INTI INTERNATIONAL UNIVERSITY

MKT 4226: SERVICE SMARKETING

AUGUST 2021 SESSION
INDIVIDUAL ASSIGNMENT

Module Name
Service Marketing Module Code MKT4226

Module Leader Dr. Lim Kim Yew Individual Assignment

Ivy Kho S’sia Wei

Student ID I18015482 Name

I certify that this assignment is my own work and where materials have
been used from published sources, they have been properly acknowledged.
I understand I will receive a mark of 0% for this assignment and may
Student’s receive further penalties if the content is found to be plagiarized.
Declaration
Signed: _____________________IVY_______________________

Date: ______________18/10/2021_______________________________

31/10/2021
Return of student’s
Date Received
assessed work/ date
 9-10 points 6-8 points 3-5 points 0-2 points Weight Marks
CATEGORY
Outstanding Good Average Weak

SYNOPSIS
Introduction of Writing Writing Writing Writing does
the company demonstrates demonstrates demonstrate not
concrete good s demonstrate
15%
understanding understandin understandi understandin
of company g of ng of g of
x 1.5 15
business company company company
nature and business business business
mission nature and nature and nature and
statement. mission mission mission
statement. statement. statement.
Writing Writing Writing Writing does
demonstrates demonstrates demonstrate not
Physical
concrete good s demonstrate
environment
understanding understandin understandi understandin
as an extended
of physical g of physical ng of g of physical
marketing mix
environment environment physical environment
in food and x 2.0 20
from service from service environmen from service
beverage
marketing marketing t from marketing
company
point of view point of service point of
20% view marketing view
point of
view
Process as an Writing Writing Writing Writing does
extended demonstrates demonstrates demonstrate not
marketing mix concrete good s demonstrate
in food and understanding understandin understandi understandin
beverage of process as g of process ng of g of process
company an extended as an process as as an
x 2.0 20
marketing extended an extended extended
20%
mix marketing marketing marketing
mix mix mix

People as an Writing Writing Writing Writing does x 2.0 20

extended demonstrates demonstrates demonstrate not
marketing mix concrete good s demonstrate
in food and understanding understandin understandi understandin
beverage of people g of ng of g of people
company as an people as an people as as an
extended extended an extended extended
20%
marketing marketing marketing marketing
mix mix mix mix
The The There is no No
conclusion conclusion is clear conclusion
Conclusion
ties up/brings summarized, conclusion, provided.
and
together the but does not the paper
Recommendati
introduction, tie up just ends
ons
content and introduction,
x1.0 10
10% evaluation. content and
Well . evaluation.

Overall - The paper The paper The paper Many details

Organization breaks the breaks the breaks the are not in a
& Structure information information information logical or
into point- into point- into point- expected
10%
by-point by-point by-point order. There
structure. It structure but structure, is little sense x 1.0 10
follows a does not but some that the
consistent follow a information writing is
order consistent is in the organized.
order. wrong
section.
Perfectly Some errors Attempt at No works
formatted in Harvard citing cited
Works cited
Harvard citation. works; but x 0.5 5
5% works cited. incorrect
format.

Total 100
Table of Contents
1.0 Introduction KFC...........................................................................................................3
2.0 KFC Marketing Mix.......................................................................................................5
2.0 Figure Marketing Mix 7 Ps......................................................................................................5
2.1 Figure KFC Focus 3 Ps..............................................................................................................6
2.1Physical Environment....................................................................................................6
3.0 Process.........................................................................................................................8
3.1KFC Service Blueprint...............................................................................................................8
3.2KFC Service Blueprint Map......................................................................................................9
Figure 3.2 : KFC Service Blueprint Map.........................................................................................9
3.3 Process outlet.......................................................................................................................10
3.4Process websites / Apps........................................................................................................10
4.0 People.......................................................................................................................11
4.1 Training and development of KFC.........................................................................................11
4.2 KFC Employee Reviews.........................................................................................................12
Figure : 4.2 KFC Employee Reviews.............................................................................................12
5.0 Conclusion..................................................................................................................13
6.0 References..................................................................................................................15
7.0 Safe Assign Report.....................................................................................................16
1.0 Introduction KFC

