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Marketing case study : YUM's

1- Analysis of potential Latin American markets for YRI………………………..….…p. 4
2- New international market entry strategy and recommendations…………p. 4

2-1 Identification of markets chosen……………………………………………………...………..……p. 4

2-1-1 CHILE…………………………………………………………………………………………………p. 4
2-1-2 ARGENTINA…………………………………………………………….…………………………p. 5
2-1-3 BRAZIL……………………………………………………………………….………………………p. 5

2-2 Overall strategy definition…………………………………………………….…………………………p. 6
2-3 Timeframe and sequencing of strategy identification…………………………………p. 7

3- Entry-mode strategy………………………………………………………….……………………………p. 7

QUESTION 2……………………………………………………………………………………………….………..………..p. 8
1- …is preferable to YRI’s existing LA strategy………………………………….……………..p. 8
2- …fits in with YRI global strategy………..……………………………………………………………p. 9
3- …is consistent with current trends in globalization……………..…………………..p.10
4- …deserves to have corporate resources dedicated to it………………………….p.11

APPENDIX……………………………………………………………………………………………………………………..p. 12
BIBLIOGRAPHY………………………………………………………………………..……………………………….….p. 38

YRI is the world’s largest restaurant company in terms of systems restaurants in the fast-food segment with four leading brands – KFC, Pizza Hut, Taco Bell and Long John Silver’s – offering consumers more choice and convenience with its multibranding concept. Today, YRI faces the maturity of the U.S fast-food industry and seeks opportunities to grow into as many countries as possible. Primarily focused on developing strong market share positions in high growth markets, YRI is currently making the China Division its top priority. However, YRI is also under pressure to continue the company expansion in the developing economies of Latin America (LA).
Indeed, YRI is met with many appealing drivers of globalization (G. Yip, Total Global Strategy II, FT/Prentice Hall, 2003) towards LA:
 The increasing trend to market globalization in the fast-food market with a consistent...