Essays on Crisis of Kentucky Fried Chicken in China Case Study

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The paper "Crisis of Kentucky Fried Chicken in China" is a great example of a business case study.   Communication helps create success in the workplace. Business communication is thought of as an activity to solve problems where different questions are addressed. Actually, according to Cardon (2014, p. 4), the questions addressed often cover pertinent issues regarding the situation at hand and the possible communication strategies. the best course of action is thus designed in accordance with the chosen message. In light of this, this particular paper addresses key issues regarding communication and communication strategies during an incident/crisis while focusing on the crisis that befell KFC in china two years ago Kentucky Fried Chicken(KFC) is unquestionably one of the most successful multinational businesses around the world running multiple chains globally.

While the company has been enjoying robust growth and excellent business performance over the years, it never occurred to the management that a crisis was looming, a crisis that had the potentials of significantly crippling its business performance. KFC suffered enormous damage to its reputation when reports by state-run China central television (CCTV) accused KFC of selling chicken with unapproved antibiotics and growth hormones.

On following up on the report in May 2013, it was reported that KFC’ s ice in drinks contained more bacteria than that in toilet water (Barris, 2013 p. 1) The number of customers in KFC china drastically reduced with the estimated number of avoided restaurants in china being about 4,400. Thus, due to 2013’ s long decline in sales, Yum Brands, which is KFC’ s parent company that also generates more than 50% of its total revenue, was also seriously affected (Kelso, 2013 p. 1). This scenario was indeed quite critical and precarious hence when considered keenly, effective communication was the only key to KFC reducing the impact of the situation by a significant margin.

As the opportunity cost of better communication, KFC’ s market performance significantly declined. With a focus on effective communication as pivotal in the whole process, there are significant ways in which the crisis can be communicated effectively, with building the crisis strategy around the social media being the first step. Chinese, just like other consumers, quickly use social media power to pressurize companies.

KFC should make good use of social media listening tool. The tool has to work in different languages, translates accurately and should be able to track issues. This is because there are people in china who cannot understand the language. Likewise, shortening the chain of command is often necessary during such times. KFC is supposed to empower its employees to communicate in case of a crisis. This would effectively work by the company training its employees on its key messages. A local employee is chosen to speak to the media about the crisis at hand (Carrol, 2013 p. 4). As well, it can be addressed by becoming one’ s own media outlet.

Owned media is used to show what one is doing to solve the problem. KFC during this crisis could post out videos of programs and procedures of how it’ s managing the crisis. They could also use staff as spokespersons to talk about their obligation to put out safe products.


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