Firstly, I will choose Food and Beverage as my assignment topic which is KFC .KFC is also
a fast food restaurant. KFC's market already in the whole region will have a branch store.
KFC is an American fast food restaurant located in Louisville, Kentucky. KFC was founded
by Colonel Harlan Sanders, an American entrepreneur. By then he was 66 years old, and the
KFC founder was retired. That was when he sold fried chicken at a roadside restaurant in
Corbin, Kentucky. The originally of Sanders saw the potential of the restaurant franchise
concept, so he decided to open this company . [ CITATION Sha20 \l 1033 ]

Initially dissatisfied with the time it took to prepare the chicken in an iron pan , Sanders
refused to fry it. Because he thought it might degrade the quality of the fried chicken and give
the customer less delicious fried chicken. Sanders had the idea to cook the chicken before the
customer ordering and it can save a lot of time . But at the end of the day, Sanders says there
can be waste. He would not use this iron pan to cook the fired chicken . [ CITATION
Sha20 \l 1033 ]

Since it was in 1939, That generation have launched a product call pressure cooker . So,
Saunders purchase the product which is pressure cooker. This pressure cooker have a lot of
function such us steam vegetable , fish , or bowling soup and fired fast-food and so on .
Saunders using this pressure cooker to fried the chicken to do the KFC company . This
Pressure cooker can save a lot of time , when Saunders are fired the chicken , and also can
maintain the quality of chicken . so that when customer purchase the chicken can have a
decisions food . [ CITATION Sha20 \l 1033 ]

When Sauder’s was complete all work , at years 1952, the first KFC store opened at Utah.
Sanders make the fried chicken with secret ingredient . First of all , the menu of KFC
product is Chicken Nuggets and also include 11 herbs ingredient in the food . A few years
ago since it was 1990 . KFC provide a new menu , Such as chicken sandwiches and chicken
wraps, as well as salads and side dishes, such as French fries and coleslaw, desserts and soft
drinks, all provided by PepsiCo. The first fast food restaurant KFC branched opened in
Malaysia in year 1973 . At present , KFC has more than 600 KFC restaurants across the
country to provide delicious chicken to Malaysians . And KFC’s slogan is also very popular.
Its slogan is “ It’s as good finger like !” Not only that , KFC also have some competitor
which is McDonald , Wendy , Burger king and Subway . [ CITATION Sha20 \l 1033 ]

KFC mission is to become the Asia Leading Pacific’s complete service organization, based
on high – quality product and great customer service. Furthermore , KFC’s mission is product
oriented , which is a drawback of any goal as compared to statements that are customer
oriented. Other than this KFC mission also more concerned with specific goods and services
with satisfying the requirements of customers or solving their issues . They also limit a
company’s ability to diversify into new product markets . Overall, KFC has done a terrible
job of leveraging its purpose are a vehicle for communicating critical business signals to its
stakeholders. [ CITATION KFC20 \l 1033 ]
2.0 KFC Marketing Mix

Price

People Place

Marketing
Mix
Physical
Promotion
Enviroment

Process Product

2.0 Figure Marketing Mix 7 Ps

First of all , the meaning of marketing mix is an essential marketing management concept.
Every corporate organization’s primary goal is to earn and maximise profits. They
accomplish so by focusing on four factor which is product , place , promotion ,and price ,
collectively known as the marketing mix . They are also known as the marketing mix four
‘Ps” . The marketing mix is a crucial component of marketing strategy . Demand is
forecasted and production is planned accordingly . Every business prioritises the demands
and expectations of its customers . The marketing mix of a company is separated into four
parts , known as the four Ps in order to boost product sales and meet consumer needs.
Product , Pricing , Location and promotion were the original four Ps . There also have more
added throughout time as marketers grew more aware and habits and business changed
people , process , and physical environment .
 Physical
Environment

