MKT303 International Marketing

Answer:

Why there was a need for KFC to launch in the Chinese market?

KFC launched in the Chinese market in order to rebuild its brand in China while promising the citizens to have a much tighter control after the scandal that the company has face over the misuse of the drugs by the poultry suppliers of the company. 

What could KFC do to ensure customers still visit KFC after the ‘translation error’?

It could have ensured that the quality control of the company is tighter and stricter than every before. It should show the customers how it is planning to test the meat and the other ingredients. With the same, it should have strengthened the oversight of the farmers as well as should encourage them for improving the technology.

Solution to the problem

In order to address the future issues it should improve its shareholder responsibility, its management training scheme along with its localised corporate culture. It should depart from the localised supply system and should be willing to outsource like McDonald’s outsourced to HAVI.

What KFC should have done prior to entering the Chinese market to ensure branding was  successful 

China has a very challenging market. KFC should have made a thorough research about the Chinese market and their culture and preferences. It should have also understand the behavior of the consumers in this market and develop its products accordingly.

Recommendations for future entry into another country

It should first get a clear idea of the people of the very place, their food habits, their preferences and their behaviors. It should provide them features services and products. With the same, it should also set a target market with a clear personalized positioning.

References:

Tian, X. and Slocum, J.W., 2016. Managing corporate social responsibility in China. Organizational Dynamics, 45(1), pp.39-46.

HASHMI, A.R. and Ping, X.I.A.O., 2015. Dynamic Spillovers from the Rival: Evidence from the Entry and Expansion of KFC and McDonald’s in the Chinese Cities1.

Shen, Q. and Xiao, P., 2014. McDonald's and KFC in China: Competitors or Companions?. Marketing Science, 33(2), pp.287-307.

Bajpai, H. and Adhikari, A., 2018. Retailing in Emerging Markets. In Strategic Marketing Issues in Emerging Markets(pp. 61-68). Springer, Singapore.

Chan, T.S., 2015. Franchising of Us Fast Food Chains in Hong Kong: Entry and Expansion Strategies. In Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference (pp. 163-167). Springer, Cham.

Johar, M., Maruyama, S. and Truong, J., 2017. The contribution of Western fast food to fast-growing body mass in China. Applied Economics, 49(8), pp.797-811.

Witkowski, T.H., Ma, Y. and Zheng, D., 2013. Cross-cultural influences on brand identity impressions: KFC in China and the United States. Asia Pacific Journal of Marketing and Logistics, 15(1/2), pp.74-88.

Wang, J. and Cai, G., 2017. AN ANALYSIS OF INTERNATIONAL HUMAN RESOURCE STRATEGY OF KFC IN CHINA. American Journal of Multidisciplinary Research, 5(2).