Globalisation and its Challenges in China: case studies of KFC

The purpose of this research is to explore the importance of product localisation of western fast food in China market. China is an emerging market providing huge potential for MNEs’ global expansion. However, because of social and cultural differences, it is an immense challenge for western companies to choose right marketing strategy when they move into China market. Culture has a significant influence on Chinese customers’ behaviour and loyalty. This study uses KFC as a case study to investigate fast food products localisation and adaptation in international market. The reason of using KFC is because it was the first western fast food company moved into China and now the market leader in China. The primary sources of data were collected via questionnaires and group interviews. The finding reveals that the product localisation plays a crucial role in KFC’s success and secures its competitive position in the sector. This research provides valuable suggestions for western fast food companies when they develop their international strategies.