Yum! Brands Inc. in china
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Please note:
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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Case Details: |
Price: |
| Case Code |
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BSTR266 |
For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra
ThemesInternational
Business | Globalization Business
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| Case Length |
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23 Pages |
| Period |
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1987-2007 |
| Pub Date |
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2007 |
| Teaching Note |
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Not Available |
| Organization |
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Yum! Brands
Inc. |
| Industry |
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Food and Beverage |
| Countries
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China |
Abstract:
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The case examines the entry and expansion strategies of the US-based Yum! Brands
Inc. (Yum) in China. Yum entered China in the year 1987, when the Chinese
economy had started reaping the benefits of liberalization. Being one of the
early players in restaurants business, Yum was able to establish itself firmly
in the Chinese market. Yum provided Chinese consumers, a new dining experience
through clean ambiance and quick service. Its menu in China included the dishes
it served in the western countries and also some local dishes. In each of the
provinces Yum operated, it served cuisine which was preferred there. Other
factors like employing local people in key positions, franchisee relationships
and its own distribution and logistics network contributed to the success of Yum
in China.
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Issues:
» Study and analyze the entry and expansion strategies of Yum in China
» Examine how Yum localized its services in China
» Understand Yum's supply chain management practices in China
Contents:
Keywords:
Yum! Brands Inc., International Business, Chinese Fast Food
Market, Customization, Growth Strategies, Brand Building, Joint Ventures,
Sourcing, Distribution and Logistics Network, Localization, Entry and Expansion
Strategies, Dining Habits in China, McDonald's in China, Franchising in China
Two Decades of Success
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