Choose from Instruction Essay Example | Topics and Well Written Essays - 750 words

Choose from Instruction - Essay drillFrom the article we ar informed of both possible reasons for McDonalds success in India its partnership with two domestic firms and the adaptation of its restaurants to Indian local palates (Bellman, 2009). Analysis of the situation With the continued globalisation of sphere markets, firms are ever more dependent on new products to generate revenues and market share. To maintain their momentum and intercourse position firms must enter a broader and more diverse set of markets (Yeniturt & Townsend, 2003). This could be one of the reasons why McDonalds had to get into the Indian market. Some scholars argue that globalization has progressively created a more homogenized public market due to better interconnectedness among the worlds nations (Yeniturt & Townsend, 2003). This implies that an increasing number of consumers from diverse geographical locations and cultural backgrounds are beginning to show similar preferences. These scholars sta te that this trend is evidenced by the payoff of global brands. However, Suh and Kwon (2002) differ with that school of thought. They argue that even after tremendous exposure to globalization, consumers from different cultures declare different attitudes, perceptions, tastes, preferences and values, and remain reluctant to purchase foreign products. A good example is found in Europe where even with an economic union and a progression toward the standardization of the political and social infrastructure, content cultural values have remained stable over time. Cultural norms and beliefs therefore remain an important scene of global marketing. According to Yeniturt and Townsend (2003) culture remains an elusive, multi-faceted dimension that is difficult to harness and understand completely. They argue since consumers attitudes and behaviors are significantly influenced by the cultural context of the market it is expected for there to be a grueling effect of national culture in th e adoption of new products in a country. The downside to this whole globalization trend is what is referred to as cultural imperialism. Kiely and Marfleet (1998) describe cultural imperialism as the process by which the developed world consciously disseminate their values and norms as being superior to those of the less developed countries (LDCs). Through the utilise of mass media advertising and the Internet, westbound multinational corporations portray the Western lifestyle as something for the LDCs to aspire to. How McDonalds achieved its success McDonalds planned for two major phases for its launch with an understanding of the socio-economic status of the Indian people. The first phase baffling unsolveding branches in Indian cities of relatively high income. In these metropolitan cities, McDonalds banked on the residents exposure to Western food and culture. These residents were to lead the second phase by sharing the McDonalds experience to satellite towns, where the firm w ould open new stores. McDonald also made menus that would attract the locals palates. There was no beef or pork or animal fat used to fry the food chains recipes. That is non to say that McDonalds did not replicate its Western cultures in India. The company continued to offer fast, friendly service at value-prices. finish Even though economic development continues to lead to a convergence in global markets, and as the influence of mass media creates a global consumer culture we are yet to reach the point where culture,