The Impact of Sustainable Development Strategies on the Valuation of KFC

Against the backdrop of the 20182023 epidemic, KFC China's valuation has risen rather than fallen, and its revenue has increased. This study, using KFC China as a case study, investigates how companies can apply sustainable development strategies to enhance their valuation. It does this by analyzing data on annual revenue, valuation, and the number of shops in recent years, as well as the Environmental, Social, and Governance (ESG) strategies implemented by KFC China. Additionally, it draws on theories such as marketing and brand governance. The first reason is environmental measures, and the corresponding recommendation is to make changes in transport, raw materials, and shops to make the whole company green and eco-friendly. The second reason stems from the actions taken by the community. Establishing a larger, well-established foundation to intensify community assistance work is a pertinent suggestion, aiming to solidify the brand's image in people's minds. The third reason pertains to corporate governance, and the corresponding recommendation involves enhancing the corporate identity, fostering employee happiness, and expanding job opportunities to facilitate smoother company growth. This study primarily demonstrates the value of sustainability strategies in boosting corporate valuation, emphasizing the need for companies to implement ESG enhancements, thereby serving as a source of inspiration and improvement for other companies.