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KFC and its Marketing Plan in Malaysia
Index:
Introduction ……………………………………………………………3
Social and Cultural Analysis …………………………………………..4
Political Analysis ………………………………………………………6
Economic Analysis …………………………………………………….9
Market Analysis ………………………………………………………13
Situational Analysis …………………………………………………..17
Marketing Plan ………………………………………………………..18
Conclusions and Recommendations ………………………………….27
Appendix ………………………………………………………….…..28
References …………………………………………………………….31
Introduction:
Kentucky Fried Chicken, usually known as KFC, is a chain of fast food restaurants based
in Louisville, Kentucky. KFC was a wholly owned subsidiary of Tricon from 1997-2002,
and has been a wholly owned subsidiary of Yum! Brands since 2002. The chain also
advertises itself as Poulet Frit du Kentucky or PFK in the province of Quebec in Canada.
KFC primarily sells chicken in form of pieces, wraps, salads and burgers. While its
primary focus is fried chicken KFC also offers a line of roasted chicken products, sides
and desserts. Outside of North America, KFC offers beef based products such as burgers
or kebabs, pork based products such as ribs and other regional fare. The popularity and
novelty of KFC has led to the general formula of the fried chicken fast-food restaurant
being copied by restaurant owners worldwide.
The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in
1952, though the idea of KFC's fried chicken actually goes back to 1930. The company
adopted the abbreviated form of its name, KFC, in 1991. Starting in April 2007, the
company began using its original appellation of Kentucky Fried Chicken again for its
signage, packa ...