KFC's International Business Strategy in China

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Presentation for my MBA International Business course in July 2010. Showed how a U.S. company (KFC) is expanding in a developing country (China).

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  • Competitive strategy of differentiation and low cost leaderMultidomestic StrategyLocalization and flexibility by Taiwan Gang: Menu differentiationDifferentiation in menu & upscale store appearanceYouth marketEconomies of scale & Superior Distribution system: company owned and operated, improve quality control,
  • KFC's International Business Strategy in China

    1. 1. in China<br />Blake Felson Eric LeDuc<br />TeoTertelSoeHlaing<br />IBUS 815: International Business<br />July 8, 2010<br />
    2. 2. Current Strategies <br />Multidomestic Strategy<br />Menu Differentiation & Upscale Experience<br />Superior Internal Distribution System<br />Economies of Scale and Quality Control<br />Target Youth Market<br />Extensive Employee Training <br />1964<br />1973<br />1987<br />1975<br />1930<br />1952<br />
    3. 3. SWOT/PEST<br />Strengths <br />Market Leadership, Distribution, & Localization<br /><ul><li>Weaknesses
    4. 4. Scale of Operations
    5. 5. Threats
    6. 6. Health Trends
    7. 7. Political: </li></ul> Legislative & Policy<br /><ul><li>Opportunities
    8. 8. Econ: Growth & Expansion
    9. 9. Social: CSR/Health</li></li></ul><li>
    10. 10. Critical Concerns<br />Political Uncertainty<br />Growing Big and Staying Small<br />Market in Transition<br />Maintain Dominance<br />
    11. 11. Recommendations<br />Multi Branding<br />Proactive Lobbying<br />Supplier Network Organizations<br />Protect Brand Identity<br />+<br />
    12. 12. Steps<br />
    13. 13. Questions?<br />

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