KFC's Marketing Strategies China. What Successfully Cater Essay

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KFC's marketing strategies China. What successfully cater Chinese market? This include limited: Introduction (history KFC china they're upto today) Market Segmentation strategy ( target market ) Price strategies ( pricing strategy china) Promotion strategies Place strategy ( decide locate strategic reasons) Product strategies ( specific tailored products Chinese market) Conclusion (summary works ).

Some voice concerns, in the present, about the potential saturation of the fast-food market, driven both by the expansion of Western chains and local competitors, as well as by a decreasing purchasing power of local consumers. This paper will aim to address some of these concerns, including by examining the price, place, product and promotion strategies implemented by KFC in China and by looking at how these were customized to match the company's market segmentation strategy. Based on this analysis, the paper aims to draw conclusions and put forward recommendations towards future KFC actions in China.

Market segmentation strategy

Although age is an important part of KFC's market segmentation strategy, it is not prohibitive. The way that KFC structured its menu tends to argue in favor of the fact that older people are also encouraged to eat at KFC restaurants across China. Older people are traditionally more conservative, but KFC also contains traditional Chinese dishes. The diversified menu/portfolio of products allows the company to expand its market.

Promotion Strategy The first thing that KFC needed to consider when defining its promotion strategy (as was the case with strategies in other areas) was the fact that there are huge cultural differences between the U.S. And the Western world and China.

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In this particular case, since the promotion strategy included advertising, the immediate impact on the potential client could be disastrous if a translation was not properly done in Chinese or if one did not consider things such as different significance of colors.

The most obvious blunder that KFC made was translating its slogan, possibly the element that has the most immediate impact on the potential client, into Chinese characters. KFC's slogan was "Finger Lickin' Good," its slogan since the 1950s. Its translation, however, into Chinese, was "Eat Your Fingers Off!"

. It corrected its mistake soon enough and the impact was minimal, since the time was the late 1980s and the company was still at the beginning of its expansion into China.

One of the promotional instruments often used on the Western markets by companies are coupons or other forms of discounts. Because of cultural differences (and, in this case, because of a lack of regulations when it came to the online environment and to the distribution process), this also turned to a fiasco when it was used by KFC as a promotion strategy in China

. The company….....

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