Kfc Marketing Plan Essay

1816 Words Jan 23rd, 2011 8 Pages
1.0 Executive summary The accurate reading of consumers preferences of KFC revealed that healthy eating, animal welfare and ethics are three of the most consumer’ desires KFC are facing today. The issue of animal welfare has intrigued KFC as the People for Treatment of Animals (PETA) in 2008 claimed KFC suppliers exercised unethical treatment for the chickens in their farms. This group believed that KFC suppliers should improve the living conditions of the chicken and address ethical issues in raising them in the farm are needed (KFC Menu, 2010). In other areas, health reforms are being pushed by health organizations to encourage healthy living that advised people to avoid fats and to eat only healthy foods. As these issues are …show more content…
(Herris, M. 2010) Moreover, the change of KFC’s basic ingredient is also proposed to cover the Freedom Food indoor reared chicken which is also related to organic chicken raising. Appendix 3 shows the growing market of organic chicken.
Specifically, the marketing objectives are designed to achieve the following: * Generate an increase in sales revenue in per unit sales in US by 2%. 2009 KFC annual report showed a decline in unit sales in the U.S. and a slow growth of only 1 percent for the past five years (KFC 2009 Annual Report) * Increase sales by 100% in all franchise units by 2012 * Operate in emerging countries, particularly Brazil, Russia, Indonesia and India by 2012. Chuan Li (2010) describes the importance of these countries as economic powerhouses with large populations, large resource base and large markets. * Increase KFC presence in China by 2012. KFC has over 3,000 restaurants in 650 cities in China. It is the first company who introduced franchising to China in 1987. Large population supports increasing its presence in this market (Yumi! China)
2.0 Target markets KFC’s target markets will be the working group ages 24 to 30, families and the health conscious customers. Customers are typically workers, students and working parents who are busy and have no time for home cooking.
2.1 Market definition and segmentation We have two target market segments: one who buys organically produced

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