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First of all I would like to send my thankful to God because give me a good health to
complete my Practical English assignment according to a specify time given to me.

In other hand, I want to thank my parent and family who support me to further my study
and give an encouragement in every good thing that I have done for my study and my future.
My parent motivated me a lot to achieve a flying color for my results in every semester.

I also want to give a bundle of thank to my lecturer, Madam Norazura Binti Misran who is
responsible to teach me and other friends. I would like to apologize if there are mistake that I
have done during the Marketing class.

Besides, I also like to thank my friend, classmates, roommates and other individual who
lend their hand for me to end my assignment.

Thank you.
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Marketing is the process by which companies determine what products or services may be of
interest to customers, and the strategy to use in sales, communications and business
development. It is an integrated process through which companies create value for customers
and build strong customer relationships in order to capture value from customers in return.

Marketing is used to identify the customer, to keep the customer and to satisfy the customer.
With the customer as the focus of its activities, it can be concluded that marketing management
is one of the major components of business management. The evolution of marketing was
caused due to mature markets and overcapacities in the last decades. Companies then shifted
the focus from production to the customer in order to stay profitable.

The term marketing concept holds that achieving organizational goals depends on knowing the
needs and wants of target markets and delivering the desired satisfactions. It proposes that in
order to satisfy its organizational objectives, an organization should anticipate the needs and
wants of consumers and satisfy these more effectively than competitors.

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Taco Bell Corp. is a California-based fast service restaurant chain that specializes in Mexican-
style fast food. Taco Bell--with 1995 sales in the United States of $3.5 billion dollars--held the
largest share of the Mexican-style restaurant market in the United States. In mid-1997 the fast
food chain was owned by the giant PepsiCo empire and was expected to soon become part of
the restaurant holding company TRICON Global Restaurants, Inc., a far cry from its modest
beginnings as a hot dog stand.
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In 1946 Glen Bell, a World War II veteran, opened a hot dog stand in San Bernardino,
California. The 23-year-old Bell decided to start his own business after working for a local gas
company and a railroad system. Having bought a gas refrigerator at a discount from the gas
company, Bell sold it for $400 and used the money to secure a lease for the food stand site and
to buy building materials. Confident that the postwar economy would support his endeavor, Bell
opened the shutters of "Bell's Drive In" for business later that year.

Bell began unassumingly, remaining a one-person operation and serving only take-out food. His
first day of business brought in $20 over a 16-hour day. Working long hours--the stand's hours
of operation extended from nine a.m. to midnight--he eventually averaged $150 a day in
business during his first year.

In 1952 Bell sold his first stand and set about building an improved version. His new menu
comprised hamburgers and hot dogs, then staples of the emerging fast food industry.
Coincidentally, just as Bell built his second stand, the McDonald brothers were building their first
fast food restaurant, also in San Bernardino. By 1955 Ray Kroc, a traveling salesman touting
milk shake machines, would link up with the McDonald brothers and form the giant McDonald's
hamburger chain.

 
  
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TASK:
Prepare a report on whether or not Taco Bell should venture in Malaysia market

1. Definition of marketing:
Here I¶d choose the definition from Groonroos and Merriam Webster which state like below:
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Marketing must considers the economic and Marketing must based on the product the we
social aspects want to produce

Groonroos state that the relationship between Merriam Webster stressed that marketing
customers is more important because from must be based on 4p¶s which is product, place,
that they can have our their regular customers price and promotion

Agreement between the user and the buyer is
important in order to achieve the win ± win
situation.
By designing products, setting sensible,
acceptable and justifiable prices, creating
awareness and preferences and ensuring
availability and services, the marketer can
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The Groonroos define marketing that the It is a logic definition that uses McCarthy's
company should consider the economic and Four Ps. In my understanding, it shows that
social aspects of marketing to stable their marketing already target our customer to
marketing environment. It shows that inform and educate about our organization and
marketing exist to have a long lasting our products such as Taco Bell company
relationship with customers. This focuses on advertise their product via media to promote
developing a close relationship with their the product. Taco Bell company also do a
customers, and is particularly important in the research to find the right place to make sure
information and library sector, means that the product will be easier to reach their
Taco Bell company have their regular customer which mean it is a strategic business
customers by giving specialty to them. They to distribute Taco Bell product. At the right
provide the best product to obtained price which state a suitable price for the
customers satisfaction, so marketing has product by using psychological price or etc.
success both the customer and the
organization.
It only give an attention to the relationship with They just concentrate on the selling of a
consumers is more important than others. This product or services side without concern about
lead to marketing for the company cannot the production process.
sustain and increase profits.
Although there are a few different between both definitions but both also agree that said
marketing is a management process. It requires planning and analysis, resource allocation,
control and investment in terms of money, skilled people and physical resources which the
Merriam Webster with 4 P¶s that is a technique to planning the business that they have to cover
their whole marketing cycle including defining mission, and market research, and that they focus
on the needs of the target market that is the people you want to use the product or service or
the individual customer. While the Gronoos said that marketing is planning to consider the
economic and social aspects which is the societal marketing concept holds that the
organization's task is to determine the needs, wants, and interests of target markets and to
deliver the desired satisfactions more effectively and efficiently than competitors, in a way that
preserves or enhances the consumer's and the society's well-being. It also requires
implementation, monitoring and evaluation.

 
  
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2. Main characteristics of a marketing-oriented organization:

In my understanding, Taco Bell adopt and implement the marketing concept which is said to
be market oriented. Market orientation is a philosophy that assumes that a sale does not
depend on an aggressive sales force but rather on a customer¶s decision to purchase a product.
Market orientation involves a firm essentially basing its marketing plans around the marketing
concept, and thus supplying products to suit new consumer taste.
A business that has a marketing orientation sees the needs of customers and consumers as
vital. As it develops and markets products to meet those demands, certain structural
characteristics become apparent in the business.

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Marketing Oriented

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3. Explain the elements of the marketing concept

³The major feature of the marketing oriented organization is that they are aimed to stay
closer to the customers and ahead of their competitors. The reason is that the basic aim of
these organizations is to attract the customers. There are four major characteristics which
define the marketing oriented organizations including shared values, organization, strategy and
stakeholders. Firstly, all decisions of these companies consider the customers first and they
share the common value of superior quality of products. Secondly, their organizational structure
has very few layers and their policies are not very difficult. Thirdly, the strategy of a market
oriented organization is long term, flexible and participative. Finally, they consider the
expectations of the stakeholders before making any important decision.´
http://wiki.answers.com/Q/

Shared value is all decisions of these companies consider the customers first and they
share the common value of superior quality of products. Shared value focuses on the needs of
the buyer and the idea of satisfying the needs of the customer by assuming the product or
service used as the solution to the customer¶s needs and wants. When, the customer will be
more satisfied and the firm will be more profitable. So that, both parties involve in the win-win
situation. For example, our customers want to buy Taco Bell product and we fulfill the demand
by satisfying their needs and want. The customer will get the product and we get money as a
return.

The organizational structure is a pattern of relationships among position in the

organization and among members in the organization. Organization structure has very few
layers and their policies are not very difficult. The purpose of the structure is to divisions work
among members in organization and to co-ordination of their activities so that people in the
organization are directed towards the goal and objectives. For example, organizational structure
of Taco Bell should has a few department like Top management, Finance, Research &
Development, Human Resource, Purchasing, Marketing and Operation to work together to build
a strong position in market environment.

 
  
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Market-oriented strategy defines goals and focuses action based on the structure of the
marketplace. Strategy that is grounded in the marketplace provides a realistic basis for aligning
day-to-day actions with long-term ambitions, setting goals and objectives, allocating resources
and focusing actions. Additional sections of the marketing plan lay out an action program for
implementing the marketing strategy along with the details of a supporting marketing budget.
The last section outlines the controls that will be used to monitor progress and take corrective
action. For example, Taco Bell has to define the organization goals and focuses. But to achieve
the goal we have to monitor our day-to-day progress to make sure our organization is on the
right strategy track.

