Strategic Marketing for KFC

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