cross cultural marketing.docx

8/10/2019 cross cultural marketing.docx

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MARKETING-

The managementprocessthrough which goods and servicesmove from conceptto

the customer. It includes the coordinationof four elementscalledthe !"s of

mar#eting$

%&' identification( selectionand developmentof a product(

%)' determination of its price(

%*' selection of a distri+ution channelto reachthe customer"splace( and

%' development and implementation of a promotional strategy.

Mar#etingis +ased on thin#ing a+out the+usinessin termsof customer needsand

their satisfaction. Mar#eting differs from selling+ecause %in the wordsof ,arvard

usiness chool"sretiredprofessor of mar#eting Theodore /. 0evitt'

1elling concernsitself with the tric#s and techni2uesof getting people

to e3changetheir cashfor 4our product. It is not concerned with the valuesthat the

e3change is all a+out. And it does not( as mar#eting invaria+le does( view the

entire+usiness processas consisting of a tightl4 integrated effort to

discover( create( arouse and satisf4 customer needs.1 In other words( mar#eting has

less to do with getting customers topa4for 4our product as it

does developinga demandfor that product and fulfilling the customer"s needs.

!hilip Kotler defines mar#eting as 'satisfying needs and wants through an

exchange process'

/ustomers will onl4 underta#e the e3change( if the4 feel that their needs are +eing

satisfied( clearl4 the transactional value can not +e more than the amount

customers are prepared to pa4 to satisf4 their need.

!.Tailor of www.learnmar#eting.net suggests that "Marketing is not about

providing products or services it is essentially about providing changing benefits

to the changing needs and demands of the customer (P.Tailor 7/00)

What does marketing involve?
http://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/goods-and-services.htmlhttp://www.businessdictionary.com/definition/concept.htmlhttp://www.businessdictionary.com/definition/coordination.htmlhttp://www.businessdictionary.com/definition/element.htmlhttp://www.businessdictionary.com/definition/call.htmlhttp://www.businessdictionary.com/definition/four-P-s-of-marketing.htmlhttp://www.businessdictionary.com/definition/four-P-s-of-marketing.htmlhttp://www.businessdictionary.com/definition/selection.htmlhttp://www.businessdictionary.com/definition/development.htmlhttp://www.businessdictionary.com/definition/distribution-channel.htmlhttp://www.businessdictionary.com/definition/cumulative-audience-Cume.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/promotional-strategy.htmlhttp://www.businessdictionary.com/definition/marketer.htmlhttp://www.businessdictionary.com/definition/business.htmlhttp://www.businessdictionary.com/definition/term.htmlhttp://www.businessdictionary.com/definition/customer-needs.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/seller.htmlhttp://www.businessdictionary.com/definition/word.htmlhttp://www.businessdictionary.com/definition/Harvard-Business-School.htmlhttp://www.businessdictionary.com/definition/Harvard-Business-School.htmlhttp://www.businessdictionary.com/definition/retired.htmlhttp://www.businessdictionary.com/definition/concern.htmlhttp://www.businessdictionary.com/definition/technique.htmlhttp://www.businessdictionary.com/definition/exchange.htmlhttp://www.businessdictionary.com/definition/cash.htmlhttp://www.businessdictionary.com/definition/values.htmlhttp://www.businessdictionary.com/definition/business-process.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/pay.htmlhttp://www.businessdictionary.com/definition/developer.htmlhttp://www.businessdictionary.com/definition/demand.htmlhttp://www.businessdictionary.com/definition/goods-and-services.htmlhttp://www.businessdictionary.com/definition/concept.htmlhttp://www.businessdictionary.com/definition/coordination.htmlhttp://www.businessdictionary.com/definition/element.htmlhttp://www.businessdictionary.com/definition/call.htmlhttp://www.businessdictionary.com/definition/four-P-s-of-marketing.htmlhttp://www.businessdictionary.com/definition/four-P-s-of-marketing.htmlhttp://www.businessdictionary.com/definition/selection.htmlhttp://www.businessdictionary.com/definition/development.htmlhttp://www.businessdictionary.com/definition/distribution-channel.htmlhttp://www.businessdictionary.com/definition/cumulative-audience-Cume.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/promotional-strategy.htmlhttp://www.businessdictionary.com/definition/marketer.htmlhttp://www.businessdictionary.com/definition/business.htmlhttp://www.businessdictionary.com/definition/term.htmlhttp://www.businessdictionary.com/definition/customer-needs.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/seller.htmlhttp://www.businessdictionary.com/definition/word.htmlhttp://www.businessdictionary.com/definition/Harvard-Business-School.htmlhttp://www.businessdictionary.com/definition/Harvard-Business-School.htmlhttp://www.businessdictionary.com/definition/retired.htmlhttp://www.businessdictionary.com/definition/concern.htmlhttp://www.businessdictionary.com/definition/technique.htmlhttp://www.businessdictionary.com/definition/exchange.htmlhttp://www.businessdictionary.com/definition/cash.htmlhttp://www.businessdictionary.com/definition/values.htmlhttp://www.businessdictionary.com/definition/business-process.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/pay.htmlhttp://www.businessdictionary.com/definition/developer.htmlhttp://www.businessdictionary.com/definition/demand.htmlhttp://www.businessdictionary.com/definition/process.html


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Mar#eting re2uires co-ordination( planning( implementation of campaigns and

emplo4ees with the appropriate s#ills to ensure mar#eting success. Mar#eting

o+5ectives( goals and targets have to +e monitored and met( competitor strategies

anal4sed( anticipated and e3ceeded. Through effective use of mar#et and mar#eting

research an organisation should +e a+le to identif4 the needs and wants of the

customer and tr4 to deliver +enefits that will enhance or add to the customers

lifest4le( while at the same time ensuring that the satisfaction of these needs results

in a health4 turnover for the organisation.

/60T6RA0-

/ulture is the characteristics of a particular group of people( defined +4 ever4thing

from language( religion( cuisine( social ha+its( music and arts. Toda4( in the 6nitedtates as in other countries populated largel4 +4 immigrants( the culture is

influenced +4 the man4 groups of people that now ma#e up the countr4

Cultureis a concept +ased on a term first used in classical anti2uit4+4 the

Roman orator/icero$ 1cultura animi1 %cultivation of the soul'. This non-

agricultural use of the term 1culture1 re-appeared in modern Europe in the &7th

centur4 referring to the +etterment or refinement of individuals( especiall4

through education. 8uring the &9th and &:th centur4 it came to refer more

fre2uentl4 to the common reference points of whole peoples( and discussion of the

term was often connected to national aspirations or ideals. ome scientists suchas Edward T4lorused the term 1culture1 to refer to a universal human capacit4.

/ulture refers to the cumulative deposit of #nowledge( e3perience( +eliefs(

values( attitudes( meanings( hierarchies( religion( notions of time( roles(

spatial relations( concepts of the universe( and material o+5ects and

possessions ac2uired +4 a group of people in the course of generations

through individual and group striving.

/ulture is the s4stems of #nowledge shared +4 a relativel4 large group of

people.

/ulture is communication( communication is culture.
http://en.wikipedia.org/wiki/Classical_antiquityhttp://en.wikipedia.org/wiki/List_of_oratorshttp://en.wikipedia.org/wiki/Cicerohttp://en.wikipedia.org/wiki/Educationhttp://en.wikipedia.org/wiki/Nationalismhttp://en.wikipedia.org/wiki/Edward_Burnett_Tylorhttp://en.wikipedia.org/wiki/Classical_antiquityhttp://en.wikipedia.org/wiki/List_of_oratorshttp://en.wikipedia.org/wiki/Cicerohttp://en.wikipedia.org/wiki/Educationhttp://en.wikipedia.org/wiki/Nationalismhttp://en.wikipedia.org/wiki/Edward_Burnett_Tylor


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/ross-cultural mar#eting of Mcdonalds-

&. Mcdonals-

Mc8onald"s= is the leading glo+al foodservice retailer with more than *)(>>>

local restaurants serving more than ?9 million people in around &*> countries eachda4. 7> percent of the restaurants worldwide are owned and operated +4

independent( local +usinessmen and +usinesswomen.

In India( the +rand is managed +4 two +usiness entities...

/onnaught !la percent of the menu in India has +een locall4 developed

with complete segregation of vegetarian and non-vegetarian products right from

the food processing plants to the point of serving the customers.

Mc8onald"s= commitment to its Indian customers is evident even in development

of special sauces that use local spices and chillies. The ma4onnaise and all other

sauces are egg-less. Mc8onald"s= also pioneered the esta+lishment of /old /hain

across India which helps maintain freshness and nutrition in ever4 product.

Mc8onald"s= regular scrumptious menu includes wide range of products li#e


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McAloo Ti##i=( ilet-F-ish=( pic4 Range( /hic#en McGrill=( Mc@eggie=(

@eg !i


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.

