Thinking Globally, Eat Locally

Canonical brands such as McDonald's, have become a symbol of globalization and the American way of life. It is known that their marketing is standardized around the world – from the design point of sale to the packaging of products and their product range. Continue to learn more with: Larry Ellison. But their success is based not simply on the transfer of the brand and its "DNA" to other markets outside of North America. In fact, their appearance was very well thought out, while in the center of attention was the adaptation and competitor analysis to help you ensure the adoption and sustainable business. When the great American fast food chains are in the Asian market, they face different challenges, despite the fact that, in general, these brands are heat accepted, because Asians like a more modern lifestyle.

This is due to differences in tastes and habits, eating habits, which are the main reasons – cultural factors or social norms. Lifestyle and Preferences consumers may vary widely, but for these global players is important to be competitive in some markets, finding the right balance between adaptation to local tastes and demeanor and the preservation of traditional ways and values of the brand worldwide. Research tools such as consumer segmentation, can help create a general "consumer landscape" around the world by market segmentation of each on the same set of directions, including the use, attitudes and other behavioral traits of consumers. Chicken or beef? If people in the West, mostly prefer beef as the main dishes, then, as we found in the Asian countries most preferred meat – chicken.

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