KFC's International Business Strategy in China
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Transcript of KFC's International Business Strategy in China
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Blake FelsonEric LeDucTeo Tertel Soe Hlaing
IBUS 815: International BusinessJuly 8, 2010
in China
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Current Strategies
• Multidomestic Strategy–Menu Differentiation & Upscale Experience
• Superior Internal Distribution System– Economies of Scale and Quality Control
• Target Youth Market• Extensive Employee Training
1930 1952 1964 1973 19871975
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SWOT/PEST• Strengths –Market Leadership,
Distribution, & Localization
• Weaknesses− Scale of Operations
•Threats−Health Trends−Political:
Legislative & Policy
• Opportunities− Econ: Growth & Expansion− Social: CSR/Health
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Critical Concerns
• Political Uncertainty
• Growing Big and Staying Small
• Market in Transition
• Maintain Dominance
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Recommendations
• Multi Branding
• Proactive Lobbying
• Supplier Network Organizations
• Protect Brand Identity
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Steps
Short Term
• Locations• Multi-branding• Copycats• Labor Unions• Healthier Image• Sponsorships
Long Term
• Rapid Expansion• Supply Hubs• Schools• QC• Lobbying• Leadership
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Questions?