CASE STUDY
Company name : KFC.corp
Introduction
KFC ( Kentucky Fried Chicken ) was first open to Malaysia on 1971 on Jalan Tunku Abdul Rahman. However, the first man to bought KFC to the world is Colonel Harland D. Sanders when he himself open a restaurant across the street in early 1930. Later at 1950, Colonel perfected his original recipe chicken with his secret blend of 11 spices, pressure cooked to seal in the chicken’s flavorful goodness. As today, he was made in honorary “Kentucky Colonel”. Today there are more than 390 KFC Restaurants nationwide and still counting. Great tasting chicken has become synonymous with KFC; and has been enjoyed by Malaysians ever since. In fact, KFC Malaysia has developed a distinctive Malaysian personality of its own.
Mission and goals
KFC wants all their achievements add to the Malaysian identity. Moreover, KFC are in an establishment that is run by Malaysians and managed by Malaysians; they took it upon themselves to create a selection of food that would make Malaysia proud on the international scene. Kentucky Nuggets, for example, was conceived in Malaysia and then found its way to KFC worldwide. Today, Kentucky Nuggets is one of KFC's successes. As for the customers, bringing pleasure and more fun to all children also become their objectives.
Great Project
KFC has established many project to the Malaysian citizen. Projek Penyayang KFC are one of it and was developed to provide food to 80 homes every quarter. Projek Penyayang KFC was founded in 1995 in an effort to enable thousands of orphans and underprivileged children to enjoy KFC meals. Over 6,500 children are treated to a finger lickin' good food every year. This year marks the 10th Anniversary of Projek Penyayang. This in turn, was followed by Tabung Penyayang KFC, a charitable fund, whose sole purpose was to help orphanages in Malaysia. Tabung Penyayang was founded in 1997, to help children and the needy through various CSR programme. Tabung Penyayang KFC is a unique fund as it represents a percentage of revenue generated from the sale of KFC's Kids' Fun Meals. In August 1999, KFC introduced its 'Tabung Penyayang' KFC Collection Box as an extension to the Tabung Penyayang KFC Programme. Collection boxes are placed at all KFC restaurants enabling customers to contribute and be apart of this charitable effort. KFC Kids' Chicky Club also been introduced for the kids to join and have fun while the club provide various of prizes and goodies for their members.
CSR perspectives
KFC had continuously aim for high quality and are committed to ensure food safety by stringent control to maintain their standards. They also cook their products well above the minimum temperature recommended by WHO.KFC have developed standard procedure that would minimize risk of cross contamination between raw and ready-to-eat products.KFC also provide information on the nutritional values of KFC products to assist their customers in planning a wholesome and balanced meal. For frying all of KFC products, their use non-hydrogenated palm oil that contains insignificant amount of trans fat and it is 100% cholesterol free. KFC have a team of food technologists constantly experimenting with new flavors and creative concepts to provide more value, choices and healthy options for their customers. Apart from introducing international products into their market, KFC have also developed some popular local flavors designed to enable our customers to enjoy an exciting dining experience. Quality control also are important and begins from the supply of all the raw materials. KFC have conduct an annual supplier audit, namely the STAR Audit, which is a YUM proprietary programmed, similar in many ways to the ISO approach. The STAR Audit comprises two versions; the Food Safety and the Quality Systems Audits. The STAR Audit is either conducted by a third party international auditing company appointed by YUM or KFC very own team of professional food technologists from the KFC Quality Assurance Department. The results are reported to and reviewed by our regional franchisor for continuous improvement. Suppliers’ performances are constantly monitored through regular submission of quality reports. In addition, KKC food technologists also conduct quarterly QA evaluations on our in-house suppliers. KFC have use top quality raw materials from reputable suppliers such as Nestle, UBF, Kerry Ingredients, LambWeston, Simplot, McCain and Jomalina, as well as from KFC in-house suppliers such as Ayamas, Region Food, KFC Bakery and KFC Commissary. KFC chicken supplier Ayamas is monitored closely by Department of Veterinary Service and has obtained the VHM (Veterinary Health Mark) Logo. It is also an ISO 9001 certified company. All Ayamas chickens are slaughtered by personnel certified by Jabatan Agama Islam Selangor to ensure Halal procedures are met.
For the restaurant cleanliness, the main attributes for KFC restaurant excellence are CHAMPS.C – CleanlinessH – HospitalityA – AccuracyM – MaintenanceP – Product QualityS – Speed of ServiceKFC have a field service team of QA personnel (also known as CHAMPS Recognition Specialist) to conduct regular evaluations in every KFC restaurants throughout the country. The evaluation covers all aspects of CHAMPS including the cleanliness and sanitation of the premises and equipment, personal hygiene, hospitality/friendliness in service, accuracy in the serving order, good maintenance, product quality standards and speed of service. Above all, KFC have follow strict temperature control and shelf life to ensure the food served to their customers is fresh and safe. KFC have a Mystery Customer Program known as CHAMPSCHECK which evaluates customers experience in our KFC restaurants. We have appointed a reputable surveillance company to check against the CHAMPS concept. Every restaurant is subjected to a visit by a Mystery Customer and the dine-in / take-away experience is evaluated and scored. KFC sets a minimum standard of 90% as passing score for this evaluation. Feedbacks taken from this evaluation is used and studied for continuous improvement in our restaurants.