The market orientation literature focuses upon external stakeholders as the content or
target of a market orientation strategy. This is problematic for understanding the successful
implementation of a market orientation strategy because internal stakeholders provide the link
between strategy-makers and external stakeholder targets. Anchored in market orientation,
dynamic capabilities, and stakeholder research, the study describes how internal stakeholders
in a market orientation process can impede or encourage the achievement of market-oriented
objectives by a market-oriented company. For example, entities of Taco Bell such as customers,
suppliers, lenders, or the wider society which influence and are influenced by an organization
but are not Taco Bell internal part.

Based on the characteristic of marketing oriented we can conclude that marketing

concept is focusing on customer need and wants so that the organization can distinguish its
product from competitors¶ offerings. Besides that, marketing concept also integrating all the
organization¶s activities, including production, to satisfy these wants. It is also can achieve long
±term goals for the organization by satisfying customer wants and needs legally and
responsibly.

 
  
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4. Costs and benefits adopting a marketing approach

BENEFITS OF MARKETING APPROACH

Customer satisfaction is the feeling that a product has met or exceeded the customer¶s
expectations. Keeping current customers satisfied is just as important as attracting new ones
and a lot less expensive. Yum! Brand Inc applied a few of marketing approach in the business.
Yum! Brand Inc can achieve a customer satisfaction. Yum! Brand Inc has to concern about the
customers need such as customer¶s taste, customer¶s favour, customer¶s interest and many
more. When we produce a product that is fulfilling their needs, customer will satisfy with us and
Yum! Brand Inc will be rewarded with repeat sales and referrals that lead to increases in sales,
market share and profits. Cost also fall because serving existing customers is less expensive
than attracting new ones. For example one of our customer is a cheese lover, so we serve the
Cheese Extreme Quesadilla to him, he will be satisfy with our product and he will repeat to buy
the Cheese Extreme Quesadilla.

Improving their product, services and marketing process to the high-quality. Produce a
goods and services that are of the quality customers expect. It will be a bonus for those
company that give high quality of products and services to customers more than they expect.
Yum! Brand Inc also can get a benefit with concern about the quality of services and products.
We design and improve the product and service to the high-quality more than customers expect.
Yum! Brand Inc produce the high quality food content, while always providing great taste.
Although, we offers a high-quality product but we sell at a lower price. Besides, trans fat and our
brands have been actively reducing artificial trans fat in our productsh Now, at Yum$Brands Inc,
we are focused on improving the nutrition in each of our product. By take care about the quality,
it has a direct impact of product performance and customer satisfaction when use our product.
For example, a people who are having an obesity disease will avoid fast foods that mostly have
a lot of fat. But, by improving our product with reducing trans fat, an obesity person still can eat
fast food and choose our Diet Menu product.

A strategy that entails forging long-term partnerships with customers. The company have
to build relationships with customers by offering value and providing customers satisfaction.
Besides, Yum! Brand Inc will get a benefit by build a good relationship with customers. We must
be customer centered, winning the customer and keeping growing them by delivering greater
value. By producing a high-quality product Yum! Brand Inc can create a good relationship with
our customers. Yum! Brand Inc also can winning customers and keep their customer to repeat

 
  
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of purchases and tell others about the good experience with Yum! Brand Inc products. Yum!
Brand used an internet as an effective tool for generating relationships with customers because
of its ability to interact with the customers. For example, Yum! Brand Inc produces a product
that is fulfilling customer satisfaction, so the customer will be our regular customer. We also can
collect information about their needs and feedback by using an internet. This facility will bring a
good relationship between us because we can communicate with each other.

The company should concern about customer needs and wants. The marketer should be
aware of several trends in natural environment. It is also having to aware of changes in
customers desires. Otherwise, to get another benefit, Yum! Brand Inc has to concern about
customer care. Yum! Brand Inc should aware of several trend in natural environment. We have
to satisfy customer needs and want while protecting an environment by used a recyclable
materials and ecologically safer product. Yum! Brand Inc passionate about helping people better
themselves and their communities, we are determined to address three critical challenges that
are the health and nutritional needs of our consumers, feeding the world's hungry and
understanding and respecting the sensitive environmental and agricultural resources on which
our business depends. For example, we prepare Diet Menu for those who are concern about
healthy eating habit and we used recyclable materials such as glass for drink. We can wash it
and use it many times without pollute our environment

Continuously collecting information about customers need to ensures that the firm keeps
focusing on customer needs and wants. Market research also gives a benefit to Yum! Brand Inc.
It is because Yum! Brands Inc need to know customer¶s thoughts and suggestions to our
restaurants. From the comment and suggestion, we can make changes or improvements to
cater for the needs of customers in more considerate way. After we make more improvements,
customers can benefit more and get better served. Other than that, we also prepared our
website to tell about new product, price and many more. For example, Yum! Brand Inc prepared
an online feedback form at www.tacobell.com/legal/feedback so customer can give a feedback
to us directly. Besides, we also prepared an application on Facebook that allows users around
the world to send gifts in the shape of iconic Yum! Brand Inc menu items.

 
  
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COSTS OF MARKETING APPROACH

.
A company only can serve the product to the selected target marketh Not open the
market to others. It will be costly to Yum! Brand Inc when it only served the product to those
who the product is directly. We are not open the market to the other. By keeping current
customers satisfaction it is hard for us to attracting new customers. For example, Yum! Brand
Inc was target at certain part in a big city like Kuala Lumpur and Penang to run our business.
We just can serve the product for those who live in Kuala Lumpur and the capital city of Penang.
We cannot serve our product to those who live in interior place. So, our product cannot be
serving to all consumers in a given market.

It will not produce moreh It only produces the product to the selected target market.
Applying marketing approach also can low the productivity of the company. Yum! Brand Inc will
not produce other more of the product because we already stress on our selected target market
even we have a lot of product choices. For example, we spend our money to improving our
product which is wanted by our selected target market to satisfy their needs and wants. So, we
no longer have much money to produce more. That is why we will low in productivity.

It involves high cost in retaining the customers.The cost of attracting the selected target
market is high. Then, it is highly cost on Yum! Brand Inc to informing customers or consumers of
the existence of the product and persuading them to buy it in any kind of way such as providing
it through internet, making advertisement, send pamphlet, and many more to get into Malaysia
market. The needs to do this great and effective kind of advertisement which in short, will cost
us a lot of money. As an example, Yum! Brand Inc will pay to TV1, TV2, TV3 and many more
when we needs their services to advertise our product through their channel. We also need to
pay to programmer because we need their service to create a Yum! Brand Inc website.

 
  
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5. Macro and micro environmental

MARKETING ENVIRONMENT

³The company marketing environment can be defined as the †controllable and uncontrollable
elements that influence the strategic direction of the company†. The company marketing
environment can be analyzed in two broad levels. The macro environmentinvolves looking at
uncontrollable variables that influence company strategy. This is discussed further in PEST
Analysis. The micro environmentinvolves analyzing controllable variables close to the company
that the company does have an influence over. This usually involves undertaking a stakeholder
analysis.´

www.brainmates.com.

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The company aspect of microenvironment refers to the internal environment of the

company. This includes all departments, such as management, finance, research and
development, purchasing, operations and accounting. Each of these departments has an impact
on marketing decisions.

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In designing marketing plans, marketing management takes other company groups into
account ± group such as Top management, Finance, R&D, HR, Purchasing, Marketing and
Operation. All these interrelated groups from the internal environment: Top management ± sets
the company mission, objective, broad strategies and policies, Finance ± finding and using
funds to carry out marketing plan, R&D ± designing safe and attractive product and Purchasing
± purchase good value and quality material. In Yum! Brand Inc environment, all of department
like Top management, Finance, Research & Development, Human Resource, Purchasing,
Marketing and Operation have to work together to build a strong position in market environment.
Together all of these departments have an impact on the each other department plans and
actions. Each of the department should consider about other company department into its
account. We must have a good relationship among us to make sure our organization can
compete the others company and achieve our goals. As an example, manager from Operating
department have to work with manager from Finance department because he needs to know
company capital if he want to buy a new machine or a material to improve our product to
compete with the others.

 
  
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Organizations survive on the basis of meeting the needs, wants and providing benefits
for their customers. Failure to do so will result in a failed business strategy. We also have build
relationships with customers by offering value and providing customer satisfaction. Customers
remain loyal to us because we provide them greater value and satisfaction than they expect
from competing firms. We have to understand our customers and we have to follow them. By
producing a high-quality product Yum! Brand Inc can create a good relationship with our
customers. Yum! Brand Inc also can winning customers and keep their customer to repeat of
purchases and tell others about the good experience with Yum! Brand Inc products. Taco Bell
used an internet as an effective tool for generating relationships with customers because of its
ability to interact with the customers. For example, Yum! Brand Inc produce a product that is
fulfill customer satisfaction, so the customer will be our regular customer because we
understand and follow them.
Increase in raw material prices will have a knock on affect on the marketing mix strategy
of an organization. Prices may be forced up as a result. Closer supplier relationships is one way
of ensuring competitive and quality products for an organization. It is also a benefit for us from
stable relationships with suppliers. Supplier problem can seriously affect marketing. A
partnership with our suppliers are essentially to producing high-quality product while cutting
costs. Monitoring the price trends of suppliers key input. Here we know that the relation of
supplier with the Yum! Brand Inc also one of important thing that help us to be the most quality
product. Without good raw material, Yum! Brand Inc cannot produce good product that had
been bought by our customer. For example, me as a Yum! Brand Inc marketing manager have
to monitor Perusahaan Saudi Sdn Bhd as our pita bread supplier price trend. If their price is
higher it may force our price also increase. It can harm our sales.
Intermediaries help the company to promote, sell, and distributes its goods to final
buyers. They include resellers, physical distribution firm, marketing service agencies, and
financial intermediaries. Resellers ± distribution channels firms that help the company find
customers or make sales on them. Physical Distribution Firm (logistic) ± helps the company to
stock and move goods from their points of origin to their destination. Marketing services
agencies ± marketing research firms, advertising agencies, media firms and marketing
consultation firms that help the company target and promote its product to the right markets.
Financial Intermediaries ± include banks. Credit companies, insurance companies, and other
businesses that help finance transaction or insure against risk associated with the buying and
selling of goods. For those who seek information about Yum! Brand Inc product, marketing
intermediaries act as a mechanism to help us to promote and advertise our product. Marketing

 
  
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intermediaries also form an important component of the company¶s overall value delivery
system. Yum! Brand Inc has to create a good marketing partnership with marketing
intermediaries in Malaysia to optimize the performance of the entire system. Such as, Yum!
Brand Inc created a long-term partnership with the Milo. Throughout the partnership, Yum!
Brand Inc will conduct Milo themed promotions and will have a significant presence on national
SUKMA games telecasts on TV1, TV2, TV3 and other.

The name of the game in marketing is differentiation. What benefit can the organization
offer which is better than their competitors. Competitor analysis and monitoring is crucial if an
organization is to maintain its position within the market. Other than that, Yum! Brand Inc has to
understanding our competitive arena and competitor¶s strengths and weaknesses. This includes
assessing what existing or potential competitors might be intending to do tomorrow as well as
what they are doing today. Our management might have better understood the changes taking
place, seen the competitive threat and develop strategies to counter the threat. For example,
Yum! Brand Inc has to study about Mc Donald, KFC, A&W, Burger King, Pizza Hut opportunities
and their threat.


 
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³The firm has interaction and interdependence with economic, social, political, legal,
technological and cultural forces. These are called macro environmental forces. These
environmental forces define the resource, opportunities and threats available to and facing the
firm.´
www.learnmarketing.net

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The first element of a PEST analysis is a study of political factors. Political factors
influence organizations in many ways. Political factors can create advantages and opportunities
for organizations. Conversely they can place obligations and duties on organizations. Yum!
Brand Inc needs government regulation to protect innovators of new technology, the interest of
society in general and consumers. Every aspect of the marketing mix is subject to laws and
restrictions. All food manufactures in Malaysia have to follow Malaysian Food Act 1983(Act 281)
& regulations to produce the food. Food premise means premises used for or in connection with
the preparation, preservation, packaging, storage, conveyance, distribution or sale of any food,
or the relabeling, reprocessing or reconditioning of any food. Each operator of Food must
attend Operator Training Food from training institutions recognized by the Ministry of Health
Malaysia. If not training or do not have certificates of training, can be a fine not exceeding RM10
000 or imprisonment not exceeding two years. Besides, halal logos and certification issued by
private agencies will no longer be recognized in Selangor. Only the standard certification issued
by the Islamic Development Department (Jakim) and Jais will be valid. The decision was in line
with the Trade Description Act 1972, to standardize halal certification. It is my duty as a
marketing managers or our legal assistant to understand the laws and conform to them,
because failure to comply with regulations can have major consequences for our company. For
example, in Malaysia has many laws covering issues such as competition, fair trade practices,
environmental protection, product safety, halal brands and etc. I should consider all of political
and legal issues that happen in Malaysia before let the Yum! Brand Inc venture in Malaysia
market.

The second element of a PEST analysis involves a study of economic factors.

All businesses are affected by national and global economic factors. National and global interest
rate and fiscal policy will be set around economic conditions. The climate of the economy
dictates how consumers, suppliers and other organizational stakeholders such as suppliers and
creditors behave within society. When Yum! Brand Inc venture Malaysia market, it will reduce
unemployment because we will offer a job for those who are qualified with the job offer. When
the unemployment reduced, there no inflation occurs at Malaysia. On the other side, when there
have a bit problem of recession go in hand, we still can venture Malaysia market with a few
different marketing strategies for our company. Firstly, reduce production hours and the cost of
materials by improved existing products and introduce new ones. Secondly, postpone the
purchase of new equipment and materials by maintain and expand our customer services.
Thirdly, emphasize top-of-the-line products and promote product value.

 
  
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The third aspect of PEST focuses its attention on forces within society such as family,
friends, colleagues, neighbors and the media. Social forces affect our attitudes, interest s and
opinions. These forces shape who we are as people, the way we behave and ultimately what
we purchase. Besides, population changes also have a direct impact on organizations. Changes
in the structure of a population will affect the supply and demand of goods and services within
an economy. Increase in the Malaysia population and food shortage predictions are currently
leading to calls for greater investment in our food production. Social forces also affect our
customer attitudes, interests and opinions. Malaysia has composes of various races such as,
Malay, Chinese, India, and many more. They tend to have different religious beliefs that can
strongly affect for buying Yum! Brand Inc product. For example Islam, there are very sensitive
on halal issue. Yum! Brand Inc has takes it seriously by avoiding to product non-halal food like
pork. For the Hindu, they cannot eat meat. So, Yum! Brand Inc cannot suggest meat food
product for them. We need to respect each of the religion in the country.

Unsurprisingly the fourth element of PEST is technology, as you are probably aware
technological advances have greatly changed the manner in which businesses operate.
Nowadays, technology infrastructure such as the internet and other information exchange
systems runs very well in Malaysia. Technology hardware such as mobile phones, Blackberrys,
laptops, desktops, Bluetooth devices, photocopiers and fax machines can be use to transmit
and record information. We also can use the technology systems incorporating a multitude of
software which help us manage our business. For example, with the internet excess Yum!
Brand Inc joined a Facebook to make easier to collect information about customer needs. We
also can introduce our new product through it.

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6. Segment the business and consumer markets


  
 

Consumer market can be defined as all the individuals and households who buy or acquire
goods and services for personal consumption. There are major variables that might be used in
segmenting consumer market.

