INTRODUCTION

In 1962, Glen had opened the first restaurant of Taco Bell in Downey, CA by
serving their customers with taco, but called tay koh by them. Taco Bell had
opened their 100th restaurant on 1967 at 400 south Brookhurst in Anahelm. The
growth of Taco Bell is very fast because only within 5 years, they had opened 100
branches.
In 1978, Taco Bell had been sold to Pepsi co by Glen and he had become
one of the PepsiCo shareholders. In 1984, Taco Bell had replace its original
mission-style restaurants, and in 1988 they had installed drive-thru windows to
make the consumers easy to buy their product without need to queue up at the
counters if they lack of time. Next, in 1990 Taco Bell had launched new express
business that provides hungry people on-the-go products.
While in 2001, Taco Bell had changed their slogan for their advertising by
using think outside the bun. Following the currents trends in technologies, Taco
Bell had launches their website to make their customers easier to buy their
product.
So, today in 2015 I had been asked by the Chief Executive Officer of YUM!
Brands Inc.

to provide him about Malaysia because he wants to venture into

Malaysia.

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1.1
Various element of the marketing process
Definition of marketing process
Marketing process is define as The process of (1) analysing marketing
opportunities, (2)selecting target markets, (3) developing the marketing mix, and
(4) managing the marketing effort (Kotler & Armstrong, 2002)

Figure 1

Figure 1 shows the flow of the marketing process. This is very important
because through this process the company can get some feedback when they
doing the marketing research and can alter it to make sure their product can be
adapted by the country. Besides, the company also can target their own customer
when doing segmentation and the products price can be created. In the same
time, the product will receive modification to make sure it will suit the countrys
taste. Last but not least, they can make sure their product can stay in the market.
Situation analysis
First of all we need to do market analysis. Usually company use SWOT to
evaluate their strength, weaknesses, opportunity and threat. This is important in
helping the managers understand the company. Strength and the weaknesses are
under the companys control.

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STRENGTH:
Strength of a company is a feature that makes you operate effectively
compared to the competitors. Taco Bell strength is they have the resources and
expertise in producing the fast food service because they are under YUM!
Restaurants. YUM! Restaurants own KFC and PIZZA HUT. The experience
conducting KFC and PIZZA HUT give a lot of benefits to Taco Bell. Taco Bell is also
recognised as the best Mexican fast food restaurant. Besides, the starting price
attracts the customer very well. The price for a taco is only 1. In the same time,
they are offering a healthy food, it is advantage to them, because their
competitors which are the other fast-food restaurant still providing the unhealthy
food although they know that Malaysia had been announced having the highest
obesity rate in Asia on June 2014. Serve the customers with hygienic food and
quick service automatically wins the customers heart. Hygiene factors strongly
emphasized because people feel comfortable to buy hygienic food. Hygienic food
can prevent various diseases that can be harmful to health such as having
salmonellosis, listeriosis and cholera.
Weaknesses:
Weakness is certain areas that need to be improve in order to gain
customers attention. So, the weakness for Taco Bell is during November 2006,
twenty two of its customers were hospitalized due to traces of E.Coli bacteria.
(19 taco bell swot analysis). This automatically decreases the level of trust of
customers toward the brands. In the same time, they are using franchise
management it is difficult to control over the activities because the owner of the
franchise will manage by themselves without having interruption by the
management of the company and the growth is slower compared to the merges.
It is high risk to allow the other company use their brand because the company
may decrease the reputation of Taco Bell when the company did not follow the
specific rules that had been made.

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Opportunity:
Opportunity is a circumstance of a company to improve their system and it
need to make sure that they are in trend and can gain some advantages based
on what they are doing. Introduce home delivery service will give a huge
advantage to Taco Bell, they could reach more customers because not all of the
residents in Malaysia have vehicles to go to the restaurant to have the delicious
food. Next, Taco Bell can add new flavour and new recipes to adapt with the
environment in Malaysia. Introduce the new product to the market will make Taco
Bell can target wider on consumer range and it will increase the number of
customers. The increasing of the demand for healthier food in Malaysia could
make Taco Bell introduce more healthy food choice and it will make them become
competitive advantage towards their competitors such as McDonald and KFC.
Threat:

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A threat can be internal or external factor which can influence the

business. There are a lot of external and internal factor that may become threat
to Taco Bell such as other restaurants that provide Malaysians traditional foods
and restaurants from Thailand which had been open in Malaysia for a long time
and their food had been adapted by Malaysians residents. Next is about the
researches by the doctors in Malaysia about the harms that may be infected to
the consumers if having too much fast-food products. It will make the residents in
Malaysia alert about it because, health is the main thing to make sure their life
become longer. Next, Malaysia had lack in providing high skills workers, so Taco
Bell needs to find or provide adequate training to ensure that they can work
properly but to provide enough training it cause a lot of money. Lastly, Taco Bell
has a lot of competitors in Malaysia such as KFC, Pizza Hut, Dominos and
etcetera.Marketing strategy
Marketing strategy is an organization's strategy that combines all of
its marketing goals into one comprehensive plan. A good marketing strategy
should

be

drawn

from market

research and

focus

on

the right product

mix in order to achieve the maximum profit potential and sustain the business
(Marketing strategy).
Marketing segmentation:
A process to focus on certain group of customers which having same need,
want and demand. Segmentation is important because through the targeting
customer we will know what product suit with them. Besides, it is an advantage
to Taco Bell because they will study more about the competition in the market. In
the same times, when they are doing market segmentation they will received
response rapidly in order to meet changing of the markets demands. As an
example, Coca Cola do some market segmentation after start their company with
mass market. They start to divide their consumers into some segments such as
conscious drinkers who care about their health, Coca Cola had provided them
with Diet Coke. There are 4 basic segmentations which are

behavioural,

demographic, psychographic and geographical differences. I think Taco Bell need

to target on women and the working people around Kuala Lumpur. Nowadays, in
Malaysia the percentage of women is larger than men and Kuala Lumpur is one of
the major cities in Malaysia which have 1.556 million of residents this is state in
indexmundi.com. While, based on behavioural factor it is because of their
lifestyle and pattern on spending their time to serve meals for their family. They
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usually need to spend very well on the time and in the other side for working
people, they mostly having meeting with the clients which require a cosy place
and delicious food to have a very pleasant meeting.

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Positioning:
After decide which segment they want to enter, they must do the
positioning to make sure that they can beat the other products in the mind of the
target customers. Through their mission We take pride in making the best
Mexican style fast food providing fast, friendly, & accurate service (taco bell's
mission statement), it shows that they could serve their customer with fast,
friendly and accurate services. I had found one positive comments from their
customer which is 5 stars because of the customer service always.friendly and
always greet you with a smile at the register even though they seem short staff
they you get your food in a decent time BrainFreeze R. from Oakland, CA.
Based on my experience, I had bought foods from KFC and McDonald, they can
serve us with quick service but the outcome is very bad such as I order for Big
Mac but I get doublecheese burger. Usually I will buy using one of their way to
make the customer who run out of time easier which is drive thru. I had use it but
regularly I need to wait about 10 minutes to get my order. Drive thru does not
help me in this case. If Taco Bell could give their service same as in America, the
customers will get Taco bell when they think about fast service and very
important is Taco Bell provide healthy food such as Fresco Steak Burrito
Supreme plus black beans; 430 calories, 10.5g fat (3g saturated) and Fresco
Chicken Soft Taco plus Pintos 'n' Cheese; 330 calories, 10.5g fat (4g saturated)
(healthy fast food).

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Marketing mix
Marketing mix will be needed when the company had decided to open their
branch. Marketing mix is referring to how the company promote their brands
using 4Ps which are product, place, price and promotion to the markets.

PRODUCT:
Product means the service or goods that offer to the market by the
company. Thus, Taco Bell provides various type of product to the market such as
tacos, burritos and salads. Besides having the variety type of product, Taco Bell
also provides for
The vegetarians people and the customers may ordered any product and
can customize it by themselves. The packaging of the Taco Bells product is also
attractive and easy to bring along such as box with holder and the colour is so
attractive and cheerful such as purple, orange, and red. Figure 2 show some of
the Taco Bells product with their packaging.

