CASE STUDY ASSIGNMENT

ENT300

NAME:MUHAMMAD AZHAR BIN AB RAZAK

MATRIX ID:2019181999
CLASS:M3CS1104A
LECTURER:NORLELA ABBAS

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 TABLE OF CONTENT

NO CONTENT PAGE

1 EXECUTIVE SUMMARY 3

2 INTRODUCTION 4

3 PERSONAL ENTREPRENEUR 5-6

COMPETENCIES

4 SWOT 7-10

5 SUMMARY 11

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 EXECUTIVE SUMMARY
Colonel Harland David Sanders was an American businessman, best known for founding fast food chicken
restaurant chain Kentucky Fried Chicken (also known as KFC) and later acting as the company's brand
ambassador and symbol. His name and image are still symbols of the company. The title 'colonel' was
honorary title for David Sanders(not the military rank).

Sanders held a number of jobs in his early life, such as steam engine stocker, insurance salesman and
filling station operator. He began selling his fried chicken from his roadside restaurant in North Corbin,
during the Great Depression. During that time Sanders developed his "secret recipe" and his patented
method of cooking chicken in a pressure fryer. Sanders recognized the potential of the restaurant
franchising concept, and the first KFC franchise opened in South Salt Lake, Utah in 1952. When his
original restaurant closed, he devoted himself full-time to franchising his fried chicken throughout the
country.

The company's rapid expansion across the United States and overseas became overwhelming for
Sanders. In 1964, then 73 years old, he sold the company to a group of investors led by John Y. Brown
Jr. and Jack C. Massey for $2 million ($16.5 million today). However, he retained control of operations in
Canada, and he became a salaried brand ambassador for Kentucky Fried Chicken. In his later years, he
became highly critical of the food served by KFC restaurants, as he believed they had cut costs and
allowed quality to deteriorate.

Kentucky Fried Chicken is an American fast food restaurant chain headquartered in Louisville, Kentucky,

that specializes in fried chicken. It is the world's second-largest restaurant chain (as measured by sales)
after McDonald's, with 22,621 locations globally in 150 countries as of December 2019.The chain is a
subsidiary of Yum! Brands, a restaurant company that also owns the Pizza Hut, Taco Bell, and Wing
Street chains.

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INTRODUCTION

The reason why I choose Kentucky Fried Chicken as the business that I want to study is because I
interested in the characteristic of the entrepreneur of this franchise. Making his move in business at the
age of 62 years old after being stumbled by many failures over and over again, he never give up, keep
stand tall and move forward to make the world a better place(in fast food service). He characteristic that
never give up even after his product being rejected countless time and even his friends told him to stop
trying is what I believes contributed to the business success.

It is assume that there is over 23,000 KFC outlets and more than 140 countries and
territories around the world which average sales per unit $1,196 thousand in 2019

By 1964 , there were over 600 franchised Kentucky Fried Chicken locations in the U.S., Canada,
Mexico, England, and Jamaica. At the age of 73, Harland sold most of Kentucky Fried Chicken to John
Y. Brown and Jack Massey for two million dollars. He retained the locations in Canada for himself
and excluding England, Florida, Utah, and Montana—because those were already sold to others.

Sanders continued visiting Kentucky Fried Chicken locations and, as its brand ambassador, filmed
many TV commercials and made personal appearances. Heublein Inc. the time an alcohol producer
and distributor purchased the company in 1971 and following their acquisition Colonel Sanders
began to criticize the company’s products in colourful terms. He called the gravy "god-damned slop”
or “wallpaper paste to which sludge has been added” and describing Heublein's executives as "a
bunch of boozehounds.”

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PERSONAL ENTREPRENEUR
COMPETENCIES

SELF CONFIDENCE
His broad outlook on life allows Colonel Sanders to see the big picture, and to often shy
away from dealing with the minute details. That is why Harland Sanders attracts people who
can fit into her larger plans and take over the areas he considers uninteresting.
Consequently, Harland evaluates people on the basis of what they can do for the larger
cause. He is a true egalitarian, rarely prejudiced and would not accept social biases of
people.

