Case Study: Radix Fried Chicken, ENT530, Business Strategy

This case study analyzes Radix Fried Chicken (RFC), a Malaysian fast-food restaurant, as part of an Entrepreneurship (ENT530) course. The report covers RFC's background, organizational structure, products, and business strategies. It includes a SWOT analysis, examining RFC's strengths (unique, halal-focused), weaknesses (brand presence, technology), opportunities (halal market, globalization), and threats (competition). The study also explores the company's environment, applying Porter's Five Forces and identifying key stakeholders. The purpose is to understand the business environment, apply strategic management knowledge, and provide recommendations for RFC's business management, including potential expansion strategies. The report highlights RFC's challenges in a competitive market dominated by established fast-food chains and its reliance on its parent company, HPA, for supplies.

RADIX FRIED CHICKEN
PRINCIPLES OF ENTREPRENEURSHIP (ENT530)
CASE STUDY
FACULTY & PROGRAMME : FACULTY OF BUSINESS AND MANAGEMENT
BA243 BACHELOR OF BUSINESS ADMINISTRATION
(HONS) HUMAN RESOURCES MANAGEMENT
SEMESTER : PART 1
PROJECT TITLE : WRITTEN REPORT ON CASE STUDY
GROUP MEMBERS : 1. HAIRULNIZAM BIN JAMIL (2017343719)
2. IKHMAL HELMI BIN AZRI (2017134639)
3. IQBAL BIN AKHMARUL NIZAM (2017338277)
4. NUR AMIRAH BT MOHD BASHEER (2017910919)
5. NOOR SHAWATUL BINTI NON (2017718183)
LECTURER : SIR MOHD FAZLY BIN MOHD RAZALI

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TABLE OF CONTENT
PAGE
TITLE PAGE i
ACKNOWLEDGEMENT ii
TABLE OF CONTENT iii
LIST OF FIGURES iv
LIST OF TABLE v
EXECUTIVE SUMMARY vi

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TITLE PAGE
Page
1. INTRODUCTION ------------------------------------------------------------------------------ 4 - 8
1.1 Background of The Study
1.2 Problem Statement
1.3 Purpose of The Study
2. COMPANY INFORMATION --------------------------------------------------------------- 9 - 14
2.1 Background
2.2 Organizational Structure
2.3 Products/Services
2.4 Business, marketing, operational strategy
2.5 Financial achievements
3. COMPANY ANALYSIS --------------------------------------------------------------------- 15 - 17
3.1 Business Model Canvas (BMC)
4. FINDINGS AND DISCUSSION ----------------------------------------------------------- 18 - 20
5. CONCLUSION -------------------------------------------------------------------------------- 21
6. RECOMMENDATION AND IMPROVEMENT ---------------------------------------- 22 - 23
7. REFERENCES ------------------------------------------------------------------------------- 24
8. APPENDICES -------------------------------------------------------------------------------- 25 - 26

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1. INTRODUCTION
1.1 Background of The Study
Scope of Report
➢ This report covers the background of the organisation, situation analysis, strategic
options for the organisation, key selection criteria and recommendations for the
organisation.
Limitations of Report
➢ This report may not be entirely credible and may not be very detailed. This is since
we have difficulty obtaining information and details on Radix Fried Chicken as the
information we gather online is limited and our interviewee, who is the supervisor
of Bandar Laguna Merbok, Sg. Petani RFC branch, could not answer most of our
questions with eloquence and could not provide us with the details we wanted.
Furthermore, certain parts of our report are written based on our observations,
knowledge, understanding and analysis.

