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Twitter and Instagram. KFC should launch a specific account add that specially designed tocater for online order and speed delivery. KFC should implement this in 2 months’ time whichis from September to October which is sufficient time to launch a success account add. Moreover the account add should launch prior to cater the increasing demand duringschool holidays on November and December. This should be supervised by Public RelationManager. After the market research survey, KFC could extend its outlet scope to places thatrespondents would like to have. Furthermore, KFC could set the mobile restaurants to ruralplaces to have trial on the market of rural places. Thus the period of extending the coverageis best to be April until August which is the period after the market research survey. Thisshould be supervised by Distribution Manager. In conjunction with the market research thatwould be done during January until March regarding the repositioning strategy. KFC couldprobe respondents to give opinion regarding the satisfaction level toward the locations ofPage 18of 23
KFC MALAYSIA MARKETING PLANKFC outlets. Hence, KFC could use the information to reduce the opportunity costs of settingup outlets. This should be supervised by Operation Manager.10.0CONTIGENCY PLANContingency plans a plan where take over or being use in order to overcome theaction plan that was not really effective. This contingency plan will be use after a detailedcontrols evaluation over the action plan had been taken care but the outcome was not reallygood. There are four contingency plans that seem suitable for KFC to focus on.i.New Product DevelopmentNew product development is also proposed to have new product like Dumpling andSatay. Both of the products are traditional dishes for Malaysia’s two main races,Chinese and Malay. In touching people’s heart, people will like KFC more than anyother fast food restaurants. Market share thus will be further increased.ii.Product DesignKFC Malaysia should use the customization strategy for their products. The moralebehind this is that people will choose what ingredient they wanted for their products,they will do it themselves, and pay only when they proceed to the counter. Not onlythis, customer will be more satisfied if they can choose what they want to eat, andhealth conscious customer can have more choices in dining, because they are notrestrained from eating things that they do not want. iii.Sales PromotionChild is the main player in KFC customer group. By focusing on this category,eventually it will attract the entire family member to come to the KFC outlet. So, KFCPage 19of 23
KFC MALAYSIA MARKETING PLANcould organize event like drawing competition in restaurants. This could be done bygiving a drawing paper to the children to draw and fill color after customerspurchased meal, and the list of winners would be informed after the due date. Thiscould attract more children to participate as children are tending to like drawing andfilling color.