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
