C) Design a strategic marketing plan that tactically applies the use of the 7Ps to

achieve
overall marketing objectives (13 marks)
Market strategies
Market scope
Currently , the management of KFC is using multi-market strategy for their product .
It covers segments including children, family ,teen & young adults and budget
customer .Every segment has its own marketing mix .Their purpose is to try to target
every possible customer segment to increase and maintain revenue for the firm.
Market Geography
For now, KFC is only targeting nationally as in the business only expand and develop
in Malaysia .There are around 390 KFC outlets in Malaysia currently.
Market Commitment
KFC is practicing strong commitment in order to increase profits and market
share .Stronger bond will build among employees in KFC and thus increase the
cooperativeness of staff .Strong commitments encourage them to compete with other
rivalry such as McDonald.
Products Strategies
Value
KFC current value added of their product is collaboration with hotlink ,that when
customer receives a message from hotlink ,they can go redeem the product of
discounted food from KFC Malaysia outlet .Another value added of their products is
free gift ,drinks upgrade to bigger size.
Scope
The scope of their current product is multi product ,which each product will suit into
their different target market .The benefit of this product is each segment of customer
will get what suit them the most .For example they have KIDS meal for kids.

Elimination
For the elimination strategy ,KFC Malaysia has been doing this all the while for the
promotional product ,namely Twister and Waikiki burger that existed for a short
period .To be detail ,their strategy used is harvesting elimination ,meaning they tried
to pack and go for the product .

Price strategies
KFC have to set a best price to let consumer come to buy your product .The setting
for the price must be suitable to the quantity that you give to consumer .If consumer
feeling that they paid and get the more received so they will always come to buy your
product ,if they pay a lot but received only a small piece of fried chicken they would
not come to buy your product anymore.
Place strategies
KFC have to take a best location to open their KFC restaurant . They have to choose
the place that prosperous for example in the city . KFC also can choose at the
industrial park to on their KFC restaurant because KFC is giving clear indication with
fast food , many workers want to get fast and choose KFC .KFC also can set a
restaurant at the airport because airport is the most need to rush time for people .

Promotion strategies
KFC always have many type of promotion to attract consumer come to buy their
product .Like KFC delivery to consumer also a type of promotion and type of menu to
let consumer choose example KFC breakfast , lunch and dinner this three type and
will get discount at the stipulate time .KFC also promote buy 1 free 1 , example buy
one set to get a free drinks .KFC promote a largest set to many people can eat and get
more feedback ,example buy 9 piece of fried chicken in a set but only need to pay six
piece of price.

People strategies
People strategies include consumer and the workers of KFC .KFC not to choose who
are their consumer but need to let consumer to choose them back .So KFC have to do
the best to let consumer choose them , KFC start with staff training to improve their
service to consumer .Many consumer will not only choose with the product , they will
also choose with the service even the product are good but the service was bad
consumer will feeling that not well .
Physical Appearance strategies
KFC need to improve their physical appearance of product ,through this they can
increase consumer to buy their product from multi media .Many customers are attract
by the packing and the beautiful appearance of the product .So if KFC can improve
their physical appearance of product , they can attract more customer to buy their
product so the performance also will increase .

Process strategies
KFC have to show out all their productive process , many consumer want to know
about the product that they buy is how to process ,did the process are
clearly ,safety ,the material of the product .This will let consumer be relieved to buy
your product .