KFC
Focus Ps

People Process

2.1 Figure KFC Focus 3 Ps

2.1Physical Environment

First of all, we can be aware of the physical environment when a customer sees the products,
which store environment and so on to make a customer feel comfortable and so on. Not only
that, they can also go to the store's website to see what their physical environment is like. To
put it another way, like KFC, its stores are very comfortable to walk into. He has different
regions. For example: children amusement park, work area, corridor and so on. The physical
environment also includes what customers think of the store. For example: customers'
feelings after meals, environmental hygiene, service attitude and so on. This service is also
very important if customers book online. It will make a first impression on customers.
[ CITATION JOE17 \l 1033 ][ CITATION MBA21 \l 1033 ][ CITATION Mar19 \l 1033 ]

Also, in 1957, Peter Harman introduced a traditional system where he would use cardboard
buckets for fried chicken. In the U.S., KFC headquarters in Louisville is called the White
House. Peter Harman similar KFC to the "White House" in the United States. But the main
ingredient of KFC's prepared chicken is 100% whole chicken breast . He will choose the
freshest ingredients to sell, high quality is food. For one thing, she can ensure the quality of
the product. Another thing he always pays attention to is the use of oil retention period. In
general, cooking oil can be stored and used for two to three month. He's going to pay a lot of
attention to that. He also uses 170°C for fried chicken, which is crunchy. When customers
walk into a KFC store, they can watch the chef fry the chicken in the back. [ CITATION
Man19 \l 1033 ]

With the development of the time , KFC launched some new interior designs in 2014. Some
restaurants have adopted an "informal and stylish" interior design and introduced a "semi-
open kitchen" concept to make the interior more family-friendly. Its official website also
looks nice and friendly. Until 2020, KFC is also very many branches. They design the store
colour is red, inside the time they will choose Muji style. In addition, they designed the
children's area very well. In the second week of every month, KFC will organize a children's
drawing competition. Every child can participate and get a KFC gift certificate. During this
pandemic Covid-19, children's painting competition is currently cancelled. They need to
follow SOP to operate. Now every customer can walk into a KFC store and takeaways. Other
than this , customer can use apps or websites to order. They have food Panda or Grab food
delivery. [ CITATION JOE17 \l 1033 ][ CITATION MBA21 \l 1033 ][ CITATION Mar19 \l
1033 ]
3.0 Process

3.1KFC Service Blueprint

Since 1990 , Serve blueprint defines a service as an activity or series of activities of more or
less intangible nature that take place in interactions between customers and service
employees , as well as physical resources , good, and systems of the service provider , and are
provided as solutions to customer problem . Services , according to Valarie in year 1996 ,are
deeds , procedures , and performances . [ CITATION Guy191 \l 1033 ]

A blueprint is a picture or map that properly depicts the service so that different individuals
involved may break it down into logical components and show the stages or tasks in the
processes , the methods by which they are carried out , and proof of the service as it is
experienced by the customer. [ CITATION Guy191 \l 1033 ]

Customers are worried with customer service personnel attitude , staff hygiene and the
physical environment , as well as price and meal quality . The study concludes that when
guests are assessing their restaurant experience , the food itself and how it is presented are
more significant than the elements of the restaurant business . It is suggested that restaurant
inspire and empower customer service personnel in order to increase visitors view of service
experience and loyalty . This would ensure that guests receive a consistent service .
[ CITATION Guy191 \l 1033 ]
3.2KFC Service Blueprint Map

Figure 3.2 : KFC Service Blueprint Map

Source : https://creately.com/diagram/imk0fc3p1/KFC%20Se[ CITATION KFC17 \l 1033 ]
rvice%20Blueprint%20Online

Based on KFC service blueprint map, The KFC blueprint demonstrates the basic notion of
service design, a valuable method for analyzing complex interactions between individuals
and their service experiences. KFC products and service are supplied through a multi-channel
approach that incorporates both digital and human interactions. The blueprint has two
dimensions a horizontal axis that reflect the sequence of activities taken by the services client
and the KFC business and a vertical axis that shows the sequence of actions taken by the
KFC company. The vertical axis separates and different various regions of operations.
[ CITATION Guy191 \l 1033 ]
3.3 Process outlet
Every Food and beverage outlet have their own system to follow or organise . All outlet KFC Staff
have wearing same Uniform . For example : They all wear the same systematic clothing. Such as
KFC black hat, red uniform, black pants and black sport shoes . This is their role to business
need to follow. The process outlet KFC ordering is very simple . Due to the pandemic , every
customer needs to follow the SOP when entering KFC stores . For example : keep 1 metre
distance form everyone , need to wear face mask, bring the vaccination card , and also they
need to measure the temperature before they walk in KFC .

