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KFC's Marketing Plan Presentation

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Baiq Khaulah Yuliana

on 27 May 2015

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Transcript of KFC's Marketing Plan Presentation

1. Background Analysis
5. Marketing Objectives
Marketing Strategy

2. Financial Analysis
4. Market Analysis
Business Name

KFC (Kentucky Fried Chicken) is a franchise trademark of Yum! Brands, Inc., headquartered in Louisville, Kentucky, United States. KFC is known primarily for his chicken, which is usually served in a bucket.

In April 2007, KFC launched their logo that's an image that inspired when Colonel took off his white coat to cook red apron. The new logo is a bolder colors and better defined as the face of the late founder of Kentucky Fried Chicken, which will keep the black bow tie classic, glasses and beard. Colonel's smile is featured against a red background that matches his red apron, with the KFC brand name in black bold letters under the chin.

The Company is registered as an issuer in the Jakarta Stock Exchange with the majority shareholding of 79.54% owned by PT. Gelael Pratama (43.77%) and PT. Magnificent Eraraharja (35.77%), and the remaining shares of 20.46% is other public have (20.00%) and cooperative (0.46%).

Business Objectives
Financial Analysis
Marketing Plan
Marketing Plan
Business Structure
S.W.O.T Analysis
Anggota Kelompok:
Baiq Khaulah Yuliana
Ezra J.Y. Simorangkir

Marketing Analysis
3. S.W.O.T Analysis
The organizational structure of PT. Fastfood Indonesia, Tbk as a whole is as shown in the chart below:
And as for the organizational structure of the KFC Riau branch are as follows:
Business Location
KFC Branch which is used as the object in this preparation of Marketing Plan report addresses in Riau - Bandung, RE. Laksa Martadinata Street No. 77, Phone: (022) 4206013, 4261465.
Date Established
PT Fast Food Indonesia, Tbk was established by Act No.20, on June 19th, 1978 were made in the presence of Sri Rahayu, SH. This amendment has been approved by the Minister of Justice through Decree No. Y.A.5 / 245/12 on May 22nd, 1979, and registered in the Jakarta District Court No. 4491 on October 1st, 1979, and was published in Supplement No. 682 of the Official Gazette of the Republic of Indonesia No. 90 on November 9th, 1979.

Meanwhile, to KFC's Riau branch was officially start from the date of May 18th, 1988.

(KFC Riau Branch – Bandung, Laksa RE. Martadinata Street 77, (022) 4206013, 4261465)
PT. Fast Food Indonesia, Tbk.
Business Owner
The Manager of KFC Riau Street branch - Bandung itself named Mr. Kurnia Zulkarnain. Meanwhile, the owner of KFC headquarters is located in Jakarta, PT. Fast Food Indonesia, Tbk. And the name of assistant manager in KFC Riau Street Branch is Taton Henrikus Pasaribu, which is often called by his nickname, "Taton".
Business Experience
On Duty Manager of KFC Riau Street branch - Bandung has been studying up to S1 and have good communication skills with customers.
The following is a CV of on duty manager:
Vision Statement:
"Always be a fast food restaurant with number one brands in Indonesia and maintain market leadership by being the most modern and most favorite restaurant in the terms of product, price, service, and facilities"
Mission Statement:
"Strengthen of KFC's brand image with innovative strategies, continuously improving dining atmosphere unequaled and consistently provide products, services and facilities with high quality restaurant follows the needs and changing consumer tastes"
1. Short Term
2. Long Term
A La Carte
KFC Coffee
The following is a KFC financial data centers:
Known Data:
1. Liquidity Ratio
2. Leverage Ratio
3. ROA, ROI, & ROE
Market research and environmental/industry analysis:
- The number of Indonesian people who like fast food
- Major market share target is society with middle to high economic level, where the population of consumers with economic level has a fairly dense population in Indonesia
- An outbreak of a trend to eat food that is westernized
- On average, consumers like eating place that can be used at once hangout with friends
- The bustle that makes people unable to cook their own meals and require practical food with good taste
- Availability of service delivery that can enable customers to order products
Market Potential
The potential market for KFC product is still widespread. In addition to its well-known brands, KFC also undertake Research and Developmet for the development of product variations that can be distributed to the rest of the world at a price that can reach even the lower middle class.
Market Target
The market target of the KFC Bandung Riau street branch are people around who live in the city and out of town or foreign residents who happened to be living in Bandung.
Customer Profile
KFC customers targeted by itself originally a society with middle to high economic level. However, over time, KFC began to diversify products affordable by the community with lower economic level.
Competitor Analysis
Given KFC is a pioneer of fast food, then more and more competitors are emerging that offer the same product at a cheaper price as Mc. Donald, Texas Chicken, A&W, Lotteria, Wendy's, and others.
Marketing Objectives
Marketing Strategy
1. Product
Providing quality products, superior and has a distinctive flavor by using 11 herbs secret until now known only to a few people. In addition, the products offered by KFC looks exclusively for use unique packaging and quality.
2. Price
 - Offering competitive prices and in accordance with the quality of the product,
-Provide merchandise to consumers who purchase the product with the purchase amount for a certain price,
-Provide special prices at certain times. Ex: Package goceng
-Provide ease of payment system products.
3. Position / Place
Put the branches in the area with a strategic location and easily accessible by potential customers.
4. Promotion
-Put an ad through various print and electronic media as a tool to introduce its products to consumers,
-Conduct sales promotion and expansion of market penetration,
-Provide more value for customers who buy products KFC,
-Sponsoring certain events at national and international levels to increase consumer awareness of the brand KFC.
5. People
-Perform Selection recruitment strictly in order to get the right employees and as required by the company,
-Provide training and special seminars to hone the skills of employees in order to improve the performance of the company,
-Conduct monitoring and control system employee performance while serving consumers.
6. Process
-Providing a fast and friendly service,
-Provide close supervision in the production process in order to produce a quality product.
7. Physical Evidence
-Providing office and production space comfortable and clean,
-Provide a playground for children,
-Provide adequate parking,
-Provide toilet, washtafel, hand-dryer that can support consumer satisfaction.
8. Productivity
-Controlling operating system closely and regularly
-Evaluate the company's performance results regularly / periodically through the effectiveness of the organizational structure in order to achieve the company's main goal
Marketing Plan Summary
This Marketing Plan Report presented the report that contains about all aspects of the company that has an important role to the business continuity in the future. The aspects mentioned include of market situation analysis, customer analysis, competitor analysis, analysis of the second plan (Contingencies Plan), analysis of the employee work rules that have an impact on the organization, and financial analysis that contain ROA, ROI, and ROE of PT. Fast Food Indonesia, Tbk.
1. Liquidity Ratio
a) Current Ratio: In the 2013 quarterly period, each of Rp. 1, - current liabilities secured by Rp. 1,704 current assets, and in the 2014 quarterly period each Rp. 1, - current liabilities secured by Rp. 1.840.

