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Running head: MARKETING PLANStrategic Marketing Plan for KFCEBM587ByMaria Serobabina and Claudia SandovalInstructor: Clifton WilcoxNovember 29, 2014 1
MARKETING PLANMarketing Plan for 2014Marketing VisionKFC China is one of the most popular fast-food restaurants where locals can eat an Americanfood customized for Chinese consumers taste exclusively. This is a place where families can gofor a special occasion, business people can have a lunch, and young “white collars” can gathertogether with a friends (Bell & Shelman, 2011). It is unique presented place with a funatmosphere which guarantees the quality and safety of its meals.GoalsCEO’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 qualitymeals. By enhancing its marketing communications, convey exciting news to consumers.Rejuvenate sales and keep position of a top fast-food restaurant in China.3
MARKETING PLANTactical 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 Chineseconsumer;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 andthrough 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 andprepay take-out option (KFC China, 2014).PurposeKFC 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 enhanceconsumer engagement, the company seeks to provide everyday value and innovative menu items4
MARKETING PLANacross KFC in China which would be most important to the segment’s return to outsize sales andprofit growth (Brandau, 2013).PictureKFC is the only high street fast-food outlet which serves freshly-prepared whole chicken, notreformed or reconstituted chicken products. The authenticity and quality is a crucial benefit.