When it's customers' turn, they can look at the KFC menu and order. KFC and their menus
are placed where customers can see them. When customers are waiting in line, they can take
a look at what they want to order. There are many kinds of set in the menu. They can choose
to buy them individually or in a package. When customers go to the counter, they can start
ordering with KFC staff. KFC staff are very friendly. When the meal is ordered, the customer
can choose to pay in cash or pay by credit card. Another way to pay is that customers can use
an electronic wallet to pay. Customers need to wait up to 25 minutes before they can enjoy it.

3.4Process websites / Apps

KFC process on Websites or Apps is a simple step . First of all , customer go to KFC
websites or Apps do a registration account . After doing register , customer may click order
now , select delivery . Customer can fill up the delivery address , the reason that customer
enter the address because it can easy for them to delivery to customer house or workplace .
Once customer fill up the address , customer can click the delivery menu and order . After
this , customer are done order can go to make payment . There have some option to select
which is Cash , the amount payment is below RM300 , Credit card and Debit card can be
use . Not only that , KFC also have provide the Hotline to customer contact which is 1300-
222-888. The time available for KFC delivery is from morning 10.00 am to 10.30pm
night .Which is Monday to Sunday including public holiday . KFC also have collaborate with
Food panda , Grab food to help them to delivery to customer . Due to this pandemic Covid 19
, most of customer will willing using delivery method to order and make a payment . The
customer also can have a different experience to purchase KFC not only for dining it also
can delivery .

4.0 People
4.1 Training and development of KFC
KFC provides training to all of its employees , including supervisors and front-line workers .
For newly employed staff assigned to customer service and Food Service , KFC offers a
structured orientation and training programme that may lead to a Nationally Recognized
certification. The traineeship , which typically lasts one to three years , will provide
employees with valuable credentials and experience, as well as the potential for future
advancement . KFC has created a management team to oversee the employee career
development requirements , in addition to their value “ How we work together principle .”
Once the employee want to advance to other position restaurant like General Manager , he or
she must complete the “ Developing Champions Programme .”[ CITATION PHD20 \l 1033 ]

Manuals , skill checklists, and monitoring charts are included in the training programmes to
guarantee that students learn successfully and promoted internally . KFC offers a variety of
training programmes to assist staff improve their skill and performance . They have
STAR2000, which prepares employees to become shift supervisors , this training gives the
trainee the opportunity to become an Assistant Unit Manager . These programmes train
everyone in the organisation for professional advancement . The training is provided on the
recommendation of the company’s Human Resource Department , as long as the employee
achieves a satisfactory level of performance when evaluated . [ CITATION PHD20 \l 1033 ]

Throughout this Training programme can help KFC employee improve the skill ,
communication skill . This training also can help KFC employee bonding together .
4.2 KFC Employee Reviews

Figure : 4.2 KFC Employee Reviews

Source : https://malaysia.indeed.com/cmp/KFC/reviews

Based on research KFC employee review is very good. According to the figure : 8.3K of
employee KFC are rating 5 star , 8K of KFC employee are rating 4 Stars , 7.7k employee are
raring 3 stars , 2.9k of KFC employee rating 2 star while we also can show that the review , 1
stars is rating from 2.9k . There are include Work Life Balance , Salary & Benefits, Job
Security & Advancement , management and culture also include . [ CITATION KFC21 \l
1033 ]
5.0 Conclusion
In conclusion, Summaries all content. KFC is a second large of the Food and Beverage. This
KFC was founded by Colonel Harlan Sanders, in American. KFC provide a new menu , Such
as chicken sandwiches and chicken wraps, as well as salads and side dishes, such as French
fries and coleslaw, desserts and soft drinks, all provided by PepsiCo. There using some
ingredient to make the food .The mission is KFC want have complete service organization
like quality of goof and customer services . Though out this Assignment , we also can know
that KFC Marketing Mix. We focus on other 3 P which is physical environment , process ,
and people .

