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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 ofchicken to customer. KFC prides itself as a fast-food restaurant that give customers greattasting 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 hasbeen enjoyed with KFC as great tasting chicken has become synonymous with KFC.There are many programs that introduced by KFC that can benefit to charityactivities. To attract people, KFC introduced its ‘Tabung Penyayang’ KFC Collection Box in1999. 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 KFClegacy become bigger day by day. Page 2of 23
KFC MALAYSIA MARKETING PLAN3.0 CURRENT SITUATION AND TRENDS IN KFCi.Health conscious of peopleFried products offered by KFC are not healthy. With the rapid socio-economic growth inMalaysia experiences over decade, modern living brings about heart disease, cancerand diabetes to various segments of the population. Realizing the seriousness of thisproblem, government policies supporting healthy living and preventive measures againstillnesses are often introduced and reinforce. As more Malaysians are exposed to varioushealth threats, the demand for health and enhancing foods are growing. The increasedhealth 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 priceMalaysians consumer is particularly sensitive to price. Based to research from Nielsen,four fifth saying that price is the most important consideration in their purchasingdecision. In this case, the rising price on the product that produced by KFC will changecustomer’s buying behavior. iii.Cost Reduction The increasing price of raw materials cost of labors, subsidy reduction, and cost oflogistic will increase the cost of production. To facing current economic situation, KFChas to reduce their cost to ensure they are competitiveness in fast food industries withoutdecrease customer satisfaction. KFC must retaining it foods prices by managing costactively and also via a transformation program within the group it is, being more efficientin how it spends its capital as furniture and reducing cost per outlet. iv.Customer complainCustomer complain about quality of services in KFC outlet will expand the bad rumors ofKFC and the image of KFC will affected by that rumors. KFC should take fast action tosolve the problem and stop the rumors. So that, the image of KFC service will clean fromany bad perspective from customers.