Kfc Case Study

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Rice or Fried Chicken? Xi Chen Jiaqi Guo Liuyi Pei 1 Table of Contents Introduction Background Information Analysis of KFC’s Success in China Porter’s Six Forces Analysis Entry Buyer/Supplier Bargaining Powers Substitutes and Complements Rivalry Competitive Analysis Customer Identification and Customer Base Product Range Marketing Strategy Branding Appealing to the Younger Customers Organization KFC’s Testing Strategies Strategies for the Future Marketing Localization Localization of Food Localization with Respect to Life Style Employing Value/Cost Strategies Expanding Geographically Price Discrimination Conclusion References Appendix A 3 3 3 4 5 5 6 6 6 7 7 7 8 9 9 10 11 11 12 12 13 13 15 2 Introduction Within the…show more content…
They present the revolutionary idea of western quick-dining, and has a specialized menu focused extensively on chicken. Compared to a home-cooked meal where a lot of smoke and oil is involved as well as a large pile of dirty pots, pans, and dishes, dining at KFC, with its quick service and disposable eating utensils, is much more relaxed. In fact, the Chinese were so attracted to this type of dining that some people even held weddings at KFC6. In addition, KFC’s target customers are also different from those of traditional Chinese restaurants. Rather than targeting families and adults, they look for teenagers who are accepting of new cultures and ideas. They give numerous discounts to high school and college students, hoping to acquire such a group of young adults with a lot of money from their parents to spend as their primary customers. McDonald’s, on the other hand, focuses primarily on children and young parents, spending a lot of money in building playgrounds within the restaurants for kids and giving out toys with kids’ meals, using the same strategy as it does in the U.S. The aims of KFC and other fast food restaurants are different; therefore, it reduces threats to KFC posed by other competitors. Another advantage that is often overlooked lies in the products of the restaurant itself. Chicken in general suits the

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