Kfc strategic brand managemnt

Topics: Brand, Brand management, Branding, Fast food, Brand equity / Pages: 9 (2690 words) / Published: Apr 16th, 2014
1.1 BUSINESS INDUSTRY OVERVIEW
The fast food industry in Malaysia is saturated with players such as McDonalds, KFC, Wendy’s, Chili’s, Nandos and the like. The industry is relatively large in terms of the participating brands in fast food business. Fast food business is categorised according to the food served as well as their facilities and locations. There are restaurants selling specifically burgers, pizzas or only chicken, Mexican cuisine and many others. According the location, some restaurants are drive-ins whereas others provide in house catering as well as off premises catering.The market of the fast food business is stratified, but all in all inclusive of all groups of the society. As observed in many restaurants, they provide meals even for children, hence allowing all ages to enjoy their meals from the restaurants.
Fast food business enjoys a high level of prominence in Malaysia as the trend of home cooking is currently on the fade, and the intertwinement of a busy life, promotes the fast foods as the reliable and available sources of food during breakfast, lunch and dinners. Moreover, the eating habits of Malaysians give a good breeding ground for the fast food industry to flourish as people are fond of food and eateries have become places where business deals are concluded as well as assignments completed, for instance Starbucks.
As per this year, it is projected that the sales of this industry will jump up according with the increase of tourism as it is the proclaimed year of tourism; this will eventually see, the increment in revenues collected by the fast food restaurants as the tourists will add up to the current population in Malaysia.
1.2 COMPANY OVERVIEW
This study focuses on the brand of KFC or otherwise as known as Kentucky Fried Chicken. This is an international brand that hosts a large number of franchisees all over the world. KFC started in USA, and slowly infiltrated the rest of the world with its premier tasting chicken. In



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