NORASIKIN BT ABDURRAHMAN

AISYAH BT MOHD DIAH

NOR ILYANI BT KORI
NORHAZWANI AFIQAH BT FARID
NADIA BT ALLIAS
 INTRODUCTION

• Kentucky Fried Chicken (KFC)

as our study materials.
• selected on the basis of the
influence that KFC is still strong
among the fast food restaurant
ANALYSIS OF THE INDUSTRIES

• A fast food restaurant, sometimes

known as a quick service
restaurant or QSR, is a specific
type of restaurant characterized
both by its fast food cuisine and by
minimal table service
 BACKGROUND KFC

• KFC Corporation is a chain of fast

food restaurants based in Louisville,
Kentucky. KFC has been a brand and
operating segment.
• Founded as Kentucky Fried Chicken
by Colonel Harland Sanders in 1952.
 PRINCIPLE AND SUCCESS
• Principles
• The KFC principles are adapted from the YUM!
Dynasty Model :
PASSION
FORMULA FOR SUCCESS
HOW THEIR LEAD
Porter’s 5 force
Sustainable competitive advantage model
 Swot analysis
Strength
• Name recognition and reputation : world
largest chicken restaurant
• Locally-Manufactured Products-QSR brand
guarantee/halal certificate
• KFC Secret recipe
• Having in- house supplier
• Technology
 Swot analysis
WEAKNESSES
• KFC concentrates on only one single market-
Based on Chicken product
• KFC product is not as better should be.
• Lack of focus on R&D
 Swot analysis
OPPORTUNITY
• overseas expansion with the rapid economic
• Demographic trends (demand for food eaten
outside of the home)
• non saturated fast food industry –people might
see only mc Donald’s their competitors
• As long as Malaysian like Chicken, so KFC can
continue their effort to added more variation of
their chicken product
 Swot analysis
THREAT
• Consumer health food trend
• Economic crisis
• New entrants –Popeye(Wangsa walk)
• Malaysian worlds obesity
 Environment analysis
Micro Environment
• Company
• Supplier
• Customer
• Employees
 Environment analysis
Macro Environment (not controlled by the
company)
• Demographic factor
• Technological factor
• Political factor
• Cultural factors
Problem analysis
Problem analysis
 Options and recomendations

• long term
• Delivery
• Mobile trucks –Fast food mobile
truck
• Beef product
 conclusion
After our research on KFC, we come to conclude that KFC
has good products as far as chicken items are concerned.
These products are very valuable and according to the
perceived values of customers. Their customers are
increasing every day. They are also going to increase their
target market all over the world as well as in Malaysia
Moreover a good organization, not only working with their
own strategy but have the attitude to learn our competitor
strategy and take it as excellent opportunity to strengthen
our strategies .We wish this research may inspire those who
read this report to develop their own business on future.