These few decades, the lifestyle and pace of modern people has become faster changing ever. Thus, people are demanding for fast food for take away or dine in which are quick to fill up their stomach. This has fueled up the competition of fast-food restaurants to share the cake of fast-food industry. There has been an ongoing battle between the fast-food restaurants. KFC, McDonalds, Sugar Bun, and Marry Brown are the top selling fast-food restaurants in Malaysia today. The have the same goals to provide quality food, serve quickly, in attractive, clean surroundings. They are all on top in different areas. Many of their competitive advantages have come to a halt. They all have been working on other strategies to beat the competition (Yum Brands! 2007). Corporation & SBU Background
QSR Brands Bhd.
QSR Brands Bhd. with its subsidiaries together engages in the operation of fast food restaurants in Malaysia, Brunei and Singapore. It operates approximately 193 Pizza Hut restaurants in Malaysia and Singapore; 456 KFC restaurants in Malaysia, Singapore, and Brunei; and 13 Rasa Ayamas restaurants in Malaysia. The company has employed over 20,000 employees throughout Malaysia, Singapore and Brunei. The company is involving in the integrated poultry, breeder farms, hatchery, feedmill, and poultry production and processing operations, as well as vegetable farming, baking, sauce production, and commissary operations. In addition, QSR Brands Bhd engages in the poultry retail and convenience food stores operations, trading in consumables, and property holding operations. The company is headquartered in Kuala Lumpur, Malaysia. QSR Brands Bhd. Successfully listed on the Main Board of Bursa Malaysia on 1 April 2004 (QSR Brands Bhd. 2007). KFC Malaysia
KFC Malaysia is the famous fast food restaurant in Malaysia; products it sells include chicken, burger, nugget, sandwich, wedges, drinks, fries, coleslaw and many more. It has captured 44% of market shares in Malaysia. Its first restaurant was opened in 1973 on Jalan Tunku Abdul Rahman, now it has more than 390 restaurants throughout Malaysia and growing. Among all, their secret recipe chicken is the KFC most famous dish, it has great taste and truly enjoyed by Malaysian ever since. Kentucky Nuggets was conceived in Malaysia, and found its way to KFC worldwide today. “Meals on Wheels”, was also developed in Malaysia, creating and bringing opportunity for people to taste where KFC might not available. KFC Kids’ Chicky Club was also developed to suite for kids. Chicky and Friends, the character in the KFC, bring pleasure and fun to all children, a good example would be television program sponsored, The Chicky Hour, which broadcast on every Saturday morning at TV3. Some other activities developed by KFC Malaysia include Projek Penyayang KFC, Tabung Penyayang KFC, “Tabung Penyayang” KFC Collection Boxes, and 3 of KFC restaurant are operted by speech and hearing-impaired staffs. All the information above extracted from the KFC Malaysia website (KFC Holdings 2007). SBU Situational Analysis
All fast food restaurants under Yum! Brands in the world have unique culture throughout the world, which applies to every brand under the Yum! Brands, which shows they have very strong belief towards their culture. ‘CHAMPS’ is the soul culture for KFC in the world: Cleanliness, Hospitality, Accuracy, Maintenance, Product Quality, and Speed with Service. Cleanliness
Make it shine! As referred to KFC RGM Manish Patel tells his team, they spend the first two hours of each day keeping his restaurant sparkling, with the program called “Cleaning Captain”. In 2006, he was named KFC’s RGM of the year. Hospitality
Letting the customer know that they come first. As referred to how LJS/A&W RGM Kris Jaccard defines hospitality. Kris has been keeping the customer top of mind for 15 years with franchisee BNC Food Group, she is designated a “training restaurant”. She...