Yum ! Case Study

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1.0 Identification of Symptoms
Yum! Brand or Yum! is an American fast food company that operates licensed brands such as KFC, Pizza Hut and Taco Bell. Yum! Brand International and China had increased rapidly due to aggressive store expansion programme and cost-cutting drive. It has clearly stated that Yum! in international and China division has performed extremely well in sales, however, the sales have been gradually shrinking in United State. It is showed that the global brands - KFC and Pizza Hut have driven the oversea sales and profits. Taco Bell is the most profitable Yum! Brand in the United State now and it is being driven overseas as well and mostly in Canada or Puerto Rico and now specifically to India.
It is very challenging for Taco Bell to venture
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Localization is very essential for Taco Bell in order to succeed in entering India. There are two approaches which Taco Bell can consider while venturing India. Firstly, Taco Bell can co-brand with existing global Yum! Brands such as KFC or Pizza hut. It has proven that Taco Bell has succeeded in co-branding with KFC in United State. Nevertheless, there are only 31 KFC restaurants in India and the sales growth is relatively slow compared to Pizza Hut. As for Pizza Hut, it does not co-brand with Taco Bell before and this is risky for both of the brands to combine and enter India. Secondly, Taco Bell can enter Indian market by building new, stand-alone store in India. Therefore, how should Taco Bell expand its market in India?
2.0 Problem Statements
In the case study – Taco Bell expands into India, there are all four issues that will be discussed. The first problem is describing the trends, similarities and differences between the charts on sales of Yum! Brands and its total stores which can be found from its own website. Then, how does the chart on total stores and sales look like by the end of 2009. In the United

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