Q2. What are the factors that are important in understanding this decision situation?

Q3. What are the alternatives?

Q4. What decisions do you recommend?

Q5. What are some ways to implement your recommendation?

-Ensures a variety in the menu

-Be unique among other competitors ( other competitors such as McD don't have a healthy burger in the menu

-Attract new target market. Eg. To attract the health-conscious instead of the ones wanting high fat and processed carbs.

-To meet customer's wants and needs by catering to the health-conscious.

-Less competitors in the introduction stage as KFC produces a healthy line of burgers.

1) When converting the idea into a product, they should make sure that the product contains lesser sodium, lower percentage of fats and processed carbs. The sample of "double down" should be proven by nutritionist that it is healthy.

2) When developing a marketing strategy, their major segmentation variable should be based on psychographic variable. Those people who focuses on a healthy lifestyle are the targeted market.

3) KFC should analyse their microenvironment (controllable forces) when doing their business analysis. Their first focus should be on their fast food market competitors. They need to come up with a better and affordable price when promoting a healthy "Double Down".

4) They should carry out a test marketing by inviting food bloggers and also the media to help them promote and write up good reviews regarding the product.

Get nutritionist to revamp the double down burger so it remains or get tastier but is healthier. For example, producing less calorie and less saturated fat patties

Idea generation, since the trend is slowly moving towards healthier lifestyle, KFC should come up with ideas of burgers which are healthy yet tasty, or coming up with

new ingredients for their double down burger.

Having advertisements with positive points about the food being produced by KFC. However, it will give a better perspective to the customers and it

makes it more trustable to them.

KFC can try to distribute to retailers like supermarkets as frozen food. Advantages will allow KFC to reach a wider geographical location.However, it may not be a good choice because it is not as healthy as frozen food will usually lose it nutrients. Also it may not taste as good after being frozen, it loses its

scrumptiousness. This could be the reason why KFC has never considered settling down to this route of mass distributing their burgers to hypermarkets and so on.

KFC will lose the exclusive right of distribution, and KFC will become as common as Ramley Burger's found in hypermarkets and so on.

the reason we choose healthier meals is because : 

a) This plan can attract many customers who want to have a healthy lifestyle.

b) To come out with a new concept that is different from the usual market.

c) Maybe in the introduction stage, the healthier meals have the low sales and the profits earned is negative but things will get better in the long run.

d) Their profits will start to increase in the growth stage instead of the normal meals in the market, they can only earn moderate profit. so, we come out a new plan of products that is healthier meals.

-KFC should come out with a new healthier recipe for the “double down” . For example, preparing a sandwiches with boiled chicken instead of grilled chicken, add more vegetables inside. In addition, reduce the amount of sodium. 

The reason we made this decision is due to the reason that it is at the stage of introduction. Profits are negative as it is newly launched. Awareness is low as the idea is still new to people. Customers are very important because they are innovators who are the first person who taste it. The number of competitors are few as there are no fast food company who came out with this idea. The cost is high as when we lose one potential customer, it will be very hard to find a new replacement.