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1.2 Problem Statement
SWOT Analysis
SWOT analysis is a method of strategic planning used to evaluate the strengths,
weaknesses, opportunities, and threats involved in a project or in a business venture.
SWOT analysis also involves specifying the mission and vision of the business
venture. It can also be a tool for auditing an organization and its environment. SWOT
analysis is generally used by businesses or organizations to identify the key internal
and external factors that are important to achieve objective in the particular company.
Basically, the internal factors mean that the strength and weaknesses in the internal
management to the organization. For example, the firms must identify their strengths
and weaknesses in resources, capabilities and core competencies so that they can
able to identify whether their organization have core competencies in areas required
to achieve a competitive advantages. Alternatively, they could decide to outsource
their weak function or activity in order to improve customer's value towards the firm's
products or services. Inversely, external factors are the opportunities and threats
presented by the external environment to the organization. An opportunity is a
condition in the general environment that if exploited effectively can help an
organization achieve strategic competitiveness in the market. However, a threat is a
condition in the general environment that may hinder organization efforts to achieve
strategic competitiveness which may cause trouble for the business.
The SWOT analysis of RFC is summarized as follows:
Strengths:
Their foods are unique and different compare to other fast-food restaurants as natural
herbs and spices are used as ingredients in their food. For example, their Radix Cola
and fried chicken are made from herbs.
Good customer service. RFC has excellent customer service as the staffs are polite
and will patiently listen to their customers' demands. They are also efficient in the
serving of their food as food is served to customers within a short period of time upon
ordering.

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Has a good reputation for the excellent quality control in their food.
Good balance of budget. RFC managed to balance their budget well in order to achieve
their low-cost strategy where they try to minimize their costs and price their food at a
relatively lower price compare to their competitors.
Weaknesses:
Weak brand presence and image. Many people do not know about the existence of
RFC.
Insufficient used of technologies. RFC does not use much technology in their
production or service.
Financial constraints. RFC does not have much financial resources.
Does not have many outlets. Besides that, the locations of RFC outlets are not situated
at strategic locations.
Skills of employees. The employees are not equipped with insufficient skills as most of
them are SPM leavers.
Inefficient inventory management. RFC often experienced a shortage in stocks and
supplies which cause them losses at times.
Opportunities:
The halal or Muslim market. RFC is the one and only Muslim -based restaurant in
Malaysia and this gives them an advantage over other fast-food restaurants as
Malaysia is a Muslim country.
Globalization. RFC is planning to expand their business overseas to countries such as
China, Indonesia, Arab and other Middle-eastern countries.
Threats:
Stiff competition. RFC has to compete with other fast-food restaurants with a strong
customer base such as McDonald's, Kentucky Fried Chicken and Pizza Hut.

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Summary of Situation Analysis
The Situation Analysis is divided into four topics, which are the General Environment,
Industry Conditions, Stakeholders and the SWOT Analysis.
There are seven general environments for the Radix Fried Chicken; Demographic,
Economic, Political/Legal, Sociocultural, Technological, Global and Physical
Environment. This topic focuses on the environment that Radix Fried Chicken (RFC)
is in. In demographic forces, it describes the target market of RFC which is mostly
Muslims. For economic forces, RFC is operating in an economy where the growth rate
is slow. As for the political or legal, RFC must abide the rules and regulations set by
JAKIM. In sociocultural forces, more people are dining out and the preference for fast-
food is high among young people. As for the technological forces, RFC uses posiflex
at the cash register so the money is more secure. Other than that, RFC uses a
robotcoup for making coleslaw. The global forces mention that RFC is planning on
opening a branch in Indonesia, Saudi Arabia, China and Middle Eastern countries. As
for physical environment, RFC uses organic chicken in their fried chicken.
In the Industry Conditions, the Michael Porter's Five Force Analysis is used. The first
force in the framework is the threats of new entrant. As we all know that RFC is a new
fast food restaurant. So it faces competition from other restaurants that are more
established like KFC or McDonalds. Next is the bargaining power of the suppliers. RFC
gets most of its products from their parent company which is HPA. So switching cost
would be really high for RFC to consider due to the effectiveness of the supplier. In
bargaining power of customers, RFC offers cheaper prices than their competitors,
which is an advantage for customers. Next is the threat of substitute products, which
is a disadvantage for RFC because they sell the same products as their competitors
who provide many substitute products in the market. The last force in the five forces
framework is the intensity of rivalry between RFC and other fast food restaurants. RFC
main competitor, KFC has an advantage on them because they are globally known
and winning over their loyal customers is a difficult task.
RFC has three key stakeholders, which are; customers, employees and suppliers.
RFC's customers are generally Malaysians but they more focus on Muslims because
their main objective is to provide halal food. As for the employees, all of them are
Muslims. So, the culture and all the practices and regulations are based on Islam's
Syariah Law. RFC's main supplier is HPA, where they obtain all their raw materials
from.