For Physical Environment , KFC have a good physical environment to customer enjoy the
food . KFC have different design to customer which is when the customer walk in at KFC for
children can set at children area . they can play the playground , Other than this , KFC also
two floor . First floor is Children areas and corridor . Second floor is give customer make
order and also can sit at first floor to enjoy the food. The interior design also give customer
feeling very relax place . Not only that , before Covid 19 this pandemic , KFC every second
week of moth will organize the colour competitor to children , Any children are participation
. they can have a free coupon and gift .

KFC process divide by two which is Offline process and online process . At offline customer
can walk in see the menu and make an order directly . The staff of the KFC also have a good
attitude to service the customer. At offline payment method they can using cash , credit card ,
visa card or E wallet . Once are don payment they can enjoy the food select the place they
want . At online process , the customer can go KFC websites , register an account . Once are
done , they can directly make order and select the house areas or work areas need to delivery.
Other than this KFC also will prove the Hotline to customer . So that , customer can easy to
do a contact .

KFC also have provide some training to their employee . which is Manuals , skill checklists,
and monitoring charts. This training programme can let the employee have a good skill and
customer service skill . This all training is KFC Human Resource Department suggested .
KFC want their employee is good employee . When they have training , they will know the
important of the training . Thought this training that can bond the employee together .
Improve their skill and communication skill . Not only that , I also have do some research for
KFC Employee review . The review data show as is very good .
6.0 References

Shawn, 2020. KFC backgroup. [Online]

Available at: https://www.coursehero.com/file/49594485/3assignmentdocx/
[Accessed 10 October 2021].
Bhd, K. H. (. )., 2020. KFC Vision And Mission. [Online]
Available at: http://www.pocketzila.com/kfch/about-us/vision-and-mission/
[Accessed 10 October 2021].
Patil, M., 2019. Elements of Marketing Mix. [Online]
Available at: http://articles-junction.blogspot.com/2014/07/4-ps-of-marketing-mix-elements-
of.html
[Accessed 10 October 2021].
David, J., 2017. Marketign Mix of KFC (7Ps of KFC ). [Online]
Available at: https://howandwhat.net/marketing-mix-kfc-7ps-kfc/
[Accessed 10 October 2021].
Skool, M., September 11, 2021. KFC Marketing Strategy & Marketing Mix. [Online]
Available at: https://www.mbaskool.com/marketing-mix/services/17502-kfc.html
[Accessed 11 October 2021].
Marrie, 2019. Kentucky Fried Chicken : Maeketing Plan. [Online]
Available at: https://studymoose.com/kentucky-fried-chicken-marketing-plan-essay
[Accessed 11 october 2021].
Muchineuta, G., Oct 24, 2019. Service BluePrint for a Buisiness. [Online]
Available at: https://www.slideshare.net/GuyKilarneyMuchineut/service-blueprint-for-a-
business
[Accessed 11 October 2021].
Muchineuta, G., Oct, 24,2019. Service Blueprint for a Business. [Online]
Available at: https://www.slideshare.net/GuyKilarneyMuchineut/service-blueprint-for-a-
business
[Accessed 11 October 2021].
Anon., 2017. KFC Service Blueprint Online. [Online]
Available at: https://creately.com/diagram/imk0fc3p1/KFC%20Service%20Blueprint
%20Online
[Accessed 12 october 2021].
PHD, 27 Jul 2020. Training and Development of KFC. [Online]
Available at: https://phdessay.com/kfc-training-programs-for-the-human-resource-of-the-
organization/
[Accessed 10 Oct 2021].
KFC, 2021. KFC Employee Reviews. [Online]
Available at: https://malaysia.indeed.com/cmp/KFC/reviews
[Accessed 11 Oct 2021].

7.0 Safe Assign Report