Introduction
The purpose of this assignment is to focused to provide learns with the knowledge on different components of marketing process and able to assess the benefits and costs of a marketing orientation for KFC Holdings (M) Berhad. Macro and micro environmental factors able to see and the buyer behaviour can affect marketing decisions.
KFC continues to develop in Asia. KFC come to Malaysia in 1973, the American establishment fast food since has extending forcefully to become the biggest Fast Food chain in Malaysia, it has 275 outlets. In Malaysia, KFC fast food restaurant was first opened in year 1973 on Jalan Tunku Abdul Rahman. The headquarter of KFC is located at Jalan Sultan Ismail,Kuala Lumpur. In year 2013, there are total of 579 outlets nationwide. Projek Penyayang KFC was established in year 1995 that provide food to 150++ homes every quarter. In addition, they have make an effort to enable orphans and underprivileged kids to enjoy their meals at KFC. Every year over 6,500 children are treated with “so good” food. Today, 3 of KFC Restaurants are controlled by speech and hearing-impaired staffs that was intended to serve physically challenge people. They serve to disperse the myth that an inability obstruct a man from driving an ordinary life and gives them a feeling of certainty and self-regard.
Task 1
a) Explain any TWO (2) of the various elements of the marketing process in relation to the organization
Create value for customers and build customer relationships
Create value for customers and build customer relationships

Capture value from customers to create profits and customer equity
Capture value from customers to create profits and customer equity
Build profitable relationships and create customer delight
Build profitable relationships and create customer delight
Construct an integrated marketing program that delivers superior value
Construct an integrated marketing program that delivers superior value
Design a customer-driven marketing strategy
Design a customer-driven marketing strategy
(a)
Understand the marketplace and customer needs and wants
Understand the marketplace and customer needs and wants

Capture value from customers in return
Capture value from customers in return

(Adopted by: Kotler, P. & Armstrong (2014) Principles of Marketing, 15th edition, Pearson Prentice Hall)

This diagram above shows the five-step model of the marketing process. The first step is understand the marketplace and customer needs and wants. The marketer such as Kentucky Fried Chicken (KFC) needs to understand customer needs and wants and the marketplace within the operation that they carry out. For instance, KFC Malaysia requires to do research to target its market by understanding the market needs. A fast food outlet such as KFC is needed by the market because of its serving especially the chicken that has tempting flavours and it is delivered fresh in their restaurants. KFC chicken that is juicy and tender which serves together with side dishes such as potato fries, coleslaw and mashed potato with gravy would surely make the customers feel satisfied to grab a meal. Customers who usually come back from long hours of work or school would visit KFC Malaysia to quickly grab a meal because of its convenience that comes in a combo set. As for the customer wants, KFC Malaysia would satisfy the customer by adding varities to the flavours. For example, for the upcoming festive season that is Chinese New Year KFC has bring back the unique flavour which is “Ayam Kicap Meletup” for their customers to enjoy. In addition, they also provide other menu such as burger, wrap, side orders, desserts and beverages that able to satisfy the increasing number of customer wants in marketplace. Moreover, KFC Malaysia has also brought in the new flavour which is “KFC Hot & Cheezy” combining two most loved extraordinary flavours, KFC's Hot and Spicy chicken and premium Romano cheddar sauce for a definitive liberality and happiness. (QSR Brands (M) Holdings Sdn.Bhd)
KFC Malaysia has also build its strong profitable relationship with the customers. With KFC Events customers may purchase their cash voucher, meal voucher or personalized vouchers online which can be used as a gift for promotions or company anniversaries as motivation and reorganization to the employees. As for the cash voucher, KFC events give customer the flexibility to redeem at any of their restaurants. The meal voucher can be used as individual or group meals with the best value provided when purchasing at the restaurant. To make the personalised vouchers look unique, KFC Events can brand the vouchers by printing the company logo and even add a simple message. (KFC Events Sdn.Bhd) Vouchers that are purchase will be provided with delivery service via courier that takes within 3-5 working days.
KFC Malaysia also delight its customers by bringing back the “Ayam Kicap Meletup” due to its famous demand for customers to enjoy that was launched last year in June that comes with a side dish which is fragrant Seaweed Rice. The special yet familiar taste with a local that made this item such a major hit with Malaysians. KFC Malaysia believe that customers will be delighted at the opportunity to taste the Ayam Kicap Meletup again and enjoy with their family and friends this coming Chinese New Year festive season. The comeback of this tasty item symbolizes the uniting of all Malaysians to share the festival as well as the special taste of the “Ayam Kicap Meletup”. (QSR Brands (M) Holdings Sdn.Bhd)

