4.0 MKT420 (MARKETING MIX MB AND KFC).docx - 4.0 MARKETING...

4.0 MARKETING MIX
In this twenty-first century process of globalization result in a significant change
in our world business environment. Nowadays, a company that keep seeking to meet
the needs of customer need to stop relying on any previous job application techniques.
Customers are becoming choosier and they are not sufficient for traditional marketing
solutions. Company also need to face high competition to make sure their products
and services can stay inside the business.
Marketing mix is the combination of different marketing decision variables being
used by the firm towards maket. After marketers identify the market and gathering the
basic information about it, the next step is the direction of market programming. This
is to decide upon the instruments and the startegy to meet the needs of the customers
and the challenge of the competitors. It will also pffers an optimum combination of all
marketing ingredients so that the companies can achieve their goals. For example,
companies goals is to achieve sales volume, higher market share and increase their
profit. The marketing mix can be grouped under four elements; Product, Price, Place,
Promotion (Singh 2012).
Marketing involve when an organisation decide on its target group of customer to
be served. Once the target group has been decided, the product will be placed in the
market by providing the appropriate product, price, distribution and promotional
effiorts. These element will be combined or mixed in an appropriate proportion to
help achieve the marketing goals.
Marketing mix is a controllable part of marketing tools that affetcs the demand
and increases it (Jonathan Ivy, 2008). Meaning the mix or combination of 4P’s
(Product, Place, Price, Promotion) should have an established and coordinated
systematic approach in order to have an effective influence towards customers. In
other words, the right product at affordable prices is accompanied by a better
distribution and a good way of communication techniques use and they act togethers
in customer views.

4.2 MARKETING MIX OF MARRYBROWN (MB) AND KENTUCKY FRIED
CHICKEN (KFC)
4.2.1 PRODUCT
The product offering is really important in an organization. As a
worldwide known fast food restaurant, Marrybrown and Kentucky Fried
Chicken (KFC) offers a variety of fast foods and other type of foods and
drinks which is common for a fast food restaurants. Their products also
offered a wide range of desserts, burgers, soft drinks, rice, chicken and sea
food based menu.
Marrybrown significant foods is Nasi Lemak Marrybrown. Other than
that, they also offered noodles like Mi Kari Marrybrown. Even though
Marrybrown have their own noodles and rice menu that seldom seen in fast
food industry, they are still lack of product attractiveness and inconsistent
food quality control. There are a different tastes in different franchies of
Marrybrown. The taste of the food is not that tasty as well. Although they has