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KFC ASSESSMENT

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KFC ASSESSMENT
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Introduction
KFC is the largest and most famous brand in the quick service restaurants of the fast food industry in Malaysia. The firm opened its first outlet in Jalan Tungu Abdul Rahman in 1973. Today the firm boasts 390 restaurants nationwide and controls 35% market share of the fast food industry in Malaysia. Source: http://www.kfcholdings.com.my/English/Flashsite/BusinessUnits/Restaurants_KFC.asp Company vision: “To be the leading integrated food services group in the ASEAN region delivering consistent quality products and excellent customer-focused service”. http://www.kfcholdings.com.my/English/Flashsite/AboutCompany/OurGoals.asp Company mission: “To maximize profitability, improve shareholder value and deliver sustainable growth year after year”. http://www.kfcholdings.com.my/English/Flashsite/AboutCompany/OurGoals.asp Company principles
(1) OUR PASSION: “To satisfy our customers every time they visit our restaurants and to do it better than our competitors”.
(2) OUR FORMULA FOR SUCCESS: “People capability comes first - satisfied customers and profitability follow”.
(3) HOW WE LEAD: “Know and drive the business, and build and align teams”.
(4) HOW WE WIN: “Be the best at providing customers with branded restaurant choice and branded products”.
(5) HOW WE WORK TOGETHER: “Our leadership principles”. http://www.kfcholdings.com.my/English/Flashsite/AboutCompany/OurGoals.asp Internal environment
Market intermediaries
KFC is a franchise business model which the head quarter is in U.S. and many franchisees the rest of the world. Actually the franchise system itself is the real market intermediaries that KFC is using to popularize, expand and distribute its products and their business concept (model) to reach the rest of the global business. For example KFC holdings Malaysia Bhd (KFCH) is their intermediary in Malaysia market for the corporate KFC in USA.
KFC suppliers
KFC has integrated poultry system


References: Kotler, P., Brown, L., Adam, S., Armstrong, G., (2007) Marketing. (7th edition) Prentice Hall, Pearson education Australia Liao, Z., & Greenfield, P. (2000). THE SYNERGY OF CORPORATE R&D AND COMPETITIVE STRATEGIES: AN EXPLORATORY STUDY IN AUSTRALIAN HIGH- Papathanasis, A., & Vassillopulos, C. (1989). Functional integration: an alternative pre-emptive strategy
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