STRATEGIC MANAGEMENT

ECB 30103
KENTUCKY FRIED CHICKEN & HARTZ CHICKEN

NAME ID NUMBER
Muhammad Faizal Bin Noor Azmi 62212217033

Prepared for:
DR MARHAINI BINTI IBRAHIM
 VISION STATEMENT
KENTUCK FRIED HARTZ CHICKEN
CHICKEN
To be the leading integrated food Striving to become one of the
service group in the Asia pacific leading restaurant service provider
region delivering based on in the food industry.
consistent quality products and
excellent customer-focused service.
 CONT...
KENTUCKY FRIED HARTZ CHICKEN
CHICKEN
In the situation that happened in Kuching,Sarawak, Involve all The sentences said by the manager, Encik Golokin
Abang Fatul as an Assitant Manager had involved all members of We are now thinking of having noodles to cater for
the members to the organization by telling them to the the family needs and also doughnuts for the light
gathering for meeting after work hour. organization eaters shows that The Word WE is involving all the
members in the Organization.

The sentences said from the Retail Manager of The The Head of Office is in Houston and Hartz showed
Kuala Lumpur We have never run away from organizations the menu to the reporter that our success is based on
competition shows that its stretch the capabilities providing good service but with individual
organizations capabilities and image of itself. and image of preferences shows that its stretch the organizations
itself. capabilities and image of itself.

The sentence of to be the leading, based on
consistent quality products and excellent customer-
focused service shows that the retail manager from
Kuala Lumpur really applying the vision statement
into the business.
Specific vision The sentence of to become one of the leading
with clear and restaurant service provider in the food industry shows
powerful that the Manager, Encik Golokin from Head Office
agenda. really applying the vision statement into the business.
 Mission Statement KFC
To maximize profitability, improve shareholder value and deliver sustainable
growth year after year.
 Mission Statement HARTZ CHICKEN
To deliver Great southern food and build a distinctive brand has not changed
since the first Hartz Chicken restaurant was established in 1972. At Hartz ,
we seek highly qualified investors to become franchisees of our Hartz
community.
Franchisee benefit from our marketing and support programs.
 KFC ANALYSIS COMPENENT HARTZ CHICKEN
Not stated. Customer The word community indicated to the customer of
Hartz Chicken mission.

Not stated in the mission. Product & Service The word Southern Food indicated that Hartz chicken
is delivery product and services.

The word profitability indicated that KFC has their Market The word Great southern food shows the market of
own market. Hartz Chicken.

Not stated. Technology Not stated.

The word sustainable growth indicated that KFC Concern for Survival, Growth and Profitability The sentence Great southern food indicated that
concern for survival, growth, and profitability. Hartz Chicken concern for survival, growth and
profitability.

Has shareholder value. Philosophy Not listed in the mission.

Not stated. Self-Concept The sentence build distinctive brand shows the self-
concept of the company.

Not stated. Concern of Public Image The sentence highly qualified investors to become
franchisees of our Hartz community indicated to the
concern of public image.

Not stated. Concern of Employee The word franchisee indicates to the concern of
employee.
Q5 (1) Primary Stakeholders
KFC Hartz Chicken
1. Abang Fatul ( Assistant 1. Golokin (Manager Outlet)
Manager)
2. Asmah (Workers) 2. Gabriel Uking (Assistant
Golokin)
3. Colonel Harland Sanders 3. Mr Levan Wu (Major
(Founder) Stakeholders)
4. Customers 4. Ms Lan P.N.Wu
5. Supplier 5. Customers
 Q5 (2) Secondary Stakeholders
KFC and Hartz Chicken
1. Local Communities
2. Activist
3. Media
4. Goverment
6. Analyse KFC and HARTZ
Chicken using SWOT analysis
 STRENGTH WEAKNESESS

1. Variety of Menu 1. New brand names

2. Concept of free selection menu 2. Low number of branches in Malaysia
3. Reasonable prices 3. Cannot take away and drive thru

OPPORTUNITY THREAT

1. Rising consciousness in selecting food 1. Currency fluctuation

2. Creating a brand names in Malaysia 2. Customer awareness