stat assignment
To identify and critically evaluate the product adaptations made by KFC in Asian markets
Contents
Introduction
This is the age of internalisation where people can easily share various different kinds of food. This is just because of the global business of food and beverage companies. The fast food industry is the leading driver of global growth and is now reaching new customers through its improved menus followed by the dining experience upgrades along with the rapid worldwide expansion (Aakar, 2009). KFC is one of the leading representatives of the fast food industry, other being the McDonald dominant in the Asian markets.
About the Organisation
KFC, Kentucky Fried Chicken was founded by an entrepreneur Harland Sanders. It popularised in the fast-food industry as well as diversified the market by challenging over the dominance created by hamburger. KFC was the very first fast-food chains which expanded internationally with its opening outlets in Jamaica, England and Mexico. In this research focus would be mainly on the strategies which are adopted by KFC followed by the measures undertaken in order to meet present need of current competitive market (Becker, 2005). KFC is one of the tastiest food chains across the country which came out with products along with a marketing mix which is pretty hard to be beaten up except the likes of Mcdonalds.
Aim and Objective of Research
The aim of this research is to identify and critically evaluate the product adaptations made by KFC in Asian markets.
KFC is known to be the biggest and toughest rival of Microsoft and is rising in leaps along with bounds. Fast food industry is one of the largest segments all over. KFC is one of the fast food brands which are recognised globally. The key objective of the research is to identify the product adaptations by KFC in Asian markets followed by critically analysing of the strategies being undertaken and methodologies followed.
Rationale of Research
Contents
Introduction
This is the age of internalisation where people can easily share various different kinds of food. This is just because of the global business of food and beverage companies. The fast food industry is the leading driver of global growth and is now reaching new customers through its improved menus followed by the dining experience upgrades along with the rapid worldwide expansion (Aakar, 2009). KFC is one of the leading representatives of the fast food industry, other being the McDonald dominant in the Asian markets.
About the Organisation
KFC, Kentucky Fried Chicken was founded by an entrepreneur Harland Sanders. It popularised in the fast-food industry as well as diversified the market by challenging over the dominance created by hamburger. KFC was the very first fast-food chains which expanded internationally with its opening outlets in Jamaica, England and Mexico. In this research focus would be mainly on the strategies which are adopted by KFC followed by the measures undertaken in order to meet present need of current competitive market (Becker, 2005). KFC is one of the tastiest food chains across the country which came out with products along with a marketing mix which is pretty hard to be beaten up except the likes of Mcdonalds.
Aim and Objective of Research
The aim of this research is to identify and critically evaluate the product adaptations made by KFC in Asian markets.
KFC is known to be the biggest and toughest rival of Microsoft and is rising in leaps along with bounds. Fast food industry is one of the largest segments all over. KFC is one of the fast food brands which are recognised globally. The key objective of the research is to identify the product adaptations by KFC in Asian markets followed by critically analysing of the strategies being undertaken and methodologies followed.
Rationale of Research
References: Aaker, D. A. (2009). “Strategic Marketing Management.” Wiley Publications. 9th edition, pp. 65-73 Becker, K. (2005). “Culture and International Business.” Jaico Publications. 6th edition, pp.35-38 Calantone, R., Cavusgil, S., Schmidt, J, & Shin, G. (2004). “Internationalization and the Dynamics of Product Adaptation—an Empirical Investigation.” Journal Of Product Innovation Management. 21(3): 185-198 Cleveland M., & Laroche M. (2007). “Acculturation to the global consumer culture: Scale development and research paradigm.” Journal of Business Research. 60(3): 249-259. Constantinides, E. (2006). “The Marketing Mix Revisited: Towards the 21st Century Marketing.” Journal of Marketing Management. 20(22): 407-438