麦当劳与肯德基BECPresentationTime:1930Founder:ColonelHarlandSandersLocation:KentuckyStateLouisvilleBrandOwner:theYumBrandsGroup–thelargestfoodgroupintheworld★●Themainmarket:UnitedStates,China,Britain,Australia,SouthKorea,MexicoandFrance,Germany,Netherlands,India,Russi...
BECPresentationTime:1930Founder:ColonelHarlandSandersLocation:KentuckyStateLouisvilleBrandOwner:theYumBrandsGroup–thelargestfoodgroupintheworld★●Themainmarket:UnitedStates,China,Britain,Australia,SouthKorea,MexicoandFrance,Germany,Netherlands,India,RussiaandBrazil●Morethan80nationsopenedmorethan14,000KFCrestaurants●Receivemorethan12millioncustomersaday●Nearly500000workersservefor4.5billioncustomersaroundtheworldeveryyear●Kentuckyisoneofthefastestgrowingglobalbrands,twonewrestaurantsareopenedonaverageeveryday.OnNovember12,1987,KFCsetupthefirstChina’srestaurantinQianmendowntownzoneinBeijing.BeijingKFCCo.,LTD.isthefirstfastfoodofsino-foreignjointventureenterpriseatBeijing.InJanuary2004,China's1000chainstoreopenedinChaoyangdistrict.InNovember2007,KFCopened2000restaurantsinChengdu.NowChina'sKFChassetupmorethan3200restaurantchainsinmorethan650citiesandtowns,inmainlandofChinaaroundallprovinces,citiesandautonomousregionsexceptTibet.McDonald'sCorporation(NYSE:MCD)istheworld'slargestchainoffast-foodrestaurants,sellingprimarilyvariationsonmealsconsistingofhamburgers,frenchfriesandcarbonateddrinks.McDonald'srestaurantsarefoundin119countriesandterritoriesaroundtheworldandservenearly50millioncustomerseachday.McDonaldenteredintoChinain1990 KFC——numberoneinChina McDonald——numberoneintheworld KFCLocalizationstrategyMcDonaldGlobalizationstrategyKFC:ThestrongestinChina.McDonald:Thestrongestintheworld.KFC:Wedochickenright.Weinsistonlocalization,makingcustomersfeelasenseoffamilylove.SoweobtainalargersharethanMcDonaldinChina.McDonald:I‘mlovin'it.Wefocusonglobalization,andpaymoreattentionontheyoungpeople.Soweareinthetoplistwithintheworld.Inprevious,McDonaldusedUncleMcDonaldintheadvertisement,attractingmanychildren.But,recently,McDonaldaltereditsstrategy.McDonalddevelopsanewstrategy----Chineseadvertisementmarketwiththeimagesofstarsandadvocatingahealthydiet,whichdrewalargenumberofyoungandfashionablepeople.Insteadoftakingtheadvantageofcelebrities,thepredominantcharacteristicofKFC’sadvertisementisfamilyatmosphereandlocalization.ThecontrastofMcDonald'sandKFCrestaurants’developmentspeedandvolumeinChinaIntheworldMcDonaldisfaraheadInChinaKFCadvancebravelyKFCOperationPrinciple——“CHAMPS”ChampionplanCCleanliness:KeeptherestaurantcleanandtidyHHospitality:ProvidefriendlyreceptionAAccuracy:EnsuresupplyaccuratelyMMaintenance:MaintaingoodequipmentPProductQuality:AdheretotheproductwithhighqualitySSpeed:PayattentiontothefastserviceQQuality:Highstandardprocurement,HighqualitytestingSService:MakeperfectservicestandardsCCleanliness:BuildcomfortableandneatdiningenvironmentVValue:ProvidehighqualityfoodMcDonaldOperationPrinciple——“QSCV”ManagementIdeaAlthoughKFCandMcDonaldarebothinthefieldoffastfood,theyhavevarioussalesstrategyanduniquemanagementconcept.ThereisnodoubtthatMcDonaldisthemostpowerfulrivalofKFC.Briefly,thecompetitionbetweenthemwilllastforalongtime.
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