kfc mcd (China).docx - Kentucky Fried Chicken(KFC and Macdonalds in China Introduction KFC in China KFC is a fast food restaurant chain that specializes

kfc mcd (China).docx - Kentucky Fried Chicken(KFC and...

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Kentucky Fried Chicken (KFC) and Macdonald’s in China Introduction KFC in China KFC is a fast food restaurant chain that specializes in fried chicken and is China's largest restaurant chain. KFC restaurants in China are owned or franchised by Yum China, a restaurant company that also owns the Pizza Hut and Taco Bell chains in China and was spun off from Yum! Brands in 2016. KFC, one of the worldwide leaders in fast-food market. In 1987, the first KFC opened in Beijing, then it came to show an explosive increase in China, by the year 2012, there are more than 4000 restaurants in 200 cities. First successful because it was exotic, KFC is now part of the scenery. In the empire of the middle, it is known as 肯德基炸 (Prononcez Kěndéjī Zhájī), which is the exact translation for Kentucky Fried Chicken. KFC makes half of its operating profit. KFC Marketing Strategy in China It is important to find out the successful marketing strategies that lead to its rapid growth in Mainland China. The Chinese customers are increasingly conscious about the product quality, brand images of the products and the company, auxiliary services, health content of the products, efficiency, eating environments, status, and others. Instead of adopting price competition in the China market, it is important for KFC to concern more about the eating environment, customers' demand and satisfaction, products and promotion strategies. KFC has adopted differentiation and adaptation strategies in China, which have processed very successful so far. Here are KFC 4P’s in China: a) Product All KFC stores including those in China carry out the "CHAMPS" plan, such as C-Cleanliness, H-Hospitality, A-Accuracy, M-Maintenance, P-Product quality, S-Speed, to maintain high food qualities and the overall standard. There are increasing health and nutrition consciousness among the Chinese. A special consultative commission composed of 10 most authoritative nutriology experts and doctors has been established in China, hoping that
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KFC can introduce and develop more Chinese-style foods with higher nutritional values. KFC in China believes that quality is important to its success, as the Chinese consumers are increasingly demanding for high quality products. KFC understands that service specific industries should be less homogenous; therefore, adaption to the China market is important. A lot of effort has been paid to satisfy the Chinese customers, KFC tries its best to provide foods that are fresh but not too unfamiliar to the Chinese. Therefore, some new Chinese style foods, for example, fried rice, noodles and chicken congee, etc. have been introduced in the menu in order to match the local Chinese tastes. KFC in Beijing broadens its scale by distinguishing its products from other multinational fast food chains. KFC understands that only western is not sufficient to bring success. With the increasing competitions, every company tends to emphasis the uniqueness of their products. KFC's operation methods in Beijing are progressively 'domesticated'. Foods sold in KFC are no longer
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