Kfc And Mcdonalds In China Case Study

The Best Of Menu that is sold about 7 euros in Europe, only costs 18 yuan in China, which represent about 2,30 euros!

After chicken stuffed with antibiotic were discovered in Decembre 2013 in some of its suppliers’ factories, KFC had to face a drop of 37% of its sales.

From this moment, the brand has been making a point at controling the quality of its products.

Mc Donald also made noticeable efforts to adapt its marketing strategy. The multinational chain, symbol of american capitalism, even went as far as offering special menu to celebrate the chinese communist party that had been governing for 60 years.

Symbols of the greatness of China can be seen on some of its commercials: the great wall, entrance of the forbidden city, the Jo stadium, the chinese rocket Shenzhou 7, etc. Concerning its marketing strategy, KFC decided to focus on two main aspect chinese people are very sensitive to: the quality of the food, and a convivial atmosphere.

In China, KFC and Mc Donald had to adapt to very price sensitive consumers.

Though, if the parts are smaller, the price are also significntly lower.We are the top and most visible Web & Marketing Agency for China you will find on the web.Our Services: E-Commerce, Search Engine Optimization, Advertising, Weibo, We Chat, We Chat Store & PR.Until 2011, Mc Donald was still opening one restaurant per day in China. They even announced recently that they would close down 700 restaurants, among which a majority is in China.Even in chinese Mc Donalds, you can find the classics that made the succes of the big M: nuggets, Filet O’fish, Royal Cheese, Mc Chiken…Mac Donald indeed suffers from the fact that it is often associated to junk food and though from the suspicion of the chinese consumers.And it is especialy true in China, where it’s been associated to many food scandals in the recent past years.And just as its rival does, KFC also frequently resort to chinese symbols and cultural references in their advertising and to decorate the restaurants.After the serial food scandals China had to deal with within the last years, the question of food security has become a very sensitive one. This was before OSI, retailer of both KFC and Mc Donald, was accused to mix outdated meat with the fresh one.It has become essential in the food industry and restaurants to set up a crisi management strategy, especialy in China.And in this country where people live connected to internet almost all the time, internet is an essential tool.


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