The Contrast Between Mcdonald and Kfc in China

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Abstract

This report is primarily written for a comparison of the development of different market situations between KFC and McDonald's in China, because of KFC and McDonald's are extremely popular in mainland China, almost everyone knows these particular brands. The development of two food companies are apparently perfect, they really have their own problems, so I write this report in order to analyse and study the two Western-style fast food issues. Then finally try to use some marketing principles and reference data to analyse current issues.

Table of contents

1. Introduction ………………………………………………………………………………………………..4-5

2. Aims and objectives…………………………………………………. 5.

3. Literature review…………………………………………………...5-10

4. Research methodology …………………………………11-13

5. Research findings ……………………………………....13- 22

6. Limitations of study…………………………………….22-23

7. The final recommendations and conclusion……………23-24

8. Appendix ……………………………………………….25-28

9. Bibliography…………………………………………….29-31

1. Introduction: The historical development of KFC and McDonald’s in China

The KFC’s developmental history KFC entered with a long diet culture capital of Beijing, which began the developmental history in the largest population in the world. On 12th November, 1987, China's first KFC restaurant was founded in Beijing. From this point onwards, the KFC chain started to learn about Chinese society and market, researched the management model for Chinese characteristics. In 1992, the restaurants increased in amount to 10. Up to 1995, the amount increased to 71. On 26th June of 1996, the 100th store was founded in Beijing. This was a milestone in China; to show that KFC had gotten to a steady developmental stage. Meanwhile the image has been formed within all levels of Chinese consumers. In 1999, according to the survey of the global famous company---AC Nielsen in China’s 30 cities to demonstrate that the earliest western fast-food - KFC, due to its unique cuisine and quality, which were recognized as "The brand of customers are often patronage” , and listed in the first position of China’s top ten international famous brand.

The McDonald’s developmental history In 1990, the first McDonald's restaurant which was established in China, Shenzhen, on the day of opening countless people went there in order to share the joy. Afterwards, on April of 1992, the restaurant in Wang Fu Jing Avenue of Peking was opened the maximum area in the world, the day of the transaction person- times were more than millions. Since 1992, the McDonald's developed in China rapidly. In February of 1993, the first McDonald's restaurant was set up in Guangdong international mansion, the transaction of person-time broke the record of global for McDonald’s. In June of 1994, the first McDonald's restaurant where was opened in Tianjin; In July 1994, Shanghai launched its first McDonald's restaurant at Huaihai road; In 1995, the first McDonald's restaurant was built in Nanjing city, in opening day, the national average expenditure was broken instead of a new record. In December of 1999 and in August 2000, the McDonald’s restaurant was established in Western Chinese city of Chengdu and Chongqing, during the opening day, the intraday sales broke the history of day sales in China. McDonald's has now opened thousands of stores in large and medium cities; most of these cities' restaurant has started to implement a 24 hour opening system. Its current biggest competitor is KFC.

2. Aim and objectives

Aim

At the beginning, it is to have a basic understanding of the current development situation of these two western fast food restaurants in Chinese markets. In other words, my aim of this report is to find out which one is the more popular and more developed in Chinese markets.

Objectives

There are three objectives in my report. Firstly, one of the objectives is to make a comparison of the recent sales achievement of...
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