Task 1
b) Evaluate THREE (3) benefits and ONE (1) cost of adopting a marketing orientation in relation to the organization
Organizations that have marketing orientation make the needs and wants of customers an essential driver of business decisions. At the point when KFC Malaysia understands what the market needs or wants, they have better capacity to market successfully to them. KFC Malaysia inquire about the market well to comprehend what is required, as well as how to pass on messages that clear up how their products adjust to those necessities from customers. There are also advantages for marketing orientation, however this additionally will select developmental costs. The benefits of adopting a marketing orientation that is related to KFC Malaysia are increasing profit, loyal customer and customer satisfaction.
Benefits:
i. Increasing Profit
KFC Malaysia never stop attempting to put their effort extremely in doing their marketing orientation. In order to increase their sales, a method can be used such as doing promotion for the set meals during lunch and dinner time. KFC Malaysia provide variety types of food for their customers to pick from the menus. For instance, KFC Malaysia lunch set meals start at 12pm until 3pm. The prices for set lunch meals are cheaper compare to the normal time. This is because KFC Malaysia wants to attract the customers during peak lunch and dinner hour. Therefore, most of the customers will visit KFC Malaysia to purchase their meals during the promotion hour. McDonald’s wide range of food able to fulfil the customers’ satisfaction and KFC Malaysia also can gain customer loyalty by offering diverse sorts of foods in their outlet. When the employees contribute their cooperation with the company, it can be a guarantee that customers are satisfied with KFC Malaysia’s services and administrations. Hence, the sales of KFC Malaysia fast food outlet can increase constantly with the good services provided by the employees.

ii. Loyal Customer KFC Malaysia provide good satisfaction to their customers by providing excellent service to gain customers’ loyalty. For instance, KFC Malaysia has accommodate 50 eco-friendly scooters for the delivery service for their customers when make online purchasing in KFC Malaysia website. KFC Malaysia is the first fast-food outlet in Malaysia to use the eco-friendly scooters in providing delivery service. ‘KFC Delivery’ has taken the lead in the Malaysian Quick Service Restaurant that use eco-friendly scooters that release out zero carbon dioxide, smoke emission and noise pollution. The advantages of the newly launched ‘KFC Delivery’ with eco-friendly scooters are able to reduce the costs of operation that has well-built design.
This new vehicle can increase the delivery speed of ‘KFC Delivery’ and the quality of service delivery. Thus, this can guarantee the customers to receive warm and fresh food additionally able to reduce carbon footprint in the food. Therefore, with this kind of service that has provide to the customers, KFC Malaysia can build and gain customer loyalty based on the ethical values of integrity and best practices that employees have shown to their customers in the organisation. In conclusion, KFC Malaysia not only want to deliver delicious food but also to provide an excellent delivery service with new eco-friendly environment that fits the bill nicely that can lead to a healthier, cleaner and greener environment without harming it. ( Malaysian Foodie, 2008-2016)