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The SWOT Analysis identifies RFC's strength and weaknesses, threats and
opportunities. For strength, RFC is different from its competitors because their
products are herbs-based. For example is their fried chicken and Radix Cola. They
also offer high quality products and good services at a cheaper price compare to their
competitors. As for the weaknesses, we have identified that RFC does not have a
strong brand name because many did not know about their existence. Apart from that,
RFC lacks in technology, financial resources, and employee's skills and has a poor
inventory management. As RFC is a halal fast-food restaurant, they have an
opportunity to break into the Muslim market and expand their business to Islamic
countries like Saudi Arabia and Middle-eastern countries. Lastly, operating in an
industry with strong competitors that are globally recognized like KFC, McDonalds and
Pizza Hut is a threat to RFC.
1.3 Purpose of The Study
The objectives of doing report is to study and understand the whole business
environment better, to apply our knowledge of management of strategy in a real
business environment by analysing the general environment and using the appropriate
strategies in a business situation. Besides that, this report is also done with the motive
of guiding Radix Fried Chicken (RFC) in the management of their business.

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2. COMPANY INFORMATION
2.1 Background
Radix Fried Chicken (RFC) was established by Tuan Haji Ismail on the 26th of
May 2008. The first RFC branch, which was opened in Lagenda Heights, Sungai
Petani, Kedah, started its operations on 1st June 2008. The opening of RFC is 100
percent owned by Islamic Bumiputra’s.
RFC is one of the subsidiary companies under HPA industries Sdn Bhd and is a fast-
food based concept restaurant based on the Islam Syari'ah law. All requirement
aspects of the Syari'ah ensure RFC's quality from its storage of raw materials, its halal
quality and cleanliness.
The management and operations aspect of RFC practices the ethical principal of
Islamic workers such as Muslim culture, discipline and the practice of praying before
the beginning of each working day.
In the current situation, the market and demand for fast-food is high. It is found that the
fast-food concept market in this country is monopolized by the non-Islam community
and 90 percent of their brands originated from overseas. Upon the realization and
responsibility how, important halal food choices are, RFC is established to give halal
food choices to Islam people, especially Islam people in Malaysia. With the opening of
their first restaurant in Sungai Petani, RFC is determined to open 400 more restaurants
in the whole of Malaysia.

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2.2 Organizational Structure
Radix Fried Chicken Bandar Laguna Merbok
No. 38, Lorong BLM 1/2, Bandar Laguna Merbok, Sungai Petani 08000 Kedah.
Executive Management
At the highest level of the employee chain is the general manager, who is responsible directly
to oversee the operation of the whole restaurant. Managers need to ensure that operations
reflect corporate culture, make company policy sure to be followed and see that customers
are satisfied with their experience. They usually make decision-taking and dismissal, as well
as those involving starting to compensate and cause. Critical responsibilities include budget,
salaries, schedules and inventory, and also purchase supplies such as food, fried oils,
condiments and toiletries. In larger restaurants, there may be one or more assistant managers
on site to help carry out these tasks.
Shifts Supervisor
Shift supervisors work under executive management and are directly responsible for providing
guidance, motivation and support to employees under them. Unlike the store manager, shift
supervisors perform all the same duties that regular associates do and work alongside them.
In addition to leadership by example, shift supervisors handle complex issues such as

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addressing customer complaints and meeting refund requests. In some cases, shift
supervisors may help make schedules or count out register drawers during shift changes or at
the end of business. Shift supervisors report directly to the store manager
Sales Department
Sales department are the front-line sales team members responsible for running cash
registers, manning the drive-through window, cooking orders and keeping restaurants clean.
Fast-food sales department positions have very low entrance requirements, making them
good jobs for high school students or people seeking immediate temporary employment.
Sales department usually start off close to minimum wage and can work based on
performance and length of service.
Store Manager
Store manager are actively involved in hiring, firing and compensation decisions, as well as
setting the tone for the unique cultures of their stores. Store managers generally either lead
by example or coercion to ensure front-line employees follow all company policies, but they
are rarely involved in day-to-day supervision. Additional store manager tasks include
purchasing, budgeting and auditing inventory for their stores.
Frontline Department
These employees help customers when they go to the restaurant to order. They must
welcome customers warmly, take orders accurately, communicate them with team prep
food and answer any simple questions. Frontline partners also handle orders ringing in the
list. They must know the basic functions of the POS system used in restaurants, how to
handle credit cards and checks and how to make changes. Frontline employees sometimes
walk back to filling drinks, grab side dishes or bring orders to the counter. Frontline
employees report directly to the same investigator.
Chefs and Cooks
Live under the chef sous's chef. chef sous are second-in-command, and there are usually only
one chef sous working during any given transit. Others who work in the kitchen are cooks and
take orders from both chef sous chef and head. All backline employees respond to those
responsible for chef's chief and chef sous.