^ Geographic
Dividing a market into different geographical needs and wants. A company may decide
to operate in one or a few geographical areas, or to operate in all areas but pay attention to
geographical differences in needs and wants. Taco Bell should segment their market that where
they can target people and develop goods and services for each of them to venture Malaysia¶s
market. We also can focuses on the state which had been developing by a lot of changing and
become the busier town with urban density. For example, Taco Bell target to market our product
at Kuala Lumpur because Kuala Lumpur is a densely populated city. The population of Kuala
Lumpur is 1.58 million, according to the census in 2006. The population density in Kuala
Lumpur is 6502 people per sq km. Besides that, Taco Bell also target the product to be market
at Penang because Penang has the highest population density in Malaysia with 2,031.74 people
per square kilometer on the island and 865.99 people per square kilometer on the mainland. So,
we can attract more people to buy our product because they can be our potential customer
when prefer to choose quick served food.

^ Demographic
Dividing the market into groups based on demographic variables. Demographic factors are
the most popular bases for segmenting customer groups because consumer needs, wants and
usage rate often vary closely with demographic variables.
Age: Consumers need and wants change with age. Taco Bell segmenting the product for an
adult because mostly the product of Taco Bell is suitable to adult age such as Fresco Burrito
Supreme±Steak. Besides, Taco Bell also segment the product for kids because we serve a Kids
Meal for them.
Income The average people in Malaysia are in the middle of income rate. So they are
affordable to buy Taco Bell product if we sell with the suitable price. Besides, we have to care
about customer value by concern on the quality of the product. So, customers don¶t care to

 
  
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spend more for the good quality products. For example, Taco Bell sell The Drive-Thru Diet
Menu for RM7.62, which is affordable for person in a middle income rate to buy it.
Religion There are the most popular religion in Malaysia are Islam, Buddhist, Hindu, and
Christian. Taco Bell has to study the culture of each religion. For example Islam, there are very
sensitive on halal issue. Taco Bell has takes it seriously by avoiding to product non-halal food
based on Trade Description Act 1972, to standardize halal certification. For the Hindu, they
cannot eat meat. So, Taco Bell cannot suggest meat food product for them. We need to respect
each of the religion in the country.

^ Psychographic
Dividing a market into different groups based on social class, lifestyle or personality
characteristics. People in the same demographic group can have very different psychographic
makeup. Marketers often segment their markets by consumer lifestyle. Taco Bell also segment
our markets depends on consumer lifestyle. For example, we serve The Drive-Thru Diet Menu
for those consumers who were on diet. Taco Bell also has used social class variables to
segment our markets. The Drive-Thru Diet Menu is segment to the working class person
because they are busy at a workplace so they do not have enough time to cook or to queue for
buy at our restaurant. We prepared a drive-thru concept to easier our customer.

^ Behavioral
Dividing a market into groups based on consumer occasion, benefit, user status, usage rate
and loyalty status. Many marketers believe that behavior variables are the best starting point for
building market segments. Benefit segmentation is a powerful form of segmentation is to group
buyers according to the different benefits that they seek from the product. Taco Bell used
benefit to segment our product. For example, customers who are on diet take benefits when we
serve The Drive-Thru Diet Menu. They do not have to take pains to prepare their own food by
following their diet menu. Taco Bell also segment the market based on loyalty status.
Customers can be divided into groups according to their degree of loyalty toward each product.
Some of our customers they buy one brand all the time. But some of our customers loyal to two
or three brands of a given product or favor one brand while sometimes buying others of our
product. By studying its less loyal buyers, we can detect which brands are most competitive with
its own. For example, some of the customer who are too care about diet will loyal to Taco Bell
Drive-Thru Diet Menu only, but some of customer who

 
  
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The business market consists of four broad segments: producers, resellers, institutions and
government. Whether marketers focus on only or on all four of the segment, they are likely to
find diversity among potential customers. Thus, further market segmentation offers just as many
benefits to business marketers as it does to consumer-product marketers.

^ Location
Location is especially important for businesses in the retail and hospitality trades because
they rely a great deal on visibility and exposure to their target markets. But location is also
important for service and manufacturing ventures, which have such costs as advertising,
promotion, and distribution that are a direct result of where they're located.V Manufacturers will
usually be restricted to industrial areas by the zoning ordinances of most towns and cities. The
main criteria for manufacturers is the suitability of shipping and loading facilities, the distance to
key suppliers of raw materials and markets, the availability of cheap fuel, and the skill of the
support staff in the local area.V For example, Taco Bell has to search for the specific location to
run the business. We have to identify the distance from our restaurant with the Perusahaan
Saudi Sdn Bhd as our pita bread supplier because it is easy for us to buy pita bread VV
V
^ Behavioral characteristic
In behavior segmentation, potential buyers of a product are divided into groups based on
their knowledge, attitude, uses, or responses to a product. Such behavioral characteristics may
include usage rate, buying status and purchase procedure. The purpose of this segmentation is
to comprehensively evaluating such factors as the quality and performance of the equipment to
be purchased, compatibility with existing facilities, degree of reliability, product requirements
including safety, delivery time, and the scale of the order, after-sale service and the supplier's
previous business record. For example, Taco Bell has to know the purchase procedure of
Perusahaan Saudi Sdn Bhd such as begin with determine the specifications and quantity and
delivery of materials and select Perusahaan Saudi Sdn Bhd as a supplier. Then Perusahaan
Saudi Sdn Bhd will be asked to submit cost estimates and specifications to Taco Bell to a
specified date. The specification sheets submitted by Perusahaan Saudi Sdn Bhd at their own
expense are checked by the Purchasing Department. After valid cost estimates and
specifications have been comprehensively evaluated, we will commence negotiation with them
with the most attractive proposal to discuss the amount of the contract and other terms and

 
  
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conditions. The business will be established upon conclusion of a contract. Then delivery dates
specified in the contract must be strictly observed and payment will be made according to the
payment terms specified in the contract.

^ Company type
Business customers can be classified according to types like company size, industry,
decision making unit and purchase criteria. It is important to make sure the quality of a material
supply to the company, the quality of service and also the price rate offer by supplier. We also
need to know about the stability of the supplier company. For example, Taco Bell needs to know
Perusahaan Saudi Sdn Bhd company type before we agree they will supply pita bread for our
company. We have to do a research about the business type, total annual sales and purchase,
export percentage, industry and many more. Perusahaan Saudi Sdn Bhd business type is
manufacturer. Total annual sales for Perusahaan Saudi Sdn Bhd are about RM35000000-
RM175000000 and the total annual purchase is about RM17500000-RM35000000. The export
percentage for Perusahaan Saudi Sdn Bhd I 11%-20% and Perusahaan Saudi Sdn Bhd is a
food industry. From the research we can accept Perusahaan Saudi to be our pita bread
supplier.

 
  
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7. Outline factors influence the choice of targeting strategy

Target Marketing involves breaking a market into segments and then concentrating your
marketing efforts on one or a few key segments. Target marketing can be the key to a small
business¶s success. The beauty of target marketing is that it makes the promotion, pricing and
distribution of your products and services easier and more cost-effective. Target marketing
provides a focus to all of your marketing activities.

Taco Bell announced its entry into the kids' meal

arena, with four core menu items designed especially
for children age¶s four to 10. The new meals include a
main entree, nacho chips, milk drink, dessert and toy
premium, and range in price from RM6.90 to RM8.00.
The menu was rolled-out nationally in all 4,500
stores, timed to meet the heavy youth demand over the summer months, and will capture
evening and weekend customers into the fall and winter months.
Taco Bell target on kids by this product because nowadays market size of kids are
increase and others competitors serve a package for child. Such as Mc Donalds serve Happy
Meal and KFC serve Chicky Meal for their kid customers. So, Taco Bell needs to serve Kids
Meal to compete with our competitor to attract not only adult customer as the parent but also the
child.
Taco Bell used an attracting packaging to attract kids to buy our product. We used a lot
of attractive color like pink, yellow, orange, blue and many more. Besides, a survey of majority
school-age children in four markets found that 94% of them preferred to drink milk from a plastic
bottle rather than a paper carton. A majority of the students said the plastic bottle is easier to
open and drink from, and they perceived that milk tastes better when consumed from a plastic
bottle. The students indicated that plastic bottles are more convenient to use, even though the
traditional gable-top carton has, in recent years, added convenience features such as spouts.
So, Taco Bell chooses to serve the milk drink for this Kids Meal in a plastic bottle.

