Yum! Brands Inc. in china


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : BSTR266 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

International Business | Globalization Business
Case Length : 23 Pages
Period : 1987-2007
Pub Date : 2007
Teaching Note : Not Available
Organization : Yum! Brands Inc.
Industry : Food and Beverage
Countries : China

Abstract:

The case examines the entry and expansion strategies of the US-based Yum! Brands Inc. (Yum) in China. Yum entered China in the year 1987, when the Chinese economy had started reaping the benefits of liberalization. Being one of the early players in restaurants business, Yum was able to establish itself firmly in the Chinese market. Yum provided Chinese consumers, a new dining experience through clean ambiance and quick service. Its menu in China included the dishes it served in the western countries and also some local dishes. In each of the provinces Yum operated, it served cuisine which was preferred there. Other factors like employing local people in key positions, franchisee relationships and its own distribution and logistics network contributed to the success of Yum in China.

Issues:

» Study and analyze the entry and expansion strategies of Yum in China

» Examine how Yum localized its services in China

» Understand Yum's supply chain management practices in China

Contents:

  Page No.
Two Decades of Success 1
Background Note 2
Yum's Foray into China 5
Yum's Strategies in China 7
The People 9
Joint Ventures and Franchises 9
Sourcing and Distribution 10
Localization 11
The Challenges 13
Exhibits 16

Keywords:

Yum! Brands Inc., International Business, Chinese Fast Food Market, Customization, Growth Strategies, Brand Building, Joint Ventures, Sourcing, Distribution and Logistics Network, Localization, Entry and Expansion Strategies, Dining Habits in China, McDonald's in China, Franchising in China

Two Decades of Success - Next Page>>

 

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