Marketing Plan

- KFC
SADIKUR RAHMAN
MOD003058 Marketing
Consultancy
LS enrollment#: 13821

Table of Contents
1. Introduction
1.1 Background
1.2 Problem statement

2. Objectives
3. Strategies
3.1 Growth strategies
3.2 STP strategy

4. Tactics
5. Action plan
5.1 Budgeting plan

6. Control
7. Conclusion
2

1. Introduction
1.1 Background:
KFC started in the Middle-East during 1973 in the
Kuwait.
Distributes different types of chicken recipes.
Operating with 1000 stores and 45K employees.
1.2 Problem statement :
KFC is not providing good home delivery service
to their customers as customer feel delay in order
Problems
delivery.
Survey results:
Delay in serving time at store; 30%
Delay in home delivery; 43%
Not processing the order properly; 27%

2. Objectives
The KFC stores should develop by 25% of service
grade of their transportation facility to overcome
the problem by 31st Dec 2015.
The customers should be informed about the
delivery time in every catalog starting from 2015
Jan 1st
Should try to get the feedback of their service as
well as quality provided and the survey of the
performance should be held in every six months
that is expected to bring 75% success by 31st Dec
2015.
KFC has to Change 10% of delivery charges
according to survey result.
4

3. Strategies
3.1 Growth Strategy
Market penetration
The sales for the products of KFC are to be
increased by the market penetration technique
which is known as the way to increase the sale of
present products to the present customers in the
market.
3.2 STP Strategy
Segments (Geographical, Sociality, and Interactive)
Target (Young people and business employees looking fast
food target market)
Position
5

4. Tactics
The tactics are the implementation of Marketing
mix strategy to eradicate the problem and to get
a relevant solution. The Marketing Mix for the
service base is of seven ps they are:
Production mix
Price mix
Promotion mix
Place mix
People
Process
Physical evidence
6

5. Action Plan
Action plan

5. Action Plan
Budgeting plan
Expenditure

Required

on

Justification

Budget amount

Printing

This step is taken to improve the customer satisfaction through

in AED

catalogs

promoting new catalogs and feedback forms to get viewpoints of the

AED 20,000

and

customers regarding KFCs offered services.

feedback
forms
Purchase of

This step is taken to improve fast service of home delivery at the

new

location of order so as to delivery hot food on right time of delivery

AED 900,000

vehicles
HR cost for

as mentioned in the catalogs.

This step is taken to continue the supply-chain process as new

operating

vehicles are driven with new group of people. This cost is included

AED 300,000

new

due to human resource involvement in the transportation process.

vehicles
Cost on

This step is taken to analyze the collected information in the form of

statistical

charts and other statistical results to check whether the customers

AED 50,000

analysis
Total

satisfaction meeting the KFCs expected levels.

AED 1,270,000
8

6. Control
Perception

of

Goals

Customer

Company
Revenue

Micro level

Macro level

Get order at right time

More trust on delivery

More satisfaction

More orders with time

More sale

Enhancement in customer circle

Employees benefitted to use their skills.

Employees become more active in processing

the order.
Overall rating of the KFC increases among the
market competitors.

Efficient run of assets is gained.

Popular name and first choice preference for

Evaluation
The sales among different stores
will increase with customer
retained.
Gross profit margin will increase
with increasing number of orders.

Human Resource will develop and

will be used to act as fast service
providers.
Brand popularity develops with
higher rate of retention of
customers. Also, company growth
will occur with new margins of
profit.

KFC from people.

9

7. Conclusion
In conclusion, KFC must take steps according to
the marketing plan in order to have greater
satisfaction of customer on service delivery of
orders.
Furthermore, the budgeting is crucial in
generating the service of delivery effectively. The
problem of late order delivery at homes can be
reduced with this plan.
Because the catalogs will ensure a fixed time of
order delivery and improving supply-chain through
10
transportation improvement will fix the problem