Kfc Holdings (Malaysia)

Topics: Fast food, Fast food restaurant, Marketing Pages: 10 (2252 words) Published: December 6, 2010
KFC Holdings (Malaysia) Bhd., (KFC Holdings) is a branded chicken retail chain operator. The company is a part of QSR Brands Bhd (QSR Brands) and is engaged in the business of poultry processing, restaurants and property holding. KFC Holdings is also engaged in operating hatchery, breeder farms, poultry retail and convenience food store chains. Products offered by the company include chicken, fresh buns, cakes, snacks, sauces, chicken rice meals and Freezer to Fryer products. The company, in addition engages into vegetable farming, sauce manufacturing plant, bakeries, and commissary. It maintains around 469 KFC restaurants in regions like Malaysia, Singapore and Brunei. KFC

The first KFC restaurant was opened in 1973 on Jalan Tunku Abdul Rahman. Today there are more than 390 KFC Restaurants nationwide and still counting. Great tasting chicken has become synonymous with KFC; and has been enjoyed by Malaysians ever since. In fact, KFC Malaysia has developed a distinctive Malaysian personality of its own. Especially for Malaysians

We are an establishment that is run by Malaysians and managed by Malaysians; we took it upon ourselves to create a selection of food that would make Malaysia proud on the international scene. Kentucky Nuggets, for example, was conceived in Malaysia and then found its way to KFC worldwide. Today, Kentucky Nuggets is one of KFC's successes.

KFC SWOT Analysis

KFC has a very long history and has the most recognizable brand in chicken. With over 50% of the market share it becomes very difficult for new companies who may want to enter the market. KFC has name recognition around the world and has been globally positioned for many years. KFC’s secret recipe of 11 herbs and spices has made it the leader in chicken for the last fifty years. KFC sells three recipes: Original recipe, Extra Crispy, and Tender Roast. The many sales of KFC during the 1970’s and 1980’s lead to a very confusing direction and took the focus of the company off of its original strategy. During the 1980’s and 1990’s KFC struggles were much do to the inability to bring new products to the market quickly and it’s innovation of new products. KFC fell behind the market in new products and was copying other fast food chains to stay competitive. KFC changed its strategy in the late 1990’s, which included adding items to its menu. KFC then in an effort to address its declining market share began building smaller restaurants in non-tra

The merger with PepsiCo was met with large cultural issues as the KFC employees were used to the previous strategy of a laid-back, self-governing environment, to an environment who demanded tighter control over operations. Other segments of the industry are turning to new menu offerings. ditional outlets, airports, shopping malls, and hospitals. They believed the franchisees knew the business better than they did. The second largest threat would be other chicken chains that are now adding other types of food to their product lines. The loss of market share and slowing growth also was due to the many mergers they went through during a limited time period. KFC established units that sold both Taco Bell and KFC or KFC and Pizza Hut. By the year 2000 more than 50 percent of KFC"tms restaurants were located outside the United States. As we will address further in this report KFC is continuing to expand in foreign markets which is one of Yum!s goals for growth. took over KFC there seems to be a better relationship with the management of the two companies and a much more intense focus on the growth and expansion of the market. This brings up the point of what is KFC"tms defined markets KFC"tms strategy for growth, KFC began expanding in foreign markets as far back as the 1950"tms and are currently the 3rd largest fast food chain as of 2000Threats The largest threat KFC is faced with is the restaurant industry as a whole. The consumer continues to have many choices when it comes to fast food restaurants. By the...
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