers about the changes which have come in.
SOSTAC Model
It is a model which can be used in numerous commercial situations which is going to help
the business to have a better functioning and planning for themselves. There are six stages which
are present in this which are objectives, situations, strategy, tactics, and action and control so that
there is a better marketing plan. This model also helps in having a promotional campaigning on
digital platform. There are time bounded plans, attainability and measureable marketing
campaign which is going to be very useful for the overall growth of the organization. The brand
value of KFC has to be well maintained so that there can be an effective functioning of the
organization so that the organization can have a high productivity.
MARKETING ROLL-OUT PLAN
GANTT CHART
Basis 1 month 2 months 3 months 4 months 5 months 6 months 7months
Banner
advertisement
Email
Campaigns
Sponsorship
Market
research
Exhibitions
Mobi

Communicatio
n
There is a requirement for organizations to have a proper plan with them so that the right
measures and functioning can take place. KFC is having a strong market share which has to be
well maintained because the competition in the market is increasing. The company always
analyses the factors which are present in the company therefore the organization is having a
better functioning (Kreutzer, 2019). There are a lot of technique change in the organization so
that the company can have a better functioning and the customers are also shifting to healthy diet
which is why the methods have to be improved all the more. The company accepts the changes
easily which is a great competitive advantage which KFC is having in the market because of
which the organization will be able to have a better place for them for a longer run in market.
BUDGET
KFC marketing budget Monthly
Total Marketing budget 6,000
Marketing automation 700
Advertising campaign 1,500
Online Display advertising 2,000
Social advertising 3,000
Total online advertising 6,000
Emails 600
Search Engine optimization 600
Management & training 600
Training and development 600
Marketing technology 1,400
Total digital marketing 4,400

budget
KEY PERFORMANCE INDICATORS
There are various key performance indicators use by KFC for better functioning and can
supervise business activities. KFC faces tough competition from past few years in the food
industry so it is crucial for KFC to influence their supervising and controlling factors which
assists to compete in the market. Benchmarking is a performance indicator that is being used by
KFC so that it can delegate task to the staff and they achieve task before deadline (Achola,
2016). Another KPI is leaders who support and supervise performance level of individuals within
workplace so that they can offer reward to them and influence them to do constant working
within company. While targets and objectives are essential KPI of the organization because
these controls on the factors which are crucial for the corporation. Leaders controls on the staff’s
working which assists organization to know the change that has been followed and organization
will enable to perform effectively in the busines market.
RECOMMENDATION
Digital marketing is the best option for the KFC that helps organization to influence
purchasing behavior of customers and improves selling revenue of the company. With the digital
marketing KFC enables to communicate with all those customers who always looks for better
quality taste on online sites. Thus, company can enhance engagement of customers by offering
own websites and own software for food delivery purpose. 360 degree feedback strategy also
good option for the KFC because it helps to understand customers’ attitude for the product and
it’s services then it can offer those products to them which fulfill their needs.
CONCLUSION
From the above report it can be concluded that there is a need for the organization to
understand the competitors and market size and then take the right measures for the
organizations better reputation. The organization has to also analyse the external and internal
factors which have a role to play in the functioning of the organization and then plan accordingly
so that the productivity and operations of the organization is not affected.

REFERENCES
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management. Organizational Research Methods, 23(2), pp.211-237.
David, F.R. and David, F.R., 2017. Strategic Management: A Competitive Advantage Approach,
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