Figure 2

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PRICE:
Price is the value that needs to exchange with the product or service. Price
is very important to attract the consumers. It is the centre of the attraction of the
consumer because it is how much they need to spend to have the products. Most
of the customers are having sensitive issue about the price. So, it is hard if Taco
Bell start with higher price because there is a lot of fast-food competitor in
Malaysia. Based on my interview with Nur Fatin Afiqah bt Mohd Akbar, I choose
to buy at chicken rice stall rather than chicken rice shop because the cost is
more cheaper even though there is lack of services provided but they serve the
same main product which is chicken rice. I think it is worth.
Nowadays in Malaysia, the lowest residents salary is RM900. So based on
my research about Taco Bell their price range is 70 to $10. After convert to
Malaysian Ringgit, the lowest cost for Taco bells product is RM 2.53. So, after
added with 6% of government tax, it starts with RM 2.68 for a taco. The lowest
price provide by McDonald is RM 5.95 for a set of value meal while KFC lowest
price is RM 3 for a burger which does not contain any vegetables. Both of these
prices did not add with 6% of government tax. So, Taco Bell had the lowest price
product if they entered Malaysia. This gives the best opportunity to them to
attract their customers.
PROMOTION:
The next of 4Ps is promotion. Promotion is how a company attract and
persuade their customers to buy their product. There is a lot of ways to do
promotion. First, Taco Bell can join one of the famous shows for women on the
television which is Wanita Hari Ini. This shows become womens favourite shows
because they give a lot of information needed by women whether they are
careers women or housewives. So, by doing the promotion in this show it will
attract the careers women and in the same time it indirectly attracts the other
housewives and anybody who is on their diet because Taco Bell did provide
healthy fast-food. Besides getting into the famous shows, they can promote their
product through using promotional banners. The most effective place to paste the
banners is by put it on billboard at the packed roads. This is because usually
people who are stuck in the traffic jammed getting bored at start to look around.
So, they will recognize the Taco Bells banners. Through this, the banners will be
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seen by most of the working people. Next, is the sales promotion. In America,
Taco Bell gives free Doritos Tacos Lato with every mobile purchase. Indirectly,
they will attract the customer to buy their product because of the free gift.
Besides giving free Doritos, they also can give free drinks named freeze on
certain time. This is because their competitors Subway serve their customer with
every day value. Every day value is they can buy certain product only at RM 6.90.
So, to attract the customer I suggest that Taco Bell make a promotion during
lunch hour and dinner hour because if make a promotion all day long it will
impact the sales of the restaurant.

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PLACE:
Lastly for 4Ps is place. It is advised the restaurant to be open at a place
with not much of competitors. The first restaurant must open at a place where
the residents easy to get there, love to try a new thing and the most important is
a place with full of attraction. To open the first restaurant Taco Bell need to
penetrate the market first. This is because they must shares the market and start
to attract their customer after launch the product. So, I think it is suitable for Taco
Bell to open their first restaurant at the Kuala Lumpur City Centre (KLCC).
Although they need to spend a lot of money but the place is very good for a new
product to enter the market. First of all, KLCC is the heart of Kuala Lumpur and
many people make bee lines there. This is because there is a lot of multinational
company and local companies such as PETRONAS, Tabung Haji and McKinsey &
company situated around the area. Besides, tourists usually hanged out in Kuala
Lumpur during their vacation between June to September because of summer
holiday. Mostly only foreigners can enjoy their breakfast with carbonated drinks,
and most of them cant have heavy breakfast because usually in their home
countries they will eat heavy breakfast during lunch and dinner. There is a lot of
expatriate in Kuala Lumpur, surely they will hunting for their home countries food.
Taco Bell can grab this opportunity by providing Mexican food because it is tastier
and according their tastes. In the same time, it is also a place which is very
accessible because there is a lot of LRT, taxi, bus and other public transport stop
at the area. This is very important things to customers because time is valuable,
they will try to minimize the time to get all their products they need. If the place
is hard to access it wills become disadvantage to the business.

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IMPLEMENTATION AND CONTROL:

Implementation and control is needs to ensure that the company can
maintain or add new strategy to make sure that they can achieve their goals.
Peter Drucker observed that a plan is nothing unless it degenerates into work.
Many methods for implementation can be done by Taco Bell in order to get
into the market share of Malaysia. Taco Bell can announce their product as one of
the healthy fast-food product that provides various kinds of fresh fruits, organic
foods and fast services to the customers. In order to tell to all of Malaysians folks
they need to find a capable person who spoke can explain in detail about the
product and services in Bahasa Melayu because it is official language in Malaysia.
Control is a way to make sure that Taco Bell can catches failure if the
implementation and the strategies are failed. There are four major types of
marketing control which are annual-plan control, profitability control, efficiency
control, and strategic control. I think it is a good way if Taco Bell can use
Profitability control because profitability controls purpose is to what is the cause
of Taco Bell making or losing the money and from there it can improve the
spending pattern of Taco Bell in order to avoid losses.
Taco Bell can provide a product that is low cost of the raw materials but in
the same time it must make sure that the products have their own quality. To
make sure that the customers keep buying in large quantity, Taco Bell can
provide set menu such as a set of Taco which contains taco, salads and

