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Current Marketing Situational Analysis Internal Analysis

KFC uses an affordable pricing strategy in Malaysia to attract customers. Prices are set low enough for families and students to purchase products, gaining customer loyalty. However, the implementation of a government service tax has increased KFC's costs, affecting its ability to maintain low prices. The growing economy has also increased demand for KFC products. As a multicultural country, KFC must understand the different religions and languages in Malaysia to market appropriately to all groups. Environmental regulations require KFC to use paper bags instead of plastic.

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14 views2 pages

Current Marketing Situational Analysis Internal Analysis

KFC uses an affordable pricing strategy in Malaysia to attract customers. Prices are set low enough for families and students to purchase products, gaining customer loyalty. However, the implementation of a government service tax has increased KFC's costs, affecting its ability to maintain low prices. The growing economy has also increased demand for KFC products. As a multicultural country, KFC must understand the different religions and languages in Malaysia to market appropriately to all groups. Environmental regulations require KFC to use paper bags instead of plastic.

Uploaded by

Mohamad firdaus
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CURRENT MARKETING SITUATIONAL ANALYSIS

INTERNAL ANALYSIS
KFC restaurant is the fast food restaurant that is using affordable price
strategy to attract more customers to come and purchase KFC products.
This is because KFC is the famous fast food restaurant not only in local but
also abroad where KFC product has been sells it in Malaysia with the
reasonable price where the all the level income isafford to purchase KFC
product. 
All the price that KFC has been set id affordable where not only the family
can but the products but also the students are afford to purchase the KFC
products with lower price. The lower price that has been set by KFC may
attract more customers to purchase the product and KFC will gain the
loyalty customers with the affordable price offered. This is because
Malaysia country has been with the majority is come from the middle
income which is the price that has been set is suit with the society in
Malaysia country. 
EXTERNAL ANALYSIS
PESTEL
Political Factors 
In Malaysia, the Prime Ministry which is Dato’ Seri Najib Abdul Razak has
been introducing about Government Service Tax (GST) where policy has
influence the business operation of KFC in entire Malaysia where KFC
need to follow the policy and changing in setting the price strategy. Due to
the increases cost of production after GST has been introducing affect the
KFC in giving the lower prices towards the customers.
Economic Factors 
In 2017, the economy in Malaysia has been increase that makes the
demand for the KFC products increase. The high income that consumer
receive makes the consumer has the greatest in purchasing power that
lead to the increasing of demand towards KFC product. The increasing in
demand due to the high economy makes the KFC need to produce more
products and the KFC need to meet the customer demand in order to
sustain in marketplace. 
Social Factors
Malaysia has much type of race and religions that lives in Malaysia country
where there is Muslim, Indian and Chinese that makes the KFC need to
understand and know what the suitable food to produce is. Malaysia
majority is Muslim religious where there is some of the things that Muslim
cannot eat that KFC need to identify and aware about. Moreover, there are
many different languages that has been used by the different state in entire
Malaysia that KFC need to study and understand in order to make the
product easily be accepted in Malaysia. 
Technology Factors 
Malaysia is the country that still in the process of development new
technology to be acceptance in Malaysia and suit with the Malaysia society.
The technology that has been develop is in the purpose to make the
business in Malaysia can be competed in global and same level with the
market competitors in global that makes the Malaysia need to
adding newer modern technology to enhance the business performance
into global. 
 
Environment
Malaysia also are very take care of about our environment. For example ,
KFC need to follow the rules and regulation which is KFC should use paper
bag instead of plastic bag.

Legal
KFC should argue and follow up the local law which is set up by the
country. So when the financial operating they need to be loyalty and not
break the rules to paid for the taxes or government service tax (GST) for
example in Malaysia.

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