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2.3 Products/Services
Products
This restaurant served fast food that specializes in fried chicken. The product is
typically available in either two or three piece individual servings, or in a family size
which we called bucket, typically holding between 6 and 16 chicken pieces. Moreover,
this restaurant is serve side dishes include french fries, coleslaw, mashed potato, rice
and also sweet bun. Other than that, cold drinks such as soft drinks and hot drinks
such as coffee also had been served. They also have different limited-time products to
cater to different festive seasons such as satay with honey for Ramadhan season.
Service
Service that had been provided is self-order and self-pickup at the counter and delivery
service to customer place.

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2.4 Business, marketing, operational strategy
Business Marketing
In multiracial Malaysian markets, they also have different limited-time products to cater
to different festive seasons. More than that, they also offered saving package menu
for lunch and dinner. For service, they provide delivery service to customer. So,
customers no need to walk in and buy, they just need to call hotline number and pay
to the delivery boy.
Operational Strategy
Any organization must have their own operational strategy, same as Radix Fried
Chicken. They hired 15 employees in operation restaurant and divide them to each
department such as five employees in the kitchen, five employees as cashier and
serving food, while another five employees are responsibility to delivery order to
customer. So each of employees have their own responsibility. RFC had hire purchase
5 motorcycle, it will be easy for employees to deliver food to customer. Meanwhile,
RFC also rent two shop lot to run their business operations.
Furthermore, order winner and order qualifier are the competitive features of any
organization that customer will examine before making a purchase of the products. So
it is necessary for a company to analyse the same. The following are the order winners
and order qualifiers of RFC.
ORDER WINNER
-Unique taste of chicken.
- Regional menu.
- Depandale supply
- Restaurant location.
-Opening/closing time.
wide range of vegitable and
non-vegitable
ORDER QUALIFIER
- Quality of the food
- Cost
- Lead time
- Taste of food
- Take away.
- Hygiene.

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2.5 Financial achievements
Financial achievement of Radix Fried Chicken (RFC), it slightly move downward graph.
It shows that the RFC financial achievement did not went so well. Among the critical
year, RFC had to go through the hardship in business. During the lack of technologies,
financial shortage and also customer turnover are the main problem RFC had to face.
In the year 2015, it was a good achievement in history of RFC. There are many Kiosk
of RFC have been opened during that year. It was a good way of thinking in expanding
their business. During that year, RFC also provide many new menus that had been
rework such as crispy fried chicken, vege fringers, milk shakes and many others. With
the new menu many customers who tried give a good response to it taste, the
presentation of the food and many others. In early of 2015, RFC succeed to open their
franchise overseas such as Indonesia, Singapore and Brunei. It was good
achievement in history of HPA during that years.
In the year 2016, it was a crucial time that RFC had to face. By maintaining the same
way of business RFC cannot compete with their competitor such as KFC, McDonald,
Pizza Hut and any others. Lack of technologies was the main problem of RFC to
expand their business. With the product cannot be sold, RFC also faced the shortage
of finance. It is hard thing that RFC had to face. RFC did not come out with the new
menus. RFC just advertise the same menus and products. It gives chances to other
competitors takes advantage to the RFC.
In the year of 2017, RFC still remain the same way of their business. Nothing new that
the RFC has been produced. It was a bad move of business that RFC has taken, it
would cause customer to switch over and choose their competitors that provide more
attention about their new product. With the customer switch over, RFC had to go
through the hardship. It was hard to RFC to compete with others. Unless RFC change
their way of business, provide a good product that could seek their loyal customer
back, increase their technologies support to enhance their product or menus.

