Examine The Two Different Strategic Approaches Adopted By The Fast Food Chains KFC And McDonald S

BACKGROUND

Understanding the influence of culture on the consumer decision

process is an important part of a marketer’s job. Cultural

norms and values, along with consumer perceptions, family,

and group influences, are all factors that can significantly

impact the diffusion of new products or services. Many firms

realize that they must adapt existing product or service models

when introducing them into a foreign market

Procedure

Read the Global Opportunity box on page 276 of the textbook. (page 276 is below this document)

Your assignment is to examine the two different

strategic approaches adopted by the fast-food chains KFC and

McDonald’s when they expanded into China. Which, in your

opinion, would be the more effective strategy for expanding

into India, and why? Your report should include evidence

(such as Indian demographic statistics, comparison with

similar brand/product expansions into India, ethnographic

studies, the results of direct questioning and content analysis,

and so on) to support why the strategy you selected has the

best chance of success.

Goal

Your goal for this assignment is to apply what you’ve learned

about consumer behavior in this course. Use this research

assignment to practice identifying and evaluating marketing

concept strategies commonly found in today’s marketplace.

To accomplish the requirements for this assignment, you’ll

need to submit at least 3.5  pages of typed material.

Writing Guidelines

1. Type your submission, double-spaced, in a standard

print font, size 12. Use a standard document format with

1-inch margins. (Do not use any fancy or cursive fonts.)

2. Include the following information at the top of your paper:

a. type name (type this and I will go back and fill in the right information

b. type number (just type number and I will fill in the number

c. Course title and number (just type this and I will fill in the information)

d. work number

3. Read the assignment carefully and address the issue suggested.

4. Be specific. Limit your submission to the topic or

issues mentioned.

5. Include a reference page that lists websites, journals, and

any other references used in preparing the submission.

6. Proofread your work carefully. Check for correct spelling,

grammar, punctuation, and capitalization.

one page needed

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