Based on the analysis of economic knowledge, Starbucks decided to expand 5,000 stores in China this year, while KFC did not.

In fact, the different decisions of the two companies reflect the different business cycles of the two companies in China. It has been nearly 30 years since KFC entered China from 1987. Starbucks entered China on 1999, only 17 years ago. In other words, Starbucks is currently in the growth stage or mature stage, while KFC has entered a recession. As far as the expansion speed is concerned, Starbucks can only be seen in relatively large cities and bustling commercial centers. Moreover, KFC is basically a bad street, which is basically found all over China.

From the product point of view, KFC's products have changed from residents' improved consumption to ordinary daily consumption, and have become popular. Starbucks is still petty bourgeoisie. Starbucks brand has not been copied successfully. KFC has long been copied by various fried chicken shops and hamburger shops all over the street, and it has no competitive advantage.

From the point of view of market competitors, Starbucks is still the best among enterprises. Although there are many other stalkers, they cannot pose a threat to their leadership. As a member of the fast food industry, KFC is homogenized by McDonald's, Wallace and Burger King. In the alternative consumption, Chinese fast food restaurants have sprung up everywhere. Chinese fast food industry has stabilized western fast food. So the decline of KFC is inevitable.

In terms of nutrition, fried food in KFC has been abandoned by people who pay attention to health, and high-calorie and high-energy food has become the chief culprit of obesity, hypertension and hyperlipidemia. Starbucks mainly focuses on drinks, which is in line with a current lifestyle.

To sum up, it is not difficult to understand why KFC and Starbucks adopt different marketing strategies.