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Market Entry Strategies Case Study
Case Title:
Chinese Flavoured KFC
Publication Year : 2006
Authors: Shruti Khatri, Mridu Verma
Industry: Retailing
Region:China
Case Code: MES0045P
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
Kentucky Fried Chicken Corp. (KFC) is a division of the Kentucky (Louisville) based global fast food franchiser YUM! Brands Inc. In 2005, KFC was America's No. 1 fast-food chicken chain and world's most popular chicken restaurant chain. KFC had expanded globally but in China the company had been a pioneer in the foreign fast food sector. KFC adapted itself to China and became China’s largest quick-service restaurant brand. Rivals like McDonald’s were following KFC’s strategies. The case discusses KFC’s strategies in China.
Pedagogical Objectives:
- To discuss the fast food market scenario in China
- To discuss KFC’s localisation strategy of tailoring its menu, décor and appearance in China and its success.
Keywords : KFC; Yum Brands Inc.; KFC in China; Localisation Strategy; Fast Food in China; Market Entry Strategies Case Study; KFC’s Strategies
Contents :
Introduction
Background Note
Localization Strategy
KFC China Menu
KFC China’s Recipe for Success
McDonald’s Recipe for China
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