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1、BEC Presentation1技能教育Time: 1930Founder: Colonel Harland SandersLocation: Kentucky State LouisvilleBrand Owner: the Yum Brands Group the largest food group in the world 2技能教育3技能教育 The main market: United States, China, Britain, Australia, South Korea, Mexico and France, Germany, Netherlands, India, R
2、ussia 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
3、everyday.4技能教育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 o
4、pened 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.5技能教育6技能教育McDonalds Corporation (NYSE: MCD) is the worlds largest chain of fast-food r
5、estaurants, 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 19907技能教育vKFCnumber one in
6、ChinavMcDonaldnumber one in the world8技能教育KFCLocalization strategyMcDonaldGlobalization strategy9技能教育KFC: The strongest in China. KFC: The strongest in China. McDonald: The strongest in the world.McDonald: The strongest in the world.KFCKFC: We do chicken right .We insist on localization, making cust
7、omers 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.10技能教育In previous, McDonald used Uncle McDonald in the advertisement, attrac
8、ting 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 pre
9、dominant characteristic of KFCs advertisement is family atmosphere and localization. 11技能教育 The contrast of McDonalds and KFC restaurants development speed and volume in ChinaIn the world McDonald is far aheadIn China KFC advance bravely12技能教育KFC Operation PrincipleKFC Operation Principle “CHAMPSCHA
10、MPS” Champion planC 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 service13技能教育Q Quali
11、ty : High standard procurement, High quality testingS Service: Make perfect service standardsC Cleanliness :Build comfortable and neat dining environmentV Value: Provide high quality foodMcDonald Operation Principle McDonald Operation Principle “QSCVQSCV” Management Idea Management Idea 14技能教育 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.15技能教育16技能教育
