Posted: November 27th, 2013
Kentucky Fried Chicken
1) What are the three main reasons for KFC’s success in the rapidly changing market environment?
2) What was KFCs strategy to adapt to the local market? Name three of them
Competition in the local market is a marketing strategy that KFC adopted. They have worked extremely in order to invent new products in the local market that fits the Chinese consumers. They aimed to meet consumer’s taste preference and this allowed them to compete with their competitors hence became successful. The introduction of local recipes such as Chinese porridge, spiced dice chicken and Chinese dough fritters led to increased consumption hence their competitors could not defeat them.
Leadership team is another strategy that KFC had to adapt to the local market. It is the creation of the Taiwan Gang that hailed from Taiwan was vital in supplementing the secret recipe to the industry. The pioneering team members who accumulated many fast food industries had experience that KFC industry adopted. The strategy of creating leadership teams enabled KFC to work together in decision formulation hence they achieved their goals successfully.
Dependent strategies in the market economy such as geographical location of the restaurant made them to get many customers. The buildings were well positioned and easily accessed by customers at various strategic points. Consumers were given healthy Chinese local food that was natural (Liu, 2008). These strategies worked well and they rapidly and continuously led to change of business environment.
3) Name four of their highly localized menu
4) Name three of KFCs competitors
Liu, K.W. (2008). KFC in China: secret recipe for success. Louisville, KY: John Wiley & Sons
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