Indianisation of Menu-

Cith the opening of the first Mc8onaldJs restaurants in India- there is much

that is consistent with other Mc8onaldJs restaurants around the world( such

as the 2ualit4 of the food and the attention to service.

The dedication to local cultures is not new for Mc8onaldJs. or the past ?>

4ears( Mc8onaldJs has opened restaurants in more than &)> distinctl4

different countries and cultures. Cith guidance from its local

partners( Mc8onaldJs is a+le to adapt- where necessar4-its menu and

restaurant operations to complement e3isting eating-out options.Mc8onaldJs local owners understand what their customerJs want perhaps

more importantl4( what is accepta+le within local customs and values.

There is much( too( that is ver4 different- such as the first +eef-less and

por#-less menu in the world and

special product formulations to cater to Indian culture and palate. @i#ram

a#shi( the 5oint venture partner

for Mc8onaldJs India( sa4s HCe #now the Indian culture( +ecause we were

+orn in it( inherited its

richness( and respect it greatl4. It is the respect for this culture and thesentiments of man4 of our

customersJ( that we do not serve an4 +eef and por# items in our restaurants.

Mc8onaldJs commitment to its Indian customers is evident even in

development of special sauces that use local spices and chillies. The

ma4onnaise and all other sauces are egg-less.


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In India( vegetarianism is in man4 cases more than a lifest4le choice. Man4

people are vegetarians due to religious reasons( and in some cases even the

vegetarian product that has come into contact with a nonvegetarian product

is unaccepta+le.

,ence( Mc8onaldJs India has also changed its operations to address the

special re2uirements of our vegetarian customers +4 having processes that

ensure that a ph4sical separation of veg and non-veg products is maintained

right from farm to the customer. @egeta+le products are prepared separatel4(

using dedicated e2uipment and utensils. Also in India( Mc8onaldJs uses onl4

vegeta+le oil as a medium for coo#ing.

oon after( Mc8onaldJs India introduced the Economeals at an attractive price

point of Rs. ):-( Rs. *:- B Rs. :- to add to +as#et of offerings.

Mc8onaldJs had further reinforced the +randed afforda+ilit4 mantra via the

introduction of the ,app4 !rice Menu attractivel4 priced starting at Rs. )>-.

,app4 !rice Menu includes the McAloo Ti##i urger( @eg !i


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@egetarian products( ,alal and non vegetarian foods for its customer is a uni2ue

and successful idea in India. Kids li#e mcdonaldJs in India as the4 are giving free

to4s to customers who +u4 happ4 meal deals.

Chen Mc8onald"s set up shop in India in &::L( it ditched +eef and introduced the

Mahara5a Mac( originall4 made with lam+. /hic#en patties are used on the

sandwich now( +ut even more popular is the vegetarianMcAloo Ti##i( a +urger

made from potatoes and peas. To alla4 strict dietar4 concerns( the carnivorous and

vegetarian coo#ing is done separatel4( +4 different sets of wor#ers$ Those coo#ing

the veggie meals wear green aprons; people handling meat wear red.

McdonaldJs has a slogan. Thin# glo+all4 and act locall4. McdonaldJs sell

standardised product. the taste ma#e up( ingredients( loo#s( weight etc will +e

similar In one part of the world to the other part of the world. /heese urger in

6nited Kingdom will taste similar to a cheese +urger in 6A. Thin# glo+all4 and

act locall4 can +e proved in India as McdonaldJs in India has changed its menu list.

,alal urger and Mc@eggie +urgers have +een introduced loo#ing to the customers

+elieves in India. imilar e3perience has +een e3ercised in Middle east and i5i. In

Middle east eating of acon is +anned +4 government. ,alal food is served in

Middle east. Mc@eggie urger in India will taste the same in comparison to

Mc@eggie +urger in i5i. McdonaldJs sell standardised products. All the products

should +e loo#ing( tasting( weighing and prepared in the same wa4 across the

glo+e. Mc@eggie +urger was prepared in India after Research and 8evelopment

was condcucted purel4 in India.
http://topics.edition.cnn.com/topics/Vegetarianismhttp://topics.edition.cnn.com/topics/Vegetarianism


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/hina-

The histor4 of Mc8onalds in /hina dates to the 4ear &::) when the first restaurant

opened in ei5ing( close to Tiananmen 2uare.

