3.

1 MACRO-ENVIRONMENT

The macro-environment consists of larger societal forces that affect the entire environment.
There are six forces in the macro environment which are Demographic Environment,
Economic Environment, Natural Environment, Technological Environment, Political
Environment and Cultural Environment.

3.1.1 DEMOGRAPHIC ENVIRONMENT

In Malaysia, there is no age limit that KFC focuses on because KFC food products
target for every age group of customers. KFC Malaysia focuses on every individual in a
society. Young people in society are the highest demographic groups in KFC Malaysia.
However, KFC focuses on all social class in the society as the products are considerably

affordable for people from upper class to middle class or to a student of any society.

Besides that, KFC Malaysia is not focussing on Muslim only, but it focuses to the all races in
Malaysia.

3.1.2 ECONOMIC ENVIRONMENT

KFC Malaysia provides the affordable and lower price. They have a food packet just as
the customer buys the packet that customer can get the discount or something that will help
the customer buy back there. Through this economic study, we consider the economic gain
that is improving Kentucky Fried Chicken's international market strategy with the low price and
the satisfying service for they can grow. Besides that, the association with fried chicken is part
of the problem for KFC, one they have tried to separate from by abbreviating the name. The
health-conscious crowd doesn't care about unhealthy, calorie-dense foods. This is because
since most of KFC menu includes some form of fried chicken, there are not many choices for
those customers.

3.1.3 NATURAL ENVIRONMENT

In term of natural environment, KFC Malaysia launched its first eco-friendly restaurant
in Malaysia. KFC Nilai Square is one of the few buildings in the world to possess all three
certifications. These certifications are acquired by building the outlet according to the green
building standards and specifications with important points to meet, which are sustainable site,
water conservation, energy and atmosphere, materials and resources, indoor environmental
quality, and green design innovations. KFC Malaysia being the pioneers in adopting green
technology and being mindful of the environment.