The Research On The Growth Strategy Of PPS Fast-food In Chinese Market

The foreign fast-food industry has made an outstanding achievements in China within the last ten years since Kentury took the lead to enter the China market in 1987. Their updated business way and philosophy of industrialized production, franchised operation and standardized management has made nothing but a profound impact on Chinese traditional restaurant industry and even the service industry. After the great success made by Mcdonald and Kentury in China, the famous fast-food leaders such as Dekos, Jilike, Aidexiong, Jungle and Rogers flooded into China to open franchise restaurant in downtown area of each cities, trying to gain a foot in China market. As a latecomer and challenger, PPS fast-food, the famous American fried chicken brand, came to China in 2003 in a way of franchise. But what strategy should PPS fast-food adopt to develop and survive in Chinese market when confronting with the fierce competition, especially the two fast-food big mac—Mcdonald and Kentury which share the majority of the Chinese market. This thesis , basing on the current situation of PPS fast-food in China, combining with the advantage comparison between PPS fast-food and its competitors, tries to explore a growth strategy for PPS fast-food in China. Throughout this research, the market theory including 4P and 4C and the Competitive Strategy Theory by Michael Porter and brand development theory are adopted.