FACULTY OF BUSINESS AND MANAGEMENT PRINCIPLE

AND PRACTICE OF MARKETING

(MKT 420)
GROUP ASSIGNMENT 3

PREPARED BY:
NAME STUDENT ID
MUHAMMAD ALIF DANIEL BIN 2020896364
MUHAMMAD SALEHUDDIN
MUHAMAD IZZAT NIEZAR BIN 2020834806
AHMAD TAJUDIN
MUHAMMAD NORAZMAN BIN 2020828304
AZIS
MUHAMMAD IDFAN BIN 2020828256
NORAFANDI

CLASS: BA2421B
PREPARED FOR:
PUAN SITI SARAH BINTI MOHAMAD
TABLE OF CONTENTS

INTRODUCTION ................................................................................................................... 1
i. PRODUCT ............................................................................................................................ 2
ii. PRICE................................................................................................................................... 3
iii. PLACE ................................................................................................................................ 4
iv. PROMOTION..................................................................................................................... 5
RECOMMENDATIONS STRATEGIES & CONCLUSION ............................................. 6
REFERENCES ........................................................................................................................ 9
INTRODUCTION

Company Background

Burger King

Burger King is the second largest hamburger company in the world. There are million
franchise of Burger King around the world and in Malaysia has almost 50 franchise. The first
restaurant of Burger King that open in Malaysia is at Sungai Buloh Overhead Bridge in 1997.
There are many products that Burger King have such as hamburger, chicken and fish and others.
The product not only sell by ala cart, but we also can buy by set. Product at Burger King is
affordable price. Other than that, the good and nutritious flame-grilled taste of Burger King
items can be enjoyed by customers worldwide

Kentucky Fried Chicken (KFC)

KFC is the company who manages and controls fast food catering chains as well as
hatcheries, feed mills, breeding farms, bakeries, poultry processing and trades, and produces
seasoning sauces and confectionery. KFC Holdings (Malaysia) represents its clients
worldwide. Kfc is one of famous fast food in world and in Malaysia. They not only sell Fried
chicken, but they also have burger and fries. KFC is one of fastest growing fast-food restaurant
around the world. First franchise of “Kentucky Fried Chicken” is open at Utah at 1952.In
Malaysia the first restaurant of KFC opens in 1973 at Jalan Tunku Abdul Rahman. Almost
everywhere in Malaysia have KFC restaurant.

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i. PRODUCT

(BURGER KING)

Burger King is a multinational fast food hamburger restaurant in the United States. The
operations are in Miami-Dade County, Florida, and was established in 1953 as Insta-Burger
King. Burger King employs its brand mix as a solution to the dynamic and saturated state of
the worldwide quick service burger industry.

BURGER KING

BURGERS SALADS SIDES DISHE DESSERTS BEVERAGE

Chicken French Fries Dutch Apple Pie Ice blend

Beef Burger Caesar
Salad Oreo Shake Sodas
Onion Rings
Chicken Burger

Burger King is a speedy restaurant that relies on burgers as its main goods. Each
element of the marketing mix presents organizational outcomes that are delivered to target
consumers. The popular product lines of The Burger King are burgers, chicken and seafood,
sides, vegetables and vegetables, beverages even desserts. Aside from the main product line of
burgers, Burger King also offers chicken and tuna as alternatives. There are chips on the sides,
onion rings, chicken nuggets, and hash browns. At Burger King, a number of salads are also
generally available, such as Morningstar Veggie Salad and Chicken Salad. The drinks include
Pepsi and ice blend. Burger King also have dessert such as Dutch Apple Pie, Oreo shake and
Caramel Sundae. Burger King has a narrow approach to this aspect of the marketing mix, as
manifested in its limited product mix but this product mix supports Burger King's generic
approach through economies of scale through large-scale production of a limited variety of
product lines.

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(KFC)

Established in Louisville, Kentucky, KFC (Kentucky Fried Chicken) is a fast-food restaurant

chain specializing in fried chicken and also having a great specialty in burgers. KFC is the
world's second-largest restaurant. KFC is synonymous with fried chicken and the existing fast
food hamburger industry has been questioned. The food line of KFC includes all products
focused on chicken, burgers such as Colonel burger, Zinger burger and fish burger, Combo's
such as dinner plate and family meal, desserts and drinks such as ice cream.