iii. Customer Satisfaction Consumer satisfaction actually measures how well the desires of customers when they concern on certain products or services by an organization that have been met by customers. Consumer loyalty is a concept that includes factors such as the quality of product, service’s quality that is provided, the environment of the location where the products or services are purchased by customers, and the cost of the products or services. In order for KFC Malaysia to gain satisfactions from their customers, the organization has did something that is different and unique from the competitors in fast-food industry. KFC Malaysia not only focus on selling its products to the customers, they also put on more efforts in giving pleasures to the customers. (Study.com, 2003-2016) Thus, KFC Malaysia able to get customer satisfaction from their customers. Customers do not have to worry about the quality of the food that serve by KFC Malaysia because they have created standard techniques in preparing the food that would reduce the danger contamination between raw food and ready-to-eat products. Nutritional values of every KFC products are given by the company so that customers able to arrange a wholesome and a balanced diet in their food intake. For all fried products such as the chicken meat, nuggets and so on, KFC Malaysia use non-hydrogenated palm oil that contains unimportant measure of trans-fat and it is 100% cholesterol free. Therefore, customers do not need to worry about the quality of the oil is being used. KFC Malaysia utilize top quality raw materials for their products from trustworthy suppliers such as Nestle, Simplot and so on and additionally their in-house suppliers for example Ayamas, KFC Bakery and many more. The Department of Veterinary Service give a closely checked to KFC Malaysia’s main chicken supplier that is Ayamas and even received the VHM (Veterinary Health Mark) logo. All Ayamas chickens are slaughtered by Jabatan Agama Islam Selangor to guarantee Halal procedures are met before supplying to KFC Malaysia. (QSR Brands (M) Holdings Sdn.Bhd., 2016) With the safety of raw-materials used in making KFC products, customers will feel safe in consuming the food and thus the profit of the company will increase due to the number of customers has gain in purchasing the food in the restaurant.
KFC Malaysia has carry out a program which known as ‘Mystery Customer Program’ (CHAMPSCHECK) which assesses customers’ involvement in KFC restaurants nationwide. Every KFC restaurant will be visit by a Mystery Customer to dine-in or take away the food so that the experience can be given evaluation and scores by them. Therefore, feedbacks from the evaluation can be used considered to make further improvement in KFC Malaysia restaurants so that the company can provide a comfortable and relax place for the customers while dining their meals in the restaurants to meet their satisfactions. (QSR Brands (M) Holdings Sdn.Bhd., 2016) KFC Malaysia gather all of the customers’ feedbacks to achieve positive effects to their business in making strategic business decisions.

As for the price of the products that provided by KFC Malaysia, it is affordable for all of the customers because the meals come in a set value meal. For instance, KFC Malaysia has ‘Lunch & Dinner Treat’ during lunch and dinner time especially in peak hours. Furthermore, they have also added ‘KFC Value Treats’ in the menu such as Lil’ Cheezy Wrap, Loaded Potato Bowl and many more. These products able to satisfy their hunger with low prices. Since the government has established the ‘Goods & Service’ (GST) tax, it is included in the price for every of the products in the restaurant. KFC Malaysia also announced that the price for the meals are even cheaper due to the Sales and Service Tax (SST) has been replaced with GST. With the efforts that KFC Malaysia has sacrificed for their customers, KFC Malaysia will gain number of good rate visitors which are the customers when visiting KFC restaurants to purchase their products. Therefore, KFC Malaysia able to increase brand loyalty and get repeat customers which affect to the company’s profit to increase. When KFC Malaysia able to achieve brand loyalty from the customers, this can prevent customers from easily switching to other brand such as McDonald’s which is KFC Malaysia’s biggest competitor in fast-food industry. In conclusion, brand awareness is significant to KFC Malaysia because it can affect customers choice in choosing KFC as their first choice when decide to purchase fast-food products that can contribute more sales in the company and to become one of the best fast-food restaurant in the fast-food industry.

Cost:
i. Make an Investment To Get Loyal Customer The cost of adopting a market orientation for KFC Malaysia is to make an investment to get loyal customers through advertising. Although a huge investment is needed in market advertising because it plays a significant role for organization such as KFC Malaysia in selling their products and customers to be aware of the brand. For instance, KFC Malaysia has launched its social media campaign on a social media platform which is Instagram. (Marketing-interactive.com,2016) Instagram is the largest mobile ads platforms in the word that is available globally for all big and small businesses. Instagram advertisement can be share in form of photo, video or carousel. (Instagram, 2016) KFC Malaysia has worked with one of the social media agency IPG Mediabrands for a campaign that officially started on 6th of October 2015 for a starting period till 31st of October 2015. Both of these companies have also collaborated with Adknowledge to coordinate the advertisement into its recently announced social video marketing platform, AdParlor. The new AdParlor programming expansion, made by Adknowledge, permits brands and agencies to put commercials on Instagram, Facebook, YouTube and Twitter from a single, incorporated platform, delivering key of knowledge for enhanced targeting and campaign efficiency. .KFC Malaysia is formally one of the brands and the first Quick Service Restaurants (QSR) to set up themselves as pioneers in the new field of Instagram advertising in Asia. (Sledgehammer Communications (M) Sdn.Bhd. 2007-2015) KFC Malaysia to jump onboard with a #perghpedas tagline, to promote their ‘Ayam Masak Merah Zinger Rice Wrap’. ‘Perghpedas’ is to describe local expression that is outstandingly spicy taste and ‘Ayam Masak Merah’ refer to a signature local Malay dish which is hot and sweet. Since KFC Malaysia has came out with a new product into the market, advertising able to convince customers to purchase the new product that has been introduced by the company. However, with an attractive advertisement on social media able to make customers to have a look on the product and purchase it for trials although advertising is costly but it can attract the customers of the competitors.