Conclusion
KFC have tried in maintaining their product quality and focus on their customers as well as keeping cleanliness of its workplace. For most of their activities that they have done, we conclude that KFC are more depending on their customers and their food quality of their beverage and their product.
Company name : Mc Donald. CorpIntroduction
Mc Donald began and introduced by Raymond Albert Kroc. Ray Kroc was the exclusive distributor of a milk shake maker called the Multimixer. Meanwhile, two brothers, Richard and Maurice McDonald owned and ran a hamburger restaurant in San Bernadino, California, in the 1950s. Ray Kroc heard how well the McDonald brothers were doing using his Multimixers to serve their customers. He met up with them and acquired the franchising right from them to run McDonald's restaurants. A great success story was in the making. In 1955, Ray Kroc founded the McDonald's Corporation and opened the first restaurant in Des Plaines, Illinois. In 1961, he bought out the McDonald brothers. And the rest, as they say, is history. McDonald's grew into the largest restaurant organisation in the world. Today, there are more than 30,000 McDonald's restaurants serving 47 million customers each day in over 100 countries. Ray Kroc died in 1984 but his legacy is very much alive. His success story continues with McDonald's families of employees, franchisees and suppliers. His commitment, dedication and achievements continue to live on at McDonald's restaurants across the world.
Mission and Goals
Mc Donald had aim to advance in the active style and effort by continuing to develop new menu offering that provided a full range of choices that corresponded to their customers needs and preference and can fit into a balanced diet. Expanding McDonald engagement with experts to ensure that their are guided by the best scientific information and insight.
Great Project
Mc Donald have established great project such as the RMCC ( Ronald Mc Donald Children Charities). Ronald McDonald House on the grounds of Hospital Universiti Kebangsaan Malaysia (HUKM, or the National University Hospital of Malaysia), in the capital city of Kuala Lumpur, has, since 1999, served hundreds of children and their families who have traveled miles across the country to undergo various pediatric treatments at the hospital. To ensure that Ronald McDonald House remains comfortable and continues to serve the community, we did a major facelift to it in 2007 and it now looks really welcoming! We would like to invite the general public to volunteer to help at the Ronald McDonald House.
CSR perspectives
At Mc Donald, when talking about the CSR value, cleanliness are taken focus on all Mc Donald outlets. They have taken many major step in keeping the workplace cleanliness, for examples pest control and hand wash. The floors are mopped several times a day not only to keep them clean, but also to avoid mishaps among customers. All wash areas for customers are inspected frequently to make sure that they are in good working condition. Meanwhile, restaurants with playgrounds must follow strict safety guidelines to ensure a safe play environment. For hand wash, restaurant crew have to wash their hands thoroughly before starting work. Every now and then, Mc Donald carry out spot checks to ensure that the crew washes their hands at appropriate times and before putting on disposable gloves to return to work. For pest control, Mc Donald have spend approximately RM145,000.00 on pest control for all Mc Donald restaurants annually. Mc Donald have engaged pest-control experts Rentokil Initial (M) Sdn Bhd, one of the biggest and reputable pest control companies in Malaysia. Rentokil’s highly trained service teams carry out monthly service and inspection cycles in McDonald's restaurants throughout Malaysia to the highest possible standards.
Company name : Bata. Corp
Introduction
The name Bata became know in then Malaya when the first store opened in the Capitol Building, Singapore in 1930. In July same year, Tomas Bata had established Bata Shoe Company Limited to carry on the business as manufacturers, distributors and marketers of footwear, as well as dealers in leather and rubber goods. Five years later, a factory was built in Klang, Selangor to produce PVC injected footwear for both domestic and overseas markets. The Bata brand in Malaysia has come a long way. What used to be a household name for school shoes with the tagline “first to Bata then to School”, has gone on to serve different segments of the market, with other brands such as Marie Claire, Comfit, Power, Bubblegummers, North Star and B-First. Today, Bata is the leading footwear manufacturer and marketer in Malaysia and operates the a retail chain with more than 220 stores. Bata has 3 different retail concepts, namely Bata City Stores and Bata Family Stores. Each retail concept differentiates itself in its range of merchandise. In addition to retail, Bata also operates wholesale depots to service an independent dealer network totaling 1,500 outlets.
Mission and Goals
Bata.corp aim is to get customers satisfaction as well as gain profitability. Bata Corp. also want to produce the quality of their product that match with others international shoes producer like Nike and Adidas. Bata Corp also aim for international market and as well as enhancing their product to the world.
Great Project
Bata has established so many project such as :
1. Participate in Malaysia Year End Sale 2007 (MYES)
2. In year end promotion, great warehouse sales, special discount for the Year End Sales and Back to school promotion including the new collection for the festive season.