KFC

CHICKEN SIDES DISHE BURGER BEVERAGE

Coleslaw Zinger Burger Pepsi

Original Chicken

Colonel Burger Mountain Dew

Spicy Chicken Whipped Pot.ato

KFC has tailored its product offerings as per the geography and demand. The part of
the promotion of the blend merchandise plan, KFC has more than 300 separate menus in
different locations worldwide. Hot and Crispy Chicken, Zinger Burger and Rice Bowls have
been launched in India. Islamic countries and Middle East also served chicken but in halal way.
KFC has a longstanding connecting with Mc Cormic Company for the vital ingredients of items
such as marinades, sauces and seasonings. Since PepsiCo was synonymous with it, most of the
drinks consumed in KFC are from Pepsi, although in some regions there are exceptions.

ii. PRICE

(BURGER KING)

Burger King's price approach relies primarily on its generic cost control plan, which is
minimizes prices and profits. Appropriate pricing of goods is considered under this portion of
the marketing mix. Market-Oriented Pricing strategy and Bundle Pricing strategy is the Burger
King's pricing strategy.

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 The market-oriented pricing strategy of Burger King is the primary approach to pricing.
This pricing strategy includes determining rates on the basis of existing market situations,
including supply and demand dynamics and competing competitors' pricing conditions. The
secondary pricing method of Burger King is the Bundle Pricing. For instance, at bundle prices,
consumers will purchase valuable meals and children's meals that are more economical than
purchasing nutritional products individually. This aspect of the marketing mix illustrates that,
in order to assess its costs, Burger King primarily considers market factors.

(KFC)

The lower and upper middle class are the target group of KFCs and the products are
priced accordingly. For its products and variations, there are several pricing methods that KFC
uses. The focus demographic for KFC is young families belonging to the upper middle class or
middle class in urban and semi-urban areas. The prices were higher before nit entered the
market and were eventually decreased later to the aim lower revenue group.

KFC makes differential pricing available which is Optional Pricing. Essentially,

optional pricing is essentially used by KFC to try to increase the price customers spend when
they start shopping. The best price of the good or service is raised by optional 'extras’. In the
case of KFC, customer can order the main items on their option and then choose for "extras"
or "sides" such as drinks or sides that go well with the main item they ordered. The net result
is that the buyer ends up paying for the key thing person chose to purchase and the add-ons as
well. KFC also use Bundle Pricing which is KFC packs together multiple items and sells them
at a marginally cheaper price to consumers. KFC provides consumer with many combo deals
and also provides its consumers with an option to make their own choice of combo.

iii. PLACE

BURGER KING

As a product that always competes with other popular brands, burger king is usually
located at populated area such as in the city or shopping malls. This is because their target
market is customers aged from 19 to 35 years old. People at this age usually go to shopping
malls frequently compared to other ages. So, by opening their outlet at the shopping malls,
people will tend to try the product and pick their favorites between other fast-food brands.
Burger King provides various type of burger. In Malaysia, Burger King do franchise about 50
outlets that is managed by Cosmo Restaurants Bhd. Total outlets that Burger King have until
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today is about 12,300 outlets all over the globe. Burger King distribute their product by two
level channel which included manufacturers, distributors, retailers and consumers. But these
days, Burger King do provide various ways for consumer to try their product such as dine-in
at the restaurant, drive-thru counter for people to takeaway, and ordering from mobile apps
such as Grab Food or Food Panda that will deliver the food to their house. By this way,
customer do have a lot of options either to try it at the restaurant or just order from home.

