Situational Analysis/ Problem Solving

Why is KFCs marketing so unstoppable?

Observe the situation critically and answer the questions below at the bottom.

KFC has made wave after wave in the marketing community due to its resounding success in China. Far and away the countrys most popular American fast food chain, the company is seemingly bulletproof when it comes to its performance with Chinese consumers. KFC became the first American fast food chain to enter the Chinese market when it opened its first restaurant just a short walk from Beijings famous Tiananmen Square in 1987. At the time, the three-story branch was KFCs largest in the world an impressive start which set the tone for the chains continued triumphs in the country.

Without any doubts, KFC is one of the companies that have gone global very successfully. Weve looked into KFCs international marketing strategies in China to identify exactly what the chicken powerhouse has been doing so well. If youre looking to go international with your brand, youd be well served to include these principles in your own marketing strategies. With KFCs lessons in mind, youll be headed down the path to success with your marketing mix, no matter where you choose to expand.

Believe it or not

KFC knew that it wouldnt be able to copy-paste its domestic business model onto Chinese consumers. American customers, by and large, patronize KFC for its limited range of low-cost menu options that can be prepared at lightning speed. Diners typically take their food to go, preferring to eat at home.

For its forays into China, KFC knew a different approach would be required. After 20 years in the country, KFCs current Chinese menu is approximately twice as large as back home. In addition to their signature fried chicken buckets, the international menu features many Chinese-styled options that would leave American fans baffled such as egg tarts, shrimp burgers and vegetable soup. Realizing the passion Chinese eaters have for the flavors of their own local cuisines, KFC even sub-segmented product offerings within China to account for these local preferences.

Key takeaways: No brand is sacred. Dont be afraid to transform yours.

Gone are the days when you could get away with porting your tried-and-true business model to international markets. If youre to achieve true success, youll need to reassess your brand from the ground up on a case-by-case basis, as no two markets are alike. Apply segmentation principles to each new market to custom-craft your offerings accordingly. If you get it wrong the first time, all hope is not lost. Do your research, identify trends and preferences, upgrade your business and content strategy, and try again.

Long answer questions

1. Discuss the Post Purchase outcomes. How does Leon Festingers consumer dissonance affect consumer buying decision process? Justify your views with examples and theory.(300-400 words)
2. What is consumer motivation? To what extent motivational conflicts affect consumer buying habit? Explain(300-400 words)