Product details

Yum!Brands, one of the world’s leading restaurant companies, was undergoing a stage of stagnation in the already flooded markets of the US and the UK. In order to achieve its growth objectives, it strategised to lessen exposure in its domestic markets and increase its presence in under-penetrated markets of Russia, Middle East and Africa that also offered higher margins and operating profit. Further, in order to achieve a strong foothold in these untapped markets of the MENA region, Yum! Brands adopted several other strategies that would help them achieve a competitive edge over other competitors in the market. Yum! also worked on other aspects like capitalisation of favourable macro-economic and societal factors, brand building through adaptation to local tastes and preferences, and building sustainable partnerships with its local partners. Consequently, it emerged as the market leader in the quick service retail category (food) in the Middle Eastern Markets. This success led Yum! to look through the future expansions in the next big market opportunity in the African continent and other neighbouring regions. The key challenge, which remained to be seen, was whether an international brand of such reputation would be able to mark its presence in a region with new competitive brands mushrooming up each day.