If there were just a few things that China has wholly embraced from the West, it would be their love for Kentucky Fried Chicken, or KFC as it is more commonly known.
Going local
Intuition led to product localisation, which is also a very important part of the success formula. Liu says that KFC China tended to introduce new products more frequently than their competitors in China. Also the fact that KFC has chicken as its core product offering is a very natural advantage that fits this context very well, since most Chinese prefer pork, followed by chicken; whereas beef and mutton lag far behind. So in that light, KFC enjoys a natural product advantage over McDonald's.
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Questions:<br /> 1. What are the three main reasons for KFC's success in the rapidly changing market environment in China?<br /> 2. What was KFCs strategy to adapt to the local market? Name three of them.<br /> 3. Name four of their highly localised menu.<br /> 4. Name three of KFCs competitors.<br /> 5. According to Liu, KFC should not concentrate only on increasing the frequency of introducing new products. What should they do instead?
on Apr 20, 2010A brief but thorough analysis.
on Nov 9, 2009