mona

正面：
1. 小孩子喜欢吃快餐，但是一些成年人不喜欢，于是增加了非油炸类食品
2. 会定期推出新产品
3. 速度快
4. 餐厅一直保持很高的整洁度
5. 提供儿童套餐，德克士似乎更青睐青年中年顾客
反面：
1. 产品多而杂，味道反而不如前期好
2. 新产品大多会下架
3. 人多拥挤
4. 负面新闻比麦当劳多
5. 做健康的食品必定对时间及日期有严格的要求，快餐食品无法满足

肯德基属于百胜餐饮集团。百胜集团是世界上最大的餐饮集团，在全球100多个国家和地区拥有超过3.3万家连锁店和84万名员工。

肯德基与百事可乐结成了战略联盟，餐厅固定销售百事可乐公司提供的碳酸饮料

KFC (2013). About us. Available at: http://www.kfc.com/about/

中国快餐店 AlixPartners (2010). AlixPartners 2010 China Restaurant & Foodservice Review. AlixPartners, LLP, 2010 Thesis, www.alixpartners.com.

China-based western fast-food chain Dicos is increasing its expansion in its home market. The foodservice company announced two new “rice burger” nationwide on March 6 and Shao Xinmou, General Manager of Dicos, said in an interview that it would have more than 2,000 stores in the country by the third quarter of this year.
Dicos, a brand under Ting Hsin International Group, had over 1,500 stores at present, including nearly 30 stores in Beijing and Shanghai, and about 70% were in other first- and second-tier cities.
CCFA, (March 8,2013) CCFA, http://www.chinaretail.org/shownews.asp?id=2761, June 20,2013

PChinese fast food chain Dicos is expanding into the Fourth and First Tier cities, as its existing branches in markets as its market in Second and Third Tier cities is undermined by foreign fast-food brands such as KFC. Previously, Dicos attempted to expand into First Tier cities, but the effort did not work as planned; The company currently operates four branches in Beijing; fifteen in Shanghai; one in Guangzhou; and many more in Second and Third cities.
Jina Sun, (December 13, 2012 ) BuyBuy China, http://www.buybuychina.com/dicos-pushed-into-fourth-and-fifth-tier-cities/, June
20,2013

Euro RSCG has won the multi-million dollar Dicos Fried Chicken business in China. It was given the brief without a pitch after previously handling the fast food c ompany's bakery account. Dicos is second to KFC in China and the brand falls under the Ding Xin group. The account was previously handled by DYR. Euro's main task is to formulate a strategy to grow the business and build the Dicos brand.
Media Asia, ( 31 May 2002) BrandRepublic, http://www.brandrepublic.com/news/147804/, June 20,2013

Bahaudin G. Mujtaba&Bina Patel. (2007). McDonald‟s Success Strategy And Global Expansion Through Customer And Brand Loyalty. Journal of Business Case Studies. 3, 3.

Jianying Ding , ( March 16, 2013) Fast Food Crave, http://fastfoodcrave.blogspot.co.uk/2013/03/kfcglobal-strategies.html, June 22,2013

Frank CHU (March 3, 2003). Kentucky Fried Chicken and the Global Fast-FoodRice or Fried Chicken? . BUS 478 D1.03 Thesis, 20005-6416

Xi Chen & Jiaqi Guo & Liuyi Pei. Rice or Fried Chicken?

Carol Divjak, (6 February 2008) World Socialist Web Site, http://www.wsws.org/en/articles/2008/02/clab-f06.html, June 22,2013

Huang Jingjing, ( August 09, 2011) Global Times, http://www.globaltimes.cn/NEWS/tabid/99/ID/670000/KFC-shrugs-off-food-safety-accusations.aspx, June 22,2013

QuickMBA,http://www.quickmba.com/marketing/market-segmentation/§, June 22,2013

it is called local cultural strategy which need to contribute KFC’s global
Bargaining powers of Customers:
The bargaining power of customers is determined by a range of factors and also depends on the product range.
KFC’s customers are likely to be consumers i.e. families or individuals. Customers are likely to change preferences over increase of price. Also, since there is fierce competition, this provides customers with choices and gives the impression of strong bargaining power.
However, KFC is globally recognisable and face to face interaction with customers increases brand loyalty. KFC’s slogan ,finger licking chicken, sums up their identity and uniqueness. Also the diverse range of products means that there is a decreased scope for substitutability, which weakens bargaining power.

Bargaining Position of Suppliers:
KFC�s use of economies of scale to purchase their raw materials increases dependency of the suppliers on them. Hence, suppliers receive a good proportion of their business from KFC and are required to remain loyal and to offer the best possible deal to retain the fast food restaurant as their customers. This reduces the bargaining power of customers.
However, the competition in Southall is fierce with limited range of suppliers in the area. KFC is able to cover the delivery costs from other parts of the UK, which enables it to weaken the bargaining position of its suppliers in the local area. Plus, the franchise would require quality raw materials to maintain the standard and reputation of its brand.