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Kentucky Fried Chicken in China (A)
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Reference: IVEY-9A90G001-E
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Year: 1986
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Number of pages: 14
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Geographic Setting: Asia/China
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Publication Date: Jan 1, 1990
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Fecha de edición: May 29, 2003
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Source: Ivey Business School (Canada)
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Type of Document: Case
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Industry Setting: Accommodation & Food Services
Description
The new vice-president for Kentucky Fried Chicken in southeast Asia, must weigh the growth benefits of investing in China with alternative opportunities in the region. He is at the exploratory stage of market research and is focusing his attention on four possible locations in China. He must also balance his own personal ambitions with the possibilities for failure, not only in China, but the rest of southeast Asia. (A 31-minute video is available with this case, Kentucky Fried Chicken in China - Video.) A follow-up case Kentucky Fried Chicken in China (B) is also available.
Learning Objective
This case series includes issues of environmental analysis and international strategy formulation and implementation. Kentucky Fried Chicken in China (A) and Kentucky Fried Chicken in China (B) on internationalization explore strategy and goal formulation in the face of environmental uncertainty. Kentucky Fried Chicken in China (C) is an ideal case in a section on market expansion.