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1.2

Advantage and disadvantage of using a marketing

Marketing orientation also known as marketing approach

A method of determining the appraisal value of an asset based on the
selling price of similar items. The market approach is a business valuation
method that can be used to calculate the value of property or as part of the
valuation process for a closely held business. Additionally, the market approach
can be used to determine the value of a business ownership interest, security or
intangible asset (market approach)
Marketing oriented for Taco Bell:
There are a lot of methods to do the marketing approach. One of them is
by providing coupon and provides sample foods for the customers who walk by
their marketing area. By doing this they will draw the attention from the
customers because by providing coupons and free foods make the expenses for
the customers decrease and it is a good thing for them to try a new thing at a
lower price so it will not make the customers disappointed. Later, the customers
can provide some feedback to Taco Bell after taste the foods.
Next is, Taco Bell can supply some coupons to their target customers such
as deliver it to the big company and housing area besides they can create a
Groupon account. Groupon is a website that deals with the daily recommendation
about services that offering 40% to 60% discounts. Most of working people surf
internet for 8hours a day and for all the time at the office. Some of them may surf
the internet for food, so it give benefit to Taco Bell if they could get into the
Groupon. Groupon provide win-win situation to three parties which are
themselves, seller and buyer. They will get commission based on what they sold
through their website, seller will gain customers and lastly customers can have
discount for their meals.
Sending out customers satisfaction survey is a very good way to approach
the market. First they will list out what they want, need, and will to buy of the
products and the services. This is one of the fast responsiveness that can be gain
by Taco Bell to make some improvements towards their products and services.
Advantage using marketing approach:
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There is a lot of advantage that can be gain if Taco Bell doing marketing
approach. One of the advantages is adaptability. Through doing marketing
approach Taco Bell can gain fast responses from the customers, and it is very
good because Taco Bell can dismisses products that the customers do not want to
buy and the product that cant enter the market. In addition, Taco Bell can make
some improvement towards their product after getting some feedback from
customers to make sure they can fulfil the needs of their customers. Most of the
companys focus on their product and start to believe their product can enter the
market successfully but they still need to know the desire of their customers to
make sure that their product can be sold.
Next is responding to the demands of the customers. By doing the market
approach customers will tell what they will buy and what they wont buy. It makes
Taco Bell become easier, they needs to take this opportunity to provide product
that will buy by the customers to avoid losses. There is a lot of product that will
buy by the customers in Malaysia. In terms of food, they will buy foods that have
reasonable price, the tastes of the food and the good services that can provide by
the seller. Nowadays, most of residents in Malaysia are educated person, so they
will keep comparing the advantage if they have two choices to buy the same
product they want. So, Taco Bell needs to be careful during selling their product in
the market to make sure they can enter and stay at the market in Malaysia for a
long time.
Lastly is they can gain profit for the long-term profitability. As stated above,
Taco Bell can provide what the customers will buy and through that the
customers will keep repeating buying the products and services provided by Taco
Bell. So, Taco Bell can stay for a long time in the market in Malaysia this
automatically can bring Taco Bell to long-term profitability because they had
understand and what Malaysians wants and willing to buy. After the customers
become loyal to the products they will keep buying in large volumes and did not
concern about the price. It shows that Taco Bell will success in long run.

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Disadvantage of using marketing approach:

Marketing approach can help the company to make their mission success
but in certain situation it cant help the company.
First is the cost to run the marketing approach. There is a lot of strategy to
do the marketing approach such as by doing sampling. They can give sample of
their product to the customers to taste their product whether it is delicious or not.
If the outcome is bad and did not get attention from the customers, so they need
to dismiss the product and it cost a lot of money during producing the food. Next
is, creating coupons for the customers is the best way to approach the
customers, because it reduce the cost of the customers to spend to Taco Bell.
Indirectly customers will come to the restaurant and start to buy and try Taco Bell
product but in the same time it cost the higher costs to Taco Bell because they
had produce the food but the customers pay less for it after getting the coupon.
Burgerbyte is a company in Malaysia had makes a contest in Seri Iskandar at an
event. They make a contest to the residents in Malaysia which is they need to eat
10 burgers at certain period of time. Taco Bell can do the same thing as
Burgerbyte do, but Taco Bell need to concern about the money that they need to
invest to the contest. It might drag Taco Bell to an unstable financial.
Besides, Taco Bell will face constant change because they need to keep
changing in order to meet the criteria of the customers need and want. They
need to abandon some of their product and they need to change some process.
Both of this causes a lot of money during making the research and producing it.
But they still need to abandon it to make sure they can stay in the market.
Changing the internal process will make the employees work keep change their
task and this give them challenges. If they cant make up with it, Taco Bell risks
themselves of losing the market share towards their competitors such as
Dominos Pizza, KFC and Subway.

