Running head: MARKETING PLAN
Strategic Marketing Plan for KFC
EBM587
By
Maria Serobabina and Claudia Sandoval
Instructor: Clifton Wilcox
November 29, 2014
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MARKETING PLAN
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MARKETING PLAN
Marketing Plan for 2014
Marketing Vision
KFC China is one of the most popular fast-food restaurants where locals can eat an American
food customized for Chinese consumers taste exclusively. This is a place where families can go
for a special occasion, business people can have a lunch, and young “white collars” can gather
together with a friends (Bell & Shelman, 2011). It is unique presented place with a fun
atmosphere which guarantees the quality and safety of its meals.
Goals
CEO’s Goals (Sam Su):
Enhance marketing and logistic communication;
Come up with new marketing strategies (KFC China, 2014);
Provide a company with a plan of store modernization in 2014 (Jargon, 2013).
Marketing Goals:
Open one new restaurant a day;
Intent to reach over 15,000 outlets;
Rejuvenate sales in Chinese market by 2014 (Jargon, 2013);
Open at least 700 new units in 2014 (KFC China, 2014);
Yum!s China business will be twice as large as its US business by 2015 (Bell &
Shelman, 2011).
Strategic Goals:
Better understanding of consumers’ attitude and providing healthier and higher quality
meals.
By enhancing its marketing communications, convey exciting news to consumers.
Rejuvenate sales and keep position of a top fast-food restaurant in China.
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MARKETING PLAN
Tactical Goals:
Deliver a comfortable store environment;
Provide an excellent service;
Provide a distinctive culture for customers (KFC China, 2014);
Hire managers who read and speak the local language, who understand the Chinese
consumer;
Improve the understanding of consumer attitudes and inform brand repositioning;
Extensive training of employees;
Educate consumers about health;
Offer healthier alternatives;
Implement better customers feedback system;
Develop a menu with a new items by carefully listening to customers on social media and
through rigorous consumer research;
Implement redesigned product packaging which will carry nutrition information;
Implement an enhanced service model, such as contemporary staff uniforms;
Work on gradual roll-out of a new store design;
Implement a number of digital initiatives including a new mobile app, E-menu and
prepay take-out option (KFC China, 2014).
Purpose
KFC China is not just the way to customers’ hearts is through their stomachs with delicious food.
By outlining innovative new marketing strategies to further elevate the brand and enhance
consumer engagement, the company seeks to provide everyday value and innovative menu items
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MARKETING PLAN
across KFC in China which would be most important to the segment’s return to outsize sales and
profit growth (Brandau, 2013).
Picture
KFC is the only high street fast-food outlet which serves freshly-prepared whole chicken, not
reformed or reconstituted chicken products. The authenticity and quality is a crucial benefit.
