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KFC 25 years in China

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possica yi

on 16 November 2012

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Transcript of KFC 25 years in China

Competitors of KFC
in China Consumer of KFC in China INTRODUCTION Competition between the local competitors and KFC Consumer Group Expansion KFC 25 years in China Brief Introduction of KFC KFC Corporation, first store
based in Louisville, Kentucky,
1952
Belongs to Yum! Brands Inc. Brief Introduction of KFC China First store in Qianmen, Beijing, 12.11.1987
Adjust itself to Chinese market and diet culture Until 2004, 1000 stores in China One of the “first players”
Based on the the reform and opening-up policy
Rapid economic expansion in China

relatively expensive


relatively affordable Marketing Background Brief Rapid growing number of outlets of KFC Comparison in amount of KFC and McDonald’s 1971 2007 year 538 766 2002 year 812 BEEF CHICKEN PORK Comparison in Menus •Nutrition KFC: -Done a lot of work to invent
and launch new products.
-Keep balance plan
Local restaurant:-Healthier.
- More good at balanced
nutrition •Promotion KFC: -A high brand consciousness
-Advertising Campaign
-New package and price
Local Restaurant: -Building brand image
-Advertising Campaign •Standardization KFC: -Standardization management
Local Restaurant: -Less standard Teenagers/ Young people White collar Elderly people Change to attract different
types of customers Attractive set meal for
busy white collar Fast, inexpensive and rich dinner set meals designed for office workers Closer to traditional Chinese Food
Closer to Chinese consumer
More extensive consumer group Changing Menu for Chinese Consumer Family The center during Chinese social tie Teenagers:

Always attracted by new things & energetic activities STRENGTH WEAKNESS Strength Time winning

1987,the first KFC came into China.
what is 3 years earlier than the first McDonald's over 26000 employees over 3000 retailers Strengths Large numbers of retailers Strengths Strong brand effect Strength Strong business capital C――Cleanliness
H――Hospitality
A――Accuracy
M――Maintenance
P――Product Quality
S――Speed Strength Secure operation principle
——the “CHAMPS” Strengths Diversified food (as in China) High-fat , High-calorie.
The scientific community has long-term study to show that fried foods can cause cancer. weaknesses 2011.08
Internal staff broke the news that they change the oil used to fried chips every four days. 2011.08
Internal staff broke the news that they change the oil used to fried chips every four days. 2011.07
Act as a pure juice soy milk with soy milk powder 2005.11
use harmful Sauropus in the soup 2005.02
find to use "Sudan I" in New Orleans Roasted Wing Food Safty: weaknesses resulting in poor service attitude
and some staff do not have patience with rude. over frequent mobility of employees: weaknesses 2011.08
Internal staff broke the news that they change the oil used to fried chips every four days. 2011.08
Internal staff broke the news that they change the oil used to fried chips every four days. 2011.07
Act as a pure juice soy milk with soy milk powder 2005.11
use harmful Sauropus in the soup 2005.02
find to use "Sudan I" in New Orleans Roasted Wing Food Safty: weaknesses Related products lack of attractive: weaknesses VS Junk food weaknesses FOOD SAFTY 2005.02
find to use "Sudan I" in New Orleans Roasted Wing 2005.11
use harmful Sauropus in the soup 2011.07
Act as a pure juice soy milk with soy milk powder 2011.08
Internal staff broke the news that they change the oil used to fried chips every four days. 2012.10
KFC Hamburg detected to excceed bacteria nearly seven times SUGGESTIONS External 1. Expend the Children’s and
young people's Market 2. Strengthen Network Marketing 3. PR Communication & CSR Internal 1. Develop New Products
based on Chinese Palate 2. Talents & Quality Service 3. Strengthen the Management
of Supply Chain Introduce more cartoon characters which are welcomed by Chinese children. Improve its own online service Cooperation with famous websites, like PR Communication & CSR Product improvement never ends. Develop New Products based on Chinese Palate Thank YOU! EDIT by BigBang VS Strengthen the Management of Supply Chain design product sale recycle The chain is complex and fragile.

Any problem in any part will
make the whole chain out of control. Crisis Public Relations
Better Infrastructure








Public Welfare Project And avoid flaws MU YAN; CHEN SIYU;ZHANG JIAQI;CHEN SHENG;WANG JINGXIAN;YI JINGYUN;ZHAO ZHAO
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