ASYURA BINTI AMINORDIN (2012482362)

MOHAMAD ARIFF BIN SOBRI (2013634296)

NOR HAYATI MOHAMED (2013789623)

Franchise brand owner: Yum Brands Inc
Founded by Harland Sander
KFC come to Malaysia in 1973
Largest Fast Food chain in Malaysia, it has 555 outlets.
Joint ventures : chicken farm, fresh chicken retail,
bakery and chili sauce manufacturing.
The first KFC restaurant in Malaysia was established in
1 St January in 1973 on Jalan Tunku Abdul Rahman.
Nowadays, there are approximately more than 500
KFC's outlets have been established in Malaysia
Kentucky Fried Chicken Holding(KFCH), the
franchisee of the KFC chain of restaurants in Malaysia,
Singapore, Brunei, Cambodia and India.


Vision
To be the leading integrated food services group in the
Asia Pacific region based on consistent quality products
and exceptional customer-focused service.
Mission
To maximize profitability, improve shareholder value
and deliver sustainable growth year after year.
Objective
Expand the menu and change the sides to healthier
choices for the customer. They want to continue to
expand their business and get more consumers to
purchase their food.

Products Strategies
Collaboration with Hotlink, that's When a
customer receives an SMS from Hotlink,
Sonny cans go redeem the product of
discounted food from KFC Malaysia outlet
Free gifts, drinks upgrade to bigger
portion
Some of their promotional products
that's were introduced were Twister
and Waikiki Burger


Pricing Strategies
Pricing for existing products (maintain)
They are maintaining pricing.
Segmented their product pricing for
customers
Customer
Membership cards (Chicky Club) for kids
Children can enjoy special discount -kids
products.
Children who are registered as members also have
some special surprise offer different KFC presents
Time
KFC now has time snacks in the afternoon from
Monday to Friday with a cheaper price
Encourage customers to have a tea time culture in
Malaysia

Communication Strategies
Advertising
For television, KFC advertise mainly
of its new meal or promotion
during the commercial break
The latest KFC has came out with
new advertisement which their
using international football player
who is Christiano Ronaldo as their
ambassador.
For radio, KFC normally advertise
by persuading and reminding
customers to dine in KFC
restaurants.


Sales Promotion
Providing free voucher cutting from newspaper
to get discount for new foods
Free vouchers in newspaper for free gift redeem
such as soft drink
Collaborate with Maxis Hotlink to give Maxis
prepaid users who hold KFC promotional SMS
could get special meal when dine in KFC.

Public Relation
Sponsoring television program just for kids such
as Chicky Hour on every Saturday morning at
TV3
Having a KFC Charity Collection Box in every
outlet which could get customers to contribute
for charity of orphanages
Revised Vision And Mission

Vision
To be the leading integrated health and hygiene services
group in the Asia Pasific region based on consistent product
and exceptional customer focused service.

Mission
To maximize profitability, increase shareholder value through
sustaining continuous improvement (KAIZEN) year by year.

Opportunity
Increasing demand for healthier food
Introduce non-chicken products such as frozen vegetables which have
longer shelf life since people are reducing the intake of both red meat and
fried chicken for health reasons.
Home meal delivery
KFC should introduce the delivery services to cater this segments who
enjoy the services of the firms rival to increase the company revenue
Introducing new products to its only chicken range
KFC could introduce new meals to its menu and offer pork, beef or only
vegetarian meals, which would target wider consumer group and would
result in more costumers.
KFCH to extent the KFC chain restaurants to Middle East countries and
introduce the menu with local taste
KFC should leverage and replicate their success to unexplored markets in
both Africa and Asia. They can also acquire smaller competitors like merry
brown to increase their market share.
Menu diversification
Add more products to the menu to offer customers variety of choice and
increase the target market for example the old people.
Increase number of outlets offering drive-thru service and delivery
service
External Threats
Saturated fast food markets in the developed economies
Trend towards healthy eating
Local fast food restaurant chains
Currency fluctuations
Competitors are turning to new menu offered, open new
outlets and location
Increase number of customers aware of the importance
of healthy foods
The increasing numbers of health conscious people
who tend to avoid fast food products are threat to the
firms customer base and revenue in future.
Lawsuits against KFC