KFC

Different from other fast-food brands, KFC is a well-known product in Malaysia as it

has been in Malaysia market for a long time. KFC usually located at every place in the country
no matter it is in the capital city or rural areas. KFC main target are focusing on families and
young consumers as their product do serve various of set that are suitable for family event such
as birthday party and festival. In Malaysia, KFC has almost 500 franchise that was owned by
QSR Brands and total of 24,000 outlets in 145 countries owned by Yum! Brands. KFC can
easily be found compare to other fast-food restaurants as it is one of the Malaysian favorites.
KFC do have various outlets that located at Petrol Station, shopping malls or shop lot that
provide drive-thru counter. By opening at this type of places, the consumer can get the product
easily. KFC also use level-two channel which involves manufacturers, distributors, retailers
and consumer. KFC also provide other ways to try their products by having their own mobile
apps that provide menu for customer to choose and order so that they can eat at home instead
of dine-in.

iv. PROMOTION

Burger King and KFC promote their product through a variety of promotional activities
that have the goal of purchasing customers. There are many types of promotional tools that
some company use for promotion such as advertising, sales promotion, public relation, personal
selling and direct marketing. The objective of make promotion is to increase demand, these
techniques are used during the product life cycle in order to maximise sales. Other than that, is
to represent the product details, beside the customer only buy the product they also must know
about the product. Promotion tools helps to separate about the product detail and make
customer one to try the product.

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 Burger King use a various promotion tools to market their product. First of all, Burger
King use sales promotion as their promotion tools. Sales promotion is likely giving discount,
coupons. As example, Burger King give discount when customer add additional product from
the menu. They also distribute discount coupon to people, this is way to attract people to try
Burger King. It also uses personal selling technique to promote their product. Their staff use
some personal sales skills to convince consumers to purchase additional items from the menu.
This technique has made Burger king well known and their sales also increase. Over the years,
Burger King has reduced its promotional budget and concentrated on innovation instead.

Next, Kfc promotion tools is mainly focused on advertising. As we known nowadays,

they are many platforms that can promote product and easily people can see the product.
Advertising is most strengthened promotion tools nowadays. For KFC they promote their
product by using ads in web pages and social media. Kfc use ads on Instagram, YouTube,
Facebook to promote their product. As example, when someone watching YouTube the ads
from Kfc also appear when they watch YouTube. The effectiveness from the ads is can attract
people to try their new product. Besides that, Kfc use print media as their promotion technique.
The print media is like newspaper, magazine, template. In the print they insert like discount,
special offer and win a price. The creativeness from the print media can attract people to try
the offer from Kfc and the product from Kfc can be spread easily. Other than that, Kfc also use
sales promotion as their promotion tools. As example, in Black Friday promotion KFC offer to
their customer Rm12 for snack plate sets. This type of promotion can easily attract customers
to buy back and repeat their product.

RECOMMENDATIONS STRATEGIES & CONCLUSION

(KFC)

1) PRODUCT STRATEGIES

VALUE

The value added to their commodity is the approach that KFC Malaysia will suggest.
This added value should be further strengthened by KFC to contribute further to their growth
rate, as their suggested aim now is to recover the growth rate and market share. The group
recommended that when they buy their goods, they should offer coupons to buyers, saying that
there would be some discounts for the next purchase.
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PRODUCT DESIGN

In addition, the customization strategy for its products can be used by KFC Malaysia
in the product layout. The moral behind this is that when they go to the counter, people will
select what ingredient they want for their items, do it themselves, and then pay. Much like Deli
does what he does. Through doing this, the business will minimize its expense, and when they
get order, not many people are expected to prepare the food at the back, all they need to do is
prepare the food sooner, put it in places and people can do it themselves, the next thing they
will do is decide how much to be paid.

NEW PRODUCT DEVELOPMENT

Thirdly, new product development is also suggested for new items such as Dumpling
and Satay. Both products are popular dishes for the two primary races of Malaysia, Chinese
and Malay. People would like KFC more than any other fast food if they hit people's hearts.
This would further boost market share.

2) COMMUNICATION STRATEGIES

ADVERTISING

The proposed advice for KFC would be to continue the advertising on TV, newspaper,
radio and internet ads. In addition, KFC is strongly advised to encourage in public transport,
such as bus walls, their latest product ads in order to raise the customer recognition of their
latest product launch.