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TASK 2
2.1

Macro

and

micro

environment

factors

which

may

influence

marketing decision in Taco Bell

A larger societal that effect the microenvironment is the definition for
macro environment. There is a lot of major force in a company macro
environment which are demographic forces, economic forces, natural forces,
technological forces, political forces and cultural forces.
DEMOGRAPHIC:
Demographic is one of the most important factors that can influence the
marketing decision. First of all, they need to know the size, density, location, age,
gender, race, and occupation before they create a marketing decision. They must
know that Malaysian have three main race which are Muslims, Chinese and
Indian. Indian does not eat any kind of beef and Muslims only can eat food which
had received HALAL certificate from Jabatan Agama Kemajuan Islam Malaysia. So,
Taco Bell needs to alert about this issue. Taco Bell should have HALAL certificate
before open up their restaurant because in general the HALAL sign at any selling
site food will be something that will make Muslims feel free and convenient to
consume that the food provide is HALAL food and of course it is clean. If they did
not start their restaurant with HALAL certificate and take it later it will make them
become hard to get the customers because the population of Muslim (official)
61.3%... (demographic profile, 2014) it is major religion in Malaysia. In the same
time, if Taco Bell still wants to provide beef product for Malaysians customer they
need to mention about it to make sure that the Indian religions know and can
avoid them from insult. Besides that, most of Indians is vegetarian I think it is
advantage if they provide vegetarian food for them because there is no fast-food
restaurant had produce vegetarian fast-food in Malaysia.

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SOCIAL AND CULTURE:

Social and cultural factor is consists of demographic characteristics. The
societys values and customs had become the guidance for the company to make
their product been accepted and used throughout the world. So, Taco Bell need to
understand the beliefs, attitudes, customs and cultural behaviours of residents in
Malaysia to ensure they can buy the product that introduces by Taco Bell. For
example, Malaysians residents prefer having spicy food and having some rice.
So, they can use their own sauce to make the food become spicier. All of us know
that Malaysia had the highest obesity rate in Asia. Most of America residents
agreed that Taco Bell is providing a healthy food for fast-food area. Providing
healthy and delicious food indirectly will attract the community who is on their
diet. There is a lot of healthy food provide by Taco Bell such as Fresco Chicken
Soft Taco, Black Beans and Rice and Grilled Steak Soft Taco. An increasing
number of working women in Malaysia also lead to the increasing the sales of
firms who produce fast-food such as Ketupat Nona, Brahims packet and instant
roti canai. It is well-suited the social life in Malaysia right now, because most of
women need to provide food for their children. By providing healthy, delicious
and fast services will attract the women and the career people to buy the food
from Taco Bell.
ECONOMY:
Taco Bell need to give attention about economic in Malaysia. They must
aware about the economic pattern in Malaysia to ensure that the marketing plan
that had been plan can be done successfully. There is a lot of economic areas
that all marketer need to give attention. One of them is rising consumer income.
Previously, Malaysians government did not fixed the minimum salary for the
workers, some of them only received RM500 for their hard work, so at the end of
the year 2012, Malaysians government had fixed that the minimum salary for
the workers who work in Peninsular Malaysia with RM 900 while for the workers in
Sabah Sarawak they received RM 800 as their minimum salary. So, when the
income of the people increase, Taco Bell can take this advantage to attract the
people to spend their money on the new and yet a famous fast-food restaurant in
America. By providing quality food it will generates more sales and automatically
will lead to increase the profit. The income had increase, so they will not mind
because they have the spending power due to increasing of the income.

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MICROENVIRONMENT:
Microenvironment is defined as a forces that close to the company and it
will affect the customers such as the company, suppliers, and competitors. There
are three main factors of microenvironment that need to be concerned by Taco
Bell which are customers, publics and the company itself.
Customers:
Customer is the person who buys Taco Bells product and services. They
are the keys to sell, if Taco Bell did not have them, Taco Bell cant sell anything.
Taco Bell needs to study the customers in details to know how their taste and
through this Taco Bell can meet the demands that had been made by the
Malaysians. As I had mentioned above, Malaysians residents prefer having spicy
food. But, nowadays there is a lot of food that had been transformed in order to
fulfil the customers needs and wants. There are some traditional food had
transform to become another food such as kerepek nangka, pisang goreng
cheese and keropok lekor cheese. In order to stay in the market, Taco Bell
needs to study their customer demands closely to make sure that Taco Bell can
provide foods that can adapt with Malaysians taste. Besides providing spicy
sauce for the customers, Taco Bell can provide rice which is the staple food in
Malaysia. Usually there are a lot of festive that will celebrate by Malaysians such
as Hari Raya Aidilfitri, Chinese New Year, and Deepavali. During this three main
festival occur, Taco Bell can sell their main dishes during the seasons such as
during Hari Raya Aidilfitri they love to eat rendang, while during Chinese New
Year they prefer to have food that show the fortune and lastly when Deepavali
take place they can sell candy or sweet dessert because Indians love to eat
sweetmeat.