Task 2
a) Show how any THREE (3) macro and TWO (2) micro environmental factors influence marketing decisions of the organization
i. Macro Environmental Factors
PESTLE analysis is a concept in marketing principles. In addition, this concept is utilized as a device by organizations to track the environment they're working in or are wanting to dispatch another project, item or service and so on. By using PESTLE framework, many different macro environmental factors that are able to analysis in the fast food industries such as KFC Malaysia. The three factors will be political, economic and social. As denotes P for Political, these factors decide the degree to which a government might give an impact to the economy or a specific industry. For example a government might force another tax or duty because of which whole income creating structures of organizations may change.
Based on the fast food industry, some political limitations are set on firm through fiscal policy, tax programs, pollution, pricing policies and government policy. As Malaysia is known as an Islamic nation. Keeping in mind the end goal to accomplish Malaysia's business sector objective, in this manner KFC Malaysia trust in working hand by hand with the local organizations, government, powers and suppliers all through their overall operations. For instance, government assumed a vital role in Malaysian restaurant, particularly in Halal policy. Since Malaysia is an Islamic nation, complying with certain rules regarding in regards to Islam practices is necessary. The government might force certain rules that will portrait for organization. In Malaysia Budget 2010, Islamic Development Department of Malaysia (JAKIM) escalates HALAL certification by teaming up with global institutions to get standards certification such as Hazard Analysis Critical Control Point (HACCP) and Good Manufacturing Practice (GMP) (Ipoh City Watch, 2009)

Besides that, KFC Malaysia has followed the Standard Operating Procedure (SOP) for Goods and Services Tax (GST) that has implemented by the government. KFC Malaysia has replaced the Sales and Service Tax (SST) with GST at the same standard tax rate of 6%. Therefore, customers do not need to worry as there are no any changes in the sum charged. Customers either pay same or less with GST as the costs of some of their most loved meals have been lessened. Because of the GST on relevant items and services, KFC has been charging customers the 6% rate compelling from April 1, 2015, in the greater part of the costs in their menu and special offerings. (The Establishment Post, 2015) For instance, KFC combo meals such as Lunch & Dinner Treat as well as the Value Treats have reduced in prices which means customer will be paying even less than before. In conclusion, a percentage of the fast-food restaurants like KFC Malaysia ready to pick up advantage in lower their tax charge to buyers and increase their benefits to the company. (QSR brands (M) Holdings Sdn. Bhd.)
The E for Economic are the factors determinant of an economy's execution that straightforwardly affects an organization and have reverberating long haul impacts. For instance, increase in the inflation rate of any economy would influence the way organizations' value their items and services. Moreover, it would influence the buying power of a consumer and change demand or supply models for that economy. Economic factors concern the nature and direction of the economy in which a firm works. In view of annual report of which is Economic Report 2015/2016, the Malaysian Finance Ministry has said that Malaysian economy is relied upon to see 4 percent to 5 percent real Gross Domestic Product (GDP) growth in 2016 driven by domestic demand. This can show retreat in Malaysia is slowly in recovery. Thus, it might decrease the cost of raw material and buying power from fast food industries will increase. Fast food restaurant such as KFC Malaysia able to decrease their price and attract more customers. (Malaysia Kini, 2015)
The Social factors examine the social environment of the business sector, and gage determinants like social patterns, demographics, population analytics and so on. As we all know, one of the crucial issue for fast food industry concern is individual’s health. The fast food industry has been focus of a great deal over relationship in the middle of obesity and health. As the fast food industry got amidst this new social concern, its menu mainly of high calories and artery-clogging food. Other than that, fast food industry causes increase in obesity guaranteeing that organizations like KFC Malaysia made an environment that supported overeating and discouraged physical activity. ii. Micro Environmental Factors
Micro environmental factors are the components in a company's quick area of operations that influence its performance and decision-making. The factors that will affect the marketing decisions of the company are competitors, customers, distribution channel, suppliers and public. Does not matter customers such as businesses or domestic purchaser who perform essentially in microenvironment where the KFC Malaysia operates.
Customers
Customer awareness is a significant point influencing product achievement in the company. The product of KFC which offer with conceivably to the customers is changed in attempt to make a healthy observation about themselves in its customers’ mind set. KFC Malaysia ought to aim market segmentation to distinguish the consumers’ group and has a market advertising regard for each of them, for example, kids, grown-up, businessperson and youngsters with various taste and sort of its nourishment. If KFC Malaysia cannot change or adjust to the progressions of consumer’s behaviour it might have chance in losing the market and every consumer’s pattern will also influence the organization’s bottom-line performance. For instance, customers who have busy schedule in the morning able to take a quick grab of breakfast in KFC which operates from 4 a.m. to 11 a.m.
KFC Malaysia provides customers a superior way to kick start their mornings with delicious items in the healthy breakfast menu. There are various options of items that can be selected from the delicious breakfast menu such as Grab ‘N’ Go and All-Time Favourites. The Grab ‘N’ Go items is essentially focused to young office workers who might want to have their breakfast speedy and simple. KFC Malaysia has also launched a new item which is added into the menu which is Classic Rice set that comes with original recipe chicken, a sunny-side up egg, colonel rice and a special spicy sambal. The new Classic Rice set is inspired by Malaysian who has a spicy-loving sense of taste.

