Kfc Strategy in China Essay

KFC continue to attach jam, pushing gamy Sichuan chicken Various cities in mainland China Kendejichuan naughty chicken on television ads starting from October 27 .10 scale appears, the intersectionion was launched. At the same time to market a product in China make another breakfast food, wolfberry Pumpkin porridge. The introduction of zesty Sichuan chicken only in the McDonalds face strategy of wiz month, and advertising intensity is very high, so we can respond to competition as this is a response to KFC. KFC continues the current strategy is cl early on its long-standing reparation strategy. Let us look back to his food with Chinese characteristics. Since 2000, KFC tastes have continued to try to figure out people, the introduction of a exemplary Chinese products, such as a half fried wings, leaf mustard pork soup, cold Daoxiang mushroom rice, chicken roll of old Beijing, Guangdong, cushions tittle-tattle meat flavor. Average Each month, KFC will launch the long-term or short-term localized products.KFC The Sichuan Spicy chicken learn the essence of Sichuan, the pickaxe of the side ribs and chicken wings, chicken processing into small pieces of bone, and then exercising a special hot pepper powder, chicken marinade, preserved, upon frying , spicy and delicious, with rich flavors of Sichuan. KFC seems to have been determined to make Chinas octad major cuisines are the reorganization. In other aspects, the pace of the same dense jam Kentucky. 1, KFC in China, the proportion of local procurement of raw materials reached 95%, of which bread, chicken and vegetables all come from China itself. 2, 2003 Chinese New Year, from early January to February 9, white beard, Kentucky grandfather changed the usual suit, the classic image of more than one hundred seventy cities in China, 800 restaurants, also put on the traditional Chinese pass costumes.3, the layout of KFCs stores have begun to melt a lot of elements such as China. Of course, more Chinese p eople speaking, turns KFC has introduced a typical Chinese work and Chinese food is more characteristic of the food of concern. Localization of the product and did not weaken the image of foreign brands KFC. Some experts pointed out that tends to localization refers to the multinational corporations in maintaining the classic status of the product or serve up main premise, the countrys situation with due regard to progress to a local natural and cultural environment similar to the championship environment to attract more local consumers. both globalization and localization, the localization of the pace of building a compact KFC brand in China is becoming a core strategy of this company one.