{"id":40,"date":"2013-11-18T02:06:03","date_gmt":"2013-11-18T09:06:03","guid":{"rendered":"https:\/\/blogs.ubc.ca\/karlynnhuang\/?p=40"},"modified":"2013-11-18T08:09:22","modified_gmt":"2013-11-18T15:09:22","slug":"re-china-kfc-brings-differentiating-value-proposition-and-brand-image-is-the-key","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/karlynnhuang\/2013\/11\/18\/re-china-kfc-brings-differentiating-value-proposition-and-brand-image-is-the-key\/","title":{"rendered":"Re: \u201cChina KFC brings\u2026\u201d Differentiating Value Proposition and Brand Image is the Key"},"content":{"rendered":"<p><a href=\"https:\/\/blogs.ubc.ca\/karlynnhuang\/files\/2013\/11\/kfc_thumb.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-41\" alt=\"\" src=\"https:\/\/blogs.ubc.ca\/karlynnhuang\/files\/2013\/11\/kfc_thumb-300x151.jpg\" width=\"358\" height=\"178\" \/><\/a><\/p>\n<p>A company\u2019s brand image that&#8217;s generated through its long history of operating is undoubtedly a treasure, a core competency that has to be protected. Hao Yi Huang\u2019s blog \u201c<a href=\"https:\/\/blogs.ubc.ca\/kathyhuang\/2013\/10\/16\/china-kfc-brings-in-fishball-soup-to-outcompete-rival-franchises\/\">China KFC brings in fishball soup to outcompete rival franchises<\/a>\u201d illustrated such a case. In the blog, Hao disagrees with KFC\u2019s decision to introduce Chinese fast food into a Western fast food restaurant like KFC. She claims that doing so \u201cdefeats the purpose of why customers even visit KFC in the first place- to get a foreign experience.\u201d<!--?xml:namespace prefix = \"o\" ns = \"urn:schemas-microsoft-com:office:office\" \/--><\/p>\n<p>Personally,\u00a0I don&#8217;t agree with what Hao believes. When KFC first went into market in China, its value proposition might be to offer a Westernized food experience. However, as more of the similar firms such as Pizza Hut and Dicos (we can consider them substitutes in this case) enter the market, KFC\u2019s initial value proposition is not as powerful and unique. That\u2019s when product differentiation becomes necessary. Besides, as customers no longer see KFC just as a Western fast food restaurant, but rather, a quality-guaranteed restaurant providing freshness and convenience, KFC should introduce products that actually meet today\u2019s customers\u2019 needs \u2013 healthy fast food \u2013 instead of blindly insisting in its out-of-date value proposition as to provide fried chicken only.<\/p>\n<p>&nbsp;<\/p>\n<p>Reference:<\/p>\n<p><a href=\"https:\/\/blogs.ubc.ca\/kathyhuang\/2013\/10\/16\/china-kfc-brings-in-fishball-soup-to-outcompete-rival-franchises\/\">https:\/\/blogs.ubc.ca\/kathyhuang\/2013\/10\/16\/china-kfc-brings-in-fishball-soup-to-outcompete-rival-franchises\/<\/a><\/p>\n<p>Picture Resource:<\/p>\n<p><a href=\"http:\/\/www.ministryoftofu.com\/2011\/01\/mcdonalds-repackages-branches-china-lure-chinese-young-middle-class\/\">http:\/\/www.ministryoftofu.com\/2011\/01\/mcdonalds-repackages-branches-china-lure-chinese-young-middle-class\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A company\u2019s brand image that&#8217;s generated through its long history of operating is undoubtedly a treasure, a core competency that has to be protected. Hao Yi Huang\u2019s blog \u201cChina KFC brings in fishball soup to outcompete rival franchises\u201d illustrated such &hellip; <a href=\"https:\/\/blogs.ubc.ca\/karlynnhuang\/2013\/11\/18\/re-china-kfc-brings-differentiating-value-proposition-and-brand-image-is-the-key\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":20068,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-40","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/karlynnhuang\/wp-json\/wp\/v2\/posts\/40","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/karlynnhuang\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/karlynnhuang\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/karlynnhuang\/wp-json\/wp\/v2\/users\/20068"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/karlynnhuang\/wp-json\/wp\/v2\/comments?post=40"}],"version-history":[{"count":3,"href":"https:\/\/blogs.ubc.ca\/karlynnhuang\/wp-json\/wp\/v2\/posts\/40\/revisions"}],"predecessor-version":[{"id":64,"href":"https:\/\/blogs.ubc.ca\/karlynnhuang\/wp-json\/wp\/v2\/posts\/40\/revisions\/64"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/karlynnhuang\/wp-json\/wp\/v2\/media?parent=40"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/karlynnhuang\/wp-json\/wp\/v2\/categories?post=40"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/karlynnhuang\/wp-json\/wp\/v2\/tags?post=40"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}