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Source: sunzi1.lib.hku.hk
Topic: Five Forces Analysis
Sort Desciption: 2.1.4 Michael Porters Five Forces Model..13. 2.2 Relevant Studies ... 4.2 External Analysis: Michael Porters 5 forces model.27 ...
Content Inside: iii Content Declaration.i Acknowledgementsii Table of Contents iii List of Illustrations/Tables/ Figures.iv Chapter 1: Introduction 1.1 Background 1 1.2 Objective.2 1.3 Scope of Study3 1.4 Significance of Study.4 Chapter 2: Theoretical Framework 2.1 Theories 2.1.1 Deciding on the Global Marketing Program: Standardized marketing mix VS Adapted marketing mix5 2.1.2 Market Segmentation.8 2.13 Major Segmentation Variables for consumer markets11 2.1.4 Michael Porters Five Forces Model..13 2.2 Relevant Studies 2.2.1 Marketing tactics of KFC in Western countries.15 2.2.2 Background information about China.17 2.2.3 Characteristics of the Chinese consumers.19 Chapter 3: Research Methodology.22 Chapter 4: Analysis and Summary of Findings 4.1 General Environmental Analysis: SWOT analysis.24 4.2 External Analysis: Michael Porters 5 forces model.27 iv 4.3 Case studies about local competitors.28 4.4 Strategic Choice for KFCs entry into the China market30 4.5 Strategies of KFC30 Chapter 5: Summary of Findings 5.1 Case Study in KFC in Beijing 41 5.2 Marketing strategies of KFC in Hong Kong.47 Chapter6: Analysis 6.1 A comparison between KFC in Beijing and KFC in Hong Kong.52 6.1.1 Product.52 6.1.2 ...