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3. COMPANY ANALYSIS
3.1 Business Model Canvas (BMC)
Customers/ consumers
RFC's main customers are mostly Muslims, especially Malaysian Muslims. However,
they also serve customers who are non-Muslims who are of different religion, races
and ethnic groups as Malaysia is a multi-cultural country with diverse cultures.
Therefore, all the foods in their menu are based on the halal standards. Customers or
consumers are one of RFC's stakeholders because RFC is responsible for their
customers' health, time, money and also their relationship with them (customers).
Value Propositions
Although RFC is not as popular as KFC, RFC can set a target or aim to achieve higher
ranks when it comes to chicken restaurant chains, convenience restaurants and variety
food provider. RFC was popular with their organic fried chicken and there are the
variety menus that attract the customer like Zigzag Wedges, Radix Sweet Bun, Herb
Burger, Sambal Burger, Rice delight, Radix Nugget, Rosties, and Tortillas are some of
their menu. Besides that, RFC also have their own beverage choices, such as Radix

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cola, Radix herb slimming tea, and Radix herb coffee. RFC can develop or add some
more menus to differentiate themselves with other competitors. For example, they can
offer customer menu choices which are made from seafood such as fried shrimp, fried
squid, and squid burger, so that seafood lovers can have their meals there.
Channel
Is all the same with their competitors whoever wants to get RFC, they can get it by
came to its branches. RFC’s branches now had been opened in all over Malaysia.
Customer Relationship
Demographics or demographic segmentations are the characteristics of human in a
population. Demographic trends describe the changes in demographics in a population
over time. Both distributions and trends of values within a demographic variable are of
interest. The target market of Radix Fried Chicken is fast food lovers and their target
customers are mainly Muslims but also at other races.
Revenue Streams
Every business wants to get revenue as much as they can. RFC get their revenue by
selling their product like their organic fried chicken, radix cola and others. Their menus
are the main stream of their revenue.
Key Resources
For the resources, their ingredient was the great sources that they found. The organic
fried chicken was a popular menu that basically customer choose it. The ingredient
that they used was totally different from the others competitor. They used use herb to
make their fried chicken.
Technological forces influence organizations in several ways. A technological
innovation can have a sudden and dramatic effect on the environment of a firm.
Technological developments can significantly alter the demand for an organization or
industry's products or services. Technological change can decimate existing
businesses and even entire industries since its shifts demand from one product to
another. Moreover, changes in technology can affect a firm's operations as well its
products and services. Many organizations are increasing their usage in technology in
their operations. Radix Fried Chicken has chosen to use Posiflex at the cash register

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which enables the staff to control the money in a safer way. Besides that, Radix Fried
Chicken also uses Robotcoup to make their coleslaw.
Key Activities
1. Advertisement
When the customers witness advertisements of new products and
promotions offered by RFC, they might show interest towards the new
product advertised. This helps RFC to attract more their fast food lovers to
buy more of their products.
2. Research and Development
RFC working on to improving their ingredient and also the variety menus
that could attract their customer.
Key Partners
RFC is one of the subsidiary companies under HPA industries Sdn Bhd and is a fast-
food based concept restaurant based on the Islam Syari'ah law. RFC gets most of its
input products, stocks and supplies (herbs) from HPA products that are manufactured
in the HPA factories. RFC suppliers are HPA. They obtained their herbs from HPA in
Kedah and Chicken from Perlis. RFC is at stake with their suppliers because they must
ensure that they pay their suppliers on time.
Cost Structure
1. Ingredient / Raw Material
It was the main of cost structure that they must adapt to fulfil their customer
satisfied.
2. Equipment
All the machineries and the equipment of cook.

