Kfc Strategies - 1502 Words

2. How would you describe KFC’s international strategy? Which cross-border synergies can KFC reap and how locally responsive is the company? KFC’s international composition provides an exemplary mix of international entry strategies. The company enters a foreign market either by a greenfield entry by establishing a company-owned foreign subsidiary (21 %) or by a joint venture (10 %) (figure 10.2 in the book). However, in most of the cases, KFC expands it global franchise-network (69 %). In Latin America, KFC illustrates this mix, too. The entries into Mexico and Puerto Rico, accessed firstly because of their geographical and social proximity to KFC’s home country, were established through company-owned subsidiaries, where small markets in†¦show more content†¦Actually, the foremost reason for KFC to have franchises in some countries is that these are ‘owned and operated by local entrepreneurs who have a deeper understanding of local language, culture, customs, law, financial markets, and marketing characteristics’. In order to illustrate the demand for local responsiveness for KFC, exam ples are given for the fairly diverse countries that were analyzed in question 1, as well as some examples that are taken from the case. The following is based on the possible country differences as mentioned in the textbook. Differences in market structure: KFC deals with globally present as well as locally based competitors in a different way in each country. For instance, in Mexico KFC has to deal with McDonalds, Wendy’s and Burger King, as well as native ‘El Pollo Loco’, where in Brazil it has only one international rival McDonalds, with a powerful local competitor ‘Habib’s’; Differences in customer needs: For instance, KFC’s customers in Puerto Rico are mainly tourists with an American taste palate, where Chilean customers will mainly be locals with different preferences. Worldwide, KFC is relatively more successful in Asia and Latin America where chicken is a traditional dish, in South America usually combined with rice and beans (or beans and rice, which is totally different); Differences in buying behavior: If this depends on income, there should be distinct differences between, for instance, Chile and Peru. 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