Executive Brief summary
Kentucky Deep-fried Chicken (KFC) Malaysia is a major Speedy Service Cafe (QSR) user in Malaysia and has been established just for over 20 years now. It serves generally chicken related items, although offers part dishes to its buyers as well. Recently, more and more Malaysians have been choosing a better eating diet plan as a many them have become more health-conscious. This has opened the door pertaining to KFC's primary competitors, such as McDonald's, to come out with a new array of healthier goods, allowing them to mount a greater obstacle on APPLEBEES Malaysia's current position because Malaysia's leading fast food owner. As a response to the improvement made by KFC's competitors in providing better fast food, APPLEBEES are to bring in a new set of healthier items that would be largely targeted at health conscious people, moving into Malaysia. It is target market would largely become based on segmentation of age, exactly where it would be aimed at customers inside the age group of between four to 4 decades old. APPLEBEES Malaysia might, nevertheless, need to fight off intense competition from the other fast food employees, such as Kenny Roger's, White castle, A& T, and KFC's biggest opponent, McDonald's, who have are also trying to take hold of the brand new market of healthier items. The new healthier menu that KFC Malaysia is going to present would not be a new healthier alternative to it is existing products, but as well an addition to what it currently has to offer. The pricing and promotion tactics would also be looked into while KFC Malaysia prepares to introduce its new better menu towards the public. An in depth explanation with the summary over would be the articles of this following report.
Desk of Articles
Title as well as HeadingPage
1 . 0 Introduction3
2 . 0 Current Market Circumstance
2 . 1 Microenvironment Analysis
2 . a couple of Macroenvironment Analysis4
3. zero The New Healthier Product Pitch
3. one particular New Proposal8
4. 0 Market Potential for New Proposal
4. you Product Reason
4. two Target Market
four. 3 Market Potential9
five. 0 The modern Product Range
5. 1 Positioning Strategy
your five. 2 Product Strategy
five. 3 Pricing Strategy
your five. 4 Marketing promotions
5. a few Placements11
6. 0 Conclusion16
7. zero References / Bibliography as well as Appendices17
1 ) 0 Advantages
Original Formula Kentucky Deep-fried Chicken, also referred to as KFC, was developed, or rather begun by a person, whose term was Colonel Harland Sanders, in America in the year 1939. It was a little while until less than two decades for it to be famous, which special recipe managed to reach Malaysia in the year 1973. Malaysia's first ever APPLEBEES Restaurant was opened on Jalan Tuanku Abdul Rahman, and APPLEBEES Malaysia is continuing to grow ever since. APPLEBEES Malaysia is known as a Western Speedy Service Restaurants (WQSR) procedure, well known for its fast food assistance. It is the solitary largest WQSR chain in Malaysia in addition to the Asia-Pacific region (excluding Japan). В№ The items upon its menu are mostly chicken-related items. But besides the poultry products or items that they serve, in addition there are side food included in the menu such as coleslaw, French fries, crush potatoes, and potato wedges. KFC Malaysia caters to various groups of people; from individuals to families, and children as well. They provide different sets of meals to suit the several group of clients KFC Malaysia caters to.
Persons can never always be fully happy. Lately, individuals have become more concerned with their health and because of that, product sales of take out have been weak. Therefore , ideas of launching a range of healthier eating alternatives to KFC's existing product range have been completely put forward. However , there are certain points that must be recognized before the concepts can be put into action. The goal of this survey is to discover the following: -Is there consumer demand for a fresh range of healthier products? -What type of new releases should be introduced?
-How ought to these new releases be promoted?
References: Junk food Operations & Integrated Chicken Operations, Organization Structure
Kotler, P. & Armstrong, G., Principles of promoting, 10th male impotence. New Jersey: Pearson Education Intercontinental, 2004.