Mc8onald"s( on the other hand( stic#s mostl4 with classic sandwiches. After

introducing regionall4 specific items( such as the rice +urgers it serves in other

Asian countries( and tr4ing to compete with K/ on the chic#en front( it found that

its /hinese customers preferred to order Cestern foods. o it pla4ed up the

+urgers( rolling out a suggestive ad campaign with the slogan 1eel the +eef.1

ut not ever4thing is e3actl4 the same as it is in the tates. A version of the

Duarter !ounder %called the ig N" eef4' is served with cucum+ers rather than

pic#les and comes with a spicier sauce. If 4ou don"t want fries( 4ou can order a

corn cup( a side dish that has caught on at other Asian +ranches. or dessert( 4ou

can choose +etween pineapple or taro root pies.

Mc8onaldJs recentl4 introduced two small Hhalf +urgers that come in a tin4 +o3. a

+lac# and white ham+urger com+o that loo#s remar#a+l4 li#e the ancient in-ang

s4m+ol


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The /hinese customers perceive Mc8onalds as +eing scientificall4 prepared in a

clean environment. The food is seen as safer than food purchased at the

road side food stalls traditional to /hina.

Not onl4 is Mc8onalds a favorite place to cele+rate their childrenJs +irthda4s( it

has +ecome a place for families to cele+rate the holida4s. Mc8onalds has

mar#eted itself as a famil4 restaurant through man4 mar#eting schemes including

having famil4 slogans on their walls( and hiring people from man4

generations.

Ronald Mc8onald is #nown as H6ncle Ronald and man4 restaurants have and

HAunt Mc8onald who offers parenting advice to parents and serves as a hostess


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for childrenJs parties. he also #eeps trac# of childrenJs +irthda4s and visits them

at home.

Mc8onalds has a+sor+ed the traditional /hinese cultural elements of

showing respect( recognition( understanding( assimilation and amalgamation( while

maintaining the su+stance of the Cestern culture of efficienc4( freedom(

democrac4( e2ualit4 and humanit4( according to /hina 8ail4

In /hina( Mc8onald"s featuresan all chic#en +urger using thigh meat as opposed

to the standard +reast meat. The thigh meat is preferred in /hina over +reast meat.

There is also a /hinese New ear meal which includes the Grilled /hic#en urger(

curl4 fries( and a horoscope of the &) animals of /hinese astrolog4. /hina also has

wal#-up e3press windows #nown as McE3press which sells drin#s and ice cream.

apan-
http://en.wikipedia.org/wiki/International_availability_of_McDonald's_productshttp://en.wikipedia.org/wiki/International_availability_of_McDonald's_products


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or its apanese stores( Mc8onald"s has found that novelt4 is the wa4 to go( and

the compan4 has introduced lots of special menu items. ou can pair 4our Teri4a#i

Mcurger( made from por#( with a +ag of eaweed ha#er fries %add the seaweed

powder 4ourself'. ou can get a /ro2uette urger or a acon !otato !ie. !ro+a+l4

the most distinctivel4 apanese dish is the E+i ilet-F( a fried shrimp patt4 on a

+un %1e+i1 means shrimp in apanese'. Mc8onald"shelped populari


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/onsumer taste was not the onl4 challenge Mc8onaldJs had to deal with in apan.

/ommensalit4( eating together at one ta+le( is central to the apanese. Fne of the

most important roles of food is +ringing people together and creating a sense of

communit4. Rice( which is delivered to the ta+le in a common container and served

to ever4one at the ta+le( is the essence of a food that +onds families and createssocial relationships. Mc8onaldJs ham+urgers( conversel4( are meant to +e eaten

individuall4 and cannot +e shared. Not onl4 does the food in Mc8onaldJs

restaurants fail to encompass the characteristic of commensalit4( +ut the ph4sical

arrangement of the restaurants in apan further de-emphasi


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Mcdonals in various other nations-

&. In Middle East it has adapted to the needs of the locals and introduced Mc

Ara+ia which is a chic#en grilled sandwich served on a flat+read as Ara+s

prefer. or Islamic countries such as !a#istan( Mala4sia and Morocco it has

o+tained the certification for halal food and has advertised it on all its menus

so Muslims and religious groups donJt ma#e an issue out of it. Ramadan is a

sacred month for Muslims and therefore the Moroccan menu offers dates(

mil# and coo#ies.

). In tropical countries it has added guava 5uice to its menu for consumers to

+eat the heat while it offers +eer to its consumers in rance and German4 as

the local culture is to drin# and part4.

*.