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Publics:
A public is any group that has an actual or potential interest in or impact
on an organisations to achieve its objective (Kotler & Armstrong, 2002). Media
publics are very important because they carry the news and start spreading any
article which may get attention from the people. There are a lot of media publics
such as magazines, television and newspapers. Taco Bell can advertise their
restaurant in Malaysians Business Magazine, this magazine can be found mostly
at newsstand and at the popular bookstores such as MPH, Popular and
Kinokuniya. Taco Bell need to have a very good relationships with the media
publics this can give advantage to Taco Bell because they can review Taco Bell
restaurant. Next is about government publics. Taco Bell needs to keep updating
on the current laws and regulation which can affect Taco Bell business. On 1 st
April 2015, Malaysians government had made a rule that all business only can
charge their customers with 6% which is for government tax. Any business cant
charge higher rate or any other tax which might burden the residents in Malaysia.
Competitors:
All of firms will have their own competitors. So they need to gain a
competitive advantage to beat their competitors and enter the markets. Besides,
they need to do more than their competitors by satisfying their target market,
and make sure the consumers satisfy with what had been produce and sell by the
firms. As I stated above, Taco Bell had a lot of competitors such as KFC, PIZZA
HUT and DOMINOS PIZZA. Taco Bell provides healthy foods while the other fast
food restaurant still lack of healthy food in their menu. Other than that, Taco Bell
can provides high speed Wi-Fi because nowadays, people keep surfing anywhere
and everywhere most of them have their own smartphone it is very important for
them to get free Wi-Fi that can make them surf the internet. Other fast food
restaurants had provide Wi-Fi, but the users are very limited. So, Taco Bell can
take this opportunity to come up with unlimited users and high speed internet to
the customers.

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2.2 Purpose of relevant segmentation criteria used by Taco Bells

product
Taco Bell need to evaluate their market segmentation by using STP process
this is to make sure that all the basic requirements can be used for other
potential customers. Taco Bell market segmentation are women and working
person around Kuala Lumpur. There are a lot of relevant criteria that I had used
when choosing the target market earlier.
Homogenous is the consumers in each segments who have some similar
things on their need, want, and taste. Women such as housewife, they still doing
a lot of chores at home, and sometimes they lack of time to prepare meal for
their family. So, I set them in the same segment which is lack of time to prepare
daily meals for them and their families.
Next is accessibility which is the market segments can be reached easily
and served. This is easy for Taco Bell because they have very good advertising
programmes such as through television shows which are in Wanita Hari Ini and
the large billboard and posters at the packed area during peak time. Besides,
there are lot of public transport around Kuala Lumpur which can make them
easily reach KLCC which the restaurant had been located. The customers can
take monorail from KL SENTRAL, while from Puchong they can took U40 bus to go
to the KLCC. The strategic and easy to access of the restaurant make the supplier
can easily reached there to supply the raw materials that Taco Bell need without
having any problem such as in Seri Iskandar, there is no any sushi restaurant
because the ingredients that needed to serve to the customers must fresh and in
good quality. The lack of transportation service and make the area is hard to
access. It is far from the main town which is in Ipoh, so there is no any Sushi
restaurant were built in Seri Iskandar. The demand is high because in Seri
Iskandar, there are 3 main institutions at Seri Iskandar which are University of
Petronas, College Professional of Seri Iskandar and Universiti Teknologi Seri
Iskandar. Most of the students are from the city, and they tend to have variety
types of foods and one of them is sushi.

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2.3 Targeting strategy for Taco Bells product

Taco Bell

working
people

women

Vegeteria
ns

Meat
lover

Diet
people

Figure 3
Concentrated targeting also known as niche marketing is an organisation
that concentrates their marketing only to some segments it is different with
undifferentiated marketing which the company hopes that they will gain a lot of
consumers to buy their product. There are some advantage that could be gain by
Taco Bell if they use concentrated marketing such as they can specialize their
products and it have lot of opportunity to explore the needs and the
characteristics of the consumers. They can satisfy their customers need directly
with all efforts they can give. There are many companies who success by using
this concentrated targeting market such as NIKE. They make athletic gear for
basketball, and soccer but in the same time they also focus on biking and street
hockey which is smaller niche.
The reasons why I choose concentrated marketing to use by Taco Bell in
Malaysia because it gives opportunity to Taco Bell to against their competitors by
serve their customers and concentrate on using the limited resources that Taco
Bell have such as skilled workers. It is a good way to use concentrated marketing
strategy to get into the markets and against the other successful company. Taco
Bell will obtain high reputation and start to attain strong market position due to
the understanding of Taco Bell towards the customers.