PERSISTANCE
In 1920, he founded a ferry boat company. Later, he tried cashing in his ferry boat business
to create a lamp manufacturing company only to find out that another company already sold
a better version of his lamp.

It wasn't until age 40 that he began selling chicken dishes in a service station. As he began
to advertise his food, an argument with a competitor resulted in a deadly shootout. Four
years later, he bought a motel which burned to the ground along with his restaurant. Yet this
determined man rebuilt and ran a new motel until World War II forced him to close it down.

Following the war, he tried to franchise his restaurant. His recipe was rejected 1,009 times
before anyone accepted it. Sander's "secret recipe" was coined "Kentucky Fried Chicken",
and quickly became a hit. However, the booming restaurant was crippled when an interstate
opened nearby so Sanders sold it and pursued his dream of spreading KFC franchises &
hiring KFC workers all across the country.

After years of failures and misfortunes, Sanders finally hit it big. KFC expanded
internationally and he sold the company for two million dollars ($15.3 million today). Even
today, Sanders remains central in KFC's branding and his face still appears in their logo. His
goatee, white suit and western string tie continue to symbolize delicious country fried
chicken all over the world

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 SEE AND ACT ON OPPORTUNITIES
KFC's original product is pressure-fried chicken pieces, seasoned with Sanders' recipe of 11
herbs and spices. The constituents of the recipe are a trade secret. Larger portions of fried
chicken are served in a cardboard "bucket", which has become a feature of the chain since it was
first introduced by franchisee Pete Harman in 1957. It is assumed that KFC has expanded its
menu to offer other chicken products such as chicken fillet sandwiches and wraps, as well
as salads and side dishes such as French fries and coleslaw, desserts, and soft drinks; the latter
often supplied by PepsiCo. KFC is known for its slogans "It's Finger Lickin' Good!", "Nobody does
chicken like KFC", and "So good".

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SWOT ANALYSIS

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 STRENGTH

 It is a global and famous fast food brand .It has 22,621 outlet locations globally in 150
countries in 2019 and keep on expanding over time.

 It is also top 5 biggest fast food brand in the world. The company is a respected
employer that value his employee which make a teamwork a primary objective.

 The organisation have a strong ethical values and an ethical mission statement
which is to be the Top one fast food service in the world.

 It offers variety of menu according to the branch places. For example, the KFC
company adapted the recipe “KFC NASI LEMAK” which only available in Malaysia
and KFC Dragon Twister, a wrap sold in China.

 It offer a “ charge on delivery” service that make it easier for people to order from
their outlet.

 Use celebrity and public figure to promoted their franchise and introduce their new
menu.

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 WEAKNESS

 The outlet are too many and it make it harder to the administration to run each of the
outlet efficiently.

 Have a controversial issue in the past that might distract customers from their
product.

 The product scope of business is often linked as one of the caused of obesity and
unhealthy diet.

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 OPPORTUNITY

 This company should offer a different type of menu and maybe publish their own soft
drink and open a new scope of business.
 To improve their product quality and taste ,the company can also provide a
suggestion box at each one of their outlet to hear what the customer have to say
about their product and improve the product if needed.
 The company can offer a discount to their regular customer and on holidays to attract
more customers to eat at their restaurant.
 The company should open more of their outlet at a developing countryside where
there is a bigger chance for people to eat there,

THREATS
 There are other fast food franchise near the outlet and that’s make the customer
confuse which franchise to go.
 Other franchise offer a bigger discount than KFC and it take up a lot of customer
away from the outlet.
 Other franchise offer a healthy diet menu which attract customer to buy from their
outlet.

SUMMARY

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From the history life of Colonel Harland David Sanders , we can conclude that to be an
successful entrepreneur ,we must have a strong will , never give up and always moving
forward to success. Age was never the reason for us to let go of our dream and must
always adapted to every situation possible. As one of sanders quotes,” One has to
remember that every failure can be a stepping stone to something better”.

The Past Doesn’t Define Your Success

An awesome success lesson that many people need to hear, is the lesson that your past
doesn’t define your future success. It doesn’t matter how many times you’ve failed. It doesn’t
matter where you were brought up, or what happened to you earlier on in life.

Your past, does not determine how successful you can become in the future.

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