Competitor In this world, KFC claimed to be one of the multinational fast food chains. Unfortunately, there are vary of competitors that can turn a major thread for KFC. The competitors in Malaysia are McDonalds, Burger King, Pizza Hut and so on. Comparison are made between these competitors in terms of product quality, services, price of product, market share and sales growth which affecting overall in KFC Malaysia. For instance, McDonalds do provide a several of similar products as KFC such as burgers, nuggets, fried chicken, porridge, as well as desserts. They also provide breakfast for the customers. Most of the McDonald’s menus serve burgers. Besides fast food restaurants in Malaysia, there are also fried chicken stalls by the streets that serve as niche market which sells quite similar products as KFC to the consumers. Therefore, KFC Malaysia must battle for in offering a differentiation values and provide satisfaction to its consumers in market. If KFC Malaysia can use to differentiate any values and advantages, KFC Malaysia can be a strong marketing point to reach and vanquish the business sector. KFC Malaysia should always see constantly changing customers' needs, needs by special group and create strategies to reinforce the organization positioning in market. In spite of the fact that there are a ton of competitors for KFC Malaysia, however there are additionally advantages to enhance their products and services which they are offerings in various approaches to attract in more customers and have an insurance to expand organization's revenue in a reasonable ways against offerings by the other competitors.

Task 2
b) Propose segmentation criteria ( e.g. demographic, psychographic, behaviouristic geographic, and etc) to be used for a selected company’s products in different markets in different markets. (The markets: consumer VS business markets) Market can be divided into distinct group of purchasers who have different needs, characteristics, behaviours and who may need separate products. There are several market segmentations for example demographic, psychographic, behaviouristic, and geographic. Demographic segmentation comprises of separating the market into groups which based on age, gender, family size, income occupation, education, religion, race and nationality. As one may expect, demographic segmentation are amongst the famous bases to segment KFC Malaysia’s customers.
Age is chosen to be one of the variables in demographic segmentation. This is because age will affect the wants and needs of customers. As for the older people it can be suggested that KFC Malaysia can provide a new menu for the consumers with especially for the burgers. KFC Malaysia can choose the whole wheat burger bread to replace the white bread as wholegrain bread gives a lot of benefits for health. For instance, wholegrain contribute a good source of fibre that able to prevent from heart disease as well as colon cancer. ( TheHuffingtonPost.com, 2016) Furthermore, the patty of meat burgers such as chicken and beef can be replaced with organic meats. Organic farmed animals are raised without injecting dangerous chemicals into the animals’ body. Furthermore, organic food is also safer for older people to consume because the chances of getting ill will decrease which is important for them. Varities of vegetables can be added into the burgers too because it provides a lot of nutrients and can reduce risks of getting chronic disease.
Geographic segmentation is divided into geographic criteria such as nations, states, regions, countries, cities and many more and it can be suggested to KFC Malaysia company. KFC Malaysia can segment their products according to industrial area and office area. It can be clearly seen that industrial area has more number of people compared to an office area. Therefore, KFC Malaysia can take this opportunity to sell their products to industrial area. This can affect the company’s growth of profit to increase because the demand of KFC products in industrial area is higher than office area. In addition, promotion can be given to the industrial workers as well so that KFC Malaysia can achieve repeat customers and gain customer loyalty.

