Both McDonald's and KFC are from the United States. In the United States, the scale of McDonald's far exceeds that of KFC. McDonald's has more than 31,111 stores worldwide, with a turnover of more than 41 billion dollars. And KFC has only 1/3 of McDonald's stores in the world, which is about 1,111.

But in China, KFC entered the China market earlier than McDonald's, and its scale is far larger than that of McDonald's. The total number of restaurants in KFC is 1,511, while McDonald's has only 711.

First, the analysis of market competition situation

Western-style fast food is a management mode introduced from abroad, and McDonald's is a fast food chain represented by foreign hamburgers.

second, market positioning

a. the market advantages of McDonald's are cleanliness, fast, quality, service and value.

B. KFC's market advantage is the unique taste of goods. Make varieties suitable for consumption in China in China; Such as chicken rolls, corn soup, whole family barrels, etc.

Third, marketing positioning strategy

Market positioning:

A. McDonald's: young and lively, hoping to provide a light dining environment

B. KFC: positioned as "the consumption of family members", providing a family-style warm and reunion dining atmosphere.

iv. marketing mix strategy

McDonald's: feel the value according to consumers' perception of consumption value and set the price.

KFC: It is priced with reference to the prices set by competitors, aiming at market competition.

The representatives of five enterprises

are POP models of chain stores, for example, McDonald's is uncle McDonald's and KFC is colonel KFC. Its main purpose is to increase the affinity of enterprises to customers.