EXECUTIVE SUMMARY

Kentucky Fried Chicken (KFC) Malaysia is a leading Quick Service Restaurant (QSR)
operator in Malaysia and has been established for over 20 years now. KFC has served
several types of menu mainly chicken related menu, but it also offers side dishes to its
customers as well. Lately, more and more Malaysians are choosing a healthier diet because
a large number of them are becoming more health conscious. This has opened the door for
KFC's main competitors, such as McDonald's, to release a new range of healthier products
allowing them to mount a greater challenge to KFC Malaysia's current position as the
leading fastfood operator in Malaysia. In response to the progress made by KFC's
competitors in providing healthier food, KFC will introduce a new set of healthier products
that will be targeted primarily at health-conscious people living in Malaysia. Its target market
is largely based on age segmentation, where it will focus on customers in the age group
between 4 to 40 years. However, KFC Malaysia has to fight stiff competition from fast food
operators, such as Kenny Roger's Roaster, Burger King, A&W, Radix Chicken and KFC's
biggest rival is McDonald's, who are also trying to take hold of the new market of healthier
products. The new healthier menu that KFC Malaysia is going to introduce would not only be
a new healthier alternative to its existing products, but also an addition to what it already has
to offer. The pricing and promotion strategies would also be looked into as KFC Malaysia
prepares to introduce its new healthier menu to the public.