popular Mandarin language as Ken De Jin became popular among the people due

Popular mandarin language as ken de jin became

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popular Mandarin language as Ken De Jin became popular among the people due partly to the ease of the translation. To fully garner the market and utilize the growing western pop culture, KFC opened its china’s first drive through in 2002 as middle class swelled translating to the purchase of more private vehicles. With its attention to customer service and effective market strategy, KFC had twice as many outlets in china than its biggest competitor, McDonald’s, in 2008 (KFC, 2014). Furthermore, strategic franchising lead to a sustainable competitive advantage with its involvement of some Taiwan-born u.s educated executives who helped with the initial stage of KFC moving to china. With knowledge of both Chinese and American culture, strong partnerships were formed with the locals to customize their menus and business strategies (Romualdez, 2017). KFC Europe In 1965, KFC opened its first European outlet in the United Kingdom at the Preston, Lancashire (KFC, 2012). KFC then went on franchising in Germany, Spain and other parts of Europe due to the success they received with their first entry. Currently, Europe is KFC’s 3 biggest market. In Russia, KFC’s menu is mostly familiar with the locals and due to chicken been popular throughout the world comparing to hamburger, the menu became normal with few tweaks. Rostik Group is a leading QSR chain in Russia and in 2005, a strategic alliance was formed with Yum! brands to franchise more KFC outlets. This alliance not helped foster KFC’s growth but its competitive advantage as well (Yum, 2010). With these alliance, franchising has skyrocketed for KFC in the European market making them popular in most households. KFC Africa Although KFC’s presence in Africa is not as huge compare to that of Europe and Asia, they have plans to expand with more outlets. Currently, Africa has the youngest population in the word with 200 million aged between 15 and 24 years ( Ighobor, 2013). This creates an avenue for KFC to continue its progressive growth as the continent develops. KFC still has first mover advantage in most of the African countries they operate. McDonalds, its biggest competitor is
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SA18012 KFC’s sustainable competitive advantage center in the southern part of Africa while KFC focuses on all part of Africa. Add on services like free Wi-Fi and reliable air condition tends to attract the locals and this as a result has been a tool for differentiation for KFC in Africa. Consequently, KFC has over 1000 outlets compare to under 500 outlets for its competitor, McDonald’s. BUILDING A COMPETITIVE ADVANTAGE McDonalds is perhaps the biggest and longtime competitor with KFC. Ever since Ray Kroc took on the operations in 1954, he turned the chain into a global franchise making it the most successful quick service restaurant in the world (McDonalds, 2014). This has created a huge competition enabling innovations from both KFC and McDonalds. All differences between companies in cost or price derive from the hundreds of activities required to create, product, sell and deliver their products or services (Porter, 1996). Cost is generated by performing activities,
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