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Kfc Approach To China Essay

1888 words - 8 pages

KFC´s radical approach to China Fallstudie #1

23.04.2013

Inhalt
1 2 3 4 KFC Key facts & die Geschichte in China Ausgangssituation Unternehmenssituation Analyse der Vorgehensweise

5
6 7
Gruppe #6

Alternativstrategien
Künftige Strategieansätze Fazit
KFC´s approach to China 23/04/13 2

1 KFC Key facts

KFC wurde vor bereits 83 Jahren in Kentucky gegründet & etablierte sich mit den im Fast-Food-Business typischen Merkmalen weltweit
       Amerikanische fast-food-Kette Stark etabliert in den USA Erste Filialeröffnung in Kentucky 1930 Gründer Harland D. Sanders Klassisches „Western-Style-Fast-Food“ Begrenztes Produktprogramm & niedrige Preise Verkauf nach dem ...view middle of the document...

260 Filialen in China 2013 – Lebensmittelskandal  erhöhte Antibiotikawerte wurden nicht publiziert

Gruppe #6

KFC´s approach to China

23/04/13

4

2 Ausgangssituation – intern

KFC besaß bereits einschlägige Erfahrung im klassischen Fast-Food-Management, dennoch stellte die Unbekanntheit des chinesischen Marktes eine Herausforderung dar
 Das Wachstumspotential in Amerika war nahezu erschöpft  Markteintritt in ausl. Märkte war für neues Wachstum notwendig

 KFC verwendete im Fast-Food-Bereich klassische Marktbearbeitungsstrategien  Geringe Preise, begrenzte Produktauswahl, hohe Ausbringungsmenge
 In vielen Märkten war KFC bereits eine bereits bekannte & etablierte Marke  Eine im Ausland bereits bekannte Marke verspricht schnellere Akzeptanz  In der Managementebene war bereits fundiertes Wissen & Erfahrung vorhanden  Dies erleichterte die „ersten Schritte“ im neuen Markt  Jedoch größtenteils Handeln per „Trial & error“     Keine individuell angepasste Strategie für chinesischen Markt vorhanden Keine Erfahrung auf chinesischen Markt bzw. dessen Funktionsweise Wenig Kenntnisse über Konsumverhalten der Chinesen Best-practice nicht vorhanden
KFC´s approach to China 23/04/13 5

Gruppe #6

2 Ausgangssituation – extern

Aufgrund der großen Unterschiede zwischen den Chin. und Amerikanischen Marktverhält war eine Fortführung der Amerikanischen Strategie nicht sinnvoll

 In China war das westliche Fast-Food-Konzept & somit auch KFC weitgehend unbekannt  Insbesondere der „western-style“ war schwer mit der Chin. Esskultur vereinbar  Auf dem neuen Markt herrscht eine sehr vielseitige & unbekannte Esskultur  Alle regionalen Unterschiede zu berücksichtigen war eine goße Herausforderung  Die Regierung hielt die Markteintrittsbarrieren hoch  Ein Markteintritt war nur mit lokalen Kooperationspartnern möglich  Essen hatte in der Gesellschaft einen hohen Stellenwert  Eine eins-zu-eins Übertragung des Amerikanischen KFC-Konzepts wäre ein Risiko

Gruppe #6

KFC´s approach to China

23/04/13

6

3 Unternehmenssituation – China

Der Aufbau einer Organisation war ein entscheidender Erfolgsfaktor KFCs Der neue Markt verlangte unternehmerische Kontrolle und individuelle Einzelstrategien
Organisation  Einbezug einheimischer Führungskräfte  Erhöhte Marktkenntnis und Motivation gewährleistet  Entwicklung einer lernenden Organisation, Schulungen  Mitarbeiterbedarf ist permanent und qualitativ hochwertig gedeckt  Aufbau und Erweiterung eigener Logistikkette  Markteintrittsbarrieren / Imitierbarkeit für Konkurrenz hoch halten  Meist keine Anwendung des Franchisesystems  Kontrolle bleibt in Unternehmenshand; Kostensenkung durch Skaleneffekte Strategien  Flächendeckende und schnelle Marktbearbeitung durch Sprinklerstrategie  Abgrenzung zur Konkurrenz: First-mover-advantage  Regional angepasste Produktpalette  Deckung verschiedenster Bedarfe  Veränderte Restaurantgestaltung  Fokus auf längere Verweildauer
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