1. Yum! China East Dawning's fast food

2.  Today there are over 3,300 KFC restaurants in more than 700 cities in China  Yum’s strategy is to be the leader in every significant food service category in mainland China. Yum’s strategy  Pizza Hut the first to introduce pizza home delivery in 2001.

3.  Foreign flavor +  Localized tastes +  Reasonable price  McDonald’s continues to focus on the young and hip by placing emphasis on individual expression.  KFC expanded its target market focus to include family and friends of all age brackets.target market

4.  Pizza Hut is the cheapest of restaurants in the United States, but in China, Pizza Hut is seen as a classy, up-scale place for dining.up-scale place for dining  Yum China sales growth of 20% in 2008, 24% in 2007 and 23% in 2006.  By contrast, Japan, Great Britain, Canada and Australia--recorded growth of 8%, 10% and 9% for the comparable years.

5.  East Dawning is Yum! Brands' fusion of the KFC business model with Chinese cuisine. East Dawning  Despite the success of KFC, most Chinese people will only eat Western food at most two times per week.  East Dawning’s strategy is to offer the traditional quality Chinese food in 5 minutes.

6.  In China, it will fare against other Chinese fast food chains like the popular Zhen Gongfu.  If it come to US, it will fare against Panda Express.  Compare with Panda, the East Dawning menu is 100% traditional Chinese food which will contain low calorie, low sugar and less oil food.

7. Do you think East Dawning has good marketing environment in US? Yes?

8.  References http://www.time.com/time/magazine/article/0,9171,1704688,00.html http://www.yum.com/company/china.asp http://www.freebase.com/view/en/east_dawning http://en.wikipedia.org/wiki/East_Dawning http://www.linkshop.cn/video/viewvideo.aspx?videoid=4994