KFC should launch a specific account add that specially designed to cater for

Kfc should launch a specific account add that

This preview shows page 18 - 21 out of 23 pages.

Twitter and Instagram. KFC should launch a specific account add that specially designed to cater for online order and speed delivery. KFC should implement this in 2 months’ time which is 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 during school holidays on November and December. This should be supervised by Public Relation Manager. After the market research survey, KFC could extend its outlet scope to places that respondents would like to have. Furthermore, KFC could set the mobile restaurants to rural places to have trial on the market of rural places. Thus the period of extending the coverage is best to be April until August which is the period after the market research survey. This should be supervised by Distribution Manager. In conjunction with the market research that would be done during January until March regarding the repositioning strategy. KFC could probe respondents to give opinion regarding the satisfaction level toward the locations of Page 18 of 23
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KFC MALAYSIA MARKETING PLAN KFC outlets. Hence, KFC could use the information to reduce the opportunity costs of setting up outlets. This should be supervised by Operation Manager. 10.0 CONTIGENCY PLAN Contingency plans a plan where take over or being use in order to overcome the action plan that was not really effective. This contingency plan will be use after a detailed controls evaluation over the action plan had been taken care but the outcome was not really good. There are four contingency plans that seem suitable for KFC to focus on. i. New Product Development New product development is also proposed to have new product like Dumpling and Satay. 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 any other fast food restaurants. Market share thus will be further increased. ii. Product Design KFC Malaysia should use the customization strategy for their products. The morale behind 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 only this, customer will be more satisfied if they can choose what they want to eat, and health conscious customer can have more choices in dining, because they are not restrained from eating things that they do not want. iii. Sales Promotion Child 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, KFC Page 19 of 23
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KFC MALAYSIA MARKETING PLAN could organize event like drawing competition in restaurants. This could be done by giving a drawing paper to the children to draw and fill color after customers purchased meal, and the list of winners would be informed after the due date. This could attract more children to participate as children are tending to like drawing and filling color.
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