Ym Brand Analysis

1178 Words 5 Pages
MARKET ANALYSIS OF YUM! BRAND

QIANG DANG
COMM-3113-01
DR.LARRY JURNEY
04.12.2017

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CONTENTS

I. MARKET ANALYSIS OF YUM! …………………………….1
II. CONTENTS…………………………………………………….2
III. EXECUTIVE SUMMARY……………………………………...3
IV. INTRODUCTION……………………………………………….5
V. BACKGROUND………………………………………………..6
VI. CRITERIA……………………………………………………….10
VII. STRENGTH AND WEAKNESS………………………………11
VIII. CONCLUSION…………………………………………………..13
IX. BIBLIOGRAPHY……………………………………………….14 EXECUTIVE SUMMARY
Today's Yum! Brand is becoming increasingly competitive domestically and internationally. Its mission is to build the world's most loved, trusted and fastest growing restaurant brands. Yum! Brand is developing KFC, Pizza Hut and Taco Bell as iconic, characteristic and significant global brands.
Yum Brands did not get it right at first, they had several aborted attempts; first in Hong Kong and then in Taiwan. Now it is facing the challenge of developing Taco Bell and Pizza Hut in China as successful as KFC in China. Yum previously ran a trial of concepts in China under the name Taco Bell Grande, but all closed by 2008.
After almost ten years, this year Taco Bell returned to China. They changed their taste completely different than what tastes in the US. It changes from design to menu. Taco Bell also hires local employees and managers to
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Yum Brand! Is famous for its fast food restaurants KFC, Pizza Hut and Taco Bell, especially KFC, which open a new restaurant in China every 18 hours. To expand its market, Yum Brands have opened more than 43500 stores in more than 135 countries; it hires more than 505000 employees. It is one of the largest food restaurants in all over the world, and there are many decent traits people can learn from Yum's success. But it also faces some problems, like wrongly using strategies and polices in different culture countries. In this white paper, we will focus on how to deal with these problems.

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