Student Research Symposium Program Portal: Submission #80

Abstract This study delves into the complexities of differentiated global marketing in the food industry, analyzing the usage of the fundamental marketing strategy of the marketing mix, in China and the United Kingdom (UK). It examines KFC’s usage of the marketing mix also known as the Four P’s (product, price, place, promotion), highlighting key areas that can lead to the branding success of a company. The study emphasizes the importance of companies in the food industry understanding that to expand globally, they must adapt their menu-products, pricing, and promotion based on the local culture and tastes. Through an examination of the differentiated global marketing strategy present in this real-world example, it offers insight into potential strategies for promotional success. By elucidating the intricacies of the global marketing process, this research aims to contribute to a deeper understanding of the importance of customer segmentation, behavioral targeting, and differentiated international marketing strategies.