Mcdonald's And Kfc In China's Development Strategy, A Comparative Study

The situation of the competition between McDonald and KFC in China is quite different from the one in the world. In the global scope, they cannot be placed on a par , for McDonald who has more than 30000 restaurants and $406.3 billion in 121 countries in the world is the NO.1 without a doubt and KFC has only 11000 restaurants in the chain in 80 countries of the world . But McDonald faced a strong challenge from KFC when it came into China in April, 1991. Since many aspects such as the amount of the stores and the income were far more than McDonald, KFC changed into a leader from a follower in China. Why KFC's management achievements (financial and other aspect achievements) surpassed McDonald? The reason for the difference of the organization achievements is induced by their different strategy as well as the different competitive ability .Therefore in the market of the China, the competition between these two western fast-food brands McDonald and KFC is a topic quite worth studying .The Chinese fast food industry took KFC chain as a turning point, and opened the fast development prologue of the Chinese modern fast-food. After several years' development, the Chinese fast food which has a rapid increase speed has always taken 45% amount of the dining market. The Chinese fast food develops vigorously, though it still cannot contend with McDonalds and KFC by now. How does the Chinese type fast-food seek its development is also an important research content.From the angle of view to study McDonald and KFC's developmental strategy comparison in Chinese market, the essay will perspective both in China's competition pattern. By the research platform, we will analyze that Chinese type fast-food should study the successful experience, makes up its deficiency, effectively defense the development competitors in future, and will also accumulate the rich transnational experience for Chinese type fast-food moving towards to the world in the future simultaneously. The essay has four parts mainly. The first part will review relative management strategy theories and comment the relative essays simply, and explain the main research technique after elaborating the research's background in detail of the paper; The second part will carry on the contrast to analyze McDonald and KFC's development situations in China from many angles. The third part will use the utilization strategy, the strategic analysis, and the deeper strategic level correlation theories to analyze its reason, by comparing McDonald and KFC's core competitive power, to analyze the main difference and some similarities comprehensively of McDonald and KFC's management and competition strategy. Basing on McDonald and KFC's strategic contrast research platform, the fourth part will pointed out the Chinese type fast-food enterprise should advocate the green diet, take the standardized management and the brand superiority, and pay great attention to talented person's introduction and the enterprise scale expansion. They all will put forward the superficial proposal to the Chinese type fast-food future development.