Otherwise, the raw materials for this meal are suitable for children growing process. It
does not disturb the growing process in fact it have a good nutrition on the menu such as the
pita bread that is included in the main entree.

 
  
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³Pita bread has two major nutritional benefits. The first is the amount of dietary fiber in the pita
bread. While there is only 1 gram of dietary fiber in one serving of pita bread, this is 5 percent of
your daily recommended amount of fiber. It is important to add fiber when you can, as it is the
key to a regular digestive system. Pita bread can also add protein to whatever meal you use it
for. One serving of pita bread has 5 ½ grams of protein. This is 11 percent of your daily
recommended amount of protein. Protein is important for your muscles, as it is needed for the
repair and growth of the muscles. Protein is also needed for healthy hair, nails and skin´
http://www.ehow.com/

So, the pita bread will help kid¶s digestive system. Otherwise, the protein is really important for
kids in a growing process of muscles while they are still young to make it healthier. It is also
important to stronger kid¶s antibody to avoid them from disease.
In the other hand, we also put together toy premium in this menu to attract kids to buy it.
We keep changing the toy to make it more interesting for kids desire to have it. For example,
Taco Bell put together The Tick Animation Taco Bell Kids Meal Toy in Kids Meal Package. The
Tick has a square-jawed, muscular, bright blue-costumed figure with antennae sticking up from
his head, The Tick is a surreal parody of superheroes, in the vein of Dave Sim's character, The
Cockroach

 
  
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8. Buyer behavior models


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Buyer behavior refers to the buying behavior of final consumers, individuals and
households who buy goods and services for personal consumption. Most economists assume
that consumers are economic buyer, people who know all the facts and logically compare
choices in terms of costs and value received to get the greatest satisfaction from spending their
time and money.

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Marketing stimuli consist of 4P¶s. There are product,

price, place and promotion. On 6th September 2002, Taco
Bell was produced Cheese Extreme Quesadilla as the third
quesadilla product. The limited time product contains a three-
cheese blend that includes mozzarella, cheddar, and pepper
jack cheeses, and nacho cheese sauce on a grilled tortilla.
The product is $1.29 and it will be RM4.52 when we
convert into Malaysia marketh With the purchase of a Cheese
Extreme Quesadilla Combo, customers will get a Cheese Extreme Quesadilla, crunchy taco and
a free X Games collector cup for RM10.47 in ringgit Malaysia. The price is reasonable in a
Malaysia market because it is affordable for customers to buy it.
This product is available Suria KLCC Kuala Lumpur, Times Square Plaza Kuala Lumpur,
Gurney Plaza Penang, Angsana Plaza Johor Bahru. We choose all this shopping mall as our
connection to meet our customer. We will make sure all of our franchises serve the Cheese
Extreme Quesadilla to customers.

 
  
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"The Xtreme Deal" promotes the Cheese Extreme Quesadilla and four collectable X
Games beverage cups. The cups feature popular X Games athletes including international
skateboarder Mike Frazier, pro BMX rider Allan Cooke and others to attract customer to buy our
product. The cups will also be sold separately for an additional RM2.77 with the purchase of a
large. Taco Bell is joint venture with Milo as an official sponsor of Games events.

However, other stimuli include major forces and events in the buyer¶s environment. One
of the stimuli is political. Taco Bell have to make sure the Cheese Extreme Quesadilla follow
Malaysian Food Act 1983(Act 281) & regulations to produce the food. Besides, it also have to
follow Trade Description Act 1972, to standardize halal certification
In the other hand, in social factor, population changes also have a direct impact on
organizations. Changes in the structure of a population will affect the supply and demand of
goods and services within an economy. Increase in the Malaysia population and food shortage
predictions are currently leading to calls for greater investment in our Cheese Extreme
Quesadilla production.
Taco Bell applied a technology in production process of Cheese Extreme Quesadilla.
We use a grinder cheese to blend three-cheese that includes mozzarella, cheddar, and pepper
jack cheeses.

In the buyer¶s black box, they are turned into a set of observation. The buyer
characteristic influence how customers perceive and reacts to stimuli. Second, the buyer
decision process itself affects the buyer behavior. Consumer purchases are influenced strongly
by cultural, social, personal and psychological characteristics.
^ Cultural
Taco Bell needs to understand the role played by the culture, subculture and social class.
We have to know the most basic cause of a customer wants and behavior. We have to learn
more about Malaysian¶s culture. The Taco Bell¶s product should refer to the set of values, ideas
and attitudes that are shared in a society. Some customers are influences to buy our product
based on their family, friends and other important institutions. Such as, they are influences to
buy Cheese Extreme Quesadilla suggested by their friends.

 
  
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^ Social
Consumer behavior is influence by social factor such as small groups, family and social
roles. Customers often are influenced by reference groups to which they do not belong. Taco
Bell needs to identify the reference groups of their target markets. Mostly reference groups
expose customers to new behaviors and lifestyles, influence the customer¶s attitudes and self-
concept and create pressures to conform that may affect the person¶s product and brand
choices. Besides, family members can strongly influence buyer behavior. The family is the most
important consumer buying organization in society and it has been researched extensively.
Taco Bell is interested in the roles and influence of husband, wife and children on the purchase
of our products. Husband-wife involvement varies widely by product category and by stage in
the buying process. Children may also have a strong influence on family buying decisions. For
an example, when a child likes to eat Cheese Extreme Quesadilla, the parent influences to buy
the product.
^ Personal
A buyer¶s decisions also are influenced by personal characteristics such as the buyer
lifestyle and personality. Lifestyle is a customer pattern of living as expressed in their activities,
interests and opinion. Lifestyle captures something more than the customer social class or
personality. It profiles a customer whole pattern of acting and interacting in the world. As an
example, Cheese Extreme Quesadilla is the one of our product that has a lot of calories. If the
customers are changing to the healthier lifestyle, they may change the product choice to the
drive-thru diet menu.
^ Psychological
The motivated customers are ready to act. How they act is influenced by their own
perception of the situation. Perception is the process by which people select, organize and
interpret information to form a meaningful picture of the world. For the Cheese Extreme
Quesadilla, customers are influences to buy the product because in their perceptions, the
product is cheesy and delicious after they look at the product¶s picture.

³Next, consumer makes the buying decisions by using the buyer decision process. Clearly,
the buying process starts long before actual purchase and continues long after. Taco Bell needs
to focus on the entire buying process rather than on just the purchase decision. Consumers
have to pass through all five stages with every purchase. But in more routine purchases,
consumers often skip or reverse some of these stages.´
http://tutor2u.net/business/marketing/

 
  
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The buying process starts with need recognition. At this stage, the buyer recognizes a
problem or need or responds to a marketing stimulus. The need can be triggered by internal
stimuli when one of the customer¶s normal needs such as they are hungry at that time. A need
also be triggered by external stimuli. For an example they pass our Taco Bell restaurant and are
attracted by the aroma and picture of our Cheese Extreme Quesadilla product. If the need is
strong and there is a product or service that meets the need close to hand, then a purchase
decision is likely to be made there and then. If not, then the process of information search
begins.
A customer can obtain information from several sources. These include personal sources,
commercial sources, public sources and experiential sources. The usefulness and influence of
these sources of information will vary by product and by customer. Research suggests that
customers value and respect personal sources more than commercial sources. So, Taco Bell
has to identify which information sources are most influential in our target markets.
In the evaluation stage, the customer must choose between the alternative brands, products
and services. The customer arrives at attitudes toward different brands through some evaluation
procedure. How customers go about evaluating purchase alternatives depends on the individual
consumer and the specific buying situation. Taco Bell has to study our customers to find out
how they actually evaluate brand alternatives. If we know what evaluative processes go on, we
can take steps to influence the buyer¶s decisions.

