Strategic Marketing for KFC

This report discusses the strategic marketing aspect of KFC, including market analysis, campaign strategies, and key performance indicators. It explores the objectives of KFC's strategic marketing campaign and provides insights into the tactics for strategy implementation. The report also includes a marketing roll-out plan and budget for KFC's marketing activities.

STRATEGIC MARKETING

TABLE OF CONTENTS
Executive Summary.........................................................................................................................4
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....................................................................................................4
4. Customer analysis.................................................................................................................4
5. Stakeholders analysis............................................................................................................4
Key strategic marketing objectives..................................................................................................4
Marketing campaign strategy:.........................................................................................................4
1. Reason for the campaign and the goals................................................................................4
2. Market opportunity...............................................................................................................4
3. Target audience.....................................................................................................................4
4. General campaign messaging...............................................................................................4
Tactics for strategy implementation................................................................................................4
Marketing Roll-Out Plan.................................................................................................................6
Budget..............................................................................................................................................7
Key Performance Indicators............................................................................................................8
Recommendation.............................................................................................................................8
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Executive Summary
Strategic marketing play very excellent role for a business, because with the support to
strategic marketing any company or business can gain high success in the market. This report has
covered many marketing aspects, like; market analysis, campaigns, strategies, techniques etc.
which can impact a business in ways positively and negatively. The marketing manager at a
company is highly responsible to consider these all aspect in its daily operations.
Introduction
Strategic marketing is a major term of any company’s marketing functions. The marketing team
of a company is always required to involve this term in its daily marketing activities. In this
dynamic and modern world, only those companies are able to take extra-ordinary results in the
market which has proper knowledge of strategic marketing. Basically, strategic marketing
provides some productive marketing strategies to a company for gaining the large customer base
in the market. This report discusses the strategic marketing aspect of KFC. There are KFC is one
of the leading fast food restaurant companies in all around the world, headquartered in Texas,
United States (Dimyati, 2018). There are other aspects of strategic marketing also has been
included in this report, like; marketing campaign strategy, analysis of market, key performance
indicator, budget etc.
Market analysis
1. Market size & Competitor analysis
Currently the KFC has succeeded in gaining large market share within the fast food industry,
because from establishment to date, top-level management of this company is successfully
running business expansion processes. Currently this company runs its business operations in
119 countries. That’s why KFC has the second largest market share within the international fast
food industry with 9%. There are McDonalds leading the fast food industry with largest 19%
market share. Currently McDonalds, Subway, Burger King, Dominos etc. are some major
competitors of KFC (Stephen, 2016). There is a table has been attached which shows the high
market share of the KFC within fast food industry.
Companies Market Share

McDonalds 19%
KFC 9%
Subway 9%
Other 63%
2. Macro & Micro economic forces affecting the organization.
Macro and micro economic factors or forces are highly affecting to the KFC. Major impact
of macro and micro economic forces has been discussed below;
Marco economic force: Currently macro-economic force is negatively affecting to KFC, because
its home country United States is suffering from economic slowdown due to corona virus
(COVID 19). Currently many restaurants of KFC are completely closed in market segments of
the United States. On the other side, currently most people are giving high priority to KFC,
because they have given high priority to essential goods and services in this pandemic time
period.
Micro economic force: Micro economic force also not affects effectively to KFC, because
currently whole world is suffering from economic slowdown due to corona virus pandemic
(Sahni, Wheeler and Chintagunta, 2018). Currently government within many countries has given
special orders to all restaurant businesses for completely closed their restaurants in lockdown.
That’s why KFC is not able to earn very high profit in the market. Currently most people in the
market are purchasing only those products and services which are very important to them,
because they have limited money to expend. That’s why currently micro economic force is also
negatively affecting KFC.
3. Market size and trend data
Currently KFC operates its business operation is 119 countries which is very good thing to
this company, because currently only few companies are existing in the market which runs their
business operations in lots of countries. KFC holds 9% market share within the international fast
food industry which the second largest market share after McDonalds. Existing management of
company is putting its huge efforts for more expanding its business operations in new market