SALES PROMOTION

Additional events like sweepstakes, lucky draw, etc. should be organized by KFC. As
consumers tend to be attracted to free lucky drawings and sweepstakes, KFC should be able to
attract more customers to dine in or take away at KFC restaurants in order to take part in the
same lucky draw or sweepstakes. Furthermore, activities such as restaurant drawing contests
could be coordinated by KFC. This could be achieved by giving the kids a drawing paper to
draw and fill color after buying meal from customers, and after the due date the list of winners
will be told. This might encourage more children to take part as kids appear to like the color of
drawing and filling.

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(BURGER KING)

On the basis of strategic choices, opening more branches is considered an expensive

tactic, Since opening the new branches costs a lot of money, but more other strategies can be
applied to accomplish the same target that increases market share, such as the franchisee system
and even the distribution system. More customers will enjoy the Burger King product
anywhere and every time with the use of the low-cost delivery system. It is considered to be
more successful than opening more branches. In the franchisee method, Burger King can gain
more profit from the sale and raise market share, but in order to focus on the quality of the
product, Burger King can pay more attention to maintaining and the reputation at the same
time. There is also valuable preparation for franchisees. In order to avoid too many branches
in the same place, Burger King will also control the branch's role in the franchisee system,
which can restrict the competition of all franchisees and render the company inefficient.

The important for the profit margin growth is advertising, Burger King can use low-
cost ads that can save a large amount of money and stay relevant. The lifestyle of the population
has changed, and the enhancement of the technology of Burger King does not use conventional
media to promote their product, teens and adults today prefer the internet rather than the
newspaper. Like using website ads, it is considered cheaper advertising and can also filter the
population more efficiently than without filtering it to meet market segmentation.

CONCLUSION

We think that KFC is much better than Burger King. It is because KFC serves
Malaysian better. Malaysian often go for KFC than Burger King because KFC dishes suits
better with the taste of Malaysian’s food. That is why KFC often eat by a lot of people from
various generations. The KFC franchise is also strategically located such as at the mall and
crowded places so that many people can easily access their meal needs through KFC.

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REFERENCES

• Gregory, L. (2017, February 06). Burger King's Generic & Intensive Growth Strategies.
Retrieved December 30, 2020, from http://panmore.com/burger-king-generic-
intensive-growth-strategies

• Business strategies of Burger King. (n.d.). Retrieved December 30, 2020, from
https://www.ukessays.com/essays/marketing/business-strategies-of-burger-king-
marketing-essay.php

• Greenspan, R. (2017, February 06). Burger King's Marketing Mix (4Ps) Analysis.
Retrieved December 30, 2020, from http://panmore.com/burger-king-marketing-mix-
4ps-analysis

• Team, M. (2020, April 19). KFC Marketing Mix (4Ps) Strategy. Retrieved December
30, 2020, from https://www.mbaskool.com/marketing-mix/services/17502-kfc.html

• Learning, L. (n.d.). Principles of Marketing. Retrieved December 30, 2020, from

https://courses.lumenlearning.com/clinton-marketing/chapter/reading-sales-
promotions/

• Bhasin, H., Rabia, Michael, Kaushik, P., & Usman, M. (2017, December 16).
Marketing strategy of KFC - KFC Marketing strategy. Retrieved December 30, 2020,
from https://www.marketing91.com/marketing-strategy-of-kfc/

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FACULTY OF BUSINESS AND MANAGEMENT
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

RUBRIC MARKETING 4P’S

PRINCIPLES AND PRACTICE OF MARKETING
MKT420
BY
DR MUHAMMAD AZMAN IBRAHIM
RESOURCE PERSON
 FACULTY OF BUSINESS AND MANAGEMENT
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

MARKETING MIX 4P’S RUBRICS

Course Name: Principles and Practice of Marketing Student’s Name: Lecturer’s Name:
Muhamad Izzat Niezar Bin Ahmad Tajudin Puan Siti Sarah Binti Mohamad
Course Code: MKT420 Student’s ID: Group:
2020834806 D1BA2421B

Criteria Marks C P A Weighted Marks

Allocated Poor Moderate Satisfactory Good Excellent Obtained (%)

Introduction 15 0 - 3 marks 4 - 6 marks 7 - 9 marks 10 - 12 marks 13 - 15 marks

Poor introduction Moderate Satisfactory Good Excellent introduction
of company introduction of introduction of introduction of of company
background company background company company background
background background

Analysis of 15 0 - 3 marks 4 - 6 marks 7 - 9 marks 10 - 12 marks 13 - 15 marks

Marketing • Poor or lack of • Moderate • Satisfactory • Good analysis • Excellent analysis of
mix 4P’s analysis on of product product attributes
analysis of analysis of
product attributes
product attributes product attributes
Product attributes.

