In April 2017, Kentucky Fried Chicken (KFC) decided to introduce its Zinger chicken sandwich (burger) into its home American market. This is despite the product was available in KFC’s international markets for over 30 years, where it is KFC’s most popular product in 120 countries.

  1. Why do you think KFC needed to test market the product, given that it was already successful in over 100 countries?
  2. Did they need such an elaborate launch – which will include the launching of the chicken sandwich into space – given that it is a popular product that would probably do well anyway?
  3. Based on the information provided, and additional research can you outline the key components of their new product process?


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