Adaptation Of The Kentuky Fried Chicken Franchise

Adaptation of the Kentuky Fried Chicken franchise

Introduction

The present work is an investigation into the coupling of the transnational Kentuky Fried Chickn KFC in the Ecuadorian market, since adaptation is one of the main ways to launch and develop a product, manifests, Beltrán taken from Kirchner, which consists of inserting aValue added to the product offered in order for it to accommodate and meet the needs of the consumer without neglecting the interests of the service provider. KFC joined Ecuador in the 70s, being one of the first franchises to arrive in our country (Ecuafranquicias). 

Developing

From the 70s, KFC goes through a series of both positive and negative situations that manage to change the approach they had of their offer and manage to adapt it to the Ecuadorian field through the diversity of products and its variability in prices. Thus, KFC is still in the market competition, since it meets the conditions of the average and medium-low strata, including products that are in our food culture (pens). How to develop a product in front of the market is a dilemma that afflicts us from approximately 1950. Marketing has been at this time one of the solutions that has originated in front of this situation.

Even so there are professionals understood in the field that continue to discuss what is the precise way of applying it, even more considering the way in which the international market has been developed. Thus, as Sanyes said in his text, taken from Kanso.

Basically there are three approaches: standardization, adaptation, combination of the previous two (the so -called commitment or contingency perspective). Based on these foundations, the aforementioned discussion revolves, on the one hand some prefer standardization based on the fact that human beings have similar characteristics and tastes.

On the other hand, others ensure that adaptation is one of the best strategies, since it considers not only common preferences but also social, ethnographic, geographical and even psychological conditions;While in an average road we have another group that prefers the combination of these two as it was listed in advance. In this text you will have the opportunity to analyze the theme of adaptability using one of the franchises that is very familiar to Ecuadorians, this is the case of Kentucky Fried Chickn by its acronym KFC and its development in terms of adaptability of the product in theEcuadorian market.

KFC is a multinational that was established in Ecuador for the year 1975, standing out in the service of drinks and fast food with a single place, for the year of 1991 KFC already had eight stores that belonged to the single firm franchise. For 2014 according to data obtained by the SRI, the KFC group had fifteen franchises and currently this figure is maintained. During this KFC route he had to face different vicissitudes that led them to adapt for today to be one of the preferred products in their market, one of their adversities was to choose the right place to settle their establishments.

Because your product was focused on medium and medium-high economic strata to match its competitors, this test and error led it to multiple failures, until in 1995 this market approach chose to change including in its offer the so-called comboseconomic, seeking to capture the demand of the average and medium-low strata and cover greater market portion. Until those moments KFC in his offer only had chicken, fries and soda;And thanks to the innovation of the economic combo, new investigations were opened that enhance its efficiency to compete in the market.

Thus, in this same year a study is carried out that sought to demonstrate that fried potatoes was not the only way to accompany the dishes, identifying options that can meet this need, the candidates who resulted from this study were rice and Mnestra;everyday elements of Ecuadorian food culture. This research opened the door for marketing -related efforts to intensify continuous improvements that maintain their market positioning, so in 2010, taking into account the so -called culture of consumption, the variation in the product supply and its combination, together with the varied flavor and size.

conclusion

Allowed to include products such as shrimp and fish for this year in coastal regions with innovative names such as Strips. At present, the dish was standardized at the national level due to its positive reception;leading to KFC for the year 2015 to call its dishes as cholera food to open a niche that allows you to establish its current innovation regarding its caceras soups, giving its clients the fascination of complete lunches with their accompaniments that found complement with their juicesNatural. The pressure of the competition and the need to stay at the tip of the market has led KFC to diversify its offer as it manifests, corrales and we observe it in the following table.