This was for semifinal. It was a case on KFC China.

1. PHOENIX
TEAM

2. Case Background
Western brand with
local characteristics
Collaboration with small
no. of large processors
Severe lack of trust in marketStrong hold on logistics channel

3. Core Issue
Lack of Trust
In Chinese Consumer Market
Internal
Anti-biotic,
growth
hormones,
Unhygienic
environment
External
Bird flu and
other diseases

4. 1 2 3 4
4C Analysis
Company
Customer
Competitor
Collaborator
90% company
owned outlet
Strong logistic
network
Dicos & Hua Lai Shi: Low price
Lack in trust
Increasing interest in
competitor product
Local Big Suppliers
Big Western Competitors
Kung Fu Catering

5. 1
43
2
Key Success Factors (KSF)
Global Taste,
Local Menu
Sourcing From
Local Farmers
Training the
Local Employees
Total Quality
Control

6. Alternatives
Focusing on Local
Cuisine
1
Regaining Consumer
Trust
22
Importing Meat From
Foreign Market
3

7. Big Idea
REGAIN
Trust, Same Store Sales
RETAIN
Brand Image, Growth

8. Ensuring Supervision of Scattered Farming
Bulk Buying from Northern Region
Include Cooperative Farming
Action Plan (Supply Chain)

9. Complying with ISO 22000
STAR Audit after 6 Months
Establishing Quality Control Department
Action Plan (Quality Control)

10. Interactive Consumer Survey
Community Development- “ Together We Develop”
“See by Yourself” campaign
Action Plan (Marketing)

11. Challenges & Feasibility
Feasibility
ChallengesIncreasing
Concern over
antibiotic and
hormone using
Highest
amount of
control &
frequent
STAR audit
Lack of trust
on foreign
company’s
honesty
Marketing
Campaigns

12. Failing to meet target will result in
corrective measures
Failing to maintain standard
Will eliminate the contract
Monitoring the chicken sales
of
Outlets
Monitoring through STAR &
Quality Control Dept.
Monitoring and
Evaluation

13. 1 2 3 4
Timeline
6 Months
1 Year
2 Year
4 Years
Collaboration and Promotion
Focusing on quality
control
Obtaining ISO certification and
establishing collaboration with
co-operative farms
Establishing it as a trusted
brand to the Chines
Consumers

14. Financials
Same Store Sales Growth(2014) : 1st
Quarter : 4-6%
2nd
Quarter : 6-8%
3rd
Quarter : 8-10%
4th
Quarter : 10-12%
Overall Growth : 7-8%

15. Contingency Plan
Importing from outside china like Thailand, Turkey etc.