The Differences Between Globalization and Customized Marketing Strategies-Take KFC and McDonald’s in China as an Example

DOI

10.2991/aebmr.k.220307.387How to use a DOI?

Keywords

Marketing strategy; KFC (Kentucky fried chicken); McDonald’s; globalization strategy; customized strategy

Abstract

This paper aims to analyze the differences between customized and globalization marketing strategies under the context of KFC (Kentucky fried chicken) and McDonald’s in China. As most people know, KFC adopts customized strategy, while McDonald’s adopts globalization strategy when conducting transnational business activities. In this paper, factors included were price discount, advertising, and position to analyze the differences between two food giants. The methodologies depend on the several problems by reviewing books, secondary data from various sources and journals, as well as tracking down the information the KFC (Kentucky fried chicken) and McDonald’s as a global brand and chain food. The conclusion is that after continuous optimization, both brands have found the most appropriate path in the Chinese market.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yiling Wu
PY  - 2022
DA  - 2022/03/26
TI  - The Differences Between Globalization and Customized Marketing Strategies-Take KFC and McDonald’s in China as an Example
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 2371
EP  - 2375
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.387
DO  - 10.2991/aebmr.k.220307.387
ID  - Wu2022
ER  -