Case Study Of Kfc And Mcdonalds

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2 THE RESEARCH APPROACH 2.1 Research objective The research objective of this case study is to find out the potential reasons why KFC achieve greater success over McDonald’s in China market, which is contradictory in most other countries. 2.2 Research methodology In this thesis, qualitative research method is used to analyze the reasons to answer the research objective. KFC and McDonald’s performances in China will be discussed using a comprehensive literature review, which is mainly collected from public data, online articles and major Chinese social media comments. After basically completing online information collection and analysis, personal interviews with CEOs of KFC and McDonald 's in New Zealand will be arranged to finally validate …show more content…

The literature survey starts with second data collection. Online articles in English and Chinese words that talk about the KFC and McDonald’s operating conditions in China will be collected respectively. And theory will be integrated with practical information. The reason for choosing these resources is they can help me understand the two brands from the perspectives of the enterprise interior and exterior, and also the Chinese and Westerners’ views. • Comparative study method Similarities and distinctions between KFC and McDonald’s will be investigated. In order to figure out why KFC has an obvious advantage in China market, comparisons between these two companies will be the focus of research. In this thesis, the two companies will be mainly compared from two perspectives, which are the operation strategy and the competition strategy. 3 COMPARISON OF MACDONALD’S AND KFC BUSINESS STRATEGY 3.1 4P Marketing Strategy 3.1.1 Product …show more content…

Considering of the family purchase behavior in China, KFC launched the Family Barrel, which has become one of the most popular items during the past ten years. In the Chinese diet culture, in addition to the taste of food, Chinese people also value the appearance of food, such as the color, shape and plates. In consequence, KFC keeps launching new products with attractive appearances in each season to cater to the needs of Chinese customers, such as the KFC Shrimp Hat. Just as the name implies, it mixes the shrimp and mince making it into a hat shape and then decorates with seaweed as the hat

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