期末考试 国际商务文化案例分析

2020-2021第二学期期末考试

国际商务文化案例分析

Title: Analysis of Multinational Marketing

Strategy of KFC

学 院: 外国语学院

专 业: 翻译

姓 名: 常凯昕

学 号: 20***

Abstract

With the globalization of production and trade, goods, services, population, technology and other factors move more and more freely beyond geographical boundaries, and now enterprises have achieved global resource sharing and allocation.Internationalization is no longer an unfamiliar word for everyone.Internationalization is beneficial for enterprises to make more effective use of the advantages of countries and regions, seize the opportunity of rapid development, and tap the demand potential of emerging markets, so that they can disperse enterprise risks by broadening the market base.It can also integrate operations on a global scale to effectively achieve the requirements of cost reduction;therefore, the internationalization strategy has become the only way for many large enterprises and the strongest choice to continue to grow.The internationalization strategy of KFC has a good embodiment in China.This article is mainly about the analysis of KFC’s marketing strategy in China.Many people believe that the success of an enterprise mainly depends on the opportunity, or luck, but why do some enterprises always miss the opportunity, while others can find the opportunity, seize the opportunity and take advantage of the opportunity to achieve success? Admittedly, there are many factors that affect the performance of enterprises, but from a long-term point of view, the key to the success of enterprises lies in whether they can formulate a strategy that meets the requirements of their own strength and environment, and implement it effectively.With the acceleration of the process of world economic globalization and integration and the intensification of international competition, this characteristic is becoming more and more obvious.In my opinion, KFC’s success in China is based on its professional strategic analysis, scientific strategic choice and effective strategic implementation.Key words: KFC;Internationalization;Analysis

Case

KFC Fried Chicken has been one of the most famous international brands in urban China since it opened its first Western-style fast food restaurant in Beijing in 1987.In the list of Chinese consumer’s most favorite well-known international brands, KFC stands on the top.Since its operation in China, it has carried out aggressive advertising in China.One feature noticeable in KFC’s commercials is its representation of an ancient art form of China-Beijing Opera.It is interesting to find a U.S.fast food brand presenting a declining traditional art and attaching pop culture elements with it.One of the commercials also depicts a Beijing opera actor in costume and with makeup having his KFC meal.The second is divided into two parts: the father is singing Beijing opera in the left room while the son is dancing with hip-hop music in the right room.They finally get to reconciliation by eating the Old Beijing Chicken Roll served by the mother.In addition to their advertising effort, they also provided diversity in their product line.They provided Old Beijing Chicken Roll, a wrap modeled after the way Peking Duck is served, with fried chicken inside and accompanied with green onions and hoisin source.Sichuan Spicy Chicken absorbs the spicy flavor of Sichuan dish.Chinese-style breakfast like porridge is also served on the breakfast menu.Analysis

In the case of KFC, we can see that KFC contains rich cultural connotations.Consumers in many countries around the world regard KFC as the quintessence of American products, but the company is not dogmatic to promote American culture.KFC’s marketing strategy includes both standardization and differentiation in globalization.The company sells the same staple foods around the world, such as Big Mac hamburgers, French fries, Coca-Cola and so on.KFC strives to keep the tastes of its main products, such as beef pies, buns and French fries, the same around the world.The company is so strict with its suppliers that even onions have to meet certain standards.When KFC developed in China, it perfectly integrated Chinese elements.For example, there is a noteworthy feature in KFC advertisements, which represents an ancient Chinese art form-Chinese Peking Opera.We should know that Beijing Opera is the most influential opera in China, with Beijing as the center, spread all over the country;and Beijing Opera has spread all over the country and has a wide influence, known as “national opera”;Beijing Opera is an important form of expression of Chinese traditional culture, in which a variety of artistic elements are used as symbols of Chinese traditional culture.Using Beijing Opera as an element in advertising can be said to be a good integration of Chinese traditional culture.KFC has added local features such as old Beijing chicken rolls to the main foods sold in China, as well as Chinese breakfasts such as porridge, catering to the tastes of Chinese consumers and fully reflecting the diversity of KFC’s products.The following is a series of analyses I have conducted on KFC:

Ⅰ.SWOT Analysis

1.1 Strengths

The localization strategy implemented by KFC makes it one of the fast food restaurants with the fastest development, the largest scale and the greatest market influence in China.Because of its strict and unified management and clean and elegant dining environment, many consumers like to choose to eat or rest in KFC, and their concept of service has had a great impact on people.KFC has formed a high-quality team and complete management system in the past 20 years of development in China.When we eat or rest inside, we can feel the fruits of learning from Chinese society and market, which gives us a sense of being valued to a large extent, which attracts more and more customers for KFC.1.1.1 The Taste of the Product

First of all, French fries and hamburgers have strict technological standards and seasonings, which can ensure the same taste in different stores, thus ensuring the quality of the products.Secondly, KFC will launch new products and new flavors from time to time, so as to attract the attention of more people who like to taste fresh.1.1.2 The Environment and Facilities in the Store