In /hina( Mc Nuggets are offered with chili garlic sauce %ver4 much li#ed

+4 /hinese'.In Israel Mc8onalds had to change its menu to respect the


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regulations of the ewish ,ala#hic law framewor# and #osher restaurants

which does not allow eating a mi3ture of meat and mil# and thus

Mc8onalds separated the diar4 product %cheese' and meat from its ig Macs

after several protests.

. 0ast +ut not the least( in ingapore Mc8onalds launched Kaisu urger +ased

on the popular comic strip character Mr. Kaisu and later launched Kampung

urger which was +ased on a cartoon character( Kampung o4. It had

launched the Kampung urger to denote the customar4 values associated

with village life. esides that it also offered desserts and +everages such as

mango and durian mil#sha#es to appeal to local taste.

?. In short( Mc8onalds have adapted glo+all4 to customers taste +uds and

choices +ut the structure of its menu has remain standard; it offers

sandwich+urger( fries and soft drin# %/oca /ola' as its main course. The

main course %+urger' ma4 have variations +ut itJs the thin long crisp4 fries

which is a signaturehallmar# of this reputed +rand


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/ross-cultural Adverti> S +eef from Austria( &>> S Austrian potatoes %second image from right'( and

using Austrian slang words that wouldnJt even +een understood 5ust a few miles
http://www.deadlysins.info/wordpress/?p=601http://www.deadlysins.info/wordpress/?p=601


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handle its needs, while 8m9 rands/ focs was firml! on "ilding its now-dominant

(resence in China& 'he chain/s investment in the latter mar)et has (aid off

handsomel!, "t it also left the "rand with some catching ( to do&

3eanwhile, Indian consmer (references were changing& Chic)en consm(tion in

India ma! "e more common than "eef, "t meals are t!(icall! car"oh!drate-heav!,

and man! local consmers (refer a vegetarian diet& Frther, the chic)en that is

eaten is traditionall! ta)en in the form of tandoori, a fier!-red, s(ic! grilled dish

that/s eaten alongside rice and vegeta"les& :hen the time was finall! right for

e*(ansion, and Indian consmers were "roadening their foodservice horions

throgh travel, the internet, and generall! greater e*(osre to glo"al cisine, KFC

"egan e*(anding aggressivel! and ada(ting their mens to "ridge the ga( "etween

familiar and innovative& ! 2012, the chain had reached 220 otlets and added

s(icier versions of their chic)en, inclding a Fier! ;rill flavor that mimics the red

he and hot s(ice of traditional tandoori, and Crr! Chic)en, modeled after (o(larlocal crries&

In addition to (romoting its chic)en items, KFC also added (lent! of vegetarian

o(tions& 'he chain now serves fried vegeta"le stri(s and "rger (atties made of

either (otato or vegeta"les, and man! new men lanches have "een accom(anied

"! a similar vegetarian item, sch as the


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"etween offering a new, e*citing dining e*(erience and one that will "e familiar

enogh, and attaina"le enogh, to entice consmers to dine otside of the home&

>econd, o(erational challenges in India are jst as im(ortant as cstomer

acisition, and o(erators who aren/t (roactive a"ot "ilding their s((l! chain

will li)el! find sccess im(ossi"le& Finall!, in a contr! with over a "illion (eo(le,

targeting a conce(t/s a((eal to the right cstomer "ase is still im(ortant& KFC has

had sccess sing (ricing, (rodct mi*, and "randing to target !ong (eo(le, a

cstomer "ase that can e*(and with the chain in the ftre as the demogra(hic

grows "oth in sie and in (rchasing (ower& ! 20+0, India is e*(ected to sr(ass

"oth the ?> and China to "ecome the home of the largest consming (o(lation in

the world, and while the Aright consmer "ase will contine to grow larger, the

im(ortance of carefll! targeting those consmers and fostering their ftre "rand

lo!alt! will "e no less (aramont&

The KFC menu is increasingly throwing up a number of vegetarian items such as

Veg Zinger, Veg Snacker and Veg ZingKong !t would appear that KFC,

synonymous with chicken across the world, is turning "vegetarian" in !ndia !n

recent months, the brand has followed the launch of a non#veg product with a

veg e$uivalent %&'ample( Zingkong bo'es) KFC now plans to simultaneously

unleash veg and non#veg items in the !ndian eating#out marketplace, according

to Tarun *al, general manager at KFC !ndia

*ike so many other foreign brands, KFC has been tailoring its strategy to suitlocal preferences in !ndia +et, few rebranding efforts would surprise as the

