A Comparative Analysis of the Marketing Mix of KFC in China and Bangladesh.
Shila Sheraj
Abstract
The aim of this study is to find out the marketing mix of KFC in china and Bangladesh. By making a comparative study of KFC’s Marketing Mix in China and Bangladesh, different operation and competitive strategy theory will be integrated with their development situation. Research is made based on strategy theory, Internet sources and interviews. The study area of the present research is restricted to Mainland China and Bangladesh only. The presented results can guide other chains to enhance marketing mix and formulate business policy in China and Bangladesh. Over the past thirty years, retail sales in Mainland China have risen at a steady double-digit growth rate, far surpassing the country’s GDP growth. The boom in the food industry, including the rapid growth in fast-food chains, has also fueled domestic economic growth and expanded employment channels on the other hand fast-food business is also growing in Bangladesh. The various favorable factors for investment in China, and Bangladesh such as large population, remarkable socioeconomic development, huge potential market, and good investment environment, have attracted many global fast-food chains.
Keywords: KFC , Marketing Mix, China, and Bangladesh
Title: A Comparative Analysis of the Marketing Mix of KFC in China and Bangladesh.
Authors: Sheraj, S.
Journal Name: International Journal of Science and Business
Website: ijsab.com
DOI: https://doi.org/10.5281/zenodo.801163
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
Media: Online and Print
Volume: 1
Issue: 2
Acceptance Date: 23/05/2017
Date of Publication: 31/05/2017
PDF URL: https://ijsab.com/wp-content/uploads/105.pdf
Free download: Available
Page: 78-87
First Page: 78
Last Page: 87
Cite this article:
Sheraj, S. (2017). A Comparative Analysis of the Marketing Mix of KFC in China and Bangladesh. International Journal of Science and Business, 1(2), 78-87. doi: 10.5281/zenodo.801163
Retrieved from https://ijsab.com/wp-content/uploads/105.pdf
About Authors:
Shila Sheraj
Master of International Economic Cooperation(MIEC)
University of International Business and Economics(UIBE), China.