Identify One Brand That Is Successful and One Brand That Has Failed to Achieve in the Global Environment. the Brands Must Be in the Same Market Sector (E.G. Clothing, Mobile Phones). Critique Each Brand’s Strategy

Marketing - TMA Question 15/09/14, 23:59

Identify one brand that is successful and one brand that has failed to achieve in the global environment. The brands must be in the same market sector (e.g. clothing, mobile phones). Critique each brand’s strategy and explain what has contributed to its success or failure. The response should be written in 2000 words and should include reference to established marketing theory.

In this paragraph, I will compare the overall performance of KFC and Wendy's achieve in global market environment. I will find their different marketing mix approach and to explain why KFC is more success than Wendy's in the Global market.

Based on the commercial figures and documentary reference, effective international marketing strategy can bring great successful in globalization economy. Nowadays, the fast-food industry is a mature global industry, and one of the largest businesses around the world and there has a great competition between most of the famous brands such as KFC, Wendy's, Berger King, and of course McDonald's, which leads the industry in sales, revenue, number of outlets and overall brand recognition.

The most important foundation in the global market is how to explore business in hottest regions such as Japan, China, India, East Asia, Eastern Europe, South America…etc. It will define as emerging economies. KFC and Wendy's try hard to do so. Both are applying compulsory marketing scheme and integrated franchises, but the result claims that the overall outcome of KFC is much better than Wendy's. The revenue of KFC is US$23 billion and having 18,875 outlets in 118 countries and territories as of December 2013 {"Restaurant counts". Yum! Brands. Retrieved April 3, 2014.}, and became the largest restaurant chain in China, with 4563 outlets {Iconic Global Brand. Louisville: Yum! Brands. 2014. P. 98.}

For Wendy's, the revenue is US$2.17 billions and the net sales is US$0.32 billion and having 6,650 outlets, {"sign up for...