attempts of Kentucky Fried Chicken to walk the line between vegetarian and non#

vegetarian food in !ndia KFC is to fast#food chicken what ike is to running

shoes and -oeing is to planes Surely, Colonel .arland Sanders, the founder of

the restaurant chain, would have been amused, even a tad mortified, by KFC"s

approach in !ndia

evertheless, when the brand was relaunched in !ndia in /001, +um2

3estaurants, KFC"s parent, hit on the strategy of offering vegetarian food in thecountry almost immediately Truth is KFC had little choice *al says in the !ndian

conte't, the brand had to adapt the menu to ensure that it was delivering to the

e'pectations of consumers 4That realisation happened very early in our 5ourney4
http://economictimes.indiatimes.com/topic/KFC%20Indiahttp://economictimes.indiatimes.com/topic/Colonel%20Harland%20Sandershttp://economictimes.indiatimes.com/topic/Yum!%20Restaurantshttp://economictimes.indiatimes.com/topic/Yum!%20Restaurantshttp://economictimes.indiatimes.com/topic/KFC%20Indiahttp://economictimes.indiatimes.com/topic/Colonel%20Harland%20Sandershttp://economictimes.indiatimes.com/topic/Yum!%20Restaurantshttp://economictimes.indiatimes.com/topic/Yum!%20Restaurants


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6ther ma5or fast#food companies in !ndia have been attempting similar

rebranding to accommodate vegetarian items on their menu KFC"s bigger rival

7c8onald"s is a notable e'ample of this strategy 9ust as it took to baguettes in

France, 7c8onald"s has been offering vegetarian items such as 7c:loo Tikki

-urger, 7cVeggie and Veg ;i


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/hina-

4China doesn"t have the same culture of individualism that is

present in the ?nited States4

Su"s strategy was that KFC 4would not be seen as a foreign

presence but as part of the local community@ 6ur opportunity

was to take the best ideas from the ?S fast#food model and

adapt them to serve the needs of the Chinese consumer4

!nitially this involved hiring the right people For Su this meant

Chinese managers who read and spoke the language, who

understood the restaurant business and the Chinese

consumer, but who also had e'perience in the Aestern way of

doing business 4!t was a foot in both worlds,4 Shelman says

4They knew firsthand the Aestern model but they also

understood the challenges of operating in this Chinese, very

traditional, very evolving market4

46ne of the lessons ! take away from this case is that to do

China, you have to do China,4 says Shelman 4!t"s a large,

comple', and dynamic market that deserves single#mindedattention4 That attitude e'tends from the boardroom of +um2

-rands to the menus in KFC restaurants : small number of

items would be familiar to Aestern visitorsBmashed

potatoes, corn on the cob, fried bone#in chickenBbut most


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would not The Chinese KFC menu may include fried dough

sticks, egg tarts %which Shelman raves are 4to die for4),

shrimp burgers, and soymilk drinks, as well as foods tailored

to the tastes of specific regions within China

The large selection of menu items is meant to appeal to the

Chinese style of eating, in which groups of people share

several dishes

:lso KFC China offers a wider variety of foods will helppatrons make healthier choices The KFCs in China have also

limited the amount of money saved on combo meals, and

have completely eliminated supersi


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arge si(e drin)s generally do not exist in #apan, $e it !C or

any/here else.

0. The eat is ostly dark meat chicken. There is a $it of /hite

eat chic)en in #apan's !Cs, $%t not %ch. The #apanese are not

at all fond of /hite eat chic)en *it's one of the fe/ things that's

cheap in the grocery store-. retty %ch all chic)en dishes in

#apan */ith the exception of "sasami ser!ed as raw chicken

sashimi"- are ade fro dar) eat.

. 3s /ith c4onalds in #apan, the c%stoer service here is leaps

and $o%nds ahead of that in the 5+

6. 5nli)e ost #apanese fast food, !C in #apan is a lot ore

expensive. 3 special "val%e set" of six pieces dark meat

chicken and three small orders of fries was "#$%.&&5+4

last tie 7 /as there. 281& 543TE9 i recently /ent to !C andordered a 18 piece, t/o large fries, fo%r $isc%its and fo%r sall

colesla/s. The $ill /as over :& $%c)s and that /as /itho%t any

drin)s.

;. +oe !C #apan o%tlets serve a $rea)fast en% /ith egg

sand/iches and the li)e.


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cross cultural marketing.docx