First of all,the environment in the KFC store is elegant, and the comfortable music makes the atmosphere very comfortable;the smiling staff service;Secondly, the KFC store has a clean bathroom to ensure that customers have a lot of inconvenience in the dining process.1.1.3 Excellent management concept

The key points of standardization in KFC service are: C: keep beautiful and tidy restaurants;H: provide sincere and friendly reception;A: ensure accurate supply;M: maintain excellent equipment;P: adhere to high-quality and stable products;S: pay attention to fast and quick service.1.2 Weaknesses

There have been many illegal business operations, such as mutant chicken, adding Sudan red to food, excessive whitening agent in the materials of the whole family bucket, making soybean milk with soy milk powder, etc., although the public relations work has been done well, but to a certain extent, it weakens consumers confidence in it, and all the things about fried are harmful to our health, now more and more people pay attention to their health.All follow the old saying that “illness enters the mouth”, such an incident still occurs in KFC, which makes consumers pay attention to KFC again.1.2.1 Fried food

KFC’s food cooking methods are mainly fried and fried, while the food is mainly chicken, so the food structure has the characteristics of high fat, high calories, low vitamins and low fiber.it is especially easy to lead to excess calories and lead to obesity.1.2.2 Price

In the face of the price of some products, such as 7.5 yuan for a small cup of cola and 11.5 yuan for a large cup, the price is relatively high, which is not recognized by the population of some rural cities and towns, so there are fewer branches in counties and towns.1.3 Opportunities

With the rapid development of China, it is the largest consumer of KFC: with the development of Chinese social economy and the improvement of people’s living standards, the development of fast food industry has begun to grow, and people have more and more demand for fast food with great potential.Consumer groups are also constantly expanding, more and more Chinese people have accepted KFC, from office workers, shoppers, college, primary and secondary school students to urban floating population, tourists have everything, and its popularity in the hearts of the Chinese people is constantly expanding.Start the “world-famous chicken expert”brand: Chinese people’s diet in eating chicken, duck and fish, chicken is ranked first, compared with other foreign fast food, chicken products are also more acceptable to the Chinese people.1.4 Threats

As we all know, McDonald’s is KFC’s biggest competitor, and whenever one of them launches a new product, the other will keep pace.Now people’s concept of diet has changed a lot, and many people advocate eating healthily, so fast food restaurants such as real Kung Fu have emerged as the times require.Although this is different from fast food restaurants such as KFC, it is still competitive with KFC, and the threshold for operating fast food restaurants is relatively low, which brings a lot of potential competitors for KFC.1.4.1 Other foreign fast food grabs market share

With the continuous development of Chinas economy, one is McDonald’s and pizza restaurants with the same foreign culture, which have the same advanced ideas, management experience, and service attitude.Fast food led by McDonald’s is its biggest threat.1.4.2 The rise of local fast food

Another category is China’s local fast food chains.Fast food in China has developed rapidly in recent years.Although these restaurants are slightly inferior to KFC in terms of concept, management experience and service attitude, they have strong advantages.They have a wide range of customers and the food is more suitable for Chinese tastes.Ⅱ.Environmental Analysis

2.1 Macro-environment

In China, all kinds of foreign-funded enterprises used to enjoy “super-national treatment”in tax, political and legal aspects, but now due to a series of violations(mutant chicken, hormone chicken, adding Sudan red in food, etc.)in McDonald’s and KFC, it has attracted the attention of the whole society.Set off the public opinion and criticism of the broad masses of people, which also caused the relevant departments to investigate it, and the state will step up the pace of legislation to regulate their behavior in response to this series of events.And in the current environment where the economy is not very revitalized, even if the country has issued a lot of policies to stimulate people’s consumption, there will still be certain restrictions on the expansion and development of KFC.2.2 Micro-environment

Nowadays, the fast food industry is becoming more and more popular in China, and it is assumed that the competition is also increasing.Even if affected by various factors, it promotes a management model combined with Chinese characteristics and its localization strategy makes it one of the largest fast food restaurants in China, although now more and more people pursue a fast life.And “foreign fast food” is just to meet the needs of people, but now people pay more and more attention to a healthy and balanced diet, even if it launched a nutritious breakfast, it still can not change peoples usual position of providing food.Ⅲ.Market Positioning Analysis

(1)According to the advantages of KFC products, the unique taste of its chicken food is suitable for Asians, especially Chinese, and is more easily accepted by families and young consumers.The enterprise regards the customer as God and smiling service as the corporate image;the brand will be positioned in the “world-famous chicken cooking expert”, “chicken delicious, all in KFC”, and will open stores in downtown towns and commercial streets with more people.(2)The advantage of product localization.McDonald’s and KFC also take the family as the object, McDonald’s performance is completely younger, more feel is young dazzling and cool, while KFC has always emphasized localization, more family kindness and warmth.Ⅳ.Competitor Analysis