 
  
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Generally consumer¶s purchase decision will be to buy the most preferred brand, but two
factors can come between the purchase intention and the purchase decision. The first factor is
the attitudes of others. If our customer is a child and his parent feels strongly that he should buy
Cheese Extreme Quesadilla, then the chances of him to buy another products will be reduced.
The second factor is unexpected situational factors. The child weight may be increase if he ate
Cheese Extreme Quesadilla often. Then preferences do not always result in actual purchase
choice.
The final stage is the post-purchase evaluation of the decision. It is common for customers
to experience concerns after making a purchase decision. The customer will be satisfied or
dissatisfied and will engage in postpurchase behavior of interest to Taco Bell. This arises from a
concept that is known as cognitive dissonance. The customer, having bought a product, may
feel that an alternative would have been preferable. In these circumstances that customer will
not repurchase immediately, but is likely to switch brands next time. Therefore, Taco Bell
company would be wise to measure customer satisfaction regularly
In my opinion, Cheese Extreme Quesadilla is a product choice in a buying response. It is
because, Cheese Extreme Quesadilla is the only product that mix four types of cheese, and
beef folded into a tortilla. The best part is, it is only RM4.52. Besides that, this Cheese Extreme
Quesadilla is one of soft tacos without the lettuce but it has extra cheese and extra side of
jalapeno sauce. This product also included a free X Games collector cup. The vice President of
national marketing in Taco Bell also admits that Cheese Extreme Quesadillas have been a
tremendous product for Taco Bell.

 
  
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³Business buyer behavior is vaster and involves far more dollars and items than do
consumer markets. Business buyers are organizations that buy goods and services for use in
the production of other products and services that are sold, rented or supplied to others´
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Marketing stimuli for business buyer behavior also consist

of 4P¶s. Taco Bell needs to buy a chairs and seating for the
restaurant from Dejell (Dongguan) Furniture Co. Ltd. Taco
Bell choose Plymold 4 Person Cluster Restaurant Dining
chairs. This seating unit for 4 would make a nice addition
to any restaurant, bar, diner, concession stand, or other
foodservice establishment. The overall measurements are
44"W x 58"D x 36"H. The swivel seats are red plastic with a black metal frame and the table is
white with a red trim to complement the seats. They are connected by a durable black metal
frame which will enhance any existing decor. This unit has some cosmetic imperfections from
use including missing caps on the legs. This item weighs 113 lbs. but we have added 50 lbs. to
the weight for packing and shipping. The price of this item is RM1312.50 for each. This item is
available at Restaurant Equipment warehouse at Dongguan City, Guangdong Province, China.
So, Taco Bell have to import the Plymold 4 Person Cluster Restaurant Dining chairs from China.

 
  
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Other stimuli include major forces and events in the buyer¶s environment. Firstly is a
social factor. Social forces affect our attitudes, interest, population and opinions. These forces
shape who we are as people, the way we behave and ultimately what we purchase. Besides,
population changes also have a direct impact on organizations. Because of population in
Malaysia is increase and majority one family have more than three members, so Taco Bell
choose Plymod 4 Person Cluster Restaurant Dining chairs.
In technology factor, Taco Bell has probably aware technological advances have greatly
changed the manner in which businesses operate. Malaysia technology infrastructure such as
the internet and other transportation runs very well. So, it is easier for us to import the product
from Dejell (Dongguan) Furniture Co. Ltd to bring it to Malaysia.

In the buyer organization box there have the decision-making unit of a buying organization is
called its buying center. The buying center includes all members of the organization who play a
role in the purchase decision process. This group includes the actual users of the product or
service, those who make the buying and those who control buying information.
^ Users
Members of the buying organization who will actually use the purchased product or
service. For the buying process of the chairs, Taco Bell acted as the users because we
purchase the chairs from Dejell (Dongguan) Furniture Co. Ltd.

^ Influencers
People in an organization¶s buying center who affect the buying decision. They often
help define specifications and also provide information for evaluating alternatives.

^ Buyers
The person who have formal authority to select the supplier and arrange terms of
purchase. Buyers may help shape product specifications, but their major roles is in
selecting vendors and negotiating. Taco Bell¶s CEO is the buyers for our company.

^ Deciders
People in the organization¶s buying center who have formal or informal power to select
or approve the final suppliers. It is me as a marketing manager for Yum! Brand Inc who
have power to approve chair supplier for our restaurant.

 
  
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^ Gatekeepers
People in the organization¶s buying center who control the flow of information to other.
The supervisor of our restaurant can be a gatekeeper because he have a knowledge
about the restaurant.

Business buyers are subject to many influences when they make their buying decisions.
There are four various groups of influences on business buyers that is environmental,
organization, interpersonal and individual.
Business buyers are influenced heavily by factors in the current and expected economic
environment as economic uncertainty rises, Taco Bell have to cut back on new investment and
attempt to reduce our inventories.
Organizational factor are affected by Taco Bell own objectives, policies, procedures,
structure and our systems, and Dejell (Dongguan) Furniture Co. Ltd. must understand these
factors well. They have to know how many people from our company are involved in the buying
decisions.
Interpersonal factors often difficult to assess. The powerful are often invisible, at least to
vendor representatives. However, Dejell (Dongguan) Furniture Co. Ltd. must try to understand
these factors and design strategies that take them into account.
Each participant in the buying decisions process brings in personal motives, perceptions
and preferences. These individual factors are affected by personal characteristic such as age,
income, education, personality and attitudes toward risk.

 
  
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Next step is the business buying process. Buyers who face a new-task buying situation
usually go through all stages of the buying process. Buyers making modified or straight rebuy
may skip some of the stages.

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The buying process begins when someone in the company recognizes a problem.
Problem recognition can result from internal or external stimuli. Internally, the company may
decide to launch a new product that requires new production equipment and materials or a
machine may break down and need new parts. As example, our chairs at our restaurants are
break down so we need the new chairs and we purchase from Dejell (Dongguan) Furniture Co.
Ltd. Externally, the buyer may get some ideas at a trade show or receive a call from a
salesperson who offers a better product or a lower price. For example, Dejell (Dongguan)
Furniture Co. Ltd. always make a call to offers their better product or to inform about any
promotion of the product.
Having recognized a need, the buyer next prepares a general need description that
describes the characteristics and quantity of the needed item. The team may want to rank the
importance of reliability, durability, price and other attributes desired in the item. We have to
study about the product before we buy it from Dejell (Dongguan) Furniture Co. Ltd.
The buying organization next develops the item¶s technical product specifications. The
team decides on the best product characteristics and specifies them accordingly. Taco Bell
asked a help from an engineering team about the value analysis. Taco Bell had to study
carefully to determine if they can be redesigned standardized or made by less costly method of
production before buy the chairs for the restaurant.