3. Bata also launch opening a new Bata city store in Bukit Tinggi Klang in the Biggest Jusco store in Malaysia.
4. FOOTWEAR manufacturer Bata (M) Sdn Bhd plans to open 30 outlets and upgrade about 20 existing stores next year.
5. The Official Launch of Bata Care Month.
6. Malaysia has today announced the proud winners of the “Bata Takes You Everywhere Contest”.
CSR perspectives
As well as producing product that have quality in market, it is also appropriate for Bata Corp to produce product that are non-hazardous to their customers. For Bata Corp. quality on its materials. For examples :
1. Smooth leather
: has a soft surface with tiny pores, it can be shiny and matt.
2. Drummed leather
: has a very soft and lined surface.
3. Patent leather
: has a very smooth and shiny surface
4. Nubuck
: can brush stained easily
5. Leather
: a type used for soles in normal footwear
6. Crust
: a section under skin
Bata Corp also use 2 most frequent used synthetic materials used besides textiles such as PVC (Polyvinyl Chloride) is flexible materials that is chemically non-reactive. PVC accepts paints and performs well under most silk-screening processes have high strength. Its weather resistance and odorless. PU also are synthetic materials that is chemically materials in making the products. PU also called Polyurethene are flexible and soft materials that sometimes look like leather. It is very light and will boi-degrade after 2-3 years into small molecular powder.
Company name : Coca Cola CompanyIntroduction
The Coca Cola Company are the no. 1 manufactures of the non-alcoholic beverage concentrates and syrups or so called cola flavored drinks in the world. For this company that have 122 years of operating in business, they are the company that can maintain their brand and sales of their lean product. For this cola flavored drinks business, it is most likely are competing with the others company whether their selling carbonated drinks, energy drinks or other types of drinks. For the Coca Cola company, marketing strategies are important in their business, thus we are researching the marketing strategies of the Coca Cola company by doing surveys in 50 random people and analyzing their SWOT analysis by the surveys that we have collected and analyze. Later, we will eventually know how of this strategies will affect the company situation will progressing in their business thus building their own unique identity of their business.
Mission and Goals
• Selectively broaden Coca Cola beverage brands to drive profitable growth
• Grow system profitability and capability together with their bottling partners
• Serve customers with creativity and consistency to generate growth across all
channels
• Direct investments to highest-potential areas across markets
• Drive efficiency and cost effectiveness everywhere
Great project
For the better of quality of product and service, Coca Cola have done several enhancement such as :
1. Using aspartame, an important non-nutritive sweetener which is usually used alone or in combination with other important non-nutritive sweeteners such as saccharin or acesulfame potassium in our low-calorie soft-drink products such as light coke or diet coke.
2. Sales of their ready-to-drink nonalcoholic beverages are somewhat seasonal, with the second and third calendar quarters accounting for the highest sales volumes in the Northern Hemisphere. The volume of sales in the beverages business may be affected by weather conditions.
3. In many jurisdictions, compliance with competition laws is of special importance to the company so the Coca Cola Company has the upper hand of its rule and the regulation that they can make sue of the law.
CSR perspectives
For Malaysian, Coca Cola have lowered their product concentration just to match with their customers health that are well known of diabetic disease. As well as the increasing of Malaysian people of diabetic patients, Coca Cola have introduced their latest products which is light coke for diabetic people that low on sugar and calorie.
Introduction
The brand name of Tesco first appeared on packets of tea in the 1920s. The first store opened in 1929 in Burnt Oak, Edgware in South East LondonBy the early 1960s, Tesco had become a familiar name. As well as groceries, the stores sold fresh food, clothing and household goods. The business then prospered and grew. It evolved and changed over the years and is today Britain's leading food retailer. Tesco was founded in 1924. Over the past 81 years, as the retailing market has changed, the company has grown and developed, responding to new opportunities and pioneering many innovations. Tesco Stores (Malaysia) Sdn Bhd was incepted on 29 Nov 2001, as a strategic alliance with local conglomerate, Sime Darby Berhad of which the latter holds 30% of total shares. Malaysia was selected as the next market of entry because of its growing economy with political stability, market size & GDP and its ability to grow.
Corporate Social Responsibility (CSR)
Tesco has a corporate-wide policy for corporate social responsibility, backed by key programmes to support the local people and the communities. And important part of this programme is Tesco's "Charity of the Year" campaign whereby Tesco will adopt a charity home for a year and will be carrying out various in-store fund raising exercises throughout the duration.
Besides their "Charity of the Year" programme, Tesco is also involved with many of the local community through various programmes. Among the major community initiatives organized was a "Tanglong Fiesta" in conjunction with the Mid Autumn Festival with the local Resident Association and the setting up of a police hut at Tesco Puchong to help the local police combat crime in the area.
TESCO Local Focus
Working with the Ministry of Domestic Trade and Consumer Affairs to develop the Supplier Guidelines Communication Pack for potential suppliers.
Developing and assisting local suppliers to supply products under the Tesco brand to Tesco hypermarkets, locally and internationally.
Working with State Government, FAMA, a subsidiary of Ministry of Agriculture, to maximize local sourcing opportunities.
Creating retail opportunities for local businesses through rental of retail areas such as shop lot, food court, temporary kiosks, etc
