KFC

I totally thought McDonalds would be the prime candidate for this assignment, but I didn't know Vietnam refused to let them enter their country. Luckily, KFC was there!

Price: There was very little variation in price between the countries of Korea, Vietnam and China. It seems to be set across the board and across the country so there wasn't much of a pricing strategy.

Product: The KFC in Seoul had a familiar menu to the menu in America. In Guilin, China we were all happy to find that they sold ice cream cones, similar to McDonalds. And in Vietnam, they had a familiar menu as well. The packaging of the product was the same in each country, and the quality seemed to all be the same (except I am not a big fan of fast food so to me the quality wasn't very good). As strange as it sounds, the Brand name "KFC" seemed to be more well known in Vietnam than any other place we visited. We found this out by our taxi rides; when we would say "KFC" in to Chinese or Korean drivers, they blankly stared and we had to explain or show a map. In Vietnam we could just say it and they would know exactly where to go!

Place: Something that was interesting about the KFC in Vietnam was it was a four story building. The first floor was where you order, next floor pick up, and the next two floors were the seating areas. I thought that was a really efficient way to get the product to the customer! As far as the literal location of the store goes, KFC was located on the downtown strip of Seoul, Korea and Hanoi, Vietnam. This was a strategic move because mainly foreigners shop in that area of town. In Guilin, however, KFC was randomly found at the end of a market near the River Li where we had taken day-long ferry ride. But again, it makes sense to be there because foreigners are the main shoppers in the market due to the ferry ride.

Promotion: Over the entirety of the trip, I saw ONE fast food commercial and it was for KFC. Other than that, there was very little advertising for KFC in comparison to McDonalds. In each country we had to do a lot of asking around to find where exactly it was, instead of in the US where we see billboards, magazine clippings and commercials. A lot could be improved in this area, and I think they would have a much more successful business.