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 closely linked to the operations that would eventually affect profitability of the KFC, a change of marketing plan that definesits corporate responsibility to its stakeholders is needed. Corporate social responsibility (CSR) has been defined as “the concept that an organization has obligations not just to conduct its business and adhere to legal guidelines, but also to look out for the welfare of “……. the community, and society at large” (ecomii, N. d.). CSR is also viewed as a PR device to gain good favor from customers, and in some point refers to corporate ethics and good governance. As such, a new marketing plan is designed in order to improve the image of the KFC and increase its profitability. This will address the ethical problems in use of caged chicken and a change of direction that illustrates KFC markets and the strategies it is going to use to continue to attract customers and to create a solid revenue system for the company. In effect, this marketing plan is a strategy that determines exactly what the market wants – and coming up with a plan that will satisfy its wants. Organizational structure
Kentucky Fried Chicken (KFC) is well known restaurant chains when it comes to chicken. The company’s headquarters are found at Kentucky (where it derived its name) in the U.S. As per company record, KFC has over eleven thousand restaurants located in over eighty countries of world. Some of the countries served outside U.S. are UK, China, Thailand, Kuwait, Spain and Barbados, Puerto Rico, Pakistan and many others. The major product of the company is chicken served in various forms such chunky chicken hot pie, chicken fillets, chicken sandwiches among others. KFC has a total of 300 sets of menus being served in its outlets. As part of YUM! brand that operates a global restaurant system, KFC teams up with other restaurants like Pizza Hut and Taco bell brands (About Us). 1.1. Vision
The vision of the marketing plan is to provide customers the ultimate satisfaction of eating healthy foods and to provide choices that respond to their tastes and budget. KFC does this by giving customers options between organic and non-organic chickens in the menu that customers can easily order in many KFC restaurants found worldwide.
Management will be committed to the success of the plan and is willing to spend for the necessary resources for its successful implementation; that the marketing plan is in the context of the organization’s overall business plan and that the people in the organization down to the supply chain will share a similar view to the marketing function.
The overall objectives of the marketing plan is to create a new corporate image that projects KFC as sustaining ethics in animal welfare as part of its corporate social responsibility to its stakeholder and ultimately increase its profitability •
Replying to the demands of PETA and other animal welfare pressure groups, the use of organic chicken is proposed along with the standard chicken menu used by KFC in its restaurants. Advantages in using organic chicken are: it is healthy, tastes better and safe to eat. An organic chicken, as opposed to caged chicken, is not fed with routine drugs, growth...
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