 
  
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The buyer now conducts a supplier search to find the best vendors. The buyer can
compile a small list of qualified suppliers. Nowadays, more and more companies are turning to
the internet to find suppliers. Many companies are viewing supplier search more as supplier
development. These companies want to develop a system of supplier-partners that can help it
bring more value to its customers. Taco Bell has to reviewing trade directories, doing computer
search or phoning other companies for recommendations.
In the proposal solicitation stage of the business buying process, the buyer invites
qualified suppliers to submit proposals. In response, some suppliers will send only a catalog or
a salesperson. When there have any complex, the buyer will usually require detailed written
proposals or formal presentations from each potential supplier. Taco Bell will ask Dejell
(Dongguan) Furniture Co. Ltd. to submit their proposal. If they just send their catalog or
salesperson, Taco Bell will require detailed written proposals or formal presentations from them.
During supplier selection, the buying center often will draw up a list of the desired
supplier attributes and their relative importance. Buyer may attempt to negotiate with preferred
suppliers for better prices and terms before making the final selections. At last, they may select
a single supplier or a few suppliers. Taco Bell has to listed the following attributes as most
important in influencing the relationship between supplier and our company. Then, we can
select the best supplier for our company.
The buyer now prepares an order-routine specification. It includes the final order with the
chosen supplier or suppliers and lists item. In the case of maintenance, repair and operating
items, buyers may use blanket contract rather than periodic purchase orders. A blanket contract
creates a long-term relationship between the supplier and the buyer. Taco Bell have to listed the
technical specifications of the chair needed, quantity needed, expected time of delivery, return
policies and warranties to Dejell (Dongguan) Furniture Co. Ltd. We also can use blanket
contract to create a long-term relationship with Dejell (Dongguan) Furniture Co. Ltd. In this
stage, the buyer reviews suppliers performance. The buyer may contact users and ask them to
rate their satisfaction. The performance review may lead the buyer to continue, modify or drop
the arrangement. Taco Bell will ask to their customer about the satisfaction using the chairs.
With this action Taco Bell know if they can continue to buy, modify the chairs or drop the
arrangement with Dejell (Dongguan) Furniture Co. Ltd.

 
  
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In my opinion, Plymold 4 Person Cluster Restaurant Dining chairs is a product or service

choice. It is because, the chairs was made by plastic and metal, which both of materials are
durable. Besides, this unit has some cosmetic imperfections from use including missing caps on
the legs. In other hand, Dejell (Dongguan) Furniture Co. Ltd. also apply a good service in their
business. It is proven by the feedback from others company that are bought chairs from Dejell
(Dongguan) Furniture Co. Ltd. Many of the company state that the item sold exactly as
described and displayed. It is a great deal and a good transaction. They also told that the chairs
are beautiful and very fast shipping. Other than that, they received item one day earlier than
what was estimated.

 
  
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9. Marketing mixes (4Ps) for consumer market segment

³Marketing is an ongoing process of arrangement and executing of the marketing merge

(Product, Price, Place, Promotion) of products, services or thoughts to create exchange
between individuals and organizations. Marketing tends to be seen as a creative industry, which
includes advertising, distribution and selling and also anxious with anticipating the client
prospect needs and wants, which are often discovered through market research.´

http://www.articlesrfree.com/


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Products are the goods and services offered by the company to the target market. Marketing
mix use in a variety of ways by the firms to pursue the customer to buy and use their products.
The variety of options that firm can adopt came out from only four variable product, price, place
and promotion. Some firms like to focus on their product so they will spend more on product
packaging, quality, design, features, brand name and service, to offer the high brand products
and services to the target market. Such as Mercedes Benz is an expensive car but have its
own niche market people feel proud to buy and drive the car just because of the product is
completely differentiated from their competitors having numerous features.





 
  
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Price is the amount which is paid by the customer to buy the product and service. Price can also
attract customer towards firm products and services such as Southwest Airlines offer low price
services to their customers by offering normal service. It means they want to capture the target
market on cost differentiation not on product differentiation. The price variables encompassed
the following factors such list price, discount, allowances, payment period and credit terms.


Place are the set of activities which allow the firm to spread the availability of the products and
services for the customers. Physical existence is not the only criteria of place but virtual firms
like amazon, eBay is also the part of third P (place). Wal-Mart with the huge number of retail
outlets around the world moves them to the number one company in the world.


Promotion is the way of communication to the customer about firm¶s products and services. The
other 3Ps (product, price and place) message is transferred via the 4th P (promotion), target
market feel happy to know about the new product and services offered to them. Price factor in
marketing mix encompassed the following factors channels, coverage, assortments, locations,
inventory, transportation and logistics

In my suggestion, Taco Bell can segment the Fresco Grilled Steak Soft Taco from Drive-
Thru Diet Menu in consumer market by geographic and psychographic variables.

 
 

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A company may decide to operate in one or a few geographical areas, or to operate in all
areas but pay attention to geographical differences in needs and wants. Taco Bell should
segment their market that where they can target people by develop Fresco Grilled Steak Soft
Taco from Drive-Thru Diet Menu for each of them to venture Malaysia¶s market. Taco Bell target
to market our product at Kuala Lumpur because Kuala Lumpur is a densely populated city and
Penang because Penang has the highest population density in Malaysia.
For product, Fresco Grilled Steak Soft Taco is a warm, soft flour tortilla filled with authentic
carne asada steak, crisp, shredded lettuce, diced ripe tomatoes, and Fiesta Salsa. The Dietary
Guidelines for Malaysia recommend enjoying variety of foods, Fresco Grilled Steak Soft Taco
have variety of foods in one taco which is suitable for people in urban city who did not have
much time to choose many foods in one time. Dietary Guideline also recommends minimize fat
in food preparation and choose foods that are low in fat and cholesterol. Fresco Grilled Steak
Soft Taco has 4.5 grams of fat, 160 calories. So, it is suitable for an urban city to avoid many
people get sick and have to stay in hospital with a crowded people.
Urban is a place which is at town and main point in a state. So here, we can say that the
people in urban city have more time outside their home because of good view from the
development by government for that state. So, Taco Bell should place Fresco Grilled Steak Soft
Taco at Suria KLCC Kuala Lumpur, Times Square Plaza Kuala Lumpur, Gurney Plaza Penang,
Angsana Plaza Johor Bahru. We choose all this shopping mall as our connection to meet our
customer. These will easier the buyer at town to meet Fresco Grilled Steak Soft Taco.
I suggest to pricing Fresco Grilled Steak Soft Taco at urban density geography is RM7.50. It
is a reasonable price to meet the customer and make them satisfied with the product that is
come with that price. Furthermore, it is not a big deal for people how live in big city to buy
Fresco Grilled Steak Soft Taco with that price because it is a common for them to live in a high
cost of living.
For promotion, Taco Bell needs to know that the people in urban always alert with the
development change in their town. The most suitable medium to promote is billboard because in
my observation at Kuala Lumpur there are so many billboards exist around the city. It can be
found in many kind of billboard such as an electronic billboard. So, we can promote Fresco
Grilled Steak Soft Taco through the billboard. Besides that, at Kuala Lumpur also, we can
advertise Fresco Grilled Steak Soft Taco on the body of Light Rail Transit(LRT). This is one of
way to attract people in urban to buy our diet product.

 
  
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People in the same demographic group can have very different psychographic makeup.
Marketers often segment their markets by consumer lifestyle. Taco Bell also segment our
markets depends on consumer lifestyle to venture Malaysia¶s market. We serve The Drive-Thru
Diet Menu for those consumers who were in dietary lifestyle.
For product, we already know Fresco Grilled Steak Soft Taco is one of our diet menus.
Fresco Grilled Steak Soft Taco has 4.5 grams of fat, 160 calories and it is a healthy food that is
really suitable for those who are in diet because they really concern about the nutrition inside
each of food they are eat. They choose foods that are low in fat and cholesterol. So, Fresco
Grilled Steak Soft Taco is the best product for them to keep their good healthy living.
For place, Taco Bell should target on big city like Kuala Lumpur and Penang. It is because
many of people who stay in that city very concern about their image and personality. They want
to look adorable, fresh and healthy because they live in a modern living and they has a carrier
that needs them to look smart.
I suggest the same rate of price that is RM7.50 because it is a reasonable price for the
Fresco Grilled Steak Soft Taco that is included with a healthy food and reduce fats and calories.
Besides, people who were on diet do not care about the price of product as long as they still can
keep on their diet and look healthy. So, they can pay the price for Fresco Grilled Steak Soft
Taco to satisfy their own need. They are also affordable to buy because majority a person who
concern about their image is a carrier person.
To promote our Diet menu product, I suggest appointing an ambassador for Fresco Grilled
Steak Soft Taco product. We can select a person in a celebrities circle or anybody who lose
their weight after eat Fresco Grilled Steak Soft Taco.

