Case Study Of Kfc And Mcdonalds

806 Words2 Pages
bulb-icon

Recommended: Kfc vs mcdonald

2 THE RESEARCH APPROACH 2.1 Research objective The research objective of this case study is to find out the potential reasons why KFC achieve greater success over McDonald’s in China market, which is contradictory in most other countries. 2.2 Research methodology In this thesis, qualitative research method is used to analyze the reasons to answer the research objective. KFC and McDonald’s performances in China will be discussed using a comprehensive literature review, which is mainly collected from public data, online articles and major Chinese social media comments. After basically completing online information collection and analysis, personal interviews with CEOs of KFC and McDonald 's in New Zealand will be arranged to finally validate …show more content…

The literature survey starts with second data collection. Online articles in English and Chinese words that talk about the KFC and McDonald’s operating conditions in China will be collected respectively. And theory will be integrated with practical information. The reason for choosing these resources is they can help me understand the two brands from the perspectives of the enterprise interior and exterior, and also the Chinese and Westerners’ views. • Comparative study method Similarities and distinctions between KFC and McDonald’s will be investigated. In order to figure out why KFC has an obvious advantage in China market, comparisons between these two companies will be the focus of research. In this thesis, the two companies will be mainly compared from two perspectives, which are the operation strategy and the competition strategy. 3 COMPARISON OF MACDONALD’S AND KFC BUSINESS STRATEGY 3.1 4P Marketing Strategy 3.1.1 Product …show more content…

Considering of the family purchase behavior in China, KFC launched the Family Barrel, which has become one of the most popular items during the past ten years. In the Chinese diet culture, in addition to the taste of food, Chinese people also value the appearance of food, such as the color, shape and plates. In consequence, KFC keeps launching new products with attractive appearances in each season to cater to the needs of Chinese customers, such as the KFC Shrimp Hat. Just as the name implies, it mixes the shrimp and mince making it into a hat shape and then decorates with seaweed as the hat

Show More
Related

  • An Anaysis of McDonald’s Corporation

    2712 Words  | 6 Pages

    • Considering the two forces of competition and predict what McDonald’s Corporation might do to improve its ability to address these forces in the near future.

    Read More

  • The Globalization of McDonald's

    2634 Words  | 6 Pages

    A world without the Big Mac, Happy Meals, Chicken McNuggets, and the phrase “I’m lovin’ it,” is almost inconceivable. People around the globe have become accustomed to the high gleaming golden arches that make up the famous emblem for McDonald’s. McDonald’s has grasped the concept that culture flows from power. In this case, the American culture flows through the veins of this fast-food giant and the more that is supplied, the greater the demand. It is no secret that McDonald’s has become one of the world’s largest fast-food retailers. It has become a well known icon that has played a huge part in globalization, with chains located in many different countries… transforming the meaning of fast-food all around the world.

    Read More

  • Mcdonalds Case Study

    1950 Words  | 4 Pages

    In order to understand McDonald's structure and culture and why they continue to be the world's largest restaurant chain we conducted a SWOT analysis that allowed us to consider every dimension involved in the business level and corporate level strategies.

    Read More

  • McDonald's: A Global Company

    1560 Words  | 4 Pages

    The purpose of this research is to provide a substantial assessment/explanation/analysis of the degree to which the McDonald’s operates based on a universal cultural or whether it is most strongly influenced by the national culture of that country. The researcher will explain how McDonald’s uses diversity and organizational initiatives to contribute to the corporate bottom line. Finally, the researcher will evaluate the company’s bottom-line rationale for diversity initiatives.

    Read More

  • Mcdonald's Case Study

    1423 Words  | 3 Pages

    McDonald's Corporation is the largest fast-food operator in the World and was originally formed in 1955 after Ray Kroc pitched the idea of opening up several restaurants based on the original owned by Dick and Mac McDonald. McDonald's went public in 1965 and introduced its flagship product, the Big Mac, in 1968. Today, McDonald's operates more than 30,000 restaurants in over 100 countries and have one of the world's most widely known brand names. McDonald's sales hit $57 billion company-wide and over $25 billion in the United States in 2006 (S&P).