No. Success Factor Weight KFC McDonald
Rating 1-4 Score Rating 1-4 Score
1 Market Share 0.20 4 0.80 3 0.60
2 Product Quality 0.15 3 0.45 4 0.60
3 Customer Loyalty 0.17 3 0.51 2 0.34
4 Customer Services 0.25 2 0.50 4 1.00
5 Price Competitive 0.13 3 0.39 2 0.26
6 Advertisement 0.10 3 0.30 3 0.30
TOTAL 1.00 2.95 3.10
Internal Strength
Second best global brand in fast food industry in terms of value ($ 6 billion).
KFC is known by many and is a trustworthy brand in many countries mainly due to its
early franchising and international expansion.
Original 11 herbs and spices recipe.
KFC original chicken recipe is a trade secret and a source of comparative advantage
against firms competitors.
Strong position in emerging Malaysia.
More than 500 KFC Restaurants nationwide. KFC position in Malaysia is one of its
main strengths as Malaysias fast food market is growing steadily.
Maximize revenue to Malaysian Stakeholder
KFC return is 94% (Kentucky Fried Chicken Holdings) and only 6% is paid to the
franchise owner (YUM Brands Inc). (Anas, 2013)
Kentucky Fried Chicken Holding, the franchisee of the KFC chain of restaurants
in Malaysia, Singapore, Brunei, Cambodia and India
KFC is the market leader in the world
Among companies featuring chicken as their primary product offering. KFC has
positioned itself clearly among other fast food chains bearing its famous slogan and
trademark chicken products.
Internal Weaknesses
Negative publicity.
criticism from PETA over the conditions chickens have been raised.
Furthermore, it received bad publicity for selling chicken wing with kidney.
Unhealthy food menu.
KFC menu is largely formed of high calorie, salt and fat meals and drinks. Such
menu offering prompts protests by organizations that fight obesity and hence,
decreases KFC popularity.
High employee turnover
Employment in KFC is a low paid and low skilled job. It results in low
performance and high employee turnover, which increases training costs and
add to overall costs of KFC.
Some outlets not emphasize on maintain hygienic restaurants and
foods
Lack of efficiency in serving meal to customer
High Price
Only chicken related products.
Internal Factor Evaluation

Key Internal Factors
Weigh
t Rate
Weighted
Score
Strengths
Second best global brand in fast food industry 0.09 3 0.27
KFC original chicken recipe is a trade secret 0.10 3 0.3
KFC position with more than 500 outlets in Malaysia 0.09 4 0.36
KFCH is the franchisee of the KFC chain of restaurants in
Southeast Asia 0.09 3 0.27
Maximize revenue to Malaysian Stakeholder 0.10 4 0.04
Local and world leading company for chicken product 0.08 2 0.16
Weaknesses
Negative publicity. 0.04 2 0.08
Unhealthy food menu 0.06 3 0.18
High employee turnover 0.06 3 0.18
Some outlet not maintain hygienic restaurants and foods 0.09 2 0.18
Lack of efficiency in serving meal to customer 0.08 3 0.24
High Price 0.06 3 0.18
Only chicken related products 0.06 4 0.24
Total 1.00 2.68
External Factor Evaluation

Key internal factors Weigh
t
Rate
1-4
Weighted
score
Opportunities
Increasing demand for healthier food 0.14 4 0.56
Home meal delivery 0.10 3 0.30
Introducing new products to its only chicken
range
0.10 3 0.30
Extend the KFC chain restaurants to Middle
East countries and introduce the menu with
local taste
0.10 3 0.30
Be environment and society responsible 0.10 3 0.30
Increase number of outlets offering drive-
thru service and delivery service
0.10 3 0.30
Threats
Saturated fast food markets in the developed
economies
0.05 3 0.15
Trend towards healthy eating 0.05 4 0.20
Local fast food restaurant chains 0.07 4 0.28
Currency fluctuations 0.04 3 0.12
Competitors are turning to new menu offered,
open new outlets and location
0.04 2 0.08
Number of customers aware of the
importance of healthy foods
0.04 4 0.16
Lawsuits against KFC 0.05 3 0.15
Total 1.00 2.90
http://www.slideshare.net/FarhanAkhtar1/kfc-
matrixes-analysis
http://www.ijhssnet.com/journals/Vol_3_No_1_Januar
y_2013/23.pdf
Website kfc
Johor corp