¶ … KFC's marketing strategies China. What successfully cater Chinese market? This include limited: Introduction (history KFC china they're upto today) Market Segmentation strategy ( target market ) Price strategies ( pricing strategy china) Promotion strategies Place strategy ( decide locate strategic reasons) Product strategies ( specific tailored products Chinese market) Conclusion (summary works ).
Some voice concerns, in the present, about the potential saturation of the fast-food market, driven both by the expansion of Western chains and local competitors, as well as by a decreasing purchasing power of local consumers. This paper will aim to address some of these concerns, including by examining the price, place, product and promotion strategies implemented by KFC in China and by looking at how these were customized to match the company's market segmentation strategy. Based on this analysis, the paper aims to draw conclusions and put forward recommendations towards future KFC actions in China.
Market segmentation strategy
Although age is an important part of KFC's market segmentation strategy, it is not prohibitive. The way that KFC structured its menu tends to argue in favor of the fact that older people are also encouraged to eat at KFC restaurants across China. Older people are traditionally more conservative, but KFC also contains traditional Chinese dishes. The diversified menu/portfolio of products allows the company to expand its market.
The most obvious blunder that KFC made was translating its slogan, possibly the element that has the most immediate impact on the potential client, into Chinese characters. KFC's slogan was "Finger Lickin' Good," its slogan since the 1950s. Its translation, however, into Chinese, was "Eat Your Fingers Off!"
. It corrected its mistake soon enough and the impact was minimal, since the time was the late 1980s and the company was still at the beginning of its expansion into China.
One of the promotional instruments often used on the Western markets by companies are coupons or other forms of discounts. Because of cultural differences (and, in this case, because of a lack of regulations when it came to the online environment and to the distribution process), this also turned to a fiasco when it was used by KFC as a promotion strategy in China
. The company distributed coupons for 50% discounts on its online store.…
Global Expansion of Jollibee Jollibee was founded in 1975 in Cubao, Philippines and the company was incorporated in 1978 (Layug, 2009). Jollibee grew rapidly, offering a menu consisting of mainly Western foods and following a business model that was inspired by McDonald's. One of the main reasons that Jollibee has become such a success both in the Philippines and abroad is that the company has been able to execute this foreign
This is largely due to the fact that, despite the constant sense of rejection of western influence among the older generation, the young generation of Muslim teenagers is more and more interested in the American lifestyle and every product that suggests a part of American culture. Dahlia Zayed, Regional Marketing Manager for TNS Middle East & Africa supports this point in her article "Fast food still sells in Egypt"
Multinational corporation can basically be defined as a corporation that has its operations in more than one country or is registered in more than a single country. However, the accurate definition of a multinational corporation is usually difficult to determine. In most cases, such corporations are large in size and involved in the production and sale of products and/or services in several countries. As a result of their operations or
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