Comparative Study of McDonald's and Kentucky Fried Chicken (KFC) development in China
Xie, Yuanyuan; Hu, Wei (2013)
Savonia-ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013052610857
https://urn.fi/URN:NBN:fi:amk-2013052610857
Tiivistelmä
Abstract
McDonald's and KFC are two international fast food restaurants. They both expended their businesses in global scale. It is obvious that McDonald surpassed KFC in terms of sales and fame in international level. However, in China, KFC performs better than McDonald's.
The aim of this study is to find out how these two companies developed differently in Chinese market. By making a comparative study of McDonald's and KFC, different operation and competitive strategy theory will be integrated with their development situation. Research is made based on strategy theory, Internet sources and interviews.
The thesis is started with general information, Chinese fast food industrial situation introduction and thesis structure. After having introduced the two companies background, we illustrated strategy theory as thesis theoretical basis. Next, by comparing McDonald’s and KFC’s core competitive power, we analyzed the main difference and some similarities comprehensively of McDonald’s and KFC’s business and competition strategy.
In research finding chapter, we introduced qualitative finding, it is the main research method we have used. The thesis is ended in conclusion, after main finding, recommendation will be given to other international fast food restaurants and suggestions will be given for further research.
McDonald's and KFC are two international fast food restaurants. They both expended their businesses in global scale. It is obvious that McDonald surpassed KFC in terms of sales and fame in international level. However, in China, KFC performs better than McDonald's.
The aim of this study is to find out how these two companies developed differently in Chinese market. By making a comparative study of McDonald's and KFC, different operation and competitive strategy theory will be integrated with their development situation. Research is made based on strategy theory, Internet sources and interviews.
The thesis is started with general information, Chinese fast food industrial situation introduction and thesis structure. After having introduced the two companies background, we illustrated strategy theory as thesis theoretical basis. Next, by comparing McDonald’s and KFC’s core competitive power, we analyzed the main difference and some similarities comprehensively of McDonald’s and KFC’s business and competition strategy.
In research finding chapter, we introduced qualitative finding, it is the main research method we have used. The thesis is ended in conclusion, after main finding, recommendation will be given to other international fast food restaurants and suggestions will be given for further research.