Strategic Marketing for KFC

STRATEGIC
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAINBODY....................................................................................................................................4
LO1..................................................................................................................................................4
1. Market Analysis......................................................................................................................4
2. Campaign goals.......................................................................................................................6
LO2..................................................................................................................................................7
3. Campaign strategy...................................................................................................................7
4. RACE Model...........................................................................................................................8
LO3..................................................................................................................................................9
5. Marketing roll-out plan...........................................................................................................9
6. Budget...................................................................................................................................11
LO4................................................................................................................................................11
7. Key Performance Indicators (KPIs)......................................................................................11
CONCLUSION & RECCOMENDATION...................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Strategic marketing is the process through which business differentiate itself from other
competitors by introducing new strategies and focuses on potential to offer best services to
customers and meets to their objectives. Strategic marketing helps organization to design plan,
develop and implements on organization so that enable to lead profitability in company. It
supports to identify strength and achieves goal of the organization by applying various resources.
To understand strategic marketing there is an example of KFC company which utilizes various
marketing strategic to achieve mission of the company. It is American fast food restaurant chain.
It is also known as Kentucky Fried Chicken and headquartered in Louisville, Kentucky, US.
MAINBODY
LO1
1. Market Analysis
Market size
KFC is fast food restaurant which comes in second largest chain restaurant after
McDonald. It is started in 1952 in Kentucky and starts offers other products in 1990. The
products are fried chicken, salads, Krushers, desserts, French fries, soft drink and breakfast. In
1960, organization expands their business in various countries like Jamaica, UK, Canada and
Mexico. The restaurant chain of the KFC enlarges which is more than 22600 location around the
world. McDonald has own share 19% of the market, on other hand KFC has 9% market share.
Organization offers online food delivery services to customers by using internet services. KFC
widely uses internet and social media for expanding food marketing across the world (Lancaster
and Massingham, 2017). Thus, organization enables to take competitive advantage over the
competitive organization.
Competitor analysis
KFC is fast food restaurant chain which offers wide variety of products such as fried
chicken and other fast foods. McDonald is a big competitor for the KFC because it offers all
products which is offers by KFC. McDonald, Burger King and Domino's Pizza are the main
competitor of KFC. Organization has various subsidiaries such as Pizza Hut, Wine Street chain
and Taco Bell where Domino's pizza is the biggest competitor of the Pizza Hut because both
offers pizza. Due to the pizza specialization, Pizza Hut gets loss in 2017 while Domino's Pizza
enable to increases market shares (Rastogi and Trivedi, 2016). The main reason to enhance

market share of Domino's pizza is that it uses E-commerce and fast food delivery system strategy
to attract number of customers. McDonald has 35,085 franchised and operates more than 37,885
location around the world. KFC generates high revenue approx $5.74 billion in 2018 while
McDonald revenue is dropped approx $21.085.
Macro and Macroeconomic forces affecting
Macroeconomic forces:
To analyse macro and microeconomic forces uses Pestle analysis. This framework helps
to analyse strength and weakness of organization in UK market.
Political factor : instability of government, employment law etc. are political factor. The
main political factor for KFC is Brexit which forces other KFC for terminating employment from
other European member states as result labour shortage in KFC. Thus, Brexit become big threat
for organization.
Economical factor: Foreign exchange rate, unemployment rate etc. are economical
factor where KFC gets golden opportunity of economical factor because UK has high
unemployment rate approx 3.9% (Abratt and Bendixen, 2018). That's why organization gets
chance to hire top talented employee in co0mpany and leads high productivity of employee at
workplace.
Sociocultural factor: In UK market, consumer behaviour change towards online food
delivery which gives profitable opportunity to KFC for selling large quantity of fast food by
online sites.
Technological factor: E-commerce technology is most powerful technology for food
industry where KFC also uses this technology for selling food online and provides credit, debit
and online payment facilities to customers.
Legal factor: KFC focuses on food safety so that enables to comply with governmental
regulation and gets high profitability in company.
Environmental factor: it gives negative impact on organization because to preparing
chicken requires high heat of coal which emits carbon as result pollution becomes high.
Microeconomic forces:
Strength: KFC has powerful global presence and more than 15000 restaurants operates
worldwide in 2015. KFC is brand name which is most famous franchise around the world.
Varieties of food is also a strength of organization.