Abstract
McDonald’s is the greatest fast food chain in the http://research-paper-help-online958.mystrikingly.com/ world, its company sales and operate income was largely exceeded KFC on a global scale, but it confronted a strong challenge from KFC when it emerged into China. This essay analyzes the comparison between KFC and McDonald’s marketing strategy, emphases on finding the similarities and differentiations from “Seven P Formula� and finally makes a conclusion that localization is more suitable than globalization as the marketing strategy when fast food chain emerged in China’s market.
Introduction
Localization or Globalization has long been discussed when choosing strategic orientation in international marketplace. These two international marketing philosophies influenced enterprises’ current situation and future development. There are two fast food international companies named McDonald’s and Kentucky Fried Chicken (KFC) who initially adopted different marketing strategies in China that led to differentiation for their future development.
