This essay aims at conducting a case study of kfc to elaborate its marketing strategies in china the second is kfc in china has correct invest strategy, which is the. Kfc’s strategy in china firstly aimed to be the first leader in foreign quick –service restaurant kfc differentiated itself from other local chinese fast food restaurants by not only providing normal standard kfc foods but also offering customers with high quality service with different concept and ambiance. Strategies between kfc and mcdonald in china marketing essay print reference this disclaimer: the marketing manager also must make a choice, either taken from of domestic market, the same strategy applies to the domestic market or changes it to fit in with the host country (ghoshal, 1987) which combine case analysis– two greatest.
Kfc china saves a lot of costs by conducting the supply localization and source consolidation strategy in addition, adapting the local conditions and expansion strategy, the new way of doing business, the competitive bidding, was introduced in china. The similarity and differentiation between kfc and mcdonald’s in china’s market kfc opened its first outlet in beijing in 1987, it was the first western fast food company at that time and now it has 4563 outlets, which can be regarded as the largest restaurant chain in china (yum, 2013. Essay on kfc´s reputation and action plan in china main finding sales figure in kfc the sales in kfc started to drop in fourth quarter 2012 although the overall sales in 2012 were higher than 2011, the fourth quarter’s sales figure went down by 6% (matthew b, 2013. In 1977 heublein sent new management to implement the back-to-the-basics strategy and was successfully implemented, which enables kfc to gain control of its operation, so that company can aggressively penetrate in existing and as well as new market.
Kfc ranked the 1 st biggest fast food chain in mainland china according to the number of market share, and its market size was more than twice the number or mcdonald’s, which was ranking as the 2 nd chair. 21 kfc’s facility location strategy accoding to the research done by muhammad et al((muhammad et al, 2010), they are many analytical technique can be used in facilities location decision. Marketing analysis – kfc introduction kfc operates in 74 countries and territories throughout the world it was founded in corbin, kentucky by colonel harland d sanders y 1964, the colonel decided to sell the business to.
Strategic planning process of kfc essay strategic planning process of kfc kfc is one of the first fast food chains in the us and also among the first to expand globally the chicken chain operated in almost 63 countries worldwide with more than 3, 000 outlets both company owned and franchised kfc in china kfc is an acronym for a. This case study is related to corporate culture of kfc china and its related effect on marketing strategy of the business the researcher aims to assess and evaluate the effects and purposes of different marketing strategies while conducting a case study on kfc, china. As bell and shelman (2011)agree, kfc china sticks to the strategy of company-owned outlets, which asks the headquarter to closely monitor all the outlets up to ninety per cent of the outlets in china are comprised of company-owned outlets. Kfc: continue to increase localization, pushing spicy sichuan chicken various cities in china kendejichuan spicy chicken on television ads starting from october 27 10 scale appears, the product was launched. First, kfc's traditional franchising strategy, which is emphasizing standardization and reducing financial risk, on the expense of cultural sensitivity and control due to china's strict foreign investment laws such a strategy is not feasible.
Although kfc’s reputation is shaken, it seems that the sales value will be recovered again with its experience in china and the excellent marketing strategy it has kfc will reshape their brand image, though it may take some time. Advertising strategy analysis: a case study of kfc’s advertising in china,市场营销论文 advertising strategy analysis: a case study of kfc’s advertising in. Overcoming threats and weaknesses kfc has three options of entering the china market thru, namely: franchising, wholly owned subsidiary and joint venture the traditional franchising strategy, in markets where political risk and cultural unfamiliarity exists, certainly would reduce financial risks.
Essay uk offers professional custom essay writing, dissertation writing and coursework writing service our work is high quality, plagiarism-free and delivered on time essay uk is a trading name of student academic services limited , a company registered in england and wales under company number 08866484. Mcdonald’s and kfc’s business and competition strategy in research finding chapter, we introduced qualitative finding, it is the main research method we have used. Market strategy/ focus marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche.
To understand the full implications of this strategy requires conducting a literature review that will examine: existing business strategies, strategies that are used in the chinese market, an examination of the food service industry in china and the historical contexts for kfc. One successful product strategy that kfc adopts not only in china but also in other parts of the world is the strategy to adapt its products design and formula to the needs of the local market according to edward tse (2010, p 51), in china kfc deliberately adopted products and practices that would mesh well with the inherent qualities of the. We will write a custom essay sample on kfc vs mcdonald’s specifically for you the chain continued to expand overseas however, and in 1987 kfc became the first western restaurant chain to open in china the chain has since expanded rapidly in china, and the country is now the company’s most profitable market strategy, philosophy.