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4.0MARKETING MIX In this twenty-first century process of globalization result in a significant changein our world business environment. Nowadays, a company that keep seeking to meetthe needs of customer need to stop relying on any previous job application techniques.Customers are becoming choosier and they are not sufficient for traditional marketingsolutions. Company also need to face high competition to make sure their productsand services can stay inside the business. Marketing mix is the combination of different marketing decision variables beingused by the firm towards maket. After marketers identify the market and gathering thebasic information about it, the next step is the direction of market programming. Thisis to decide upon the instruments and the startegy to meet the needs of the customersand the challenge of the competitors. It will also pffers an optimum combination of allmarketing ingredients so that the companies can achieve their goals. For example,companies goals is to achieve sales volume, higher market share and increase theirprofit. 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 tobe served. Once the target group has been decided, the product will be placed in themarket by providing the appropriate product, price, distribution and promotionaleffiorts. These element will be combined or mixed in an appropriate proportion tohelp achieve the marketing goals. Marketing mix is a controllable part of marketing tools that affetcs the demandand increases it (Jonathan Ivy, 2008). Meaning the mix or combination of 4P’s(Product, Place, Price, Promotion) should have an established and coordinatedsystematic approach in order to have an effective influence towards customers. Inother words, the right product at affordable prices is accompanied by a betterdistribution and a good way of communication techniques use and they act togethersin customer views.
4.2MARKETING MIX OF MARRYBROWN (MB) AND KENTUCKY FRIEDCHICKEN (KFC)4.2.1PRODUCT The product offering is really important in an organization. As aworldwide known fast food restaurant, Marrybrown and Kentucky FriedChicken (KFC) offers a variety of fast foods and other type of foods anddrinks which is common for a fast food restaurants. Their products alsooffered a wide range of desserts, burgers, soft drinks, rice, chicken and seafood based menu. Marrybrown significant foods is Nasi Lemak Marrybrown. Other thanthat, they also offered noodles like Mi Kari Marrybrown. Even thoughMarrybrown have their own noodles and rice menu that seldom seen in fastfood industry, they are still lack of product attractiveness and inconsistentfood quality control. There are a different tastes in different franchies ofMarrybrown. The taste of the food is not that tasty as well. Although they has