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A Comparative Analysis of the Marketing Mix of KFC in China and Bangladesh

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  • Shila Sheraj

Abstract

The aim of this study is to find out the marketing mix of KFC in china and Bangladesh. By making a comparative study of KFC’s Marketing Mix in China and Bangladesh, different operation and competitive strategy theory will be integrated with their development situation. Research is made based on strategy theory, Internet sources and interviews. The study area of the present research is restricted to Mainland China and Bangladesh only. The presented results can guide other chains to enhance marketing mix and formulate business policy in China and Bangladesh. Over the past thirty years, retail sales in Mainland China have risen at a steady double-digit growth rate, far surpassing the country’s GDP growth. The boom in the food industry, including the rapid growth in fast-food chains, has also fueled domestic economic growth and expanded employment channels on the other hand fast-food business is also growing in Bangladesh. The various favorable factors for investment in China, and Bangladesh such as large population, remarkable socioeconomic development, huge potential market, and good investment environment, have attracted many global fast-food chains.

Suggested Citation

  • Shila Sheraj, 2017. "A Comparative Analysis of the Marketing Mix of KFC in China and Bangladesh," International Journal of Science and Business, IJSAB International, vol. 1(2), pages 78-87.
    • Handle: RePEc:aif:journl:v:1:y:2017:i:2:p:78-87
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