Contents

• This report answers following questions on the case study -
• 1) Mainland China is the number one market for Yum! Brands and KFC Chine alone has contributed to over 20% of global revenue for Yum! Brands. How has KFC Chine positioned itself differently from the popular McDonald's Chine franchises that have been successful in the other Asian markets like Singapore, but have yet to expand significantly throughout Mainland China?
• 2) During the localization process, some foreign brands that are low-end in their home markets instead promote themselves as high-end brands in China. How were they able to localize KFC for the Chinese market, having it both suit local tastes yet alone position itself as the higher-end-alternative to traditional family dining?
• 3) Other multinationals such as Omega, Loreal and General Motors have enjoyed considerable success in China while other multinationals have been less successful. What do you think these multinational companies have common with KFC?

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