英语论文本科课程作业：KFC Case Study

正如我们之前提到的，任何种类的食物，如三明治、炸薯条、比萨饼、汉堡包等都可以被定义为快餐。近几年来，快餐业达到了很高的增长率，成为一个很大的行业。肯德基是世界上最受欢迎的快餐企业，它在许多国家都有自己的市场，他们在进入市场时采用不同的策略。当这些快餐公司试图向海外市场提供整合时，来自该国的人们的口味和生活习惯是获得高额利润回报的重要因素。因为到了顾客注意付款的时候，他们就会卖出更多的产品，这对他们来说是一种利润。因此，口味和生活习惯是公司的关键数据。

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　　　As we mentioned before any kinds of foods such as sandwiches, French fries, pizzas, hamburgers and etc. can be defined as fast food. During the recent years the fast food industry has reached a high growth rate and became very a big sector. As the most popular fast-food enterprise KFC are located many countries and they use different strategies when they enter a market. When these fast food companies try to provide integration to overseas market, tastes and living habits of people who are from that country are important factors in order to have high profit return. Because by the time attention to customers are paid, they will sell more products and this will be a profit for them. Therefore tastes and living habits are crucial data for companies.

　　　By increasing its products and menus, KFC gains more customers. The serious changes not only on KFC but also in the lifestyles of people. And all the changes are about people’s eating habits. Under the trend, fast food is becoming a part of more and more people’s lives. Although they carry on consuming more fast food, fast food does not own a good image in people’s minds.

　　　Because, although KFC is a successful multinational fast food enterprise , it is also undeniable that most of its foods are fried, high-calorie and unhealthy. And, eating too much such food will serious damage people's health. These injuries manifested in many ways, such as if one eating too much fast food will result in obesity, and it is scientifically known that obesity leads to many other health problems. Whats more, eating too much fast food may causes some damage of liver. And many other health problems also may be counted. Most of the big fast food companies have long been aware of the problem and in order to overcome such health crisis KFC presents many alternatives. But unless it is forced by laws, it won’t change its products. So, it only lessen the damage of its food and sell them to customers as usual.

　　　It is important to know how customers perceive fast food brands in order to draw a conclusion about this market and its ethical implications. As we know, the perceptions of UK customers is positive about KFC. Because, customers’ perceptions focus around on values, consistency and development of the brand[4]. KFC could not name “the best criteria”, however it created a quiet good image in UK’s customers. On the other hand, we will know move to another country which quiet differ from UK in many points like religious, diet and perceptions: India. Here, we discuss the consumer perceptions about fast food in India and clear understand the different aspects that affect the perceptions of Indian customers about fast food. In the consciousness of common people, fast food industry and India may seem appear to be opposites. We all think Indians more like home meals and they are also far from the concept of “eat and go”. However, the fast food industry has been gradually integrated into the Indian culture and more and more Indian young people prefer going fast food restaurant such as KFC. The reason why they choose KFC is hygiene and cleanliness are more important when Indian choose a restaurant. 

　　　There is a increasing emphasis on healthy eating in India, as well as in the whole world. This trend urge the consumer perception change toward a more concentrated food choice. And there is a conclusion that customers form different culture are affected by different stimulates. In UK, the reason why a young boy wants have dinner in KFC is he likes the cartoon logo. At the same time, in India only when a young girl wants to have a meal in a quiet and clean environment she will choose to eat at KFC with her friends. 

　　　If a multinational fast food company want to continue it