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As I stated in task 1, I think Taco Bell should target on working people and
women. From both of this group they can go further with vegetarians, meat lover,
and those who are on their diet. For vegetarians, they can eat the entire product
but they need to tell the cashier that they are vegetarians, and the person in
charge can take care about them. But there is also some specific menu for
vegetarians such as Bean Burrito without cheese, seven layer burrito without
cheese and sour cream, and Veggie Cantina Burrito without Cilantro Dressing.
Next for the meat lover, there is a lot of product that can be ordered such as
combo buritto there are two seasoned beef in the food. Dieters always jealous
when the other people keep getting having scrumptious food but they cant. So,
Taco Bell can make a move in Malaysia by providing healthy food for the dieters.
The example of meal that can order by the dieters are Fresco Steak Burrito
Supreme, Fresco Chicken Supreme Burrito and cheese-and-sour cream.

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2.4 Buyer behaviour may affect marketing activities in different buying

situations
They are four major types of buying situations based on Kotler and
Armstrong() which are straight rebuy, modified rebuy, new-task situation and
system buying. Straight rebuy refer to buyer who continually order the same
thing without having any adjustment. Next is modified rebuy, which are the buyer
wants some alteration towards the product such as the price, quality and the
product specification. New-task situation is the situations that the buyer bought
the product for the first time while system buying is buying a full package of the
solution towards a problem from a single seller.

There are many categories that may affect the buying decisions process.
For Taco Bell, the psychological and social might influence the buyers.
First of all is about psychological of the customers. The main point is
motivation and need of the consumer itself. Customers need affect their buying
behaviour. As an example, people will start to buy house when they need a place
to stay and they will buy the expensive and brand product to look stylish. Based
on Abrahams Maslow hierarchical pyramid needs I had learned in organisational
behaviour, they will start to increase their preference to buy things that will meet
their criteria because they want to increase their own self-concept. So, if Taco Bell
can persuade the customers that their product can meet the specific criteria
which will make the customers look special and have their own value, indirectly
consumers start to buy Taco Bells product. A lot of ways that can be done by
Taco Bell to relate the product and the specific criteria that need by the
consumers such as by doing advertising the products.
Second is the social factor. Usually people easily get influenced by their
surrounding such as opinion leaders, persons family and reference group.
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Mothers and wives are the highly influential women in the family. So, Taco Bell
target on them not only because they lack of time to prepare meal due to settle
down all the house chores but their power to influence the family to have the
products and services they want. People who are in reference group are very
important to Taco Bell because they can guide the other people to follow what
they say. So, Taco Bell need to serves their customers in a very good services and
products because if they had serves for the reference group, it will make them
easier to gain more customers because the reference group can provide a lot of
reasons why the other people need to have meals at Taco Bell.
Next is about the culture. The habits of the people itself affect how they
purchasing the products and the services. People in Malaysia prefer to have rice
over burgers and it definitely affects the buying pattern of the product. As an
example, Subway is a very famous fast-food restaurant but after they venture
into Malaysia the response from the residents in Malaysia is low, this is happen
because Malaysian would rather to have rice for their lunch over sandwiches. So,
when Taco Bell can offer a special menu for Malaysian such as cantina power
bowl, and black beans & rice. This kind of food will attract the consumers to buy
the product because they had provide one of staple food in Malaysia which is
rice.

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2.5 NEW POSITIONING STRATEGY FOR TACO BELL

Positioning is defines the location of products or services between the
competitors in the mind of the consumers. Taco Bell need to try hard because
they need to position their product in the consumers mind because after gain the
positioning, they will make the product more special and make the consumers
think about their products.
There are many positioning strategy that could be done. One of them is by
focusing on specific demographic. For Taco Bell they only market itself as made
speciality for women and working people. This may losses their marketing in men
but it may increase the sales if women and the working people buy more
products and services from Taco Bell compared to the other fast-food restaurants.
It does give huge advantage for Taco Bell because they produce the product for
certain target market and it make the product unique than the other companies
because it had been specialized for specific consumers.
In addition, the low-price strategy will gain the attention from the crowd
and it may be positioning Taco Bells products. Taco Bell can position themself as
ideal options for consumers to buy their low-price products. This requires Taco
Bell gain profit in slower time compared to the other fast-food restaurant. Taco
Bell had started this low-price strategy. Consumers know that they can have
meals for less than RM 5 per meal so they need to provide food that is between
the consumers budget to make sure they can buy and taste the foods. It is very
effective way for Taco Bell to gain their consumers when their target markets are
in financial manage.
Next by provides a good taste and high quality of food, can make the
product been known by the consumers. This is because when Taco Bell needs to
compete with their competitors who are selling same product which is fast-food
product, they need to have several benefits to make sure that they can gain
higher number of consumers compared to them. By providing a very delicious
product automatically it can attract the customers, because when having same
product and same price they will start searching for a product that can serve
better than the other one.

