KFC Holdings

KENTUCKY FRIED CHICKENKENTUCKY FRIED CHICKEN
HOLDINGS (KFC),HOLDINGS (KFC),
MALAYSIAMALAYSIA
PREPARED BY :PREPARED BY :
SITI KASTURI BT.ISMAIL 2011830246SITI KASTURI BT.ISMAIL 2011830246
NOR HAFIZAH BT. MAT KADIMNOR HAFIZAH BT. MAT KADIM
20118227482011822748
NOR AIDA ZURA BT. PON 2011221522NOR AIDA ZURA BT. PON 2011221522
ZAINAB HASNATUL ANIYYAH BT.ZAINAB HASNATUL ANIYYAH BT.
SHAHAROM 2011538405SHAHAROM 2011538405
MUHAMMAD RADZI BIN ISMAILMUHAMMAD 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.
5

Internal
environment
analysis of
KFC Holding
Malaysia
Internal
environment
analysis of
KFC Holding
Malaysia

External
Environment
Analysis of KFC
Holding
Malaysia

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 customers
2. 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 EVALUATIONDISTRIBUTION 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.

Conclusion
As 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.
22

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
23

KFC Holdings

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