Marketing and American Fast Food

American Fast Food in Chinese Market: A Cross-Cultural Perspective ----The Case of KFC and McDonald’s

University of Halmstad
School of Business and Engineering
Master International Marketing

American Fast Food in Chinese Market:
A Cross-Cultural Perspective
----The Case of KFC and McDonald’s

Master’s Dissertation in International Marketing, 15 credits
Final seminar
Spring, 2009
Authors:
Yu Cui
Zhang Ting

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860630-T086
850402-T042

Supervisor:
Gabriel Awuah

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American Fast Food in Chinese Market: A Cross-Cultural Perspective ----The Case of KFC and McDonald’s

ACKNOWLEDGEMENT
This Master’s dissertation was written during the spring of 2009 at the International
Marketing Programme at Halmstad University.
We would like to express our gratitude towards our supervisor Mr Gabriel Baffour Awuah, for his important guidelines and help. A special thank also to the respondent of the companies that took part of this research. Your information and knowledge was necessary for

completing this dissertation. At last we would like to thank for my classmates who gave us some useful suggestions during the thesis writing process.

Halmstad, 2009
Yu Cui and Zhang Ting

ii

American Fast Food in Chinese Market: A Cross-Cultural Perspective ----The Case of KFC and McDonald’s

Abstract
Culture differences play a significant role in the international marketing, which has drawn many researchers‟ attention. This dissertation will focus on how the cross-cultural environments influence the choice of marketing strategies.

The theoretical framework of this study mainly contains cross-culture theories and 4P marketing strategy. These theories are put together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings.

The qualitative research strategy is employed in this dissertation. Utilizing the multiple
case