CONCLUSION
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As conclusion, I as the Chief Executive Officer of Yum! Brands, Inc had

studied about Malaysia. I had understood the concept and process of marketing
in Malaysia. I did some analysis of Taco Bell if they venture to Malaysia using
SWOT analysis. In the same time I also had do some research for Taco Bell to do
marketing strategy in order to penetrate the market. Marketing mix strategy had
been completed to ensure that the products can attract the customers to buy it
and automatically enter the market share. While for the marketing orientation, a
lot of ways can be done to know the taste of Malaysians residents. One of the
ways to attract the customers to try Taco Bells product is by providing coupons
and tester for them. But then, there are a lot of advantages and disadvantages
by doing the marketing orientation such as customers start to know about Taco
Bell, but to ensure that the customers recognize them, Taco Bell need to spend
some money.
In addition, all the micro factors and macro factors that may affect Taco
Bell had been discovered and several strategies had been done to make sure it
does not affect Taco Bell in long run. After the target market had been
discovered, various kinds of tactics had been discovered to ensure that the target
customers start purchase the product that will be produce. The buyer behaviour
of Malaysias residents had been known, they have their own patterns which will
only buy the things that they are usually use and things that is related with their
habits. While for the buyer characteristics, a lot of unique characteristics had
been found such as they will start to buy the product when their friend or close
people persuade them to buy it by telling the advantages when buy the products.
Lastly is about how to position Taco Bell in Malaysia. I think it is better for Taco
Bell penetrate into Malaysia by using differentiated segmentation because Taco
Bell can specialize their product according to their segmentation such as diet
persons, healthy persons, and vegetarians.

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RECOMMENDATION
As the recommendation, Malaysia is the best choice for Taco Bell to open
their next branch. This is because Taco Bell is the best Mexican fast-food
restaurant in America. In the same time Taco Bell did provide their customers
with all the products that demand by the customers such as healthy food,
vegetarians meal, and fast service. This shows that their customers will be loyal
to them.
Next, Taco Bell products are very affordable because it start with RM 2.63
after been charged with government tax. The location of the restaurant at the
centre of Kuala Lumpur is very suitable because it is easier to get there and it is
easy to be seen and search. Appear in Wanita Hari Ini shows, pasting attractive
poster on the billboard at the packed road and having Groupon account are very
good types of promotion it is easy for their target markets which are women and
working people know about the existence of the shop.
The factors that will affect Taco Bell had been recognized and it does not
harm Taco Bell in long run. From the strategies that had suggest Taco Bell can do,
it can be a very good way for them to beat their competitors in the market share.
The research which had been done by Taco Bell in Malaysia, it shows that Taco
Bell has the best plan to be in the Malaysia market.
However, it is important for Taco Bell to balance the quality and the
quantity of the products. As Taco Bell products, the product is tasty and in the
same time the quality is very good. This will make the consumers keep repeating
on buying it. So, to make sure Taco Bell can stay in Malaysia market they need to
keep changing their products in order to meet the consumers demand and satisfy
all the need and want that require by the consumers. This is because, if Taco Bell
did not updating their consumer it might bring Taco Bell in bad condition because
customers is everything, if they did not buy the products that had been
produced, there is no sales occur and it will drag the company to bankruptcy.

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REFFERENCES

Works Cited
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http://www.indexmundi.com/malaysia/demographics_profile.html
Akbar, N. F. (2015, March 11). Why you choose to buy at nasi ayam stall rather
than at the chicken rice shop? (N. I. Zaini, Interviewer)
healthy fast food. (n.d.). Retrieved february 6, 2015, from
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http://www.fitnessmagazine.com/recipes/healthy-eating/on-the-go/healthyfast-foods/
Kotler, P., & Armstrong, G. (2002). The marketing process. In Principle of
Marketing (p. 63). New Delhi: Prentice Hall of India.
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http://www.investopedia.com/:
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http://www.businessdictionary.com/:
http://www.businessdictionary.com/definition/marketing-strategy.html
Nor Khalidah , A., & Yusniza, K. (2009). Macroenvironment. In Principle of
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http://www.ask.com/business-finance/taco-bell-s-mission-statement2285d486706b9a86

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APPENDICES

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