INTRODUCTION TO MARKETING (MKT410)

CASE STUDY- THE MARKETING MANAGEMENT ORIENTATION

NAME OF COMPANY
KFC Holdings (Malaysia) Bhd

TYPE OF BUSINESS
FOOD AND BEVERAGE COMPANY

PREPARED BY:
ADDY ARIFF FATHULLAH BIN SHAIFUL AZHAR (2019668442)

PREPARED FOR:
SIR RASLAN BIN NORDIN

SUBMISSION DATE:
25 JULY 2023
 TABLE OF CONTENTS
NO CONTENT PAGES
1. Introduction 3
2. Product or Service Offered 4-6
3. Discussion on the Marketing Management Orientation 6-8
4. Conclusion 9
5. References 10
6. Rubric Assignment Individual 11-13
INTRODUCTION:

KFC (Kentucky Fried Chicken) is an American fast food restaurant brand that
specialises in fried chicken and is headquartered in Louisville, Kentucky. As of December 2019, it
was the world's second-largest restaurant chain (by sales) after McDonald's, with 22,621 outlets
in 150 countries. Yum! Brands, a restaurant corporation that also owns Pizza Hut, Taco Bell, and
Wing Street, owns the chain.
KFC is founded by the founder, Colonel Harland Sanders at the age of 62. He is one
of the entrepreneurs who started late in life and had a very inspiring life. He was born on
September 9, 1890, in Henryville, Indiana, and died on December 16, 1980, in Louisville,
Kentucky, at the age of 90.
His father died when he was five years old. He was responsible for feeding his family.
At the age of seven, his mother taught him how to cook. So, he did a variety of odd jobs to make
a living. However, own a restaurant in Kentucky while he was in his forties. People came to him
because he had a special self-made recipe for fried chicken that consist of 11 secret herbs and
spices. He wanted to make it a well-known international recipe. Finally, at the age of 62, he
began selling fried chicken from a roadside eatery in Corbin, Kentucky, during the Great
Depression. Sanders saw the possibilities of restaurant franchising and created the first
"Kentucky Fried Chicken" franchise in Utah in 1952., when most individuals start thinking about
retirement.
The company's rapid expansion, however, overwhelmed the elderly Sanders, and he
sold it in 1964 to a group of investors led by John Y. Brown Jr. and Jack C. Massey by $2 million
and a $40,000-per-year pay for public appearances; that salary was then increased to $200,000.
KFC popularised chicken in the fast-food sector, broadening the market by
challenging the hamburger's existing supremacy. Harland became a major figure in American
cultural history by branding himself as "Colonel Sanders," his image and phrase “It’s finger lickin’
good” is still widely used in KFC advertising to this day.
By the early 1970s, the original KFC recipe had made its way to Malaysia. In 1973,
the first KFC restaurant opened on Jalan Tunku Abdul Rahman. KFC Malaysia currently has over
600 operating franchises throughout Malaysia serving Malaysians great tasting chicken 365 days
a year.
KFC Malaysia is now run by KFC Holdings (Malaysia) Bhd. In Malaysia, KFC
Holdings (KFCH) also operates the RasaMas restaurant chain. KFCH is also involved in ancillary
companies such as baking, sauce manufacture, vegetable cultivation, and chicken production
and processing. KFCH operates KFC franchisees in Singapore, Brunei, India, and Cambodia in
addition to Malaysia, which has contributed to the company's outstanding reputation for efficient
friendly service, quality product, and financial strength among Malaysia's huge companies.

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Product and service offered:
PRODUCT:
KFC Malaysia's menus include a wide range of meals (products) such as Chicken Meals,
Burgers, Sides and Snacks, and Drinks. Fried chickens are frequently served with drinks and
side dishes in chicken meals. Snack Plate and Dinner Plate are the most popular Chicken Meals,
and they include fried chicken, rice, beverages, and coleslaw. Burger selections include the
Zinger Burger and the Colonel Burger, while sides and snacks include Nuggets, Crispy Tenders,
Cheezy Wedges, Whipped Potato, and Coleslaw. It is commonly known that KFC Malaysia does
not currently offer vegetarian meals on its menus.

SERVICE:

Furthermore, the services provided by KFC Malaysia in their locations are excellent. Food
delivery, cashless payment (ATM cards and E-wallets), online ordering (self-collect), catering,
and birthday parties are among the services offered. KFC Malaysia has its own delivery riders to
deliver orders. KFC Malaysia also has partnerships with food delivery services such as
Foodpanda, GrabFood, DahMakan, and DeliverEats. Food delivery services are popular in
Malaysia, particularly in urban areas such as Kuala Lumpur, Penang, and Johor Bahru.
Customers benefit from this type of service due to heavy traffic during lunch and evening hours.
Following that, cashless payments are becoming increasingly popular among customers today.
KFC Malaysia accepts cashless payments in the form of debit or credit cards (ATM cards) and e-
wallets.

