Balance Scorecard Case

BALANCE SCORECARD

WRITTEN ANALYSIS OF A CASE

GROUP No. 5

1. Andy Revianto
2. Jahja
3. Stevanus Passat
4. Shely Meifuzi
5. Sammy Santoso
6. Edi Suryanto
7. Edlin Antony

PT. FAST FOOD INDONESIA

PT. Fast Food Indonesia is established in 1978 after Gelael Group acquired franchise rights of KFC (Kentucky Fried Chicken) Indonesia from Kentucky Fried Chicken Corporation. This company focused its business as quick service restaurant with many various product create based on chicken as the main product. PT. Fast Food indonesia became public listed company on Mei 11, 1993.

The value proposition of PT. Fast Food Indonesia are divided into key success factor like various menu, numbers of outlets and its competencies like brand equity (KFC), patented recipes. This value proposition is created to ensure dining experience with various choice of menu. Customers in Indonesia see KFC as the brand of PT. Fast Food Indonesia is major player in quick service restaurant beside Mc Donalds, A&W, Burger King and the most aggresive company that expanding its outlet all around Indonesia.

The main challenge for this company is to maintain its position in the market by increasing its outlet expansion, growth the revenue and cost efficiency. With its new slogan “Jagonya Ayam” (“Fried Chicken Specialist”), this company targeted its market to all genders aged between 15 to 45 years old who have busy lifestyle and influenced by western culture. For the product, this company focus to food and beverages sales and consigment CDs. To attract the customers, this company doing some development in their outlet to build emotional attachment like build separate smoking area and outdoor facility, put an additional children playground and design new interior called D-13. The purpose of this development is to brand the market that this restaurant is a family fast food restaurant and you can find it wherever you go.

At the Indonesia market, the closest competitor is Mc Donalds (franchise right owned by Rekso Group through its business unit, PT Rekso Nasional Food). This competitor is selling almost the same menu like KFC like fried chicken, burger, french fries, and beverages. Some product that consider unique and innovative for KFC compared with its competitor are like spaghetti, chicken yakiniku rice, oriental bento and fresh salad. Other attributes that make the customers really rave about KFC are this is the quick service restaurant that have a lot of option of food at any price range and standard taste and services in all outlets. From the customer’s perspective, KFC see that the most important things to manage are the price, taste, service and outlet’s location.