b) Quick Ratio / Acid Test: In the quarter period of 2013, every Rp. 1, - current liabilities secured by Rp. Current assets 1,370 most smoothly. While in the quarterly period in 2014, each Rp. 1, - current liabilities secured by Rp. Current assets 1,387 most smoothly.

c) Cash Ratio: In the quarter period of 2013, every Rp. 1, - current liabilities secured by Rp. 1,196 cash. While in the quarterly period in 2014, each Rp. 1, - current liabilities secured by Rp. 1,169 cash.
2. Leverage Ratio
a) Debt To Asset Ratio: In the quarter period of 2013, amounting to 45.71% of corporate assets are financed by debt, while the quarterly period in 2014, amounting to 43.83% the company's assets are financed by debt.

b) Debt To Equity Ratio: In the quarter period of 2013, the amount of Debt To Equity Ratio amounted to 84.21%, while in the quarterly period in 2014, the amount of Debt To Equity Ratio amounted to 78.02%.
3. ROA, ROI, & ROE
a) ROA: For every Rp. 1 asset is used, PT. Fast Food Indonesia, Tbk. only able to generate a net profit of 0.826% per quarter in 2013 from the total assets used, whereas in 2014 the company is only able to generate a net profit of 0.773% of the total assets used.

b) ROI: For every Rp. 1 invested in PT. Fast Food Indonesia, Tbk., The shareholders get additional value (capital) amounted to 0.627% on the quarter in 2013, while per quarter period in 2014, an additional amount of value (capital) obtained by shareholders increased to at 0.705%.

c) ROE: For every Rp. 1 invested in PT. Fast Food Indonesia, Tbk., Shareholder acquired additional equity value of 1.154%
in 2013, whereas in 2014 amounted to 1.254%.

Sales Analysis (Revenue Per Business Unit)
Based on income data Business Unit Unit above, it can be seen that the Business Unit Unit (SBU), which generates the most income is from Combo, followed by Ala Carte, Snack and Sandwich, KFC Goceng, Combo Hitlist, Beverages, KFC CD, Breakfast, Chaki, Birthday, Charge Take Away, Dessert, Promo, Combo Catering, and the last is Merchandise.
Marketing Budget 2014
Organizational Implication
Contingencies Plan
Monitoring / Measurement Activities
KFC will continue to restructure the organization and improvement of coordination between branches in order to improve the performance of the company and to avoid unfair competition. In addition, to prevent problems in the organization of the company, inter-divisional coordination is required on every branch of the company concerned.
Plan B or the second plan will be carried out by KFC are as follows:

1) Financial Crisis
Postpone the promotional campaigns
Cut operational and variable costs

2) Failure in Marketing Strategy
Run awareness campaign
Contract with different schools on special occassions; like children's day, etc

3) Failure in Pricig Strategy
Survey customers and change the strategy of pricing

4) Bird-Flu
Promotion campaign with K&N
Routine assessment for all employees KFC Riau - Bandung done through two systems, namely:
1. CHAMPS Management System
2. Assessment System Using Rating Scale
Full transcript