To: Reader
From: Nicole Ki
Date: June 26, 2014
Re: International Business- Assignment 4
Questions
1. Discuss the implications of globalization on the food industry in China. 2. What makes China so attractive to U.S. food companies? Discuss why it is important to gain 3. Reflect on the standardization versus adaptation debate as it relates to marketing fast food and processed food in China. Using the ‘4Ps’ of marketing, discuss how companies should approach the market. Which elements in the marketing mix can be standardized? Which elements must be adapted to suit local preferences? See http://www.mindtools.com/pages/article/newSTR_94.htm 4. How is Western culture influencing China’s culture? Discuss how companies like Frito Lay and McDonald’s are contributing to this change. What are the implications of this trend?
Answers
1. There are four different implications of globalization in the food industry in China. The first implication would be the slow demise of a common understanding of an American way of eating. To be certain, families and other institutions will always have their own food traditions and preferences, and certain food items (e.g., hot dogs or hamburgers) may continue to enjoy long-standing popularity within our culture. But the idea that there will be a "commonly understood" cuisine served at critical ritual occasions such as weddings, parties or summer picnics is quickly becoming a thing of the past. One need merely consider the diversity of preparations gracing wedding menus to get a sense of what we're referring to here. Second would be those of us born after, say, the late 1990s will pick freely from a truly global palate. As part and parcel of our ongoing consumer research we routinely interview families whose young children may opt for scones for breakfast, Yakisoba for lunch, playful Japanese candy while shopping