Service Management Report Team 3 KFC and Mc

Service Management Report Team 3 KFC and Mc. Donald’s in Shanghai Teacher: Lee shwn meei Student: BY 97001 Tom BY 97003 Lynn BY 97020 Eileen BY 97036 Rememda BY 97038 Jeff

KFC 1984 1986 Mc. Donald’s Taiwan's first Mc. Donald's livelihood center was established on January 28, Mc. Donald's has set a world record single-week sales. Introduced Taiwan's first "Drive-through service. " 1996 For the first time take meal way as a meal choice. 1999 Taiwan leader Mc. Donald's restaurants in Taiwan, using the most stringent food safety standards, one of the "HACCP". (Used by NASA)

KFC Mc. Donald’s 2003 "I'm lovin 'it" ("I love"), lit simultaneously with the global Mc. Donald's enthusiasm for the brand new full energy transfer. 2003 response to EPA policy, with the implementation of recycling. 2005 Taiwan launched the world's first product, "board grilled rice cakes Castle", by Olympic gold medalist Chu Mu-yen endorsement. 2008 Taipei, Taichung and Kaohsiung metropolitan area launched three 24 -hour "Happy Song" service.

KFC Mc. Donald’s 1890 Harland Sanders is born just outside Henryville, Indiana. 1957 KFC first sold in buckets 1985 KFC opens the first store in Taiwan Taipei. 1997 KFC, Pizza. Hut and Taco Bell establishment the biggest company TRICON GLOBAL RESTAURANTS INC in the world

KFC Mc. Donald’s 2004 KFC’s first place specially permitted operator Pete Harman to open a brandnew KFC dining room and the museum in the American Utah, including many characteristic pictures, has presented the dining room since to be established the historical process. 2007 Taiwan KFC promotes the new brand slogan 'to enjoy Kentuckey, should not be short you!'

KFC Mc. Donald’s

KFC Mc. Donald’s Q 1：Who is running the more successful business in Shanghai─KFC or Mc. Donald’s? KFC

KFC Mc. Donald’s • WHY？ Taste and Management The 1987, improvement headquarters firstmeal store the in Because enters localization. Shanghai. localization. special opened inmarket Beijing Geography Chinesepermission to. and alliance consumer and reduces obtain advanced in “ “Changes for China research allies the are threshold. “raw material purchase convenient localization”and fast. “The 1990, Raw Overseas direct material first meal store supplies The headquarters in Hong American Hip-hop Kong. Loses geography management” opened by introduced the US inthe Locality Shanghai china. superiority. When encounters Cleared Enterprise the tastethe will. special not a difficulty, reports and have the instruction decision costs the permission the change alliance. until time and lose opportune 2003. moment.

KFC Mc. Donald’s In terms of different market segments，KFC and Mc. Donald's selling point in which？

KFC Mc. Donald’s • To taste it，KFC's chicken is very delicious，So many of the chicken burger Iintroduced，For like eat chicken consumers Wow!I who wantlove to taste!!! to eat chicken，So will buy KFC burger。

KFC • Mc. Donald’s On consumers，The high income is partial to KFC，Even if the goods are high priced compared，But the KFC environment is quiet，Unlike the noisy crowded Mc. Donald's，Even more money to spend，KFC still loyal to his。

KFC Mc. Donald’s • To taste it，Mc. Donald's food conforms to the young consumer，The point is to do goods are now，So that consumers can eat hot meals， Another Mc. Donald's also sell cheap dessert， Snatches is the student and child's expense tribal grouping tribal group。

KFC Mc. Donald’s • Although Mc. Donald's and KFC are attached to recreational facilities to attract consumers with low age，But Mc. Donald's Children's Meals toys than play beautiful， Parents who want to help make children collect toys，So Mc. Donald's is to lower the selling point of consumption age。

KFC Mc. Donald’s Q 3. What can Chinese fast-food restaurants learn from KFC and Mc. Donald’s? l. Develops the stable material origin l. Development of more convenient, easier cook's dishes l. The brand remoulds. l. In shop atmosphere lbuilds the brand image; brand is unique. l. Sends out the service l Manages the good social image.

KFC Mc. Donald’s TRUE STORY: 2009 year China ten big fast-food brands, placed the fourth –The Kung fu! The No. 1 is KFC, the No. 2 is Mc. Donald’s , the No. 3 is Ajisen ramen But, KFC and Mc. Donald’ is sell the western-style food , Ajisen ramen is sell japan food, so we can say that Kung fu is the Champion for sell China food of 2009 year china ten big fast food brands.

KFC Mc. Donald’s 3. Manages the good social image: Search Web, we haven’t see any media Theinitiative brand remoulds: on 2. own for its advertisement. Kung. Fu have Centre butbut havn’t Develops the Kung. Fu sell. Logistics the Chinese food havn’t the western-style food stable material origin

KFC Mc. Donald’s Q 4. (a)What action should the management of KFC and Mc. Donald’s be taking for their respective A 4: (a) companies’ in Shanghai? • As Shanghaifuture will develop into an international city, so staff must be aware of customers in different countries, so the manager of KFC and Mc. Donald's must be asked front-line staff have basic English skills. • Store need to ATM, and VISA credit card machines on counters, can be easily care to the international visitors.

KFC Mc. Donald’s (b)Inlparticular, what strategies should to develop breakfast market, not onlybe in adopted in relation to older Consumers response to the food culture of business, and expanding demand breakfast? busy office the workers, in thefor coffee business in this block will likely be future needs. l. In addition, breakfast is best can eat in everywhere. ex: Beijing Duck Volume l. Block in the older consumers, attention to less oil, and healthy, and soft food should be developed.

KFC Mc. Donald’s (C)Talk about take KFC and Mc. Donald’s as the example management Mac. Donald and KFC are in the world the most successful fast -food restaurant, in the modern age, each person's each minute per second is very precious, many people thought that hurried cannot enjoy happy food. But Mac. Donald and KFC have actually subverted this idea. They leave meal the speed is very quick, builds the bright environment, is enters the market by the low price.

KFC Mc. Donald’s China's fast food entrepreneurs also learn for these years from they many, no matter were the way of management, let the customer feel that was comfortable and intimate. The basic unit staff when faces the customer, also needs set of standardized the service pattern. Facing the Chinese fast food industry the fast growth, the Chinese entrepreneurs need work harder in” the brand”, after all, the fast-food market's competition can only be getting more and more intense in the future. If is not careful Confront, then very easy to monopolize by West's fast-food restaurant the market