Development of the marketing strategy of the enterprise's international activity

Abstract

In today's highly interconnected global economy, Chinese enterprises are increasingly motivated to expand their presence beyond domestic borders to achieve sustainable growth and enhance their competitive edge. This thesis presents a comprehensive exploration of international event marketing strategies tailored for Chinese enterprises, using Kentucky Fried Chicken (KFC) as an in-depth case study. By scrutinizing KFC's global marketing endeavors, the study aims to uncover best practices and strategic insights that can guide Chinese companies in successfully navigating international markets. The research begins with an extensive review of relevant theories and models in international marketing, including the International Product Life Cycle Theory, Comparative Advantage Theory, and Cultural Dimensions Theory. These theoretical frameworks provide a solid foundation for understanding the complexities of global marketing and the factors influencing success in diverse cultural and economic environments. The study then offers a detailed analysis of KFC's current market situation, tracing its brand development history from a regional fast-food chain to a global powerhouse. This includes an examination of its strategic expansion into the Chinese market, which serves as a pivotal example of effective localization and market penetration. A thorough examination of KFC's marketing strategies is conducted, encompassing critical components such as market positioning, product innovation, pricing mechanisms, distribution channels, promotional activities, and digital marketing initiatives. In terms of market positioning, the study explores how KFC identifies and targets specific consumer segments based on demographic and psychographic factors, effectively positioning itself to meet the unique needs of different markets. The product strategy analysis highlights KFC's commitment to product innovation, detailing how the company balances global brand consistency with local tastes through menu localization and standardization practices. The research incorporates data analysis, charts, and illustrative figures to provide empirical evidence and visual representations of KFC's strategies and their outcomes. Through this comprehensive analysis, the study uncovers the key factors behind KFC's success in the international market, such as its strategic localization efforts, innovative product development, flexible pricing strategies, effective distribution networks, and robust promotional campaigns. Additionally, it identifies the challenges KFC faces, including cultural differences, competitive pressures, digital marketing complexities, and management issues related to cross-cultural operations and supply chain logistics. By dissecting these challenges, the study offers insights into how KFC addresses and overcomes obstacles in different markets, providing valuable lessons for Chinese enterprises. The findings emphasize the importance of cultural adaptability, continuous innovation, customer-centric approaches, and strategic partnerships in achieving international success. The research also highlights the critical role of digital transformation in modern marketing strategies, underscoring the need for Chinese enterprises to embrace technology and data-driven decision-making. Ultimately, this thesis provides practical guidance and strategic frameworks that Chinese enterprises can adopt to expand internationally and enhance their global competitiveness. It holds significant theoretical importance by contributing to the academic discourse on international marketing strategies and practical relevance by offering actionable insights for businesses seeking to navigate the complexities of international markets. The comprehensive exploration of KFC's strategies serves as a blueprint for success, illustrating how enterprises can effectively blend global standardization with local adaptation to thrive in diverse cultural and economic landscapes..