Kfc's success has come as a combination of clever localization, savvy pricing strategies, successful consumer education, and a menu that appeals well to the changing preferences of sophisticated, urban indian consumers. Working with a translation and localization partner translation is hard, but localization is harder having a strong and deep understanding of the cultures that will be exposed to your brand through international expansion is a key ingredient to your success in foreign markets. Kfc had not only grown faster than mcdonald's in china, it was also more advanced in terms of localization policies, including localized menus and employing local suppliers (hu & xie, 2013) despite being popular, both fast-food giants have had food-safety related scandals in china.
Kfc does really good in the area of localization which makes chinese people trend to believe it is a china-made restaurant on the another hand, mcdonald insists its international track i cannot say which is good, but if want to catch the middle-age people and old people's market in china. a comparison of kfc and mcdonald's marketing strategy in china: localization or globalization abstract mcdonald's is the greatest fast food chain in the world, its company sales and operate income was largely exceeded kfc on a global scale, but it confronted a strong challenge from kfc when it emerged into china. The localization process of mcdonald's and kfc in nanjing is apt representation of how transnational practices negotiate with indigenous routines over the societal production of new urban space give-and-take from both ensues. Just west of qianmen is china's first kentucky fried chicken the flagship restaurant, opened on november 12, 1987, stood three stories high, sat over 500 customers, and, at the time, was the largest kfc anywhere.
Rushing through a localization project can make you a laughingstock, as kfc's hilarious blunder shows the company decided to take its message to china but instead of generating enthusiasm for finger lickin' good chicken, kfc's chinese catchphrase was closer to eat your fingers off. Kfc china's rapid growth poses challenges: a highly visible company could easily become the target of a consumer or government backlash against the perceived negatives of fast food some western health problems are already showing up in china. Books advanced search today's deals new releases best sellers the globe & mail best sellers new york times best sellers best books of the month children's books textbooks kindle books livres en français. This is where marketing localization becomes a significant factor there are a number of elements to consider, such as choosing the best medium to broadcast marketing messages, and deciding what time of day to communicate with the target market.
This is a list of countries with kfc franchises as of year end 2014, there are 18,875 kfc outlets in 119 countries and territories across the world   the first kfc franchise opened in the united states in 1952, and in canada a year later. Take a look: kentucky fried chicken marketing strategy kfc used the demographic segmentation, geographic segmentation, and psychographic segmentation in demographic segmentation, the market is divided into groups based on an age, gender, family size, income, occupation, religion, race and nationality. Kfc's localization in china the product position of kfc are different from mcdonald's mcdonald's is mainly on hamburg, the products are consistent with the usa's,which is more suitable for americans kfc is mainly on chicken products,which is more suitable for chinese tastes. It would appear that kfc few rebranding efforts would surprise as the attempts of kentucky fried chicken to walk the line between vegetarian and non-vegetarian food in india lal says in the indian context has also launched its wide variety of veg product with a slogan so veg paneer zinger and veg twister.
Further, by grasping the important role of diet culture in china, kfc has applied various localization strategies, such as changing products to adapt to the taste preferences of chinese consumers, to claim a market-leading position. History kfc (formerly known as kentucky fried chicken) is a trademark franchise of yum brands, inc, headquartered in louisville, kentucky, united states founded by col harland sanders, kfc is known mainly for his fried chicken, which is usually served in a bucket. Bibliography: references case 7-2 kfc china targeting through localization fontevecchia, agustio (april 18, 2012) yum brands' profit jumps 73% in q1 despite. Kfc makes up china's largest network of restaurants, with 8,200 outlets and is the largest fast-food brand it had a 52 per cent share of the market, worth us$663 billion, last year. In the '80s, localization was part of the globalization phenomenon with the mantra think globally, act locally, companies modified products to fit various local cultures and tastes since then, the concept has evolved and the meaning has become more granular.
To conclude, kfc's rapid growth in china implies that a company's success in china are largely affected by its successful market segmentation, market targeting, marketing positioning, marketing mix and a good management of differentiation and adaptation. 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 . And taco bell, and wooldridge discuss a kfc in november, kfc's china, and kfc and marketing restaurant a case studies by an ongoing project case study by professor chan emphasised through the case study. Since china opened up to foreign investment, some of america's most powerful corporations have gone in confidently, only to stagger out defeated the global post reports.
Homogenization has made it easy for fast-food joints to circle the globe, spitting out carbon copies of themselves, their burgers, and their fries along the way but in the most populous country in the world, a fast-food giant stepped off the conveyor belt and found unprecedented success by being. Kfc is chinese kfc, from which everyone can find their favorites kfc has opened 150 drive-through restaurants around china, astutely recognizing the opportunity presented by the mainland's increasing car culture. Finally, other aspects mentioned including chinese people preferring pork to chicken and all other meats, the importance of clean toilets in kfc's success, kfc's product localization in china, and how to use crises as opportunities to expand your business in china, are all compelling. It has successfully transformed itself by targeting mainly youngster consumers its food localization has gone far beyond than mcdonald's in my view - most of the people feel the same that kfc has better taste than mc's.