2010 IV assessment decisions

3.2. P2. Explain the impact of globalisation on the national economies of contrasting countries.

KFC has succeeded in transforming its business over time into a destination restaurant for traditional Chinese morning fare. The company started providing customized breakfast alternatives in China in the early 2000s after seeing that customers wanted meals that could be consumed on the go. They began modestly with soy milk, congee, and fried dough sticks known as youtiao (), but have now expanded owing to customer demand to provide a comprehensive Chinese cuisine that includes anything including egg tarts to vegetable soup. KFC's relentless pandering to Chinese preferences with side dishes that will not be served in US outlets has been key to the team's operations in the nation. In addition to serving fried chicken, KFC locations in China also provide a range of regional foods such egg tarts, congee, and the "Wing Tornado." The evolution of the business strategy that helped establish Kentucky Fried Chicken as a household name by KFC China is something that has all of us amazed. Global coos looking to decide how much of an old business model is worth maintaining in emerging areas and the amount that should be tossed away might learn valuable lessons from KFC China. KFC eventually started to introduce more Chinese-inspired choices to its menu. In addition to fish and shrimp burgers, vegetable soups, and full-plate dinners with vegetable sides, the restaurant also offers a complete Chinese breakfast menu. This menu diversity responds to regional tastes while providing enough variation to attract return visits, given KFC's transition to a dine-in environment. Even so, the nation's favourite hamburger is still the tried-and-true Zinger chicken burger, notwithstanding the menu's abundance of Chinese selections.

Promotion and advertising:

KFC in China typically modifies its marketing initiatives to appeal to Chinese consumers. In China, the "We Cook Chicken Well" commercial is also available in Cantonese. Regular meal sets and think of marketing discounts for specific unique items or dinner sets are offered in an effort to raise name recognition and encourage sales volume. Additionally, there really are meals made just for kids. In an effort to stand out in the busy market, a plan to rebuild the brand in China as "youth and noise" is included. The only difference between youngsters in China and the majority of the world is that, particularly because of the country's sophisticated social networking sites, trends change even more quickly. KFC China utilizes the app to deliver its loyal customer base special offers and promotions in addition to adopting digital payments and ordering. These concentrate on generating business during the off hours. Whenever you initially use the app, it also gives prizes with a generous monetary value of 88 yuan (about $13) and bundles like five breakfasts for 39 yuan (about $6).

Gamification:

With much more than 564 million gamers, China is known as a wonderful marketplace to target. Companies may use this industry's youth, size, and enthusiasm to radically reinvent their brands. They decided to collaborate with the nation's prize gaming juggernaut Onmyoji to build a unique KFC China game rather than creating games on their own. This game encourages users to gather in-store to play with one another by utilizing place services and virtual reality.