Analysis Of KFC’ S Localization Strategy In China

With the arrival era of globalization, more and more multi-national corporations go out from their own countries, and enter into the other side of the world or the other continents for development. The corresponding part of globalization is localization. They are like twin brothers and are inseparable. KFC is an American fast food enterprise. And in the United States, McDonald’s owns larger quantities in restaurants than those of KFC, but in China, KFC is far ahead of the McDonald’s in both restaurant quantities and revenues. Why KFC earns great success in China? The major reason is that KFC in China has implemented localization strategy which is suitable for the Chinese market.This essay discusses KFC implementation of the localization strategy in China. First of all, it briefly introduces the domestic and foreign research on situation and localization theory. It then talks about FKC in the United States, the globe, and in China in terms of development status and operating status. Third, it will give deep and systematical study of the KFC China company localization strategy by illustrating KFC China Company in product strategy, marketing strategy, human resource strategy and operation strategy through the data, diagrams, and further analyze the KFC China’s localization strategy. This essay summarizes that the KFC China Company has successful business experience and give implies and further hope to provide relevant reference for similar enterprises in China.