 
  
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10. Criteria before market products to organization and individual customers

 

   
 

Single step buying process, shorter sales

Multi-step buying process, longer sales cycle
cycle

Brand identity created through repetition and

Brand identity created on personal relationship
imagery

Rational buying decision based on business Emotional buying decision based on status,
value desire, or price

No direct communication Direct communication occur

Customer service for the first customer Customer service build customer loyalty

Small, focused target market Large target market

http://vista-consulting.com/

Firstly, is about the buying process. B2B market needs a multi-step of buying process.
The steps in the process are supplier application then further with preliminary examination. For
example, Perusahaan Saudi Sdn Bhd needs to apply this multi-step buying process before
supply their product to Yum! Brand Inc. But in B2C market there only a single step buying
process occurs. Our customer comes to our restaurant and buy our product depend on their
needs and wants. It is just a shorter sales cycle.

Secondly, in a B2B market brand identity created on personal relationship. It is because

Yum! Brand Inc no needs to inform everybody that we select our supplier. We just have to build
a strong relationship with our supplier in a personal way. Different with B2C market. Brand
identity created through repetition and imagery. When the customers keep buying our product
because of their satisfaction, they will repeat come to our restaurant. The situation shows that
brand identity was created through repetition.

Thirdly, is about buying decision. In B2B market was made by rational buying decisions
based on business value. For example, Yum! Brand Inc identifies the whole information about
the supplier company before make a decision to buy. However, in B2C market buying decision
was made by emotional buying decision based on status, desire or price. For example, our
customer want to buy our product based on their need and wants without have to do a detail
research about our product. They just want to know the price of the product.

 
  
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Fourth, comparison about direct communication. Direct communication cannot occur in

B2B market. It is because majority of the buying selling process just on a paper. For example,
supplier needs to send their application to Yum! Brand on the paper and we has to list an order
also on the paper. But in B2C market, direct communication should be occurs in a buying selling
process. It is good because any information can be directly told to our customer.

Fifth, all buyers are interested in quality customer service. B2B customer service comes
into play prior to ever making that first sale and begins with a customer¶s very first contact with
that supplier, whether we call them or they call us. In B2C market, Yum! Brand customer service
helps build customer loyalty where customers will be willing to pay a slightly higher price to
know that they can return the product easily and can trust the source they are dealing with.

Sixth, is about specification of target market. B2B market just have a small scope of their
target market. For example, the food supplier just can target on the company that run a food
business. But in B2C market, it has bigger target market. For example, Yum! Brand can target
anybody to buy our product with satisfy their needs and wants.

 
  
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11. International marketing vs domestic marketing

³International marketing is simply the application of marketing principles to more than one
country. However, there is a crossover between what is commonly expressed as international
marketing and global marketing, which is a similar term. For the purposes of this lesson on
international marketing and those that follow it,  V and  V are
interchangeable´
http://www.marketingteacher.com/

³Domestic marketing means that the company has to market its products within the national
jurisdiction of the country without considering the effects of global competition. The product
might face global competition but marketing campaigns are targeted to the local consumer
segments. Product development and competition from the outside competitors are not
considered and sole stress is put on the local competition and local customer segments. The
disadvantage of domestic marketing could be the ignorance of global market competition which
might snatch their market share in the local market in the future.´
http://www.blurtit.com/

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Transportation cost is low, no import or duty Transportation cost is more higher which
taxes includes insurance and shipping

Easily to joint partnership Difficult to joint partnership

No barriers in social or culture aspects Great difference in sociocultural aspect

Basically less time needed to market the More time needed for product to reach the
product final consumer

Rules and regulation are understandable and Totally different set of rules and regulation
easy to oblige oblige

 
  
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In my understanding, firstly is about the transportation cost for Malaysia¶s Taco Bell
higher which includes insurance and shipping rather than United State Taco Bell that only
facing low cost of transportation. For example, if there are certain materials that needed
from Taco Bell United State, there will be high cost of transportation needed to make the
thing delivered to Malaysia. Import duty will be leviable on the goods imported into Malaysia.
The rate of import duty varies according to the type of goods imported.

Secondly, both markets can joint partnership with a local firm but there is a bit different
between both markets. United State Taco Bell can easily build partnership with NBA because
they from the same country. But for Malaysia Taco Bell, it is difficult to convince Milo to be a
partnership because both organizations have to do a research about each other company.
Malaysia Taco Bell tries to find a firm that has already established credibility.

Thirdly, the different on socialculture also can be clearly showed. There are no barriers
to United State Taco Bell in social or culture aspect. It is because the socialculture surround the
organization is the common thing for them. But for Malaysia Taco Bell, there are a great
different in socialculture aspect. We have to identify each of the socialculture aspect in
Malaysia. For example Islam was very sensitive on halal issue. Taco Bell has takes it seriously
by avoiding to product non-halal food based on Trade Description Act 1972, to standardize halal
certification. For the Hindu, they cannot eat meat.

Forth, is about the rules and regulation of the state. United State Taco Bell can easily
oblige and understand the rules and regulation because the company already alert with the
rules and regulation in the state. While, in Malaysia it is totally different set of rules and
regulation oblige. This is because of rule and regulation that had been made by government on
that country must be followed. As an example, all food manufactures in Malaysia have to follow
Malaysian Food Act 1983(Act 281) & regulations to produce the food

 
  
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Fifth, we can identify the speed for both markets reach their target market. Basically less
time needed to market the product for the United State Taco Bell. It is because resident who
stay in the country familiar with Taco Bell. It is not like Malaysia Taco Bell, more time needed for
product to reach the final consumer. We need to do a promotion to give an information about
our product to customer so that they will buy it. For example, when Taco Bell would like to
launched a new product at both international and domestic market. It is easier for domestic
market to reach the customer, but it is difficult to international market to reach because the
resident in Malaysia do not really familiar with Taco Bell yet.

 
  
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To start a business, Taco Bell should understand the meaning of marketing itself. As a
global and wide international business, me as a marketing manager of Yum! Brand should able
to know what marketing concept, marketing oriented and its characteristics and apply it in the
Taco Bell business. Besides, Yum! Brand has to identify every cost and benefit when applying
marketing approach.
Taco Bell should identify the target market and the factors that affect the company
before entering the market. According to the report, I can conclude that marketing is functional
for business organization in order to compete with other organization. Taco Bell can venture the
Malaysian market and can become one of the major companies in Malaysia market if they are
well studied about Malaysia environment by identifying 4Ps and the PEST analysis.
As a marketing manager, I hope Taco Bell is enthusiastically to enter Malaysia market.
Taco Bell can enter the market by fulfill the criteria and follow the guideline, rules and regulation
in Malaysia. Therefore, I have made some suggestion to Taco Bell: Create variety of product,
dare to take a risk to try something new and prepare a feedback and suggestion form for
customer to express their feeling. Know the parts of the marketing pieces and who the buyers
that will buy with Taco Bell are.
The main thing is, Swatch must segment their market and select the target market to get
the best answer for who they want to see their product. This shown that Taco Bell must consider
that the obstacle that will be facing by them if they venture in Malaysian market. Taco Bell also
needs to know why marketing is very important to target the market and get into the market.

LAILI FARHANA BT NORDIN

Marketing Manager
Yum! Brand Inc

 
  
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^ www.brainmates.com.
^ http://www.blurtit.com/
^ http://www.uky.edu/Classes/MKT/390/notes/06.doc
^ http://tutor2u.net/business/marketing/
^ http://vista-consulting.com/
^ http://www.articlesrfree.com/
^ www.learnmarketing.net
^ http://www.ehow.com/
^ http://wiki.answers.com/Q/
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Fresco Grilled Steak Soft Taco The Tick (toy for Kids Meal)

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