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 KFCĂ˘â‚¬â„˘s international markets for over 30 years, where it is KFCĂ˘â‚¬â„˘s most popular product in 120 countries.
- Why do you think KFC needed to test market the product, given that it was already successful in over 100 countries?
- Did they need such an elaborate launch Ă˘â‚¬â€ś which will include the launching of the chicken sandwich into space Ă˘â‚¬â€ś given that it is a popular product that would probably do well anyway?
- Based on the information provided, and additional research can you outline the key components of their new product process?