¶ … environmental factors that affect global and domestic marketing decisions for KFC. The paper will focus primarily on KFC's presence in China, comparing some of the differences in the decisions that were made for KFC in the marketing sector in the U.S. As compared to the Chinese market. With this in mind, it will look at the way the environmental factors have played an essential role in shaping these differences.
It is difficult to start by classifying which of the factors is most important in shaping this decision, so the first factor that can be analyzed is the demographics, mainly because it primarily affects the market segmentation strategy that KFC uses. The urban population in China is better educated and has a higher income than the rural population. At the same time, it is more cosmopolitan and it looks to the West to adopt new traditions and norms.
This, combined with other socio-economic and psychological factors (the openness of the urban population towards other cultures, the fact that the urban population travels more widely etc.) have led KFC to focus primarily on this segment of the population in China. Most of the KFC restaurants have been opened in urban regions, starting with the Eastern Coast and moving inland as this became saturated over time. In the U.S., there is no such distinction between urban and rural, except, perhaps, for the geographic factor that moves fast foods into larger malls and outlets outside the city.
An important environmental factor that affects marketing decisions that KFC makes in China is the political factor, particularly through its ramifications into areas such as legislation. As known, China is a one-party political system, where the Communist Party regulates everything. Marketing campaigns...
Thus, although hamburgers and fries are synonymous with 'comfort food' in America, in other countries, these food items are exotic -- also the pull of the 'whining' child has less clout than in America, hence the lesser popularity of Happy Meals and the greater emphasis on adult staples like beer. The idea of media violence in "Pulp Fiction" rather than "I'm lovin' it" shows how America is capitalizing on even
In what the economic stability of the United States is concerned, this has been of great use for Wall Mart, since it allowed it to develop a rather monopolistic position for itself. Thus, there have been many cases in which the goods' producers have complained because they could not sell their products at the prices they desired, when having Wall Mart as the main great buyer. When it comes to
e) Political systems and international relations The political systems raise complexities through distinctive legislations. While the political systems in the U.S. might militate for a specific business feature, foreign political system might militate for a different business feature. The complexities include the need to spend increased funds to research and comply with the laws of the political systems across the globe. In terms of the international relations, these would not raise any
Starbucks' code of ethics applies to its entire operations, including its partners, irrespective of local laws, which of course are also adhered to. Political systems have had some impact on Starbucks, compelling them to joint ventures and partnerships rather than greenfield investments. International relations are critical to Starbucks, since it needs strong trade agreements and positive relations not only to operate in its multiple foreign markets but also for sourcing
Domestic Global Marketing: Bath and Body Works Domestic Global Marketing Bath and Body External factors are considered to be environmental factors as they make an impact on the business externally. Environmental factors can play a significant role in influencing business and thus, can make an impact on marketing strategies and decisions of the business. The organization selected is Bath and Body Works. Domestic Global Marketing: Bath and Body Works In order to remain in
Global Business When businesses go international, they have to operate in a more competitive, uncertain, and risky business environment. The forces present in the Global environment bring a number of challenges for the businesses; making it more difficult for them to maintain their market share, enhance profitability, and keep the customers satisfied (Cherunilam, 2007). To compete successfully and ensure a sustainable future in the international markets, business organizations have to analyze
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now