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CLEMSON UNIVERSITYCOLLEGE OF BUSINESS AND BEHAVIORAL SCIENCEMBA 8480: MARKETING AND DIGITAL STRATEGYMarketing Plan - Group 3KFCBreakfast Introduction Section being submitted for review: CompleteGroup Members:- Matt Goddard (primary contact)- Bhaskar Jakkaraddi- Blake RobertsGroup #3Page 1 of 26
CLEMSON UNIVERSITYCOLLEGE OF BUSINESS AND BEHAVIORAL SCIENCEMBA 8480: MARKETING AND DIGITAL STRATEGYGroup #3 Marketing Plan – KFC1. EXECUTIVE SUMMARY 1.1. Overview 1.2. Business Challenge/Opportunity 1.3. Recommendation 2. SITUATION ANALYSIS 2.1. Industry Market Summary 2.1.1. Industry Analysis 184.108.40.206. Market Size 220.127.116.11. Major Customer Groups 18.104.22.168. Growth Rate 2.1.2. Market Demographics 22.214.171.124. Geographic 126.96.36.199. Demographic 188.8.131.52. Psychographic 184.108.40.206. Behavioral 2.1.3. Competitive Analysis 2.2. Business Climate 2.2.1. Political/Legal 2.2.2. Economic 2.2.3. Social/Cultural 2.2.4. Technological 2.3. SWOT Analysis 3. MARKETING STRATEGY 3.1. Corporate Mission 3.2. Marketing Goal 3.3. Marketing Strategy 3.4. Marketing Objectives 3.5. Financial Objectives Group #3Page 2 of 26
4. TARGET MARKET 4.1. Target Market Summary 4.2. Segments 4.3. Positioning 4.4. Strategies 5. MARKETING MIX 5.1. Product/Service 5.2. Pricing 5.3. Distribution 5.4. Advertising 5.4.1. Traditional 5.4.2. Digital 6. OTHER MARKETING PROGRAMS 6.1. Personal Selling 6.2. Channel Marketing 6.3. Partnerships 6.4. Loyalty/Retention Programs 6.5. Customer Service/Support 6.6. Market Research 7. FINANCIAL INFORMATION 7.1. Assumptions 7.2. Break Even Analysis and U.S. Total7.3. Marketing Budget 7.4. Sales Forecast (3 years) 8. CONTROLS & METRICS 9. CONTINGENCY PLANS 9.1. Symptoms of Failure 9.2. Alternative Strategies 10. REFERENCES Group #3Page 3 of 26
1. EXECUTIVE SUMMARY 1.1. OverviewKFC is a global fast food restaurant that specializes in fried chicken and is headquartered in Louisville, Kentucky, USA. It is the world’s second largest restaurant chain, second only to McDonald’s in volume of sales. The company is a subsidiary of Yum! Brands, a company that also owns Pizza Hut and Taco Bell. In today’s competitive marketplace, it is imperative for companies to continue to evolve and offer new products to its consumers. The following marketing plan summarizes the company’s approach to introducing breakfast products in its U.S. stores. KFC will offer a variety of breakfast items that appeal to its customers for both quality and pricing, launched with an aggressive marketing and rollout plan across the chain. 1.2. Business Challenge / Opportunity KFC has an opportunity to enter the breakfast market and add incremental sales to every store in their U.S. chain. Existing stores will be able to sell during a time of day when the restaurant has been closed. This new “daypart” would increase same store sales immediately and has the potential to add millions of dollars in revenue to KFC’s U.S. operations.