Social Media Monitoring Project Part 2

Brief Review 

KFC China is the most popular western fast food chain in China. The company create special dishes to satisfy local Chinese people‘s tastes. KFC China launches a lot of campaigns to introduce their new products, expand the brand exposure, and  make more profits. KFC China has a good performance in develop various campaigns. Most their campaigns like the " Re- launch of Five sides of tender cattle" attract more consumers and increase its revenue.

Goals

The goals for KFC China are become
1) The most powerful
2) Most profitable
3) Fastest growing
franchise in the Chinese fast food industry.

4) Standardize the food quantity: same food, same price and same quantity.
5) Improve employees' training, hire more full time employees.

SWOT Analysis For KFC China social media monitoring:

STRENGTHS: characteristics of the business or project that give it an advantage over others.

• KFC offers food quicker and more convenient service than most traditional Chinese restaurants. 
• KFC offers delivery food service. 
• KFC food satisfied local Chinese people's taste. Create new food for Chinese people. 
• KFC China has comprehensive organizational departments and advanced management concept.
• Strict and unified management
• Clean and elegant dining environment.
• KFC China has more followers than Mcdonald's in Weibo & Wechat. It has greater influence. 
• Corporation with celebrities,  attract more young people. 

WEAKNESSES: characteristics of the business that place the business or project at a disadvantage relative to others

• Fried food is thought to be unhealthy food in Chinese people's perspective. 
• Food safety problems cause consumers' concern. 
• High employee turnover rate. 
• Sometimes, coupon discount is chaotic and there exists fake promotion. 

Most of food that KFC China offered is fried food, however, fried food is thought to be unhealthy in Chinese people's perspective. Also, the food safety problems of KFC caused consumers' concern. There were some news showed that food raw materials are not fresh and not clean.


THREATS: elements in the environment that could cause trouble for the business or project. 

• Recent years, there are a lot of Chinese fast food stores has been operated, and they provide Chinese diet with quick service, they are very competitive for KFC China. 

• The brand, quality, taste, price and service level of other competitors have been greatly improved. 
• In the fierce market competition, the price of products is very low, and the profits of individual products are less and less. 
• With the increasing support from the state to the third industry, the trade barriers are getting smaller and smaller.

OPPORTUNITIES: elements in the environment that the business or project could exploit to its advantage.

• The catering industry develops rapidly with the support of policies, which provides an opportunity for the rapid development of enterprises.  
• China is going through a period of long-term, steady and rapid development, which provides a good environment for the development of enterprises.
• Keep the store clean and tidy so as to attract more customers and make good reputation.
• People share their ideas on Weibo & Wechat about their products, so it is easier for KFC China to listen to their customers' suggestions and thus make improvement.  

Recommendations

I would like to recommend that KFC China to retain the innovation of localization, which is more advantageous than the same variety of enterprises in the same trade. Also, KFC China should keep in-depth study of the characteristics of Chinese food, so it can fit tastes of the broad masses of consumers. At the same time, KFC China should know the market position of its competitors, such as McDonald's, so the company can take timely countermeasures.

Conclusion

Through the analysis of KFC's development performance in China, it is not difficult to find that KFC is developing very rapidly in China, the number of stores is increasing, the market share is getting higher and higher. The social media plays important role in the development of KFC China. However, the disadvantages exposed in the rapid development process and the unfavorable factors in the external environment will restrict the further development of KFC in the Chinese market. Only by formulating sustainable development strategies and strictly implementing them in place, KFC China can survive for a long time.