Kfc Mkg Assignment
KFC
Name : | Date : 10/04/2013 | Grade : |
Introduction
KFC( Kentucky Fried Chicken ) was found by Mr. Harland Sanders in 1930 , which is a fast food restaurant specializes in fried chicken. It is the world's second largest restaurant chain overall (as measured by sales) after McDonald's, with over 18,000 outlets in 120 countries and territories as of December 2012.
KFC had entered to Hong Kong in 1973 and it had closed all the outlet and left in 1975. KFC has made its second attempt to enter the Hong Kong market in 1985.
Before the successful come back
When KFC had its first attempt to enter Hong Kong in 1973 , the chairman of the company announced plans to open 50-60 shops in Hong Kong at a press conference.
As at mid-1974, there were 11 outlet in Hong Kong. But it had many of the outlet closed by September 1974 and remaining only 4 outlets continued to trade until Feb 1975.
There are major reasons for this original failure of KFC. The first reason is the general economics environment of Hong Kong was bad caused by a financial crisis started at the end of 1974. It made most customer thought KFC was quite expensive. The other reason is the KFC promotions concept of “finger lickin good” was not acceptable .
Re-launching
In September 1985 , the first of the new generation of outlets opened in Hong Kong , that means KFC is making a come back. They have been made some principal changes for the successfully re-launching. Firstly, KFC positions itself as an up-scale, eat-in, quick service restaurant , unlike its predecessor. Secondly, KFC promotion concept changed , the slogan is now “ We do chicken right “ and still appears on poster advertising in MTR stations and in newspapers and magazines. After that, a survey of respondents who have heard of KFC carried out that all respondents have heard of KFC and 66% of them have tried KFC. That means customers accepted it promotion concept and representation of the “ Chicken Expert “
Culture Shock
Name : | Date : 10/04/2013 | Grade : |
Introduction
KFC( Kentucky Fried Chicken ) was found by Mr. Harland Sanders in 1930 , which is a fast food restaurant specializes in fried chicken. It is the world's second largest restaurant chain overall (as measured by sales) after McDonald's, with over 18,000 outlets in 120 countries and territories as of December 2012.
KFC had entered to Hong Kong in 1973 and it had closed all the outlet and left in 1975. KFC has made its second attempt to enter the Hong Kong market in 1985.
Before the successful come back
When KFC had its first attempt to enter Hong Kong in 1973 , the chairman of the company announced plans to open 50-60 shops in Hong Kong at a press conference.
As at mid-1974, there were 11 outlet in Hong Kong. But it had many of the outlet closed by September 1974 and remaining only 4 outlets continued to trade until Feb 1975.
There are major reasons for this original failure of KFC. The first reason is the general economics environment of Hong Kong was bad caused by a financial crisis started at the end of 1974. It made most customer thought KFC was quite expensive. The other reason is the KFC promotions concept of “finger lickin good” was not acceptable .
Re-launching
In September 1985 , the first of the new generation of outlets opened in Hong Kong , that means KFC is making a come back. They have been made some principal changes for the successfully re-launching. Firstly, KFC positions itself as an up-scale, eat-in, quick service restaurant , unlike its predecessor. Secondly, KFC promotion concept changed , the slogan is now “ We do chicken right “ and still appears on poster advertising in MTR stations and in newspapers and magazines. After that, a survey of respondents who have heard of KFC carried out that all respondents have heard of KFC and 66% of them have tried KFC. That means customers accepted it promotion concept and representation of the “ Chicken Expert “
Culture Shock