Marketing Planning & Control "KFC"

Marketing Planning and Control

Disusun oleh :

Audrey (2007110072)

Maria Helen (2007110100)

Melany Sugiarti (2007110518)

William (2007110858)

Winna (2007110026)

MKT.11-3C

STIKOM. London School of Public Relations

Jakarta

KFC ( Kentucky Fried Chicken) is the first international product franchising in Indonesia that is introduced in 1979. at that time, KFC attached Indonesian customer with so many ways in order to be accepted in Indonesian market.

KFC offered so many variants menu and provided rice, which is the staple food of Indonesian people, whereas in America, where KFC is founded, they didn’t provide rice. KFC also adjusted the flavour of their product with Indonesian taste. So, KFC didn’t need too much time to be accepted in Indonesia. Slowly, the competitors appeared one by one, such as: Mcdonalds, Texas, A&W, Wendys, Pizza Hut, etc. at that time, KFC was still number one, although the competitors began to enter Indonesian market. Mcdonalds is the closest competitor of KFC.

KFC has about 340-s restaurants and small stands, including 1 unit catering car at more than 50 big cities in Indonesia at the beginning of 2008 and they claim their profits are increase about 24,5% per year.

Although KFC has achieved so many profits, it doesn’t mean that KFC never has problem. One of the problem that quite annoyed them is when the SARS/ birdflu tried to survive from that issue. The KFC management Indonesia joined with Department of Health and Department of Agriculture to campaign together in order to tell the Indonesian customer to not become afraid for eating chicken. Besides that, the classic issue about KFC is they are classified as junkfood, which is the caused of cancer and obesity. We don’t know exactly the reason that make KFC survives from the issue, we think it is because their strategy and tactics, so until today KFC still obtain their profit

Until now, KFC still becomes the most dominant fastfood product that dominates almost45% of market segmentation fastfood in Indonesia for 3 decades and always tries to create new innovation for their customer.

Market share of KFC in Indonesia :

.

SWOT ANALYSIS

1. Strength :

• KFC is the first international product franchising in Indonesia
• As an international franchising , KFC provides rice which is the staple food of Indonesia
• KFC has so many branch restaurant
• KFC specialize in “Fried Chicken”
• KFC has the biggest market share
• KFC has achieved the ISO 14000 because they concern about their cooking process ( They don’t use the same oil for the second time fried)
• KFC is an instant and quick meal

2. Weaknesses :

• KFC is classified as junkfood which is the cause of cancern and obesity
• Most of KFC’s menu are specified in “Fried Chicken”
• KFC is quite expensive

3. Opportunity :

• KFC is the most dominant fast food product in Indonesia
• KFC has already well-known in Indonesia, so it is easier to open new branches
• KFC has joined with Department of Health and Department of Agriculture to campaign about the right way to cook chicken

4. Threat :

• KFC has so may competitors, such as McD, Pizza Hut, A&W, Texas, CFC, Wendy’s, etc
• Nowadays, KFC threats by the SARS/ birdflu issues, that is appeared to the word.

STRATEGY AND TACTICS

STRATEGY :

Increase the income by adding the services.

TACTICS :

1. Provides more drive thru outlets and 24hours outlet. (Place)
2. Add more new variants package. (Promotion)