segments for gaining more market share. This company is increasing its market share day by day
in the international fast food industry. On the other side, people are really like to buy products
and services from this company, because it completely follows market trends. Production
department of company always offers food products according to demand of existing market
conditions.
4. Customer analysis
Currently it has the second largest customer base in all around the world, because people or
customers are really impressed by KFC’s extra-ordinary products and services (Boso and et.al.,
2019). Currently customers give very high priority to this company just because of its quality
food. Basically, most customers in the market gives priority to only those companies which
provides quality food items or products, because no customer or person is like to consume food
products with poor quality. Reason is, poor quality food always negatively affects to any
person’s health. That’s why top-level management of company has given special instructions to
its production department for never decreasing high quality of food products. This is the main
reason that, currently it has the second largest customer base in the global fast food industry.
5. Stakeholders analysis
There are all stakeholders of the KFC are divided into parts internal stakeholders and external
stakeholders.
Internal Stakeholders: Currently employees, managers, leaders, board of directors and investors
are some major invertors of the company. These all stakeholders are giving their great
contribution in developing all over performance and productivity of KFC. For example; it has a
workforce of many effective employees who day night put their great efforts in the workplace for
achieving final goals of the KFC. Top-level management of this company is highly responsible
to maintain effective relationship between it’s all internal stakeholders, because this thing can
positively influence to KFC’s daily operations.
External Stakeholders: There are customers, suppliers, shareholders, government etc. some
major stakeholders of the KFC (Keszey and Biemans, 2016). The management of company
always tries to make effective relationship with its external stakeholders as well, because without
customers, suppliers, shareholders etc. this company can’t survive in the market. Currently

customers are one of prime stakeholders to company, because customers always provide huge
profit to KFC in the market.
Key strategic marketing objectives
Top-level management of KFC has many objectives behind this strategic marketing
campaign. The management is ready to its huge efforts for achieving tuts various objectives in
the market through existing marketing campaign. Some major objectives of KFC have been
mentioned below;
 To increase the market share in the international fast food industry.
 To gain large customer base in the market.
 For entering the new market segments.
 To gain huge competitive advantage in the fast food industry.
 To improve existing brand image globally.
Marketing campaign strategy:
1. Reason for the campaign and the goals
The main reason behind the marketing campaign is to very high market share within the
international fast food industry. Of course, this is very tough task to the company, but existing
marketing campaign will definitely help to KFC for achieving its goal in the market. The
marketing manager of company is needs to be more active its job role for taking lots of
advantages through this marketing campaign (Christopher, 2016). Basically, marketing manager
of company is responsible to use different innovative marketing strategies in this campaign for
achieving its final goal of gaining large market share within the international fast food industry
2. Market opportunity
Currently there are great opportunity to KFC for expanding its business operations at the
large scale in the market. When company expand its business operations in new market
segments. Then it will automatically be able to achieve large market share within the
international fast food industry. Currently KFC already has succeeded in expanding its business
operation in almost all developed countries, like; United Kingdom, Ireland, Netherlands, Canada,
Australia etc. But now it has opportunity to highly expand its business operations in many

developing countries, like; Philippines, Thailand, Bangladesh etc. Existing management of KFS
should is highly required to take huge advantages through existing market opportunity.
3. Target audience
Mainly people who comes from age group of 18 to 30 are crazy for buying fast food products
and services in the market. That’s why the company specially focuses on target people of this
age group with the support of this marketing campaign. Of course, company try to influence
other age groups as well. But existing marketing campaign is completely focusing on attracting
lots of 18 to 30 age of group customers towards its brand. The marketing team of company has
involved such marketing strategies in its marketing plan which defiantly help to this company for
achieving large customer base as well as large market share in the market.
4. General campaign messaging
The top-level management of company has decided run such advertisements in the market under
this marketing campaign which can inform about its effective products and services to different
people in the market (Laczniak and Murphy, 2019). In this marketing campaign, marketing team
will be completely focused on aware and inform about it exclusive food items and products
positively influencing all type of customers in various market segments.
Tactics for strategy implementation
Marketing mix
Product: KFC has wide product line such as variety of finger foods like crispy chicken and
popcorn chicken, flaming crunch chicken etc. offers by organization to customer.
Price: Organization uses competitive pricing strategy and seasonable pricing strategy to sell it’s
products.
Place: Organization operates in multiple countries across the world and uses online media to sell
it’s products to the customer.

Promotion: Organization uses both type promotional tool such as offline and distribution channel
so that easy to access all type customer in the world. However, it offers gift-coupon and kids
meal as promotional activities to the customer as well.
People: Company focuses on it’s staff and provides training per quarter moths so that individuals
can give effective performance while offering services to the customer.
Process: KFC’s starts it’s process when customers visits it’s outlet and involve those customer as
well who prefer to order the product online. Thus, it keep all information of the customer and
satisy them by offering desirable food products.
Physical evidence: KFC’s maintains standard of outlets by setting interior as per parent company
standard’s in the business market. it uses high quality technology equipment in the workplace.
Communication Mix
KFC’s is an American fast food restaurant chain which posses wide range product
portfolio, so it uses communication mix strategy to promote it’s products to the customer. It
includes number of promotional tools i.e. advertising, direct marketing, public relation and
interactive marketing etc. helps company to build good relationship with customer and promotes
it’s product across the world.
Race Model
It is a strategic planning approach that apply for digital marketing perspective and
permits an strategic action plan to be designed based with the buying stage of customers
(Dykstra and et.al., 2020). Race model stands for reach, act, covert and engage. These four stages
are major source of marketing campaign that leads high engagement of customer with the
company. This model is used for digital campaign perspective because it offers touchpoints
shares, like, comment and others which express successful rate of campaign based on the
customer’s response on touchpoints.
SOSTAC Model
It is a general marketing strategy that can be applied in numerous commercial situations.
It is effective model that is used for marketing and business planning perspective. It comprises

