S/M/169. Dissertation. Has KFC achieved a sustainable competitive advantage in the Chinese QSR sector?

This dissertation aims to answer whether or not KFC has a competitive advantage in the Chinese Quick Service Restaurant (QSR) sector. KFC was the first Western fast food chain to enter the Chinese market and achieved a first mover advantage over its closest rival McDonalds. It has used this first mover advantage to develop its internal competencies and has a competitive advantage from its operational efficiencies and its innovations. In order to draw sound conclusions from analysing the company, environment and the market sector, several academic tools have been used. SWOT analysis is used to determine KFC’s strengths and weaknesses and detail the opportunities and threats from the market sector. PESTLE analysis is applied to the business environment to highlight areas of concern for the business. Michael Porter’s five forces analysis is also used to let the reader understand the forces operating in the industry and the current strength of them.