You have been tasked with creating a strategic marketing plan for a South African chicken fast-food brand of your choice.

You can use one of the following brands or select another existing South African chicken fast-food brand:
• Chesa Nyama
• Chicken Licken
• The Fish & Chips Co.
• Hungry Lion
• Nando’s

Important to note:

• If you use a brand other than a South African chicken fast-food, 10% (10 marks) will be subtracted from your final grade.

• You are not allowed to copy and paste any information from this compiled plan, as this plan only serves to guide you in compiling your own plan for your chosen brand.
Project description:

• This assessment is designed to determine your understanding of compiling a Strategic Marketing Plan.
• Read the questions carefully; ensure you understand them before attempting to answer them. The focus of this assessment is on compiling a Strategic Marketing Plan; you need to complete the sections as indicated to complete the plan for your selected product/brand.
• To complete this assessment, you must move well beyond the boundaries of the textbook and conduct research regarding your brand/product.
• All assumptions made need to be based on 2023 market conditions and information.
• Marks will only be allocated for application, and refrain from copying theory verbatim from your textbook.

1. Executive Summary

The Executive Summary provides a brief overlook of the major lines of the document.

The Executive Summary provides a clear, concise overview of the following points:


·         Company Description

·         Target Segment

·         Competitive Advantage

·         Marketing Plan Objectives

2. The Company Description

The Company Description highlights the recent history and recent successes of the organisation.



3. Strategic Focus and Plan

This section covers three aspects of corporate strategy that influence the strategic marketing plan:


The mission,


·         Nonfinancial goals

·         Financial goals

Core competence/sustainable competitive advantage of your product/brand.

4. The Situation Analysis

The situation analysis should take into account both the internal and external factors affecting the market for your chosen beverage brand. Use the below aspects to conduct a situation analysis.


·         SWOT analysis

·         Industry analysis

·         Competitor analysis

·         Company analysis

·         Customer analysis

5. Product-Market Focus

This section should cover all components pertaining to the marketing strategy for the brand.


Marketing and product objectives

New Target Markets

Points of Difference


6.1 Marketing program

      Product strategy

This section describes in detail three key elements of the company’s product strategy: the product line, its quality and how this is achieved, and its “cutting edge” packaging. Please include visuals of your product/brand and the packaging.


Product Line

Unique Product Quality


6.2 Price strategy

The Price Strategy section makes the company’s price point very clear, along with its price position relative to potential substitutes.

6.3 Promotion strategy

The Promotion strategy describes all the promotional activities planned for your product/brand.

6.4 Distribution strategy

The Distribution Strategy is described in terms of both (1) the present method and (2) the new one to be used when the increased sales volume makes it feasible.


Answers on Above Questions on Marketing Management

Answer 1: The strategic marketing plan for a South African chicken fast-food brand Chicken Licken is performed as follows:


Get completed answers on the questions above on strategic marketing plan from the experts of Student Life Saviour South Africa.

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