Chapter Reference

Chapter 7: International Market Development

Overview

In this activity, you will compare how each strategy works and assess why Yum! brands use franchising compared to other methods as their main international marketing strategy.

Activity Description

Look at how each of the following brands, Pizza Hut, KFC, and Taco Bell, has developed its distinctive strategy within the Yum! umbrella brand and how each uses franchising to develop the brand.

Consider:

• Why does Yum! use franchising as its main growth strategy, instead of (for example) licencing or contracting? What are the advantages?

• How does each restaurant differentiate itself and customise its menus to cater for varied international tastes?

Visit the following website:

http://www.yum.com