c) Choose and justify a targeting strategy for a selected product or service of the organisation (Options: undifferentiated, differentiated/multi-segments, concentrated, local or individualized marketing) Targeting strategy is a procedure of assessing every market segment’s attractiveness and pick two and more segments in market. KFC Malaysia make a differentiated or multi-segments marketing through their product. KFC Malaysia sell multiple of products that target to more than one segments. For instance, there are varities of food that are available in menu for KFC Malaysia to market their product to all the consumers regardless of their age. Their food Besides the fried chicken, KFC Malaysia also provide burgers that come in a combo or ala carte set for instance ‘Colonel Burger’ or ‘Zinger Burger’. Moreover, there is also wrap available in KFC which is the ‘KFC Wasabi Rice Wrap’ that has just recently launched which customer can also choose in combo set or ala carte. (QSR Brands (M) Holdings Sdn.Bhd., 2016) Furthermore, there are also breakfast, lunch and dinner available in the menu. The breakfast menu is classified into weekday and weekend. Customers can easily just have a quick grab for their breakfast when they are in rush to go for work or school. As for the ‘Lunch & Dinner Treat’ has the same products available in the menu. It has wide range of set meals which is affordable and the prices are worth for the customers to purchase the products compare to other fast-food restaurant. Not forgetting the beverages, there are hot and cold drinks such as soft drinks, juices, teas and coffees for the customers to choose as well as desserts and side orders that are available in KFC menu. (QSR Brands (M) Holdings Sdn.Bhd., 2016)

d) Demonstrate how buyer behaviour affects marketing activities in FIVE different buying situations. Purchasing conduct" is comprised of the internal and external factors that clarify why customers purchase and utilize certain products or services. This sort of behaviour can influence the marketing strategy of a company that a business utilizes to promote its products, and when this behaviour is dissected, it can manage a business toward better marketing strategies and procedures that it may not have originally utilized. One of the factors of buying behaviour is need recognition. The initial step in consumer buying behaviour is need recognition. This happens when a purchaser finds an unmet needs that should be fulfilled to satisfy their needs. For instance, when consumers are hungry and they will decide to purchase food to fulfil their hunger and satisfy their needs. When comes in deciding what food to eat, their wants would be fast food. However, there will be a few choices that come in their mind for example KFC, Domino’s, McDonalds and many more. In conclusion, KFC Malaysia able to focus on the consumers by fulfilling their needs and wants with providing a wide range of food in their outlet. Next factor in decision making process would be post purchase behaviour of a consumer. It is the stage of buyer decision process when a consumer make an extra action based on their satisfaction or dissatisfaction. For instance, after customers have make their purchase of products in KFC restaurant such as a set of meal that comes with a burger, fries and a drink. If after the purchase the consumer has make is match with their expectations, satisfaction will be gain. If their perception of the product does not meet with their expectation, therefore customers will gain dissatisfaction. This will leads to the performance of KFC Malaysia company to decrease and KFC Malaysia will not able to gain good image from customers because of the negative experiences with the product that they may have encounter. Social factor also play a significant role in affecting the customer buying decisions. Social factors can influence consumer buying decision that are classified into relatives, family members, reference group and role in the society. For instance, family members who have tried the products of KFC Malaysia and have positive comments toward the products that are provided by KFC Malaysia, therefore it will influences other family members that are curious to try on the products. However if family members have heard negative feedbacks, this action may leads to doubts toward the decision made by individuals to visit KFC Malaysia. In conclusion, family plays a significant role in influencing the buying decisions of individuals. It is also important for KFC Malaysia brand to be seen as a family brand so that it can become a consumer habit for the parents and the kids when they become adults. Routine response behaviour is a sort of buying situation whereby the buyer of a product or service has past experience with purchasing it and consequently makes on the choice to buy once more. Brands recognition has huge influence in routine response behaviour. For example, customers who take KFC product on the particular day will tend to automatically consume the similar product from KFC restaurant the next day. This is because the customers are loyal to KFC Malaysia company that provides good quality of product and services to their customers. Therefore, KFC Malaysia has also gain brand recognition through advertisements and promotions. Lastly, among the factors that influence consumer behaviour is psychological factor. It can be separated into 4 classes which are motivation, perception, learning as well as beliefs and attitudes. Motivation will encourage consumers to develop a purchasing behaviour. For instance, KFC Malaysia should try to create and make conscious consumers’ mind so that they can develop a purchase motivation. For instance, KFC Malaysia has provide varieties of food product in their restaurants so that consumers able to have more choices to decide for themselves. With the availability of set meals every day in KFC restaurants, consumers willing to purchase due to the prices that are affordable and reasonable.