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4. FINDINGS AND DISCUSSION
The strategic options for RFC are:
Product differentiation provide a variety of choices in menu.
Although RFC is not as popular as KFC, RFC can set a target or aim to achieve higher
ranks when it comes to chicken restaurant chains, convenience restaurants and variety
food provider. For example, Zigzag Wedges, Radix Sweet Bun, Herb Burger, Sambal
Burger, Rice delight, Radix Nugget, Rosties, and Tortillas are some of their menu.
Besides that, RFC also have their own beverage choices, such as Radix cola, Radix
herb slimming tea, and Radix herb coffee. RFC can develop or add some more menus
to differentiate themselves with other competitors. For example, they can offer
customer menu choices which are made from seafood such as fried shrimp, fried
squid, and squid burger, so that seafood lovers can have their meals there.
Improve on the marketing strategies.
When the customers witness advertisements of new products and promotions offered
by RFC, they might show interest towards the new product advertised. This helps RFC
to attract more their fast food lovers to buy more their products. Yet, the marketing
strategy should be genuine and the quality of the product must meet their customer
expectations.
Improve on the multimedia usage
RFC should establish a new website or reinforce their current website by making it
more attractive and user-friendly. The website should be easily accessible so that
visitors can view the webpage and get more information about the RFC, the food they
offer, latest updates and promotions.
Maximize the advantage of being the local halal fast food company
RFC should maximize the advantage of being the first HALAL hub in Malaysia as the
majority of its citizens' are Muslim.

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Open 24-hours franchises with drive- thru
RFC need to build many franchises that open 24-hours because it is more convenient
for their customers. RFC also need to add a drive- thru service because, if the customer
is in a rush and do not have time to dine in, they can use the drive thru service which
is very convenient. By doing so, RFC will eventually earn more customer loyalty as it
gives customers the impression of being a good service provider.
Key Selection Criteria
For the past decade, RFC has a significant improvement as an outcome of the
successful execution of several key initiatives which include a strategy of continuing
restaurant expansion and the implementation of effective RFC branding and marketing
program to improve the competitive advantage and build up the marketing position of
being the halal fast food company in Malaysia. There are some key selection criteria
that may affect the strategies for the organization.
Financial stability
The cost of applying of strategic planning is high and it may incur extra expenses for
the organization at the beginning of stage. The extra cost is needed if RFC plans to
expand its business in its strategic plan. If the location that RFC expands its business
at is not suitable, then the cost of venturing in the place may not be worth the effort.
Strategic planning is a type of long-term planning. Therefore, RFC should carefully
plan a detailed accounting budget plan to control their cash flows.
Suitability
The overall underlying principle of the strategy should be fit into the goal of
organization. The strategy must deal with the main strategic issues by the RFC's
strategic position. All the strategic plans should be suitable for the consumers of
Malaysia and foreign countries; international markets and even government.
Economies of scale should be examined in order to execute the suitable strategic
plans.

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Feasibility
The resources that are needed in the implementation of strategy have to be available,
which can be developed or achieved. Important resources such as people, time and
information should be available for the implementation of strategy. In globalization, the
feasibility of resources will affect the strategic planning in the specific market.
Therefore, the feasibility of the resources is very crucial in strategic planning.
Acceptability
The performance of outcomes such as return and risk must meet the expectation of
the stakeholders including mainly shareholders, employees and customers.
The products must be accepted by the stakeholders such as customers. If the products
could not attract the customers, RFC might incur losses. If the lifestyle of consumers
inclines towards a health-conscious lifestyle, RFC will have to produce products which
have high nutritional value. However, high nutritional foods might not taste good, and
this might lower the customers' demand for their products.
Timeliness
RFC will take more time to expand its business internationally. The strategic planning
to expand the business oversea is time consuming. RFC needs to spend more time
on their strategic planning to prevent the plan from failing.

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5. CONCLUSION
Radix Fried Chicken (RFC) is a Muslim based fast-food restaurant under HPA. It
focuses on providing safe and halal foods for Muslims and non-Muslims alike. Based
on our investigations, we found that RFC is experiencing difficulties competing in the
fast-food market. They lack of brand presence and are far behind in terms of
technology and development compare to renowned fast-food companies such as KFC,
McDonald's, and Pizza Hut. This may be due to the fact that RFC has financial
constraints and budget balancing problems, which explains why they did not use
advanced technology nor use any promotional tools to create brand awareness for
their company. However, RFC still has potential in the fast-food industry as they are
the only Islam- based fast food restaurant, in Malaysia, and are looking into breaking
into Muslim markets in Muslim countries.
In conclusion, RFC will be able to overcome their challenges in competing in the fast-
food industry once they know their weaknesses and threats; and take the appropriate
actions to deal with them and build a strong brand name and customer base for
themselves.

