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Kentucky Fried Chicken (KFC)

C/B/2498. Strategies of quick service restaurants in new markets: McDonald's and KFC in China

WORDS:

2400

DATE:

2010

PRICE:

29.99 GBP

The paper examines international practices of quick service restaurant operators discussing their replication or adaptation strategy in the new markets. The benefits of the replication approach are outlined comparing McDonald’s and KFC experiences in China, their use of strategic tools, supply chain and logistics management, etc. The paper is based of “McDonalds and KFC: recipes for success in China” case study and is answering the following questions: Based on evidence from the case study and other sources, critically evaluate the processes by which quick service restaurant operators can make replication versus adaptation decisions when entering new markets. What do you conclude? With reference to the Chinese operating environment outlined in the case study, describe and discuss the analytical frameworks that a quick service restaurant chain might employ to explore the potential of a new market. In your discussions, you should identify any limitations of the analysis methods you select. McDonald’s and Yum! pursue aggressive globalisation strategies. Describe and discuss how they can manage the cultural issues that result from being a global player. Compare and contrast the approaches of McDonalds and Yum! (KFC) to supply chain and logistics management in their Chinese operations. Your answer should include an evaluation of the risks associated with their approaches.

KEYWORDS: Internationalisation strategies, quick service restaurants, replication strategy, adaptation, McDonald’s and KFC in China,