Yum! Brands Inc. in china
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Case Code : BSTR266
Case Length : 23 Pages
Period : 1987-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Yum! Brands Inc.
Industry : Fast Food
Countries : China
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Yum's Foray into China
Before entering China, Pizza Hut and KFC had met with success in Thailand, which
became one of the company's top ten markets. Pizza Hut was launched in Thailand
in 1980, when neither pizza nor cheese was popular; but by the end of the
decade, it had made its mark in the Thai fast food market. The company was also
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Yum focused broadly on four key growth strategies. These were: building
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