Pocket of Persia Launched into the Malaysia Market by KFC
CONSULTATIVE REPORT Date: 23rd December 2003 Company: Kentucky Fried Chicken (KFC) Pocket of Persia Launched into the Malaysia Market by KFC EXECUTIVE SUMMARY KFC have recently launched a new product (Pocket of Persia) into the Malaysia market. ... It contains two strips of chicken with salsa sauce served in light pocket pita bread. ... Review of Marketing Plan KFC’s overall marketing plan and objectives is to innovate three or four new product into the market annually. The role of the advertisement is to create awareness of the Pocket of Persia. ... Sales promotion of discount vouchers and Teenvantage Card is presented to consumers to increase the awareness of consumers towards the Pocket of Persia. In the fast food industry, KFC face a direct massive competition from McDonald’s, Burger King, Nando’s, and Shakey’s with their new menus including chicken meals. In another way, coffee houses and restaurants play the role as indirect competitors to KFC (Appendix B). ... -‘HALAL’ is the symbolic of Islamic value, which represented the food sold at KFC is approachable by Islamic citizens. Economic: -Malaysia GDP increases -Citizens have high purchasing power Social: -Malaysian have the highest consumed of chicken. ... 1 Internal Analysis KFC practising Porter’s Generic Strategy – Differentiation Strategy by constantly introduce better products to strengthen KFC’s product ratio. The previous innovations of KFC’s are Bandito Pocket and Twister was introduced into the market. The previous innovation of KFC is similar to the Pocket of Persia. KFC continued their innovations that are slightly similar to fulfil the consumers’ preferences towards chicken meals. The previous creation of KFC was successful and brought a great result in sales and customers traffic. ... KFC has existing corporate image in the industry, it is easy for KFC to introduce new product into the market. The Pocket of Persia has similarities with Bandito Pocket and Twister.