Analysis of 15 0 - 3 marks 4 - 6 marks 7 - 9 marks 10 - 12 marks 13 - 15 marks

Marketing • Poor or lack of • Moderate analysis • Satisfactory • Good analysis • Excellent analysis of
mix 4P’s analysis on the of product product pricing
of the product analysis of the
product pricing pricing product pricing pricing
Pricing
 Marks Weighted Marks
Criteria Poor Moderate Satisfactory Good Excellent C P A
Allocated Obtained (%)

Analysis of 15 0 - 3 marks 4 - 6 marks 7 - 9 marks 10 - 12 marks 13 - 15 marks

Marketing • Poor or lack of Moderate analysis Satisfactory Good analysis Excellent analysis of
mix 4P’s analysis on of promotion analysis of of promotion promotion
promotion promotion
Promotion

Analysis of 15 0 - 3 marks 4 - 6 marks 7 - 9 marks 10 - 12 marks 13 - 15 marks

Marketing • No or lack of Moderate analysis Satisfactory Good analysis Excellent analysis of
mix 4P’s analysis on the of the place analysis of the of the place the place
place place
Place

Recommend 15 0 - 3 marks 4 - 6 marks 7 - 9 marks 10 - 12 marks 13 - 15 marks

ations & Poor or lack of Moderate Satisfactory Good Excellent
Conclusion recommendations recommendations recommendations recommendatio recommendations and
and conclusion and conclusion and conclusion ns and conclusion
conclusion

Writing 10 0 - 2 marks 3 - 4 marks 5 - 6 marks 7 - 8 marks 9 - 10 marks

style, spelling The writing lacks Sentences were Sentences were Sentences were Sentences were well
& grammar sentence variety somewhat varied, and correctly correctly written and expressed
and few some were constructed constructed and
grammatical errors inappropriate with well-articulated
minimal grammatical
errors

Total: 100 /100

 FACULTY OF BUSINESS AND MANAGEMENT
ASSIGNMENT/ PROJECT DECLARATION FORM

Student’s Name : Muhamad Izzat Niezar Bin Ahmad Tajudin

Student’s ID : 2020834806 Student’s I/C No. : 011014080069

Program Code : BA242 Part : 1 Course Code : MKT420

Course : Principles And Practice Of Marketing

Name

Assignment/ Due Submission

Project No. : 3 Date : 31/12/2020 Date : 31/12/2020

Assignment/ : Analysis on Company’s 4P’s

Project Title

Lecturer’s Name : Puan Siti Sarah Binti Mohamad

I hereby declare that the work in this assignment/ project was carried out in accordance with the
regulations of Universiti Teknologi MARA. It is original and is the results of my own work, unless
otherwise indicated or acknowledged as referenced work. This assignment/ project has not been
submitted to any other academic institution or non-academic institution for any degree or qualification.

I acknowledge that I have been supplied with the Academic Rules and Regulations for Universiti
Teknologi MARA’s Diploma/ Bachelor Degree/ Master’s Degree students, regulating the conduct of my
study and exams.

I hereby declare that this assignment/ project is written by me and:

i. is a result of my own work;
ii. has not been used for another assessment at another department/ university/ university college in
Malaysia or another country;
iii. does not refer to/quote works of others or own previous writings without stating it both in the text
and in the reference list;
iv. mentions explicitly all sources of information in the reference list; and
v. will go through similarity check (Turnitin).

I am aware that disciplinary action (which may include the deduction of marks in the assignment/
project) will be taken against me if I am found to be an offender.

31/12/2020 Izzat

Date Student’s Signature