KENTUCKY FRIED CHICKEN KENTUCKY FRIED CHICKEN HOLDINGS (KFC), HOLDINGS (KFC),

MALAYSIAMALAYSIAPREPARED BY :PREPARED BY :

SITI KASTURI BT.ISMAIL SITI KASTURI BT.ISMAIL 20118302462011830246

NOR HAFIZAH BT. MAT KADIM NOR HAFIZAH BT. MAT KADIM 20118227482011822748

NOR AIDA ZURA BT. PON NOR AIDA ZURA BT. PON 20112215222011221522

ZAINAB HASNATUL ANIYYAH BT. ZAINAB HASNATUL ANIYYAH BT. SHAHAROM 2011538405SHAHAROM 2011538405

MUHAMMAD RADZI BIN ISMAIL MUHAMMAD RADZI BIN ISMAIL 20105683732010568373

Do You Like To Eat KFC??

How Many Times You Eat KFC per Week??

Why You Choose KFC?? Not Mc’Donalds??

BACKGROUND OF KFC..

KFC restaurant was opened in 1973 on Jalan Tunku Abdul Rahman. Today there are more than 500 KFC Restaurants nationwide and still counting

Kentucky Nuggets is one of KFC's successes recognize that improving the quality of life

and economic vitality of the communities-Projek Penyayang KFC was developed to provide food to homes every quarter.

4 of KFC Restaurants are run by speech and hearing-impaired staffs that was designed to serve physically challenged individuals

Vision of the KFC Holdings is to be the leading integrated food

services group in the Asia Pacific region based on consistent quality products and exceptional customer-focused service.

KFCs mission to maximize profitability, improve

shareholder value and deliver sustainable growth year after year.

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Philosophy of KFC

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Core Value of KFC

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Internal environment

analysis of KFC Holding Malaysia

Internal environment

analysis of KFC Holding Malaysia

STRENGTHENS

External Environment

Analysis of KFC Holding Malaysia

Strategy Formulation

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STRATEGY EVALUATIONSTRATEGY EVALUATION

Kentucky Fried Chicken (M) Holding Sdn.Bhd has its own strategy to evaluate whether the strategy used can achieve their objectives.

KFC (M) Holding used 4Ps strategy to evaluate their pricing strategy, promotion strategy, distribution (place) strategy, and product strategy.

1) PRODUCT STRATEGY EVALUATION1) PRODUCT STRATEGY EVALUATION

1. VALUE : KFC Holding evaluate performance of product strategy by

using the term of ‘VALUE”. two part : a) coupon b) KFC Card both through the feedbacks from customers2. Product development KFC introduce the variety of product development such as

‘Combo Meal’ includes Colonel Chicken Rice Combo, new chicken flavor such as Chicken with Korean Sauce and Curry Spicy.

Evaluation : analyst the sale of each product. From the analysis, KFC know which product is preference by consumer.

1) PRICING STRATEGY EVALUATION1) PRICING STRATEGY EVALUATION

1. Existing products – Maintain Price• market development strategy- the price will

maintain throughout the year only period such Chinese New Year, Hari Gawai and Hari Raya season.

2. New products – Skimming Pricing• related diversification strategy - proposed pricing

strategy would be skimming pricing. • This is because sales promotions are being imposed,

as a promotion is a good idea for KFC to introduce new products to customers.

DISTRIBUTION STRATEGY EVALUATION

DISTRIBUTION STRATEGY EVALUATION

1. Cost:• Market development strategy- KFC

could probe respondents to give opinion regarding the satisfaction level toward the locations of KFC outlets.

• Hence, KFC could use the information to reduce the opportunity costs of setting up outlets. Operation Manager should supervise this.

. Coverage market penetration- KFC can evaluate

the success of market penetration by set the mobile restaurants to rural places to have trial on the market of rural places.

3. Channel trends horizontal strategy- , KFC make some

evaluation by launch a website that specially designed to cater for online order and speed delivery.

1) PROMOTION STRATEGY EVALUATION1) PROMOTION STRATEGY EVALUATION

1. Direct Marketing• Thus KFC utilize the customer contact details to

persuade, inform and remind customers to purchase KFC meals especially internet direct marketing.

2. Sales Promotion:• As new products launching would certainly

attract customers to come, the sales promotion like lucky draw, sweepstakes, drawing competition etc would certainly grab the customers’ mind to revisit KFC again.

ConclusionAs a conclusion, KFC Holdings hold the 4p’s strategy to

achieve their vision. First is production KFC has the special raspy for chicken

products that is why, KFC known as a chicken specialist all over the globe.

Second is KFC during pricing their products kept the different points in the mind like they adopt the cost base price strategy.

Third is promotion. KFC uses the bill boards the major source of advertisement and one of the most important thing that they uses media especially the newspapers to promote their products.

Fourth is placement. For, KFC the placement of the product is not important but the placement of the restaurant is important we can easily judge that the KFC target the place for their restaurant.

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Recommendation Market-KFC might want to consider adding one more marketing

mix into their business just for health conscious customers. Since communities nowadays receive high education quality and become smarter, they will demand a healthier life.

Product-product strategy is repositioning, especially among their existing customer. This is due to many people have argued that fast food product is not healthy because the food served are normally deep-fried. By repositioning their SBU, KFC Malaysia can actually convince their customer that its products are healthy to consume

Pricing-KFC can also offered older citizen in Malaysia with membership card. Since a new customer segment, which is health conscious customer

Communication-communication strategies in term of public relation. KFC should endorse famous singer or celebrity to promote KFC meals through advertisement. It also could be done through the singing concert that would be sung by the famous singers

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