Marketing Plan Example.pdf - IOWA STATE UNIVERSITY COLLEGE...

Group #3
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IOWA STATE UNIVERSITY
COLLEGE OF BUSINESS
MKT 340: PRINCIPLES OF MARKETING
Marketing Plan -­‐ Group 3
KFC
Breakfast Introduction
Section being submitted for review: Complete
Group Members:
- Matt Goddard (primary contact)
- Bhaskar Jakkaraddi
- Blake Roberts

Group #3
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IOWA STATE UNIVERSITY
COLLEGE OF BUSINESS
MKT 340: PRINCIPLES OF MARKETING
Group #3 Marketing Plan – KFC
1. 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
2.1.1.1. Market Size
2.1.1.2. Major Customer Groups
2.1.1.3. Growth Rate
2.1.2. Market Demographics
2.1.2.1. Geographic
2.1.2.2. Demographic
2.1.2.3. Psychographic
2.1.2.4. 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

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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. Total
7.3. 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

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1. EXECUTIVE SUMMARY
1.1. Overview
KFC 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.
1.3. Recommendation
Although launching a new product will have its challenges, the team feels that the company has
the proper resources and tools to implement a successful launch. We have assembled a group of
experts in each of the main areas to ensure that the proper research and appropriate plans have been
developed to ensure success.