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Kentucky Fried Chicken (KFC) and Macdonald’s in ChinaIntroduction KFC in ChinaKFCis afast food restaurantchain that specializes infried chickenand isChina's largest restaurant chain. KFC restaurants in China are owned or franchisedbyYum China, a restaurant company that also owns thePizza HutandTacoBellchains in China and was spun off fromYum! Brandsin 2016.KFC, one of the worldwide leaders in fast-food market. In 1987, the first KFCopened in Beijing, then it came to show an explosive increase in China, by the year2012, there are more than 4000 restaurants in 200 cities. First successful because itwas exotic, KFC is now part of the scenery. In the empire of the middle, it is knownas 肯德基炸鸡(Prononcez Kěndéjī Zhájī), which is the exact translation for KentuckyFried Chicken. KFC makes half of its operating profit.KFC Marketing Strategy in ChinaIt is important to find out the successful marketing strategies that lead to its rapidgrowth in Mainland China. The Chinese customers are increasingly conscious aboutthe product quality, brand images of the products and the company, auxiliaryservices, health content of the products, efficiency, eating environments, status, andothers. Instead of adopting price competition in the China market, it is important forKFC to concern more about the eating environment, customers' demand andsatisfaction, products and promotion strategies. KFC has adopted differentiation andadaptation strategies in China, which have processed very successful so far.Hereare KFC 4P’s in China:a)ProductAll KFC stores including those in China carry out the "CHAMPS" plan,such as C-Cleanliness, H-Hospitality, A-Accuracy, M-Maintenance, P-Productquality, 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 authoritativenutriology experts and doctors has been established in China, hoping that
KFC can introduce and develop more Chinese-style foods with highernutritional values. KFC in China believes that quality is important to itssuccess, as the Chinese consumers are increasingly demanding for highquality products. KFC understands that service specific industries should beless homogenous; therefore, adaption to the China market is important. A lotof effort has been paid to satisfy the Chinese customers, KFC tries its best toprovide foods that are fresh but not too unfamiliar to the Chinese. Therefore,some new Chinese style foods, for example, fried rice, noodles and chickencongee, etc. have been introduced in the menu in order to match the localChinese tastes.KFC in Beijing broadens its scale by distinguishing its products fromother multinational fast food chains. KFC understands that only western is notsufficient to bring success. With the increasing competitions, every companytends to emphasis the uniqueness of their products. KFC's operation methodsin Beijing are progressively 'domesticated'. Foods sold in KFC are no longer