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The Success of KFC in China
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Consumer Behavior Articles research papers
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This 17 page paper examines the reasons behind the high level of success that Kentucky Fried Chicken (KFC) had found in the Chinese market, especially when compared to competitors such McDonalds or Burger King. The paper looks at how the company has gained competitive advantages and how the firm has managed to appeal to the Chinese market, including the localization strategy with the introduction of menu items aimed the Chinese culture. Issues such as general strategy, management structure and the way that western and eastern cultures have been dealt with are all discussed. The bibliography cites 11 sources.
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Pages:
17
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Filename:TS14_TEKFCchina2.rtf |
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Paper Title:
The Success of KFC in China
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