Growth Strategies Case Study

KFC in Asia

OR

Abstract:
In 1986, PepsiCo acquired Kentucky Fried Chicken (KFC) and it started operating under PepsiCo’s global restaurant company, Yum! Brands Inc, from 2002. KFC was a huge success in the US with its special offering of ‘fried chicken’. Due to the staggering growth of the US fast food industry, the company decided to go global. KFC’s first entry in the Asian market was in Japan in 1970. Initially the company faced some impediments, but eventually, it turned out to be a profitable unit. By the end of 2004, KFC had opened 1159 outlets in Japan. Its second foray in the Asian market was in Malaysia in the year 1973. It was the first fast food multinational chain to enter into the Malaysian market. Being the first mover in Malaysia, KFC went on to become the market leader. It entered China in 1987 and became an instant hit. By the end of 2004, KFC had 1243 outlets in China alone. KFC ventured into India in 1995 and started facing problems. Since then, it could not expand as much in India as it had in other Asian countries. The case analyses the various strategies applied by KFC in the three countries where it tasted success. The case also analyses the reasons behind KFC’s limited growth in India

Pedagogical Objectives:

• To understand the fast food market of Asia
• To analyse KFC’s growth strategies in various Asian countries
• To discuss why KFC succeeded in some Asian countries while it failed in some other
• To debate about KFC’s future in Asia.

Keywords : Kentucky Fried Chicken (KFC); Growth Strategies Case Study; McDonald?s; Pizza Hut; Subway; KFC?s expansion in Asia; KFC in Malaysia; KFC in China; KFC in India; KFC in Japan

Contents : 
Introduction
About Kfc
Expansion In Asian Markets
The Future Of Kfc In Asia
Kfc’s Top 25 Markets Worldwide
Top 10 Global Markets For Weekly Fast Food Consumption