The Internationalization of KFC

Business & Finance, Marketing & Sales
Cover of the book The Internationalization of KFC by Nadine Ghanawi, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Nadine Ghanawi ISBN: 9783656342564
Publisher: GRIN Verlag Publication: December 31, 2012
Imprint: GRIN Verlag Language: English
Author: Nadine Ghanawi
ISBN: 9783656342564
Publisher: GRIN Verlag
Publication: December 31, 2012
Imprint: GRIN Verlag
Language: English

Seminar paper from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of València (Faculty of Economics), language: English, abstract: After the fast-food industry was thriving in Asia and especially in China in recent years, Latin America is considered the future growth market for American restaurant franchises (cf. Bloomberg 2012). In China, KFC already encountered a stunning demand, dominating the market by far before McDonalds (cf. Mellor 2011). However, in 2012 KFC was represented by only 577 restaurants in 36 countries of the Caribbean and Latin American area (cf. CARIBLA 2012). As a consequence one can see that there is still a lot of internationalization potential for the Company in the future. In order to be able to discuss KFC's operations in the global market place, this paper will first give an overview of common strategic marketing concepts and management theories, before critically analyzing KFC's international strategic approach to the global market place. Moreover, it will take a look at how -and if- KFC is able to manage the tension between globalization and localization, giving recommendations for the future development of the firm. In doing so, a critical evaluation of the Company's pursued internationalization strategy in the past as well as the illustration of possible market entry strategies for KFC is required.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of València (Faculty of Economics), language: English, abstract: After the fast-food industry was thriving in Asia and especially in China in recent years, Latin America is considered the future growth market for American restaurant franchises (cf. Bloomberg 2012). In China, KFC already encountered a stunning demand, dominating the market by far before McDonalds (cf. Mellor 2011). However, in 2012 KFC was represented by only 577 restaurants in 36 countries of the Caribbean and Latin American area (cf. CARIBLA 2012). As a consequence one can see that there is still a lot of internationalization potential for the Company in the future. In order to be able to discuss KFC's operations in the global market place, this paper will first give an overview of common strategic marketing concepts and management theories, before critically analyzing KFC's international strategic approach to the global market place. Moreover, it will take a look at how -and if- KFC is able to manage the tension between globalization and localization, giving recommendations for the future development of the firm. In doing so, a critical evaluation of the Company's pursued internationalization strategy in the past as well as the illustration of possible market entry strategies for KFC is required.

More books from GRIN Verlag

Cover of the book Script zum Familienrecht by Nadine Ghanawi
Cover of the book Die antiken Wurzeln europäischer Identität by Nadine Ghanawi
Cover of the book The Interplay of Power, Knowledge and the Self - Subject and the Art of Telling the Truth in Michel Foucault by Nadine Ghanawi
Cover of the book Unfassbar! Schein-wahre Geschichten aus dem Gruselkabinett by Nadine Ghanawi
Cover of the book Jugendorganisationen und Schule im Nationalsozialismus unter besonderer Berücksichtigung Österreichs. Theorie und Unterrichtsentwurf by Nadine Ghanawi
Cover of the book Wie ist Verständigung im Konflikt möglich? by Nadine Ghanawi
Cover of the book Soziale Identität und Gruppenzugehörigkeit als Auslöser von Vorurteilen und sozialer Diskriminierung by Nadine Ghanawi
Cover of the book Die Auswüchse der Massentierhaltung und die Verantwortung der Verbraucher by Nadine Ghanawi
Cover of the book Solidarität im Bundesstaat by Nadine Ghanawi
Cover of the book Die Bedeutung der Dispokinese für die Behandlung von Musikerkrankheiten. Methoden der Körperarbeit beim Musiklernen by Nadine Ghanawi
Cover of the book Ikonographie der Tributszenen des Neuen Reichs und Handelskontakte by Nadine Ghanawi
Cover of the book Niccoló Macchiavelli - Die Säkularisierung der Politik by Nadine Ghanawi
Cover of the book Harold II. Godwineson by Nadine Ghanawi
Cover of the book Große Vulkanereignisse im Holozän. Erfassung, Datierung, Beispiele und Auswirkungen by Nadine Ghanawi
Cover of the book Der Zusammenhang zwischen Eigenkapitalrentabilität, Gesamtkapitalrentabilität und Cash Flow als wesentliches Merkmal des unternehmerischen Controllings by Nadine Ghanawi
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy