Yum Brands China Business Strategy - Research Paper Example

Comments (0) Cite this document
Yum Brands-China Business Strategy
Yum Brands Inc., being an international Corporation, has undertaken to put in place a global business strategy where strategies to enter and expand its operations in China have been focused upon. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.8% of users find it useful
Yum Brands China Business Strategy
Read TextPreview

Extract of sample "Yum Brands China Business Strategy"

Download file to see previous pages Yum Brands Inc. entered the Chinese market in 1987, considering the fact that during this period, the Chinese economy had rapidly grown after its liberalization. The company was one of the early players in the Chinese restaurants’ business, which has enabled it to establish its operations in the Chinese market firmly. The company’s entry into China has provided Chinese consumers with a new and unique dining experience, where they get customized and clean ambiance service. The Yum Brand Inc. business strategies have focused on menus that include both western and local consumables, with focus being directed towards offering customer preferences in each province. Business Strategies The business strategy of Yum Brand Inc. in China encompasses providing a variety of consumables, customer preferences, franchise relationships, and employing locals to key positions of the company. The company focused on strategies of employing locals in its key positions alongside delivering services according to customer preferences, which vary from one province to another. The company also has established franchise relationships and built its own logistics and distributions network. Moreover, the company has been keen on its business strategy of developing new markets through establishing widespread restaurant chains in China division to increase its market share. Apparently, mainland China is Yum Brands’ leading market according to worldwide restaurant development (Enz, 2010, p.945). Internationally, the company has built a vibrant global entity by focusing on key business strategies such as establishing leading brands all over the Chinese market, driving aggressive expansion of the international market, and building franchise value and long-term shareholders for industry needs. The Company has built a unique business culture that is filled with exciting opportunities and energy for both employees and customers. According to executives, the company believes in the people, encourages ideas from all and sundry, and trusts in positive intentions of its people. Through this, the company has been able to bring about diversity in style in its business operations and consumables, considering that customer needs and preferences can be best met through diversity. In a bid to establish a huge market for base in the Chinese market, Yum Brands Inc. in Beijing sought to take over the Little Sheep Group limited, which operates a popular chain in China. This move is among the many global business growth strategies, which have seen the company penetrating and establishing its groping in the largest Chinese market. The Chinese market of casual dining was seen to grow expansively, which befits the Yum Brands move to grow beyond the chicken and Pizza market being concentrated on by Pizza Hut outlets and KFC. The company’s stake holdings in the Little Sheep limited operations have enable massive growth on foodservice operators’ growth. Mergers and take over strategies being put in place by the company have propelled its market penetration in China to greater heights, although government regulatory measures have limited its international bid. The Little Sheep Company has contributed to Yum Brand Inc’s great leap forward in winning in China market due to its widespread operations of the cuisine where patrons are able to cook meat and vegetables themselves. China’s great market embraced such kind of an idea with enthusiasm, and thus enabling Yum Brand Inc. to take root into the market. The market has since grown tremendously, with the company adding up its popularity by introducing consumables such as seafood-topped pizza and fried ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Yum Brands China Business Strategy Research Paper”, n.d.)
Yum Brands China Business Strategy Research Paper. Retrieved from https://studentshare.org/business/1442012-yum-brands-china-business-strategy
(Yum Brands China Business Strategy Research Paper)
Yum Brands China Business Strategy Research Paper. https://studentshare.org/business/1442012-yum-brands-china-business-strategy.
“Yum Brands China Business Strategy Research Paper”, n.d. https://studentshare.org/business/1442012-yum-brands-china-business-strategy.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Yum Brands China Business Strategy

Globalisation, Brands & Business Organisation

...business objectives with social issues and make contributions to social causes.61 There are two important strategies than can be used to make this connection: cause related marketing or partnerships with non-profit organizations. By taking this approach the brand is automatically associated with a social cause or issue. Seitanidi and Crane recommends incorporating CSR in a way that is “fit for purpose”.62 One technique is cause-related marketing which constitutes the use of advertising, packaging, promotions, campaigning and any number of communicative tools conveying the company’s CSR by associating the brand or trademark with a specific cause or a non-profit...
16 Pages(4000 words)Essay

Business Strategy

...?Business Strategy Table of Contents Table of Contents 2 Introduction 3 Recommendation as a subcontractor or main contractor 3 Recommendation to the subcontractor to become a main contractor 4 Supply to the company on credit or not 5 Possible solutions to the problems being faced 6 Conclusion 6 Bibliography 7 Introduction A contractor usually provides services to client or clients. This is usually at a given agreed upon fee, usually payable at the end of the sated period or upon the completion of the task. The duration is usually stated under the contract services. The contract is legally binding. On the other hand a subcontractor is the contractor appointed by the main contractor to carry out the...
6 Pages(1500 words)Essay

