KFC Malaysia get expended and now it has more than 500 restaurant whole country.
KFC Malaysia continues its effort to serve finger lickin’ good, succulent pieces of
chicken to customer. KFC prides itself as a fast-food restaurant that give customers great
tasting chicken with a selection of home-styled side dishes and dessert to make wholesome,
complete and satisfying meal. KFC puts customer satisfaction as a main goal. Malaysian has
been enjoyed with KFC as great tasting chicken has become synonymous with KFC.
There are many programs that introduced by KFC that can benefit to charity
activities. To attract people, KFC introduced its ‘Tabung Penyayang’ KFC Collection Box in
1999. It can enable customers to contribute and be a part of this charitable effort. Today,
KFC Malaysia getting advanced by introduced various types of menus, efficient services,
suitable price and good promotion like dinner and lunch treats. This effort can make KFC
legacy become bigger day by day.
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KFC MALAYSIA MARKETING PLAN
3.0 CURRENT SITUATION AND TRENDS IN KFC
i.
Health conscious of people
Fried products offered by KFC are not healthy. With the rapid socio-economic growth in
Malaysia experiences over decade, modern living brings about heart disease, cancer
and diabetes to various segments of the population. Realizing the seriousness of this
problem, government policies supporting healthy living and preventive measures against
illnesses are often introduced and reinforce. As more Malaysians are exposed to various
health threats, the demand for health and enhancing foods are growing. The increased
health concerns among Malaysian have made more health promoting food in the market.
KFC has to face this challenge in terms to offer the various types of healthy foods.
ii.
The sensitivity of Malaysians about price
Malaysians consumer is particularly sensitive to price. Based to research from Nielsen,
four fifth saying that price is the most important consideration in their purchasing
decision. In this case, the rising price on the product that produced by KFC will change
customer’s buying behavior.
iii.
Cost Reduction
The increasing price of raw materials cost of labors, subsidy reduction, and cost of
logistic will increase the cost of production. To facing current economic situation, KFC
has to reduce their cost to ensure they are competitiveness in fast food industries without
decrease customer satisfaction. KFC must retaining it foods prices by managing cost
actively and also via a transformation program within the group it is, being more efficient
in how it spends its capital as furniture and reducing cost per outlet.
iv.
Customer complain
Customer complain about quality of services in KFC outlet will expand the bad rumors of
KFC and the image of KFC will affected by that rumors. KFC should take fast action to
solve the problem and stop the rumors. So that, the image of KFC service will clean from
any bad perspective from customers.
