商务英语肯德基pk麦当劳ppt课件
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Comparison
▪ "China's McDonald's is still the world of McDonald's."
Lack of localized food innovation
Price promotion
Decrease pro1f6it rate
.
LOGO
Advantages & Disadvantages
2 .food safety crisis
McNuggets contain silly chemical
▪ McDonald's: globalization strategy-more
inclined to strategic management
adjustments.
▪ KFC: localization strategy-" do in Rome as
the Romans do"
18
.
LOGO
3
.
LOGO
Background information
KFC
▪ Founded in 1952
▪ Entered China in 1987
3500 3000
3200
2500
2000
1500 1000
1000
500
0
1
1987
10 1992
100 1996
2004 2010
4
Total shops
KFC
▪ Company name: Kentucky Fried chicken ▪ Founder : Colonel Harland Sanders ▪ Headquarters site: the United States ▪ Business scope: western fast food ▪ Company slogan: We Do Chicken Right
8
.
LOGO
Advantages & Disadvantages
Advantage — KFC
1. Earlier KFC entered China in 1987 while McDonald's landed China in 1990
9
.
LOGO
Advantages & Disadvantages Advantage — KFC
12
.
LOGO
Advantages & Disadvantages
Advantage — McDonald’s 2. Widespread dessert stations
13
.
LOGO
Advantages & Disadvantages
Advantage — McDonald’s
3. People-oriented design of the restaurants
5
.
LOGO
Background information
McDonald’s
▪ Company name: McDonald's ▪ Founder : Richard and Maurice McDonald ▪ Headquarters site: California ▪ Business scope: fast food chain, dessert ▪ Company slogan: I 'm lovin' it !
LOGO
KFC PK McDonald’s
Group 11 Members
1
.
LOGO
Contents
1 Background Information
2 Advantages & Disadvantages
3
Comparison
4
In China
2
.
LOGO
Background Information
McDonald’s
McDonald's mainly sells hamburgers, various types of chicken sandwiches and products, French fries, soft drinks, breakfast items, and desserts.
6
.
LOGO
Background information
McDonald’s
▪ founded in 1954
▪ landed China in 1990
1200 1000
1100
800
600
600
460
400
200
0
1
1990
2002
2004
2010 7
Total shops
.
LOGO
Background Information
Toxic cadmium has been
discovered in the painted
design on "Shrek"-
themed drinking glasses
17
.
LOGO
Comparison
1、 Strategy Globalization strategy PK localization strategy
.
LOGO
Background Information
KFC
KFC mainly sells chicken in form of pieces, wraps, salads and sandwiches. Outside North America, KFC offers beef based products such as hamburgers or kebabs, pork based products such as ribs and other regional fare.
14
.
LOGO
Advantages & Disadvantages
Disadvantage — KFC
Core product
Localized product
Trade-off
15
.
LOGO
Advantages & Disadvantages
Disadvantage — McDonald’s
1.frequent price measure to respond to competition
2. quality
10
.
LOGO
Advantages & Disadvantages
Advantage — KFC 3. services
11
.
LOGO
Advantages & Disadvantages
Advantage — McDonald’s 1. Vivid brand image and slogan
Comparison
▪ "China's McDonald's is still the world of McDonald's."
Lack of localized food innovation
Price promotion
Decrease pro1f6it rate
.
LOGO
Advantages & Disadvantages
2 .food safety crisis
McNuggets contain silly chemical
▪ McDonald's: globalization strategy-more
inclined to strategic management
adjustments.
▪ KFC: localization strategy-" do in Rome as
the Romans do"
18
.
LOGO
3
.
LOGO
Background information
KFC
▪ Founded in 1952
▪ Entered China in 1987
3500 3000
3200
2500
2000
1500 1000
1000
500
0
1
1987
10 1992
100 1996
2004 2010
4
Total shops
KFC
▪ Company name: Kentucky Fried chicken ▪ Founder : Colonel Harland Sanders ▪ Headquarters site: the United States ▪ Business scope: western fast food ▪ Company slogan: We Do Chicken Right
8
.
LOGO
Advantages & Disadvantages
Advantage — KFC
1. Earlier KFC entered China in 1987 while McDonald's landed China in 1990
9
.
LOGO
Advantages & Disadvantages Advantage — KFC
12
.
LOGO
Advantages & Disadvantages
Advantage — McDonald’s 2. Widespread dessert stations
13
.
LOGO
Advantages & Disadvantages
Advantage — McDonald’s
3. People-oriented design of the restaurants
5
.
LOGO
Background information
McDonald’s
▪ Company name: McDonald's ▪ Founder : Richard and Maurice McDonald ▪ Headquarters site: California ▪ Business scope: fast food chain, dessert ▪ Company slogan: I 'm lovin' it !
LOGO
KFC PK McDonald’s
Group 11 Members
1
.
LOGO
Contents
1 Background Information
2 Advantages & Disadvantages
3
Comparison
4
In China
2
.
LOGO
Background Information
McDonald’s
McDonald's mainly sells hamburgers, various types of chicken sandwiches and products, French fries, soft drinks, breakfast items, and desserts.
6
.
LOGO
Background information
McDonald’s
▪ founded in 1954
▪ landed China in 1990
1200 1000
1100
800
600
600
460
400
200
0
1
1990
2002
2004
2010 7
Total shops
.
LOGO
Background Information
Toxic cadmium has been
discovered in the painted
design on "Shrek"-
themed drinking glasses
17
.
LOGO
Comparison
1、 Strategy Globalization strategy PK localization strategy
.
LOGO
Background Information
KFC
KFC mainly sells chicken in form of pieces, wraps, salads and sandwiches. Outside North America, KFC offers beef based products such as hamburgers or kebabs, pork based products such as ribs and other regional fare.
14
.
LOGO
Advantages & Disadvantages
Disadvantage — KFC
Core product
Localized product
Trade-off
15
.
LOGO
Advantages & Disadvantages
Disadvantage — McDonald’s
1.frequent price measure to respond to competition
2. quality
10
.
LOGO
Advantages & Disadvantages
Advantage — KFC 3. services
11
.
LOGO
Advantages & Disadvantages
Advantage — McDonald’s 1. Vivid brand image and slogan