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In terms of ewallets, Touch'n'Go E-wallet, Boost E-wallet, ShopeePay and GrabPay are currently
accepted at specific restaurants, although debit/credit card payments are accepted at all eateries.
KFC Malaysia is optimistic that the e-wallet system will be successfully implemented at all of its
restaurants.

Furthermore, KFC Malaysia offers an app for both Android and iOS called "KFC Malaysia."
Customers can buy online through the app and self-collect their orders at the chosen KFC
locations. Customers can use this app to order deliveries. The app also includes information
about the most recent promotions, prices, and nearby KFC outlets.

KFC only caters Fried Chicken, Whipped Potato, Buterscotch Bun, Nuggets, and Wedges for
catering. Fries, Rice, Cheezy Wedges, and Burgers, which are temperature sensitive or cold, will
not be available for catering. A minimum order of 300 packs is required, and orders less than
1,000 packs will be charged a transportation fee of RM30. For birthday party services, there are a
total of 65 packages available, each priced at RM200, RM390, RM590, and RM1,090. It is widely
available in Klang Valley and is also available at select restaurants in Malaysia's east, north, and
south.

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As a result, KFC Malaysia will implement three ideas, which are as follows: 1st. Self-service
Counter 2- A vegetarian dish, 3- Job Opportunities at Restaurants for the Homeless.

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DISCUSSION ON THE MARKETING MANAGEMENT ORIENTATION:
THE PRODUCTION CONCEPT:

KFC has devised a number of methods to promote its company. The strategies are part of a
marketing mix. The use and specification of the four P's indicating a product's strategic position
in the marketplace is widely acknowledged as the marketing mix. Product, Price, Place, and
Promotion are the four P's. Product is classified into four types: product variety, product
differentiation, product innovation, and product elimination. There are three types of pricing: cost
recovery pricing, penetration pricing, and price skimming. Distribution channel, direct sales,
indirect sales, and E-commerce are the categories for location. Individual communication, mass
communication, brand management, and corporate identity are the four types of promotion.
THE PRODUCT CONCEPT:

The importance of time in KFC's success cannot be overstated. When customers go to

restaurants, they usually expect to have their food as soon as possible. Sandlers utilised a
pressure cooker to speed up the preparation of food. It also makes meals more hygienic and
delicious. Colonel Sanders created the recipe for fried chicken. As a result, it is the KFC
franchise's copyright.

Any other sort of chicken cannot compete with the flavour of KFC's fried chicken. This recipe is
not transferable to another franchise. Another factor that has contributed to KFC's growth is the
franchise structure that is used by KFC outlets all over the world. Every restaurant has its own
set of rules and regulations that must be followed at all times.

THE SELLING CONCEPT:

Another amazing KFC advertisement is the Smiling Colonel logo. The logo is most likely the
most well-known face in the world. Everyone is familiar with the logo. When we see the logo, we
immediately think of KFC. The finger licking good logo is always seen on TV, billboards, flyers,
and radio. The concept of displaying a customer really involved in enjoying his piece of chicken
usually turns on the drool factory in everybody mouth and makes them rush to the nearest KFC

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THE SOCIETAL MARKETING CONCEPT:

A market opportunity is a newly identified need, want, or demand trend that a company can
capitalise on since it has not yet been handled by competitors. It can also refer to a potentially
advantageous situation in which a company can profit on a changing trend or rising demand
(New North, 2017). According to Malaysia's present political, economic, and social context, KFC
Malaysia has three market opportunities that it can capitalise on.
Political:

The state, government, and its institutions and legislation, as well as the public and private
stakeholders who influence the system, comprise the political environment (Kiat et al., 2019).
For a business to succeed, the political environment must be favourable and stable.

Economic:

The term "economic environment" refers to all of the economic factors that influence commercial
and consumer behaviour. Economic includes external influences in the marketplace and wider
economy, such as how it runs and how successful it may become.

Social:

The social environment, also known as the social context, sociocultural context, or milieu, is the
physical and social setting in which people live or in which something occurs and develops. It
includes the culture in which the individual was educated, as well as the people and institutions
with whom they interact.

