Preview

Mini-Assignment #1 – Case: Mccain Foods Limited

Good Essays
Open Document
Open Document
602 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Mini-Assignment #1 – Case: Mccain Foods Limited
1. If you were in charge of the Asian operations for McCain, how would you recommend the company overcome the challenges in the Chinese market?
Being a foreigner in any market is a challenge, if I were in charge of the Asian operations for McCain I would first gain an understanding of what appeals to the Chinese market. This way I will be able to produce a product that will not only satisfy the Chinese consumers but also not offend them. For example, in regards to packaging, the Chinese market are very attracted to the colour red as it conveys good luck and good fortune while our company should avoid the colour white as it represents death and mourning. It is simple details like these that the Chinese market would become more comfortable and willing to accept western food.

Additionally, prices of the McCain products may be seen as overpriced compared to local Chinese products. A different approach being in charge of the Asian operations would be to adjust the prices of our products, perhaps set them at a price lower than the standard in order to appeal to the Chinese consumers who are not familiar with McCain. Lowering the price will allow consumers to give McCain foods an opportunity to show western foods can be accepted. Once McCain foods have become more familiarized with the Chinese community our company would be able to raise prices as we have already established an appealing brand with consumers.

Another effective decision to overcome the challenges in the Chinese market would be to improve advertising of McCain products. Advertising campaigns including celebrities endorsing products have proved numerous times they improve sales and overall awareness of the brand. The reason for this is because especially in the Chinese market, when consumers see celebrities they look up to become associated with a product, it gravitates their interest towards that certain brand or product.
2. Drawing from Hofstede’s work on global cultures, what challenges



Bibliography: China – Geert Hofstede. 2 Feb. 2013 <http://geert-hofstede.com/china.html> Canada – Geert Hofstede. 2 Feb. 2013 <http://geert-hofstede.com/canada.html>

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Mc Cain Foods Limited

    • 271 Words
    • 2 Pages

    2. Drawing from Hofstede’s work on global cultures, what challenges might Canadian managers at McCain face when interacting with their Chinese business colleagues?…

    • 271 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    McDonald’s is a fast growing international business that desires to attract customers in all countries and cater to their needs, wants, and desires. Many countries include the American Cultural Icon that McDonald’s has created but not all desire the soy and beef products, so McDonald’s has decided to cater based on the specific countries desires. When an organization decides to go international, unfamiliar political and governing regulations are presented. The new organization will be considered an outsider and will receive much suspicion from the natives as to how this new venture will operate in their country. As will be obvious throughout this paper McDonald’s is really the king of adapting its business to the various cultures of the countries they operate in. This paper will summarize the findings from previous Learning Team assignments, and include the rationale for selecting a target country based upon previous learning team Country Risk Analysis. This paper will determine the marketing mix specific to the selected global product and service and explain the choice of marketing mix. A marketing plan that addresses product modification,…

    • 7188 Words
    • 29 Pages
    Powerful Essays
  • Powerful Essays

    Fourthly, we need to train some salesmen to know more about Chinese culture. Knowledge is a key success point in selling our products.…

    • 4868 Words
    • 20 Pages
    Powerful Essays
  • Satisfactory Essays

    A Advertising

    • 1917 Words
    • 11 Pages

    | Brand-to-consumer relevance could be achieved through making use of celebrities with whom consumers identify.…

    • 1917 Words
    • 11 Pages
    Satisfactory Essays
  • Good Essays

    Phillips Foods Inc. just launched its new product called King Crab. It is a brand new product with a key innovation: a pasteurizing process which allows the product to stay fresh. The product therefore enjoys an 18 month shelf life. Management has decided to split the launch into two phases. Phase I is done; the company targeted foodservice buyers thanks to an advertising campaign through restaurant and institutional foodservice magazines. In the second phase, the target is now food retailers and wholesale distributors. Ron Birch, product manager is now facing a critical choice regarding the approach strategy: should he keep up with the advertisement strategy or explore a new opportunity with the International Boston Seafood Show? If the tradeshow is chosen then: How many sales people should attend in order to appropriately cover the event? How big should be the booth? It should be big enough to set up the kitchen and have free space to talk with customers. Where should the booth be located? These are important decisions that the company has to make.…

    • 827 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Food Inc Case Study

    • 687 Words
    • 3 Pages

    1. Food production has changed more in the last 10 years than in the preceding 10,000.…

    • 687 Words
    • 3 Pages
    Good Essays
  • Best Essays

    Nowadays, economic globalization is becoming an irreversible tendency; therefore, different multinational corporations always want to extend their branches to other countries, especially for the food companies, such as, McDonald’s, Starbucks, and Burger King. In recent years, the world has also witnessed that China’s economy has developed to a higher level since China has reformed and opened for more than 30 years. According to Lardy, in the middle of 1990s, China had become one of the largest world’s trading nations (Lardy, 1995, p.1). Now, Chinese customers have more desire and abilities to enjoy western food. Therefore, many multinational food corporations, such as, Starbucks, KFC, and Krispy Kreme, want to enter in Chinese market, and these companies…