six stages such as situation, objectives, strategy, tactics, action and control which uses to develop
marketing plan or strategy. SOSTAC model helps in digital campaign by analysing market
effectively and promotes campaign on digital platform (Wijaya and Hermawan, 2018).
Race model and SOSTAC model helps KFC’s marketing campaign by developing
measurable, attainable and time-bounded plan. It helps company to improve brand value in the
global market through the campaign plan.
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
Communication
There has to be a proper planning in an organization so that there is a better functioning
which is going to help KFC to get a strong base for themselves in the market which is a very
important factor since the competition in the market is increasing. There are a lot of factors
which need to be analysed and then worked upon by KFC so that they can have a larger customer
base and market share for themselves (Sinha, 2018). The message is to make the customer shift
to healthy diets and the company improving the methods and technique to provide the customers
with this factor. This is a great advantage for KFC for a long run in the market and will also help
the company to have a better place for themselves for the long run.

Budget
KFC marketing budget Monthly
Total Marketing budget 5,000
Marketing automation 600
Advertising campaign 1,400
Online Display advertising 1,000
Social advertising 2,000
Total online advertising 5,000
Emails 500
Search Engine optimization 500
Management & training 500
Training and development 500
Marketing technology 1,000
Total digital marketing
budget
3,000
Key Performance Indicators
Key performance indicator is used by KFC so that they can have a better functioning and
can monitor the activities which are taking place in the organization. The competition in the
market is increasing which is why it is very important for KFC to increase their monitoring and
controlling factor so that they can compete in the market. There is benchmarking performance

which is being followed in KFC so that they can give targets to employees and those can be
achieved from time to time (Chiweshe and Ellis, 2019). Leaders help and monitor the
performance level so that they can reward them and motivate them to continue working in the
organization. The targets and objectives of the organization is changing which is why it is very
important for the organization to be able to have a control on the factors which are important for
the company. There has to be a control on the employees by the leaders so that the organization
can know of the changes which have been adapted to quickly and the company will be able to
function effectively and efficiently.
Recommendation
Digital development is very important in KFC because there is going to be a better
functioning and understanding of the customers which is going to help the organization have a
better functioning. The organization will have to adapt to the changing trends and methods for
the customers so that the organization does not lose their market share to the competitors which
are coming up. There is a lot of experience which is why adapting and getting in the change in
business is not difficult for KFC. The right methods and strategies can be picked by the company
so that there is a better functioning.
Conclusion
The brief study provided understanding about market size & competitors analysis of
KFC’s. Pestle and Swot analysis model used to analyse internal and external of KFC’s. key
strategic marketing objectives has been summarized in report. Marketing campaign strategy has
been concluded in report. 7p’s marketing mix used to demonstrate marketing strategies of
KFC’s. it has been concluded key performance indicators that used by KFC to monitor its
performance in the business market.

References
Books & Journals
Boso, N., and et.al., 2019. The effect of export marketing capabilities on export performance:
Moderating role of dysfunctional competition. Industrial Marketing Management. 78.
pp.137-145.
Chiweshe, N. and Ellis, D. eds., 2019. Strategic Marketing for Social Enterprises in Developing
Nations. IGI Global.
Christopher, M., 2016. Marketing: an introductory text. Macmillan International Higher
Education.
Dimyati, M., 2018. The role of customer satisfaction in mediating marketing communication
effect on customer loyalty.
Dykstra, T and et.al., 2020. Leveling the field for a fairer race between going and stopping:
neural evidence for the race model of motor inhibition from a new version of the stop
signal task. Journal of Cognitive Neuroscience, 32(4), pp.590-602.
Keszey, T. and Biemans, W., 2016. Sales–marketing encroachment effects on
innovation. Journal of Business Research. 69(9). pp.3698-3706.
Laczniak, G. R. and Murphy, P. E., 2019. The role of normative marketing ethics. Journal of
Business Research. 95. pp.401-407.
Sahni, N. S., Wheeler, S. C. and Chintagunta, P., 2018. Personalization in email marketing: The
role of noninformative advertising content. Marketing Science. 37(2). pp.236-258.
Sinha, B., 2018. Strategic Marketing Management: Why to study?. NOLEGEIN-Journal of
Leadership & Strategic Management. pp.30-34.
Stephen, A. T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
Wijaya, P.K. and Hermawan, A., 2018. E-Marketing Applications Based On Virtual Reality
Using Sostac Planning Method On Sales Property. Tech-E, 1(2), pp.16-25.