Apple's marketing strategy in China

...?Apple’s Marketing Strategy in China Literature Review Overview This chapter presents a survey of the existing academic literature which shall informon the analysis of data in answer to the research questions. Topics relating to Apple’s marketing strategy in China include principles relating to global business such as the analysis of the international marketing environment, considerations on the entry mode into a foreign market, the formulation of the appropriate marketing mix and the design of a viable competitive strategy. Implications of branding strategies and their influence on consumer behaviour are...
20 Pages(5000 words)Literature review

The YUM brands

...? Business KFC in China YUM! Brands, Inc. Company develops, operates, franchises, and licenses a system of restaurants that prepare, package, and sell various food items. Its restaurants are mainly specialized in chicken, Mexican-style food, pizza, and quick-service seafood categories. It operates more than 37,000 restaurants under the KFC, Pizza Hut, Long John Silvers, and all American Food Restaurants brands. The Yum! China Division is based in Shanghai and has been reported to have developed and changed since the beginning of 2005 due to its strength, size, and importance. Yum! Brand...
5 Pages(1250 words)Essay

Business Corporate Strategy (Starbucks in China)

...Business Corporate Strategy (Starbucks in China) Starbucks is indeed an Internationally acclaimed brand of coffee and some other beverage products. Founded in 1971 in Seattle's Pike Place Market today it has its presence in 36 countries outside United States, Offering more than 30 blends and single origin coffees, hand-crafted espresso and blended beverages. The mission statement says, "Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow." And towards this goal, Starbucks has decided to explore the Chinese market. Having established itself in many parts of the world, the company now...
8 Pages(2000 words)Essay

Competitive factors of YUM Brands (MNC) to succeed in the business

...Operating in over 110 countries with 38,000 restaurants is now ranked #214 in the Fortune 500 list. It has opened four new restaurants each day of the year in 2010 and their start of expansion was based on co-branding. Most of the expansion took place outside of the US as the domestic market was saturated. They mostly expanded through acquisition in different countries with their main focus being China. Co-branding strategy is being pursued by many organizations as it leads to increased transparency between shareholder value and brand strategies. It also helps to increase cash flow through increased number of touch points between...
2 Pages(500 words)Research Paper

Walmart strategy in China

...(St-Maurice, Claudia, and Hsinhsin, 2008). In reference to Mr. Chan an economist in China, a greater number of businesses emphasis on fresh foods selection, thus visit a Walmart at most twice a day. He also argues that an upscale retailer in the country contrasts with the budget conscious reflection, thus developing at an exceptionally high rate. This is the strategy behind its success in USA (St-Maurice, Claudia, and Hsinhsin, 2008). On the other hand, Caffefour refers to international hyper chains located in Courcouronnes. This is in France. They are the largest hypermarkets in the world. The structure of these stores favors areas with high population than Walmart markets. This is an...
1 Pages(250 words)Research Paper


...Brands Brands My favorite brand that deals with computer hardware is Apple Corporation. Apple is an American company which deals with computer electronics and software. According to several sources, the company is known as the best company in the production of computer products (Lashinsky, 2012). Apple is also considered as the largest company that has grown in terms of technological advancement. Currently, the company operates in over 100 countries globally. This paper will talk about Apple as one of the leading brands in the business world. Most of the products manufactured by Apple are suited for business use. However, the products manufactured by the company are extremely costly. In most developed countries, the unique nature... of the...
1 Pages(250 words)Assignment

Marketing strategy 4Ps of luxury brands and mass-market brands

...Marketing, Speech/Presentation of Marketing, Speech/Presentation My fellow group have so far talked about the two different business models, for luxury brands and non-luxurious brands and also discussed about the economic downturn that caused changes in the marketing strategies of these businesses. Now, i am going to discuss in detail how the strategies after the recovery from economic downturn changed. After the downturn, there followed an emergence of a new pattern characterized by heterogeneous groups of potential buyers. The diversity in the potential buyers caused the businesses to think and devise a new...
3 Pages(750 words)Essay

Yum brand expatriate management in Beijing, China

...of expatriates as a means of ensuring that businesses succeed in international markets has been associated with various benefits. Yum brand is an American Fast Food Company, with over 40,000 restaurants distributed in various parts of the World. Yum brand has implemented various operational strategies geared towards facilitating its success in the current highly competitive fast food industry. One of the operational strategies that has been applied by the company to facilitate its success in foreign markets i.e. China is the application of expatriates, who are sent to manage its branches in foreign...
3 Pages(750 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Research Paper on topic Yum Brands China Business Strategy for FREE!

Contact Us