MG529 Strategic Marketing Report Analysis: KFC Case Study

This report provides a comprehensive strategic marketing analysis of KFC. It begins with a market audit, examining the target market and relevant trends, followed by a competitor analysis. The report delves into the business environment through SWOT and PESTEL analyses, highlighting KFC's strengths, weaknesses, opportunities, and threats, as well as the political, economic, social, technological, environmental, and legal factors impacting the company. A detailed customer analysis is included, identifying target consumers and their needs. The report also covers stakeholder analysis, outlining key stakeholders and their levels of influence, and concludes with strategic marketing objectives. The analysis references relevant marketing literature to support its findings.

MG529 Strategic
Marketing

Table of Content
 Market Audit
 Competitor Analysis
 Macro and Micro Factor Analysis
 Consumer analysis
 Stakeholder Analysis
 Strategic marketing Objectives

 Market Audit
Market Size
The market that can be targeted by KFC for business is spread in complete UK. There
are many areas that can be consider as target market. There are many countries in
European union which can be consider as the target market for KFC. In some countries
consumption of meat is high as compared to the vegetarian food. So these countries like
the countries like- UK, Ireland, Spain, Austria, Sweden, Italy and France can be targeted
by KFC for business.
Trend Data
The main trend data organisation need to consider in European continent are more
related to the use of healthy meat in food products. So this is important for KFC to select
better and healthy meat that is safe for consumption. Other trends they need to consider
in European market are use alternative of healthy meat and connect to the authenticated
suppliers.

Competitor Analysis
Porter Five Force analysis

Business Environment Analysis
 SWOTStrength
Reputation of KFC is good in
International market.
Strong Corporate background.
Providing both vegetarian and
Weaknesses
Menu of KFC content High fat
food.
Franchise system used by KFC
is uncertain and questionable.
Opportunities
People love short length menu.
KFC can introduce various
cuisine in their menu to attract
people.
Vegetarian option can improve
their business in market where
higher number of vegetarian
people live.
Threat
High competition in market
place form Mcdonald's, Burger
King and local Restaurants.
People avoid food the contain
high fat.
Cost of raw meat is high in
European market.

Cont...
 PESTEL
Political-Factor
Economic-Factor
Social-Factor
Technology-Factor
Environmental-Factor
Legal-Factor

Customer Analysis
Target Consumer for KFC
People ho prefer non vegetarian meal for regular diet are target of KFC. The Age group
of 16 to 60 year can be targeted by KFC.
Needs of consumer
People want to consume food products that are healthy and can be prepared faster. Also
their basic need is small size meal which is good for one person.
Company strategy
Producing low fat food.
Improve vegetarian dishes in menu.

Stakeholder Analysis
Power
LOW
High
Level of Power High
Low
Employees part Time Employees Full time
Customer
Government
Leaders
shareholders
Directors of company

Strategical Marketing objectives
 Use ethical practices to attract more consumers
 Make people aware of health meals provided in KFC
 Provide effective pricing to consumers.

References
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Štefko, R., Kiráľová, A. and Mudrík, M., 2015. Strategic marketing communication in
pilgrimage tourism. Procedia-Social and Behavioral Sciences. 175. pp.423-430.
Abratt, R. and Bendixen, M., 2018. Strategic Marketing: Concepts and Cases.
Routledge.

Thank You