麦当劳与肯德基.ppt

BEC Presentation,START,START,Time:1930Founder:Colonel Harland SandersLocation:Kentucky State LouisvilleBrand Owner:the Yum Brands Group the largest food group in the world,The main market:United States,China,Britain,Australia,South Korea,Mexico and France,Germany,Netherlands,India,Russia and Brazil More than 80 nations opened more than 14,000 KFC restaurants Receive more than 12million customers a day Nearly 500000 workers serve for 4.5 billion customers around the world every year Kentucky is one of the fastest growing global brands,two new restaurants are opened on average everyday.,KFC Over The World,KFC In China,On November 12,1987,KFC set up the first Chinas restaurant in Qianmen downtown zone in Beijing.Beijing KFC Co.,LTD.is the first fast food of sino-foreign joint venture enterprise at Beijing.In January 2004,Chinas 1000 chain store opened in Chaoyang district.In November 2007,KFC opened 2000 restaurants in Chengdu.Now Chinas KFC has set up more than 3200 restaurant chains in more than 650 cities and towns,in mainland of China around all provinces,cities and autonomous regions except Tibet.,McDonalds Corporation(NYSE:MCD)is the worlds largest chain of fast-food restaurants,selling primarily variations on meals consisting of hamburgers,french fries and carbonated drinks.McDonalds restaurants are found in 119 countries and territories around the world and serve nearly 50 million customers each day.McDonald entered into China in 1990,KFCnumber one in China,McDonaldnumber one in the world,Status,KFCLocalization strategy,McDonaldGlobalization strategy,KFC:The strongest in China.McDonald:The strongest in the world.,KFC:We do chicken right.We insist on localization,making customers feel a sense of family love.So we obtain a larger share than McDonald in China.McDonald:Im lovin it.We focus on globalization,and pay more attention on the young people.So we are in the top list within the world.,In previous,McDonald used Uncle McDonald in the advertisement,attracting many children.But,recently,McDonald altered its strategy.McDonald develops a new strategy-Chinese advertisement market with the images of stars and advocating a healthy diet,which drew a large number of young and fashionable people.,Instead of taking the advantage of celebrities,the predominant characteristic of KFCs advertisement is family atmosphere and localization.,The contrast of McDonalds and KFC restaurants development speed and volume in China,In the world McDonald is far aheadIn China KFC advance bravely,KFC Operation Principle“CHAMPS”Champion plan,C Cleanliness:Keep the restaurant clean and tidyH Hospitality:Provide friendly reception A Accuracy:Ensure supply accuratelyM Maintenance:Maintain good equipmentP Product Quality:Adhere to the product with high qualityS Speed:Pay attention to the fast service,Q Quality:High standard procurement,High quality testingS Service:Make perfect service standardsC Cleanliness:Build comfortable and neat dining environmentV Value:Provide high quality food,McDonald Operation Principle“QSCV”Management Idea,Although KFC and McDonald are both in the field of fast food,they have various sales strategy and unique management concept.There is no doubt that McDonald is the most powerful rival of KFC.Briefly,the competition between them will last for a long time.,Thanks,