There is no difference in the business model of these two restaurants.

It's just that the products they sell are slightly different, and the way they sell them to different people in different countries is different.

For example, in South Korea, McDonald's offers free refills on its Coke.

KFC's localization in China has been more successful than that of McDonald's.

But it's a good thing that KFC has been so successful in localizing its business in China, as McDonald's has.

But in the choice of raw material suppliers, McDonald's to be more careful than KFC, McDonald's suppliers are by the whole Asia-Pacific region to unify the operation; KFC's suppliers are different regional management, more chaotic.

McDonald's and KFC are from the U.S. In the United States, McDonald's scale is far more than KFC, McDonald's has more than 30,000 stores worldwide, with a turnover of more than 40 billion U.S. dollars; and KFC has only McDonald's 1/3 of the stores in the world, about 11,000. But in China, KFC entered the Chinese market earlier than McDonald's, and the scale is far more than the scale of McDonald's, KFC's restaurant is a total of 1,500, while McDonald's is only 700.

One, the market competition situation analysis Western fast food is introduced by foreign business, McDonald's is a foreign burger on behalf of the fast food chain, and KFC due to the unique characteristics of the fried chicken, occupies a certain market.?

Two, market positioning A. McDonald's market advantage lies in the clean (clean), fast (fast), quality (quality), service (service), sense of value (value). B. KFC's market advantage is the unique taste of goods. In China to do suitable for Chinese consumption varieties; such as chicken rolls, corn soup, family bucket, etc.?

Three, marketing positioning strategy Market positioning: A. McDonald's: young, lively as the appeal, hoping to provide a light dining environment B. KFC: positioning in the "family members of the consumption", to provide a family-style warm reunion dining atmosphere.

Four, marketing mix strategy McDonald's: according to the consumer's perception of the sense of value of consumption to feel the value, and pricing. McDonald's: to price according to consumers' perception of consumer value. KFC: to price according to competitors' prices, aiming at market competition.

Five corporate representatives for the chain store POP modeling, such as McDonald's for Ronald McDonald modeling, KFC for the KFC Colonel modeling. Its main purpose is to increase the affinity of the enterprise to customers.