Strategic Marketing Plan: KFC's Business Development and Growth

This marketing plan focuses on KFC, a fast-food restaurant company. It begins with an introduction and executive summary, outlining the plan's objectives. The main body includes PESTEL, Porter's Five Forces, and SWOT analyses to assess the external and internal environments. Competitive analysis identifies key rivals like Nando’s and Sam Chicken. The report details marketing strategies, including STP analysis (segmentation, targeting, positioning), the marketing mix (product, price, place, promotion), and the Ansoff Matrix. Recommendations emphasize differentiation and product market strategies, concluding with a summary of the plan's elements and its role in achieving business goals. The report aims to address societal issues like social atomization through corporate social activities and enhance brand image.

Marketing plan

Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
Executive summery...........................................................................................................................3
Introduction.......................................................................................................................................3
PESTEL Analysis..............................................................................................................................3
Porters five force...............................................................................................................................5
SWOT Analysis................................................................................................................................5
Competitive Analysis........................................................................................................................6
Competitive analysis..........................................................................................................................6
Marketing strategies..........................................................................................................................7
Recommendation...............................................................................................................................8
CONCLUSION.....................................................................................................................................8
REFERENCES..........................................................................................................................................8

INTRODUCTION
Marketing plan can be define as a framework or document which includes information about
organisation as well as strategies. this is developed with the motive of enhancing marketing
activities as well as achievement of desired objectives. Chosen company for this report is
KFC. This company is dealing in fast food restaurant sector. It was developed by Harland
Sansers in year 1030. This restaurant is providing its products and services in different part of
the world. This report includes macro and micro analysis for development of better strategies.
Competitive analysis is conducted in order to identify strength and weakness of rival
companies. Various marketing strategies has been developed for achievement of
organisational objectives.
MAIN BODY
Executive summery
This report includes a marketing plan for development of business activities in such a
manner that it will lead to resolve business problems. In today’s world social
atomization is one of the major issues faced by society. Fragmentation in households
has lead to increase in loneliness and feeling of alone. As a consultant to KFC a
proper marketing plan is develop that will help in dealing with social atomisation
issues.
Introduction
It is essential to develop a strong marketing plan that will lead to solving problems of
social atomisation. In this marketing plan internal and external market has been
analysed in order to take better decisions. Different models and concepts has been
used develop an effective marketing plan.
Objectives- To conduct corporate social activities that will help in addressing social
atomisation problems and develop strong brand image within 6 months in order to
enhance profits by 30 %.
PESTEL Analysis
It is essential to analyse external factors of environment in order to develop better
business strategies. PESTEL analysis will help in evaluating different factors of

macro business environment which will have direct as well as indirect impact over
organisation. PESTEL analysis n respect to KFC organisation is mention below.
Factors Description
Political factor This factor includes various rules and policies developed by
political party. It consist of trade restriction, stability and
instability of political party, taxation policies and many
more. Strict rules and regulation will lead to have negative
impact over respective company.
Economical factor It includes growth rate of a country as it will affect the
business and its operations. Economical factor consist of
GDP, exchange rates, interest rate and other factors. High
growth rate of nation will have positive impact on KFC
company.
Social factor There are various social factors that will affect sales and
profits of organisations. This factor includes customers
interest, attitude, psychology, demographic factors and so
on. This restaurant is developing products as per customer’s
requirements.
Technological factor Technological factor includes new and innovative
technology used by respective company in order to perform
business operations. This company is taking advantage of
advance and modified technology in order to satisfy needs
of customers.
Legal factor It consist of different laws and legislations that is developed
with the motive of providing heath and safety to
individuals. It is essential for this company to develop
products which does not harm its customers.
Environmental factor It is very important for this company to keep and maintain
safe and secure environment. This factors includes climate,
ecological system, whether, pollution and many other
factors. KFC company should conduct different activities
that will help in solving society issues.

