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Case Study 2: KFC in China

In: Marketing Cases from Emerging Markets

Author

Listed:
  • Hsiao-Pei (Sophie) Yang

    (Coventry Business School, Coventry University)

Abstract

In China, Yum! Brands, the parent company of Kentucky Fried Chicken (KFC), are opening a KFC store every day. Utilising a different strategy compared to other Western fast service counterparts, KFC has become the largest restaurant company in mainland China. KFC outpaced its nearest competitor, McDonald’s, by more than 1,000 restaurants in China and is outpacing its development by a roughly three to one. The US chicken giant adapts its Western business model in Chinese market through acknowledging the social and cultural differences. KFC realised that the US fast food model needs to be adapted because China’s culture is not individualistic which is the characteristic of the US culture. Therefore, it is necessary to combine the US fast food business model and adapted them to serve the needs of Chinese consumers.

Suggested Citation

  • Hsiao-Pei (Sophie) Yang, 2014. "Case Study 2: KFC in China," Springer Books, in: Dilip Mutum & Sanjit Kumar Roy & Eva Kipnis (ed.), Marketing Cases from Emerging Markets, edition 127, pages 17-23, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36861-5_4
    DOI: 10.1007/978-3-642-36861-5_4
    as

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