KFC案例分析.ppt

KFC in China
国贸创新二班
叶俊达
蔡思渭
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KFC
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Outline
History
Entry to China
Dilemma
Keys to ess
Location
KFC vs McDonald’s
Expansion Speed
Entry Time
Strategy
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The start of IB
History
John Brown
Secret Recipe
1930s
1964
1970
Heublein Inc.
1971
The Expansion of IB
1973
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History
Challenge & Rescue
1975
1982
Southeast Asia
1983
China
Hong Kong
1985
1986
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Market
Source
Competitor
1054 Million
People
No Western Fast
Food Restaurant
Click to add Text
Dilemma-Yes
Entry to
China
Government
Support for
Poultry
Industry
Market for
Cigarette
After-Effect
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Dilemma-No
Country
Risk
Cross-Cultural Risk
Commercial
Risk
-
Risks in Entry to China
- Limitations on
“Opening Door” Policy
Language
Value Difference -
Currency
Risk
- Adverse Fluctuations
in RMB/ Dollars
Up-front Money
Southeast Asia -
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Southeast Asian Markets
Thailand
Singapore
Malaysia
Indonesia
HK
China
GNP per Capita
Num. of Units
KFC
Sales
790
7,450
1,830
4

26

53

500
7,030
25

300
4
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1
4
1. Beijing
- The Second Most Populous City
- Chinese Capital (Good & Bad)
- Tourist Center
- Convenient Transportation
2. Tianjin
- A Municipal City Near Beijing
- Excellent Contacts with the Local Government
- Short of Raw Materials/ Tourists/ Influence
3. Shanghai
- The Most Populous City
- An Economically Developed Coastal Area
- Greatly Influenced by the West
- Pollution & Noise
2
3
4. Guangzhou
- An Open Coastal City Near HK (Cantonese)
- Special Economic Zone (Greater Autonomy/ Less Tax)
- Familiar