Porters five force
There are various forces which will affect the organisation as well as its functions. It
is very important for KFC company to analyse Porters five force models in order to
identify which force which have major impact over organisation. Porters five force
model in mention below in detail.
 Threat of new entrants – This company is providing high quality products
and services from many years. New entrant will not be able to develop strong
brand image as compare to KFC restaurant. So respective company has low
threat of new entrants.
 Bargaining power of suppliers – There are many suppliers in market who
can provide required raw material to respective company. Suppliers will have
no or little control over KFC business. Bargaining power of suppliers is a low
force for this company.
 Bargaining power of buyers – This company is offering its products and
services to large number business. KFC has gain trust and loyalty from its
customer by providing high quality products. So bargaining power of large
number of customers will lead to have moderate impact on respective
business.
 Threat of substitute product and services – There are few substitute
products available in market that will lead to satisfy needs and want of
customers. KFC restaurant have threat from substitute products and services
so this force will have high impact over company.
 Rivalry among Existing firms –KFC company is dealing in highly
competitive environment and there are many strong existing companies in
market. Rivalry among current competitive company will have high influence
over organisation.
SWOT Analysis
It is essential for this organisation to conduct SWOT analysis. This will help in
determining strengths and weakness of organisation as well as understanding
opportunities and threat to organisation. SWOT analysis of KFC Restaurant is
mention below.

Strength Weakness
This company has strong market values
and its has presence all over the globe.
There are various issues arise in supply
chain and distribution network of KFC
which is affecting its sales.
Opportunity Threat
This company can increase food items
and modify its menu. KFC can expand its
services to new geographical area.
It has threat from rival company as well
as change is customer prefences.
Competitive Analysis
There are many rival companies which can affect its business. The major competitors
of KFC is Nando’s and Sam Chicken. It is essential of respective company to identify
strengths and weakness of rival companies in order to develop better business
strategies.
Porter four corners model will help in identifying competitors strengths and weakness
on the basis of drivers, current strategy, management assumption and capabilities.
 Nando’s strengths and weakness – Its strength is that this company have capability
to meet with need and requirement of customers where as its weakness is that it is
poor management functions.
 Sam chicken strength and weakness – it is using new and innovative technology in
business function which is its strengths where as its weakness is that it is not well
known restaurant.
Competitive analysis
Porters Generic Model will help respective company to develop better business
strategies by analysing competition. This will help in gaining competitive advantage over
other rival companies. Three strategies of porter’s generic is mention below.
 Cost leadership- In this strategy respective company needs to minimize the cost of
products in order to gain competitive advantage.
 Differentiation – this strategy will help respective company to develop new and
innovative products which is unique for its customers.

 Focus strategy- in this strategy respective company have to use cost leadership or
differentiation strategy for specific customers.
Marketing strategies
There are different marketing strategies developed by respective company for
achieving desired goals. Marketing strategies is mention below.
STP analysis
 Segmentation- This company is segmenting its customers on the basis of
geographical area in order to meet with their needs.
 Targeting- It is targeting all age group people including non vegetarian as
well as vegetarian.
 Positioning- It is positioning its products as fresh and high quality food or
drink products.
Marketing mix includes 4 P’s.
 Product- The core, actual and argument products of KFC is wraps, sandwiches,
salads and many more.
 Price- This company will use penetration and bonding pricing strategies.
 Place- For place its products this company is using intensive strategy.
 Promotion- This company is using sales promotion, advertisement, public relation
and social media promotional techniques.
Budgets- For analysing budgets this company have to use KPI techniques. This will
help in measuring success, monitoring task of every month, customer survey and
analysing social media platforms.
Ansoff Matrix includes different strategies such as
 Market penetration- In this company needs to sales current products in existing
market.
 Product development- In this respective business needs to develop new products to
current market area.
 Market development- In this company will expand market area by offering existing
product to new market.
 Diversification- This strategy includes offering new product and services to new
market area.

Recommendation
KFC company should use differentiation as well as product market strategy in order
to meet with customer requirement. This will help in gaining trust for customer as well as
developing strong relationship with potential customers.
CONCLUSION
From the above report it can be concluded that it is essential of company to develop a
proper marketing plan. This includes different elements such as market analysis, development
of strategies and many more. Effective marketing plan will help in achievement of desired
goals.
REFERENCES
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