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6. RECOMMENDATION AND IMPROVEMENT
1) Increase usage of technology
Radix Fried Chicken should equip their outlets with better and more advanced
technology. For instance, they could invest in a Continuous Fryer which is used in
popular fast-food restaurant such as KFC and McDonald's to fry hamburger patties,
chicken nuggets, and steaks. By equipping their outlets with more advanced
technology, RFC will be able to compete and be on par with other popular fast-food
restaurants. Besides, these technologies will help RFC to increase in productivity and
efficiency, which will later result in more profits. However, the implementation of these
technologies will be costly as they are expensive. They will also be dangerous and
may cause losses or wastage if employees misuse or do not have sufficient skills to
operate them.
2) Create brand awareness through promotional methods
Radix Fried Chicken should create brand awareness by using promotional strategies
such as advertising, personal selling and internet marketing. Advertising can be done
via internet media social platform, television, radio and billboards, and printed ads like
discount coupon, magazines and newspapers. RFC can also distribute flyers and
pamphlets which is another cheaper alternative of advertising. Advertising can reach
a broad audience and through it, more people will know about RFC existence. RFC
can implement personal selling by giving out free samples of RFC's food for the public
to taste. This method will not only cause consumers to be interested but makes them
potential customers if they have a liking towards the food that they have tasted. In
addition to free samples, RFC can consider giving out vouchers and coupons as this
will encourage people to purchase foods from RFC. Creating brand awareness via
promotional methods may increase RFC expenses and add to their financial burden.
However, it will reap benefits for RFC in the long run once RFC has form a strong
customer base.
3) Employee development
RFC should develop their employees so that their employees will be more skills and
knowledgeable. They can do so by organizing staff development programs like
seminars and training camps where there will be mentors to guide the employees.
They can also enrol their employees for enrichment courses such language classes,
computer skills classes and service related courses. Employee development will not

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only benefit the employees but also benefit RFC for skills and capable workers will
increase productivity in the workplace, which will later result in more profits earned.
However, this method may waste money and time, and not be effective if the
employees are not interested in improving and developing themselves.
4) Improve inventory management
RFC should constantly keep track of their stock and supplies so that they can take
immediate action and replenish their inventory when their supplies are nearing a
shortage. RFC should also keep track of the orders they have on average in a day so
that they can estimate the amount of raw materials they need to purchase. They may
do so by investing in Restaurant Point of Sales software that runs on computers and
helps in assisting businesses to track transactions in real time. Besides that, they
should also constantly communicate and have a good relationship with their suppliers
so that their supplies will arrive on time. By improving their inventory management
system, RFC will no longer experience shortages in their stock, leading to better
customer service and increased profits. The only limitation of this is that there is no
room for mistakes. Employees must be extremely careful when recording stocks in the
inventory for any mistake in the records cause RFC losses.
5) Partnerships or alliances
RFC should consider establishing partnerships with well-established fast-food
companies or other food and beverage companies. By establishing such relationships,
RFC will be able to decrease their financial burden and may have a better opportunity
to heighten their brand image or presence and expand their business with the help of
the companies they partner with. Besides that, RFC will be able to pick up more skills
and knowledge related to the industry as their will be a sharing of information and
knowledge among companies. However, this may also be a setback to RFC as their
partner companies may know RFC secrets and imitate their specialties.

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7. REFERENCES
Essays, UK. (November 2013). The business environment of Radix Fried Chicken. Retrieved from
https://www.ukessays.com/essays/marketing/the-business-environment-of-radix-fried-chicken-
marketing-essay.php?vref=1
N.A. (2016)). Radix Fried Chicken. Retrieved May 20, 2018,
From Wikipedia.com: https://ms.wikipedia.org/wiki/Radix_Fried_Chicken
DuniaHerbaHPA (2014)). KIOSK RADIX FRIED CHICKEN (RFC). Retrieved Mat 20, 2018,
From DuniaHerbaHPA.com: http://duniaherbahpa.com/category/radix-fried-chicken/

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8. APPENDICES

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