KFC International Marketing Plan Draft

For a group assignment in my International Marketing course at Marquette University, we developed a draft of an international marketing plan to launch the KFC Colonel’s Catch Fish Sandwich in the United States. Our project aimed to identify market opportunities, analyze the competition, and propose strategic actions to position the product successfully.

This assignment is a part of a semester-long team project where we must act as international marketing consultants, bringing a new product into a major market. My primary role for this assignment was writing Section B: Product, Market, and Competitive Analysis, which meant diving deep into consumer trends, brand positioning, and how KFC’s fish sandwich could hold its own in a crowded fast-food space.

The challenge was to determine how KFC could successfully enter the U.S. seafood fast-food market—a space already dominated by legacy items like McDonald’s Filet-O-Fish and Popeyes’ Flounder Fish Sandwich—while differentiating itself enough to appeal to both loyal and new customers, especially during high-demand periods like Lent.

I analyzed market data, consumer dietary shifts, and seasonal demand trends to position the Colonel’s Catch as a premium, flavorful alternative. I also compared key competitors’ offerings—such as McDonald’s milder profile and Popeyes’ Cajun kick—to highlight how KFC’s signature bold seasoning could fill a unique niche. My section emphasized how KFC’s existing brand trust, paired with a wild-caught Alaskan pollock or premium Norwegian cod option, could appeal to both health-conscious eaters and loyal fast-food fans.