    Read More

  • Ethical Challenges Of Mcdonalds: The Case Study Of Mcdonalds

    724 Words  | 2 Pages

    The challenges and recommendations are concluded in the paper. McDonalds is the largest chain of fast food joints in the world. Organizations like McDonalds should inculcate qualities like flexibility because the co-workers have their own persona and quantities which makes them different from other. An organization should focus on the qualities that a worker brings into the organizations irrespective of their color and race. Periodical review and feedback should be taken the franchises and the management so checks whether the workers are happy or not. Language is a tool of communication, delivering a message-but it is much more than that; it has strengths and weakness which project national character and even philosophy (LEWIS, Richard D., 2004). Philosophers still think inadequate measures are taken to control environmental issues. Theories are secondary we need more active participants than passive

    Read More

  • KFC (Kentucky Fried Chicken) in China

    1110 Words  | 3 Pages

    KFC is one of the most popular fast-food restaurant chains by the Yum! Brands and fried chicken is what the company specializes. KFC was founded by Harland Sanders, which was later known as Colonel Sanders. Moreover, KFC was one of the first fast-food restaurant chains to expand internationally, including the opening outlets in Beijing, China, in November 1987 (KFC Website, 2013). The fact that KFC was the first Western fast food company in China makes it very challenging to satisfy the Chinese market. Trying to sell the same products or services is a typical approach to most foreign expansion for franchise businesses (Bell, 2011). However, one-size fits all approach is not what KFC chooses to apply for their company. According to Shelman, the writer of the case study regarding KFC’s Explosive Growth in China, key success for KFC China is to change the menu to suit Chinese tastes and style of eating (Starvish, 2011). “One of the lessons I take away from this case is that to ...

    Read More

  • Burger King: Selling Whoppers in Japan

    1384 Words  | 3 Pages

    This particular case is about the implementation of the popular fast-food chain, Burger King, into the Japanese market. Despite its’ strong market position in other countries, Burger King has some difficulties to face within the Japanese market. In this report, my team and I will analyze Burger King’s current situation and problems and suggest alternatives.

    Read More

  • McDonald's

    969 Words  | 2 Pages

    McDonalds has always been a leader in the fast food industry. Through its dynamic market expansion, new products and special promotional strategies, it has succeeded in making a name for itself in the minds of the target customers. However, McDonald’s earnings has declined in the late 1990’s and 2000s. This is mainly due to a fiercely competitive industry and variety in customer tastes and preferences.

    Read More

  • 6 TOWS Analysis: Burger King And Mcdonalds

    1724 Words  | 4 Pages

    Focusing on local produce – if McDonalds focuses on local produce, it has been shown that consumers favour this and trust produce from New Zealand, which may lead to an increase in profits.

    Read More

  • Case Study: Burger King

    1868 Words  | 4 Pages

    Burger King adds value through the good quality products served. What the customers perceives is what the customer gets and sometimes more than what the custome...

    Read More

  • The Success of KFC China

    1044 Words  | 3 Pages

    ... conclusion, to compete with the intense competition in today’s fast-food market, KFC China differentiates the company by being innovative. Three significant innovative strategies are localizing the menu, understanding the Chinese culture, and hiring local management. KFC demonstrates that one size fits all approach in the global market does not always work. Many typical Western approach to foreign expansion is to deliver the same products or services as their original establishment. For instance, Domino’s Pizza, an American restaurant chain, nearly failed in Australia due to the underestimation of the need to adapt their offerings to the local tastes. KFC China offers important lessons for global firms. It is essential to know that to what extend the company should keep the existing business model in emerging markets and to what extend it should be thrown away.

    Read More

  • Customer Service at McDonalds

    1073 Words  | 3 Pages

    McDonalds provide high quality products, such as burgers, fries, drinks, muffins, etc, which are safe and reliable that it does what it is supposed to do, but not only does the quality of the products matter, the good value for money affects the business. E.g. buy one extra value meal and get one free with a food voucher that represents the offer only. They ensure that a high standard of the product is carried out at all times and they try to compete very competitively with other fast food businesses with their good value for money. Also a customer would know if the product is good value for money by checking in another food outlet like KFC for their services and products.

    Read More

  • Burger King Marketing Analysis

    1062 Words  | 3 Pages

    By choosing to expand into markets later than other fast food restaurants Burger King hopes to avoid the problems of developing infrastructure and establishing a market base. For instance, by following McDonalds into Brazil, Burger King avoided the need to develop the infrastructure and mark...

    Read More

  • Competition Among Fast Food Chains

    1646 Words  | 4 Pages

    CHANGING PREFRECE depended vastly on the fast food manus. For example we can mention about SALAD. Now salad was never considered as a part of fast food menu. But with the change of taste and preference, fast food chains like Windy, Taco Bell, and McDonald have introduced SALAD into their menus. This preference is not stopping only with salads. In 2002, McDonald’s introduced great tasting new products including premium salads, n salads plus menu; Chicken McNuggets made with white meat; Fish McDippers; Chicken Selects; and new breakfast offerings like the McGriddle sandwiches. Here as a fast food chain, McDonald did not have to introduce new dishes in their menus but with the impression and image in the market analysis, of increasing demand and chan...

    Read More

More about Case Study Of Kfc And Mcdonalds

Open Document