The Situational Analysis Of The Marketing Planning Of KFC

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KFC’s Marketing Planning Company Introduction KFC is a fast food chain of restaurant that was founded by Colonel Harland Sanders back in 1952. He is known through his discovery of the world's famous Kentucky Fried Chicken recipe mixture of 11 herbs and spices. In Malaysia, the first KFC restaurant was opened in 1973 on Jalan Tunku Abdul Rahman. Today, KFC Malaysia is operated under QSR Brands (M) Holdings Sdn Bhd and serves over 13 million customers a month in more than 500 restaurants throughout the nationwide (KFC Malaysia, 2009). This company has dominates Malaysia’s fast growing retail food industry and gained 50% of market shares in Malaysia itself. Issues KFC is currently experiencing difficulties to promote their products due to the strong regulations imposed by the Malaysian government banning all fast food advertisement from being aired. The enforcement of these regulations is to ensure and inspire customer to have a healthier lifestyle through a well balance diet. Situational Analysis External Analysis Political Factors Malaysia is a melting pot of races and religions, with a majority of the population being Malay followed by Chinese and Indian. The Malay…show more content…
With KFC operating as a franchise, it is required to pay a percentage of the revenue it has received to its parent company located in the United States. One of the important factors to be considered is regarding the current economic condition and growth forecast of the country it is operating in. In addition if the economy is experiencing a downturn, therefore affecting the country’s income per-capita, surely KFC shall be experiencing a decrease in the demand of their product. However, if the economic climate of the country is good which leads to an increase in disposable income, then more people are willing to spend their money at fast food restaurant that is considered a

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