Foreign Restaurants in China

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Research Proposal: Pricing strategies of the foreign restaurant companies in China Programme: International business management Contents: 1. Research Background 2. Research aim and objectives 3. Literature review 1) International marketing entry and developing 2) Global pricing 4. Methodology 5. Timetable 6. Conclusions 7. References Research Background: When talking about eating, no country in the world can come up to China. As an old Chinese saying goes, “Hunger breeds discontent”. Since ancient times, Chinese people put much emphasis on diet. In modern society, food and beverage industry is the third industry, with production and processing, food retailing, and labor services integrated. China’s catering industry is developing rapidly, with a variety of flavor characteristics, various business forms and organizational structures of the catering business spread all over the country. It has become one of the fastest growing consumer markets in China (Patricia and Xiaohong, 1999). But in recent years, McDonald’s, Kentucky Fried Chicken as the representative of Western fast food chain industry in China has established a big market and achieved great success. For example, the Yum! China opened its first quick-service restaurant chain to enter China in 1987. The KFC grows to be the largest and fastest restaurant chain in China with over 3,200 restaurants. This striking number means nearly one new KFC is opened everyday in China (Yum!China, 2010). The number of the foreign restaurants is still growing as the average living standard of Chinese people increased. However, the competition in China’s restaurant industry is tougher than before. The foreign multinational companies need to fight with both the western competitors and local restaurants. These foreign restaurant companies adopt various kinds of strategies from pricing to

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