KFC Success in China
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KFC: China
1. Explain how KFC succeeded in China, in terms of context, people, strategy and execution, as outlined by Warren Liu of KFC.
2. How important are adapting to local tastes, use of local management and developing local brands to KFCâ??s continuing success in China?
3. What broad lessons does KFC China offer for firms marketing products and services internationally?
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781 words; 3 references; responses to 3 questions on how KFC succeeded in China (also attached in pdf file)
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1. Explain how KFC succeeded in China, in terms of context, people, strategy and execution, as outlined by Warren Liu of KFC.
The marketing strategy of a business depends on the context. The culture, market environment, people diversity, and geography affect the success of the product in a certain locality. China has a rich complex culture and for companies to be successful, they have to acquire a deep understanding of the Chinese market context.
KFC had an effective leadership team, "Taiwan Gang" with pioneering team members who have accumulated lots of experiences in the fast-food industry, were western-educated, and since they were mostly from Taiwan and Asia, they inherently understood China and were able to apply what they have learned to the marketing of their products.
The store's localization strategy has been a key to success. KFC has localized its products and designed them to appeal to the Chinese appetite by integrating their food with flavors, sauces, spices, congee, and more. Its core product offering which is chicken, is the second preferred food by most Chinese. They have also introduced more new products that fit the Chinese market's taste preference. KFC has integrated its localization strategy not only to product development but also to the other aspects of its ...
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