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A Case Study of Kfc’s Cross-Cultural Marketing in China

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A Case Study of Kfc’s Cross-Cultural Marketing in China
A Case Study Of Kfc’s Cross-Cultural Marketing In China

A Case Study of KFC’s Cross-cultural Marketing in China

Summary: In 2007, KFC had opened 2000 outlet stores in china, leaving rival MacDonald’s far behind, achieving high praise from Chinese consumers and defeating challengers again and again. From the perspective of cross-culture, this paper tries to analyze the marketing strategy of the American fast food chain stores in china and give multinational food and beverage companies suggestions.
Key words: KFC, fast food, cross-cultural marketing
A Case Study Of Kfc’s Cross-Cultural Marketing In China

A Case Study of KFC’s Cross-cultural Marketing in China

Summary: In 2007, KFC had opened 2000 outlet stores in china, leaving rival MacDonald’s far behind, achieving high praise from Chinese consumers and defeating challengers again and again. From the perspective of cross-culture, this paper tries to analyze the marketing strategy of the American fast food chain stores in china and give multinational food and beverage companies suggestions.
Key words: KFC, fast food, cross-cultural marketing

1. KFC's success stories and their status in China
In 1987, KFC entered the ancient capital of Beijing, China, which has a long food culture and the world's largest population. KFC opened the first restaurant in at Qianmen of the downtown area. As a starting point, KFC began to constantly experiment and learn to adapt to Chinese society and market, and gradually forming a management model with Chinese characteristics. Till 2007, KFC had opened 2000 restaurants. This paper analyzes
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