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Swot Analysis

FC's product strategies are categorized into two aspects. 1. To meet consumers' desire for novelty by introducing western style products like Mexican Chicken Warp and New Orleans Barbeque Wings. This means can satisfy young consumers who are more open and acceptable to the foreign flavors. 2. To cater to consumers' taste for traditional Chinese meal by offering Chinese style fast food from time to time, say, Old Beijing Chicken Roll, a wrap modeled after the way Peking duck is served, but with fried chicken inside and accompanied with green onions and hoisin sauce, and Sichuan Spicy Chicken which absorbs the spicy flavor of Sichuan dish. Chinese-style breakfast food, like porridge is also served since Oct 27, 2003 on the breakfast menu of all 59 KFC restaurants in Shenzhen. The breakfast choices are a blend of East and West, ranging from Chinese seafood and chicken congee, Hong Kong milk tea to Western burgers, potato sticks and orange juice (Adler, 2003). This measure can attract older consumers who are fond of Chinese food and in need of the convenience of fast food service as well. Based on its scrutiny and adoption of Chinese traditional culinary arts, KFC has developed a series of products which are specially designed for the tastes of Chinese consumers. Moreover, in purpose of maintaining its image of a U.S. brand and keeping consistent with its globalization strategy, most of KFC's Chinese side dishes are defined as short-term products and would be replaced by new products.

To represent the Chinese characteristics and increase the identification from Chinese consumers, KFC absorbs Chinese cultural elements into the arrangements and decorations of its outlets all over China. In 2003, KFC spent 7.6 million renminbi (equal to 900,000 US dollars) to redecorate the flagship outlet in Beijing, which is also the world's largest KFC outlet, with the Great Wall, shadowgraph, Chinese kites and other traditional Chinese symbols. In the Chinese New Year of 2003, all...