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CONCLUSION:

As a conclusion, we can take inspiration from the story of Colonel Harland Sanders that have
rejected more than 1000 times to selling his fried chicken recipe before he success to bring the
name of KFC as a brand that have become the second largest of restaurant spread globally in
136 countries. We can agree that the age is not an impediment to success, just trust ourselves
and took the failure and converted it into challenges to keep going until achieve our dreams

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REFERENCES:

From Wikipedia, the free encyclopedia Retrieved from: https://en.wikipedia.org/wiki/KFC

Riya Kumari, (21 October 2020), KFC Story: History, Challenges and Current Status Retrieved
from: https://www.analyticssteps.com/blogs/kfc-startup-story-history- challenges-and-current-
status

© Copyright 2022 QSR Stores Sdn. Bhd. (1098054-H), COLONEL'S STORY, Retrieved from:
https://dinein.kfc.com.my/colonel-story

Muhammad Azriq Azlan Bin Zain Asman, Daisy Mui Hung Kee, Gonge Feng Yun, Huang Ze
Xun, Tulika Thakur, Dheeraj Mehta, (2020), Universiti Sains Malaysia, Penang, Malaysia, ABES
Engineering College,
Business Idea For KFC Malaysia: A Study of Potential Business Idea For KFC Holdings
(Malaysia) Berhad.
Journal of The Community Development In Asia.

© 2016 - 2022 PhDessay.com, (20 Apr 2022), KFC Corporation – Introduction Strategy in
Malaysia
Retrieved from: https://phdessay.com/kfc-corporation-introduction-strategy-in-malaysia/

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FACULTY OF BUSINESS AND MANAGEMENT UNIVERSITI
TEKNOLOGI MARA, MALAYSIA

RUBRIC
INTRODUCTION TO MARKETING
MKT410
BY
SIR RASLAN BIN NORDIN

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 FACULTY OF BUSINESS AND MANAGEMENT UNIVERSITI TEKNOLOGI MARA, MALAYSIA

THE MARKETING MANAGEMENT ORIENTATION RUBRICS (20%)

COURSE NAME : INTRODUCTION TO MARKETING
COURSE CODE : MKT410
STUDENTS’ NAMES : ADDY ARIFF FATHULLAH BIN SHAIFUL AZHAR
LECTURER’S NAME : SIR RASLAN BIN NORDIN
PROGRAM : GROUP :

Criteria Marks Poor Moderate Satisfactory Good Excellent C P A Weighted

Allocated Marks
Obtained
(%)
1 mark 2 marks 3 marks 4 marks 5 marks
Preliminary
5 Poor preliminary Moderate preliminary Satisfactory Good Excellent preliminary
materials (cover
materials, materials, few preliminary materials, preliminary materials, materials, all
page, table of
missing most important information fairly important most important important
content
important is provided information is information is information is
information provided provided provided

1 mark 2 marks 3 marks 4 marks 5 marks

Provide poor
introduction, most of Provide moderate Provide satisfactory Provide good
Introduction 5 key elements are introduction, few key introduction, fairly introduction, Good in Provide excellent
not highlighted elements are highlight key highlighting key introduction, Key
highlighted elements elements elements are
excellently highlighted

1 mark 2 marks 3 marks 4 marks 5 marks

Product/ service 5
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 1 mark 2 marks 3 marks 4 marks 5 marks
Product/ service Poor description Moderate description Satisfactory Good description of Excellent description
5
of the products or of the products or description of the the products or of the products or
services offered services offered by products or services offered by services offered by the
by the company the company services offered by the company company
the company

0 – 4 marks 5 – 8 marks 9 – 12 marks 13 – 16 marks 17 – 20 marks

Provide moderate Provide satisfactory Provide good Provide excellent
Discussion on discussion on the discussion on the discussion on discussion on the
Marketing 20 Provide poor marketing marketing the marketing marketing
Management discussion on the management management management management
Orientation marketing philosophies practiced philosophies philosophies philosophies
management by the company practiced by the practiced by the practiced by the
philosophies company company company
practiced by the
company
0-2 marks 3-4 marks 5-6 marks 7-8 marks 9-10 marks
Poor/unclear Moderate conclusion Satisfactory Excellent conclusion
conclusion on on the marketing conclusion on on the
the marketing management the marketing Good conclusion marketing
management philosophies of the management on management
philosophies of the company philosophies of the the marketing philosophies of
company company management the company
philosophies of the
company
Writing style, 1 mark 2 marks 3 marks 4 marks 5 marks
spelling &
grammar Writing lacks Sentences were Sentences were
somewhat varied, and
5
sentence variety
some were Sentences were correctly constructed Sentences were well
and few correctly constructed and well-articulated written and
grammatical errors inappropriate with
expressed
minimal grammatical
errors

Total 50
x20%

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