    • 3266 Words
    • 14 Pages
    Best Essays
  • Best Essays

    Wong, R.B. China Transformed: Historical Change and the Limits of European Experience. Ithaca: Cornell University Press, 1997.…

    • 2780 Words
    • 12 Pages
    Best Essays
  • Good Essays

    Trader Joe's Case Analysis

    • 1018 Words
    • 5 Pages

    Trader Joe’s is a well-established privately held chain of neighborhood grocery stores based in Monrovia, California. The store was founded in 1967 by Joe Coulombe. The company described its target market as intelligent, educated, inquisitive individuals. It focused on people who were health conscious, enjoyed travel, and liked trying new things. By 2013, Trader Joe’s had expanded to approximately 400 locations across 37 states and the District of Columbia.…

    • 1018 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Food Inc Case Study

    • 629 Words
    • 3 Pages

    I will begin by stating that it is unethical how food overlords have transformed old-fashioned farming into factory assembly lines of production. I find that the following actions are immoral because large food manufacturers threaten small farmers into producing vegetables/animals a certain way in order to “stay in business”. Consequently, farmers give up their right of free will; to speak freely, farm freely and treat their animals with integrity. Not only is this unprincipled issue towards farmers and animals but, primarily workers. Since most of the workers at these slaughterhouses are low-income, desperate, and majority illegal they have no choice but to be a slave of work. I believe this kind of behavior is unethical because these workers are forced to work under unsanitary conditions: exposure to pesticides, poison and diseases. As a result from these hazardous working conditions some farmers suffer from growing an immunity to antibiotics and is unable to take antibiotics as medication…

    • 629 Words
    • 3 Pages
    Good Essays
  • Good Essays

    International Expansion

    • 327 Words
    • 2 Pages

    Identify a foreign market that you feel this company should enter next, and explain why it should enter that market and which of the strategies should be used.…

    • 327 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    1. Discuss the key challenges and marketing issues Andrea Torres must address at this time. Why do you feel these issues and challenges are key to the success of the new product line?…

    • 666 Words
    • 4 Pages
    Satisfactory Essays
  • Satisfactory Essays

    OSI In China Analysis

    • 521 Words
    • 2 Pages

    OSI China is a difficult situation because they have already invested a large amount of capital, time and are currently left with 80% of the chicken after vertical integration. All four options to consider are mixed with unpredictable outcome regardless of the option and will depend heavily on the company’s capabilities and resources. Since 80% of the chicken is currently available for sale with no demand from Chinese customers one of the solutions OSI can consider is to create the demand. The case mentioned that OSI is in the process of developing flavor coatings and processing techniques to diversify their product portfolio. I would pushed this forward by leveraging on the strong alliances and partnership that OSI has with McDonalds. This would allow for a new product entry to draw the customers and entice them. OSI reputation for high quality and safety, can provided them with the opportunity to negotiate with competitors in creating new opportunities for the other 80% of the chicken that has no demand. The relationships that OSI has created along the way have always been carefully nurtured and built. This is why I would select to expand sales to current customers regardless of country. By using the tangible, intangible and human resources along with the company’s capabilities (processes, technical knowledge, and continuous improvement). Since McDonalds and other fast food retailers have a strong presence in China and other parts of the country. OSI can position this as another opportunity for their relationship to grow stronger through investing together in selling flavor coating chicken (parts currently now desired). They can performed joint marketing forums to raise awareness. Unfortunately, this is the only option I see viable since developing a grocery retail brand in China could force OSI premium chicken to be sold as a commodity. OSI can also export these flavored coasting chicken to the neighboring countries in…

    • 521 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    McDonald's entry into the heartlands of communist China was no less wondrous. However the Chinese were more pragmatic in their approach and saw mutual benefit in McDonald's entry. McDonald's entry into China coincided with and contributed to a growing synergy between the Chinese cultural value system rooted in Confucianism and Taoism, and Western ideologies…

    • 1546 Words
    • 7 Pages
    Powerful Essays
  • Satisfactory Essays

    Summary: In 2007, KFC had opened 2000 outlet stores in china, leaving rival MacDonald’s far behind, achieving high praise from Chinese consumers and defeating challengers again and again. From the perspective of cross-culture, this paper tries to analyze the marketing strategy of the American fast food chain stores in china and give multinational food and beverage companies suggestions.…

    • 263 Words
    • 2 Pages
    Satisfactory Essays