Fast Food Chain

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FAST FOOD CHAIN

American Fast Food in the Chinese Market- A Cross Cultural Perspective - The Case of KFC and Burger King

ABSTRACT

The technological boom and the advent of globalisation have transformed the contemporary business world to such an extent that now no organisation can deny the advantage of implementing cross culture strategy to streamline its operation and function. Today, strategies in relation to systems and technology are in place in different organisations, whether engaged in services or manufacturing industry. This study presents the procedures and frameworks used to develop a cross-cultural perspective at a well established fast food chain, Kentucky Fried Chicken (KFC) and Burger King. The first chapter analyzes the introdcution section of the given thesis. It consists of brief description, aims and objectives, rationale of the research. The second chapter includes detail analysis of literature review and the third chaapter includes the methodology. The thesis concludes with the discussion and conclusion section.

Table of Contents

ABSTRACTii

CHAPTER 1: INTRODUCTION1

Franchises Comparison1

Marketing Comparison1

Aims and Objectives2

Rationale of Study2

Research Questions3

CHAPTER 2: LITERATURE REVIEW4

KFC in China4

A Matter of Scale4

Value Chain KFC6

Strengths and Weaknesses (Internal Factors)6

Threats and Opportunities (External)6

The Chinese Way7

Effects of Globalization of KFC8

Burger King in China9

Company in Focus10

Core Competency of Burger King10

Configuration & Coordination of Value Chain11

Most effective value chain activity12

Reasons for delayed expansion than competitors12

Burger King's Plans13

Wendy's13

Barriers to Entry: Local competition13

Relationship with home and foreign countries14

Advantage for entering youth and shopping centers14

Impact of Burger King's HQ in China14

Development and Marketing of Products15

Strategy of Burger King15

Pricing Policy in Burger King16

Future Plans16

Consumer Behavior Model for Fast Food in China17

External Variables17

Individual Determinants19

Decision Process20

Socio-Cultural Environment21

Recommendation and Further Research22

CHAPTER 3: METHODOLOGY23

Methods of Investigation and Analysis23

The Research Design23

Types of Research Design24

Sample Selection24

Data Collection Instruments25

Data Collection Methods25

Literature Search26

Search Strategy27

Questionnaire Explanation27

Partially Structured Questionnaire27

Data Analysis28

Inductive and Deductive Analysis28

The Survey Design29

Ethical Viewpoint29

CHAPTER 4: DISCUSSION & RESULTS ANALYSIS30

Foreign Fast Food Chinese Flavour30

Cross Administrative Mode31

Characteristics of Fast Food Market32

Barriers To Entry In The Branch33

Level Of Risk33

Corporate Social Responsibility and Marketing33

Job Placement Program Youth Special Abilities33

Opposing Point of View34

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS37

CHAPTER 1: INTRODUCTION

The thing common in Burger King and KFC is that both are multinational companies with over fifty years of experience in the fast food industry. Additionally, the majority of people know that both the companies have become famous because of their burgers, Big Mac and Whopper (Shaffer, 2009, pp.23-67). In this paper you will find what made these two restaurants famous, and what the characteristics are which is making these restaurants one of the best fast restaurants of all time. Burger King, the fast food chain, now have around 11,220 fast food restaurants placed in about 61 countries internationally, whereas, KFC has about twice as many restaurants as Burger King have i.e. 29,000 in total in 119 countries all over the world.

Franchises Comparison

KFC and Burger King, both restaurants have been providing their delicious burgers from more than 50 years in the fast food business and both of these fast food chains have almost 40 years of management of franchises. Burger King, however, is the first fast food which started executing in Spain from approximately ...
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