KFC’s biggest competitor is McDonald’s.(1)The unique taste under the guidance of QSCV(quality Service Clean value)strategy attracts more people to choose the location of the store and the advanced nature of the service.(2)The target population market is targeted at the mainstream consumption of young people to provide an easy and convenient fast food restaurant.(3)Price analysis: McDonald’s makes unified pricing and price reduction to meet consumers’ price demand according to consumers’ preference for product value.(4)Development strategy: McDonald’s plans to open more than 2300 restaurants in China in 2015.(5)The promotion system: the joint advertising fund system carries on the fund to carry on the advertisement promotion to set up the special portal website to carry on the logistics management.Ⅴ.Marketing Mix Strategy

5.1 Product Positioning

KFC uses chicken as the main raw material;uses localization differences to launch new products in time.In terms of product localization, KFC spares no effort to meet the different needs of Chinese consumers.Including old Beijing chicken rolls, Tomato and Egg Soup, Sichuan spicy chicken, nutritious breakfast and so on.5.2 Product Mix

Divided into breakfast, porridge, Youtiao series of staple food and side meals;dessert, cold drinks, hot drinks set takeout and so on.5.3 Product Packaging Strategy

Paper is the main material, environmental protection and heat resistance, easy to print patterns.5.4 Advertising Strategy

Adopt local culture and change “Life with good taste of KFC” to “Life is so coquettish”.“Life is so coquettish” comes from Spring Snow in Qinyuan, which shows that localization meets the needs of the people.It also introduces the element of “Beijing Opera”, a traditional Chinese form of artistic expression, and uses advertisements to enter the hearts of the people.5.5 Personnel Promotion Strategy

Staff direct promotion, order promotion, make use of consumer word-of-mouth to promote new products.5.6 Sales Promotion Strategies

Children’s toys, lovers’ pendants, Christmas gifts, egg tarts, coffee and other gifts;holiday coupons, product coupons and other promotions.Ⅵ.My Suggestions

However, when the fast catering industry, such as “True Kung Fu” and “Oriental White”, which focuses on Chinese food, is on the rise, KFC is also facing great challenges.From this, I have come up with the following suggestions:

First, keep quality first, integrate into China’s national conditions, and pay close attention to health and nutrition.Do not use soy milk powder to sell soy milk, which is not fresh and nutritious.Don’t take the moldy hamburgers out, blame the supplier.Make sure that it is healthy, fresh and nutritious as mentioned in the advertisement.French fries do not taste good for a long time, reduce the price or their own staff to eat, do not throw away, this waste of food is not desirable.Second, cut off bad additives or excessive additives from the source of the supplier.Repeated incidents such as “Sudan red”, “oil filter powder” and “sky green incense” still frighten consumers.Although KFC has a half-century history of development, its accumulated crisis management methods have been resolved in every negative event of news exposure.But today, with more and more attention to food safety, KFC can only consciously and strictly grasp food safety in order to be accepted by the people, otherwise, no matter how powerful it is, it will be seized one day.Third, about coupons.Many fast foods, such as McDonald’s, support the use of coupons by displaying pictures directly on smartphones.However, KFC also insists on printing, which is very wasteful and not low-carbon.Fourth, treat guests politely, increase the training for domestic KFC staff and front desk service staff, and improve their service quality.Staff quality and service directly affect the brand image and customer satisfaction.In China, the smile service of KFC employees is not yet in place.Fifth, increase the diversification of food and constantly push through the old and bring forth the new.In the face of the continuous development of a variety of fast food industry and young people’s psychology of innovation, at this point, it is not as diverse as McDonald’s.KFC should constantly make efforts on diversification in order to attract more customers.Conclusion

Now the competition in society is becoming more and more fierce, the pace of people’s life is constantly accelerating, and more and more people are constantly shortening their own rest time for the efficiency and performance of their work, which has led to the development of “foreign fast food”.And its emergency delivery and online food ordering services, not only to a large extent to promote the foreign culture of KFC, but also very in line with the needs of modern busy people.Because life is much better than before, pocket money for college and middle school students is also growing proportionally, their pursuit of food tends to taste and taste, for them, eating fast food like KFC can not only enjoy the food, but also get a great degree of respect, which attracts a lot of students to spend money in KFC.Today, KFC has become a model of efficiency, standardization and hierarchy.KFC’s accurate grasp and timely choice of internationalization strategy has become an important example for rising stars to go abroad.What is more valuable is that KFC does not rigidly adhere to the theoretical framework for strategic adjustment, but can proceed from the actual needs.Business management is the same truth, no theory can completely cover all management problems, and even can say that no theory is always correct.No matter how advanced the management theory is, there are applicable premises, just as the internationalization strategy focuses on localization, standardization or multinational in different situations, enterprise decision-makers must make pragmatic decisions according to the external environmental constraints and the nature and level of internal resource capacity.