Repositioning CFC

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Supeno, Gunandi and Sutanto, Jp Thomas and Tamin, Kuswandi and Celeste, Rudy G and Arsjad, Sofjan and Swastono, Syarifah N.A and Said, Tony (2002) Repositioning CFC. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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The IPM Group Fald Project on CFC Repositioning was to recommend a strategy o differentiate and strongthen Callfomie Fried Chicken brand in on yoye Aeu sdas om oa pepp uogepuauco a wsuop ABayan a Buoy Ag pawoo Abaes CFC was establshed in Indonesia on December 1983, inspired by the entrance of Kentucky Fried Chicken FC) Into Indonesia. During that time CFC was getting almost equal market share with KFC. Starting early 90's, Mc Donald start to enter the market and with their aggressive marketing strategy, CFC started to loes their ground. This had been supported by various Market Survey done by numbers of Markeing Consultant in Indonesia. The survey in 1990 reported that CFC le in he third position on its brand anareness and patronage, behind Mc Donald and KFC. They are very close in par with Texas. Survey has atso indicated that CFC does not put a good image in the consumer's mind. And with that, CFC management found that il is important for them to find a solution that could leverage their market position in Indonesia. The recommended short term stray ie to create a Happy image, which will aract Children and Teenagers, and with a comprehensive and coordinated supporting environment, it will also position as the Family Restaurant. The competitive pricing strategy wil also broaden the market into a wider market segment. With this first step, we expect CFC be able to put their position almost equal with KFC and Mc. Donald. Then come into the second step is to leverage the successful Happy environment into Nationalism. This will have to take some time in educating the market and making use of some opportunities from Sme to time. This second step is a powerful step which will not be able to be followed by the International brand such as KFC or Mc. Donald. And through that, we expect CFC to be able to position as the market leader in Indonesia. This case has a lot of similarity with Jollibee as the Local Brand of similar fast food industry in Philippines that has successfully be the Market Leader in Philippines, and therefore we have made numbers of comparison in the approach and strategy being recommended.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Library > GFP (Group Field Project)
Depositing User: Latifah Latifah
Date Deposited: 16 Jan 2020 02:45
Last Modified: 16 Jan 2020 04:34

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