The Yum Corporation, which is KFC holding company, decided to explore overseas market specifically the Chinese market. China is a country with the highest human population; this means that it offered a promising market…
KFC offered food items common in most Chinese restaurants ( Lroche, Kalamas &Huang, 2005). This strategic approach depicts KFC as part of the Chinese community rather than a fast food joint selling low priced westernized food.
The company capitalized on small Chinese cities and the establishment of a national business with food joints spread across the country. As a result, the company cut down some of it cost due to economies of scale and distribution of risk. KFC engaged the services of Chinese hotel managers to provide advice on the food tastes. It also established partnership with local food chains and employed more Chinese to operate its emerging branches. So far, the company commands 40% stake in Chinese fast food market with 3300 food outlets in the 650 cities in China. In 1999, KFC developed a distribution chain by building warehouses and managing a fleet of distribution trucks. The trucks were fitted with refrigerators that ensured the foodstuff remain fresh while transporting them from the farm to the restaurants. Though it was an expensive affair, it was vital for the company’s rapid expansion to other cities (Schroder & McEacher, 2005)
On the other hand, McDonalds a key rival of KFC holds a 16% stake in the Chinese fast food market. Its approach was far different from it competitor. It chose to stick to its core strategy adopted in the US market. MacDonald menu had no additional dishes that matched the local taste. The layouts of MacDonald’s food outlet depicted a westernized culture. Its target market was the stylish wealthy status-conscious Chinese that sought to imitate the American lifestyle. The McDonald now boasts of 2000 outlets spread across the Chinese cities. It emerged as a global leader in the fast food industry, based on sales, market capitalization, number of employees and revenues (Shen & Xiao, 2014). Its success is attributable to the quality standards the company has maintained globally ...
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Also referred to as quick service restaurant or QSR, fast foods are what everyone is searching and looking for in malls and in the streets. The name of it says it all. Its goal and purpose is to serve food that is quickly served and are ready to go. Usually, the food is prepared with precooked or preheated ingredients.
As a result, individuals rarely find time to prepare a good meal after a hardworking day due to fatigue or to engagement in other activities after work or school. In addition, the days when students and employees carried their parked lunch to school or work are long gone.
The young people are highly exposed to these foods than the adults, and as a result, the number of diseases ranging from cardiovascular, heart and kidney diseases has intensified, due to lack of taking control measures in consuming the unregulated fast food.
Much of the studies revolving around this menace have focused on who is to blame over the alarming levels that obesity is taking over the society, not only with the Latinos but also with the entire US at large. For instance, Glassman, Figueroa and Irigoyen in the year 2011, studied the perceptions of Latino parents on the role that as parents to school going children, they would play to control the condition in the society.
At the same time, this has created opportunities for specialization in the fast food industry as consumers look for variety and freshness as well. The fast food industry is ‘ripe’ with opportunities for different types of entrepreneurs because of these factors.
Fast food includes hamburgers, fried chicken, french fries, hot dogs and pizza. Today, more and more Americans are forsaking healthy, home-cooked meals and gorging on fast food that is not only nutrient-deficient but also calorie-rich.
Fast food advertising is to blame for childhood obesity. Ads that have been done before in the past have changed the livelihoods of people in different nations. Most of the adverts have caused adverse effects to the livelihoods because people tend to adopt lifestyles that they are not used to and which they are unaware of their detriments.
There is the presence of strong peer effect in the weight gain; hence, social multiplier is another element in the cause of obesity among the youth. A social amplifier is able to impact shock, which in turn affects the level of obesity of a person. The mechanism through which the peer affects the adolescent is through their eating habits.
The phenomenon had taken over all age groups, ethnicities and races, and raised serious concerns about the sustainability of the practice. People’s eating practices have a direct impact on their health, the sustainability of the food
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