KFC’s Entry Into The Chinese Market: Challenges And Solutions

Introduction

KFC entered the markets of China in late 1980s but had to experience a number of issues due to its tagline i.e. “Finger-lickin’ good“ which has deteriorated the sales of the company and had also ruined the sustainability in the Chinese markets due to its improper meaning after the translation

Need for KFC to lunch in Chinese

Chinese markets are highly opportunistic for KFC as the large number of population and high demand for fast food is one of the major reasons for KFC to approach the Chinese markets.

Steps for ensuring the visit of customers after the ‘translation

There must be change of tagline.
Making the people aware of the initiative taken up by the company in order to correct the translation error through television advertisements and campaigns.

Steps for achieving successful branding in Chinese market

Develop a new brand tagline and have extensive promotion of the same
Building a brand message to influence people
Associating a celebrity with the brand
Putting people and their values first
Capturing feedback

Solution to the problem

To have focus on target culture and understand the translation profession
Develop a better understanding of the expected behavior, beliefs, attitudes, values and ideas, material objects and culture of China
Good design of the product portfolio so that it can match the Chinese eating habits
Public communication and advertising should be designed to fetch the attention of target market in order to meet the interest of the consumers

Future Recommendations

The digital properties, marketing collateral, technical documentation and product packaging should be translated into the local language of China
Follow localized trends
More use of advertisements and campaigns
Have a fresh start through new branding strategies

Brazill, S.C., 2016. Chinese to English translation: Identifying problems and providing solutions (Doctoral dissertation, Montana Tech of The University of Montana).

Brooks, C., 2013. Lost in Translation: 8 International Marketing Fails. Accessed on: 12th January, 2018. Accessed from:

Duane, S., 2011. Language Barrier: Finger Lickin’ Good. Accessed on: 12th January, 2018. Accessed from:

Henderson, I., 2014. KFC, China and Localization: Why Translation is Only the Tip of the Iceberg. Accessed on: 12th January, 2018. Accessed from:

Pym, A., 2016. Translation Solutions for Many Languages: Histories of a flawed dream. Bloomsbury Publishing.

Zhou, L. and Zhang, Q., 2012. Cultural adaptation pattern analysis of McDonald’s and KFC in the Chinese

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