Task 2
e) Propose a new positioning strategy for a selected product or service of the organisation A new positioning strategy that can be suggested for KFC Malaysia is the product design. KFC Malaysia ought to utilize the customization strategy in offering their products to the customers. For instance, individuals can pick the ingredients that are needed for their products at the section provided by themselves and proceed to the cashier to pay what they KFC Malaysia able to decrease their expense such as employees’ salary because less people is required in preparing the food in the kitchen when they get orders from customers. The employees of KFC Malaysia should do nothing more than just prepare the food earlier before the operating hours begin. KFC Malaysia should provide a suitable place for the food to be keep and individuals will do it without anyone else's help. The following step customers will do is to ascertain the amount to be charged. Not just this, customers will be more satisfied because they have the chance to pick what they want to eat. Moreover customers that are concern with their health able to have more choices in eating since they are not controlled from eating things that they do not need. With the new tagline that has introduced by KFC Malaysia Holdings Bhd (KFC), ‘So Good’ has replace the well-known ‘Finger Lickin’ Good’ (BorneoPost Online, 2010-2015), customers will be confident with the services and quality of the product that are provided by KFC Malaysia. ‘So Good’ reflects the worldwide direction with emphasis on freshly prepared food that is produced using the original recipes for the entire experience of good food with family and friends. Besides KFC Malaysia just concentrate on children’s welfare, KFC can likewise provide senior citizens in Malaysia with membership card. Since there is another customer segment which is health conscious customer that has been include into new strategy of KFC Malaysia, customers who are age 40 years old or more will visit to KFC Malaysia and enjoy their meals. Therefore KFC can offer a special price and discounts for customers who have registered as exist customers. From the membership forms that they have fill in with their details, information that related to their own details and their information can be acquired. The information of senior citizen customers will stay private and confidential inside of the organization. Furthermore, the customers will get birthday cards, gifts and unique rebates for the food that they have purchase.

Conclusion
KFC is a successful fast food outlet in Malaysia. It has been acknowledged and appreciated by customers all over Malaysia because of which there are more than 500 branches each doing commendable business. Besides strategies for marketing and management of KFC Malaysia, they have considered different elements that play huge parts towards achievement. Any business requires social interaction and dealings, the solid acknowledgment of what is ethically right or wrong is then vital. The reason for this analysis s to find out the quality part of the operations within KFC. Moreover, KFC Malaysia should likewise offer significance to the management offers to assemble a healthy environment for their employees to work in guaranteeing best quality and magnificent service. Subsequent to today's era is inclined to hypertension lead by cholesterol it must organize in adding healthy alternatives in its menu like organic products and vegetables. They should likewise take into the veggie lover market which is a tremendous and neglected niche.

References
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Sledgehammer Communications (M) Sdn Bhd. (2016) KFC Boards the Instagram Ad Train [Online] Available from: http://www.marketingmagazine.com.my/breaking-news/breaking-news/daily-fresh-news/kfc-boards-the-instagram-ad-train Accessed on: 30th of January 2016
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