麦当劳肯德基比较教学提纲

VSWhyKFCismorepopularthanMcDonald’sinChina?SolutionsProblemsStrategyPriceProductpositioningBackgroundinformation

KFC

&

McDonald’sBackgroundinformation—ForMcDonald’s1.foundedin19542.landedChinain19901954–Krocopenedthefirstoutlet.1983–McDonald’sin32countries.1990–EnteredChinaThenumberofMcDonald’soutletsinChinaBackgroundinformation—ForKFC1.foundedin19522.enteredChinain19871930--SandersopenedhisfirstrestaurantinKentucky.1936--KentuckyGovernormadeSandersanhonoraryColonel.1952--TheColonelbeganfranchisinghischickenbusiness.1987--KFCenteredChina.ThenumberofKFCoutletsinChinaProductpositioningTargetcustomersFeaturedproductsTargetcustomers——ForMcDonald’s1.outletsindowntownareas2.children-centeredfamilies3.theyoung&theyoungparents★Targetcustomers——ForKFC1.outletsindowntownareas2.theyoung3.thekids&theyoungparents★Let'sgo!hamburgers,varioustypesofchickensandwiches,Frenchfries,softdrinksanddesserts...ProductsProductshamburgers,varioustypesofchickensandwiches,Frenchfries,eggtart,softdrinksanddesserts…Featuredproducts—ForMcDonald’s1.atearlytimes,mainproducts—ham-burgers2.now,featuredproducts—milkshakes,piesandpopcorns…——ForKFC1.atearlytimes,mainproducts—chickenmeat2.now,featuredproducts—Beijingchickenroll,tomatoandeggsoup,seafoodandeggcongee…FeaturedproductsPrice&MKfloatingpriceeligibleproductappropriateprice麦当劳刚实施全面的逆势涨价；麦当劳将近十种主打产品全部砍到5元之内，最高降幅达50%少有如此的价格反复，一直坚持走“合适的价格与合格的产品”路线KFC,spicychickenburger13.5￥Hamburger0.5yuancheaperthanMcDonald’sMcDonald’s,spicychickenburger14￥4.5￥

/5.5￥

/6.5￥5

￥/6￥/7￥PeoplehaveapreferenceforPepsi.Cola

6.5￥(小)/7.5￥

(中)/9.0￥(大)

Frenchfries

5.5￥（小）7￥（中）8￥（大）Affordableprice&highqualityproduct—ForMcDonald’s

1.Increasingnumbersofoutlets(1,400)2.Exceptionalcustomercare3.Foodofgreatvalue4.MarketingbrandonaglobalscaleStrategy—ForKFC1.Seekingfranchiseesandpartners(3,200)2.Enteringsecond-tiercities3.Warmcustomerservices4.KFCquickdeliveryStrategyAdvertisingstrategies1.Globaluniformstandardsoftrademarks2.Specificadvertisingformsreflectingnationaldifferences※US:WEDOCHICKENRIGHT!※China:LifetastesbetterwithKFC!3.FlashgamesLocalizationstrategyChinesestyle:

1.Dietarystructure2.Preferredflavor3.Eatinghabit4.ConsumptioncharacteristicsSocialresponsibilityMcDonald’s:1.AidingSichuanProvincein20082.ProjectHopeKFC:ChinaYouthDevelopmentFoundationBothKFCandMcDonald’sareexcellentcompanies.TheybothhavegreatinfluenceontheChinesepeople’slives.KFCstrategiestendtobemoredetailedandconsiderateinChina;McDonald’sseemstofocusontheglobalmarket.

Bycomparisonwemayfind:FoodsafetycrisisProblem1—foodsafetycrisis

(forMcDonald’s)

WorminthejuiceshockedthecustomerProblemsLargevarietiesoffoodthatsuiteChinesetaste

Problem2

—localizationProblem3

–WarmserviceLackofexpressdeliverycompany

？Whichflavordoyoulikebetter?—ForMcDonald’s1.TodeepentheunderstandingofChinesefoodculture.2.Toimprovefoodqualityandpayattentiontofoodsafety.3.Toprovidewarmservice.4.To