The Impact of Culture on International Fast Food Market
Contents List of illustrations II Executive Summary III 1 Introduction 1 2 The importance of culture 2 2.1 The role of culture in international marketing 2 2.2 Cultural elements which can have influence on fast food 2 3 Analyzing cultural elements influence 3 3.1 Languages 3 3.2 Eating habits 4 3.3 Customs 5 3.3.1 Religions 5 3.3.2 Traditional festivals 6 4 Marketing strategies for influences of cultural elements 7 4.1 Respecting culture 7 4.2 Using culture 7 5 Conclusions 9 Reference 10 Bibliography 11
List of illustrations
Figure1 Elements of culture………………………………………………………….2
Chart 1 Why Chinese Consumers Choose Western-Style Fast Food Restaurants, 2001
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Executive Summary
With the development of technology, the earth has become smaller and smaller, which be called globalization. There are numerous international companies all over the world. However, different areas have their own culture. If the international companies ignore local culture, the local culture will become the barrier of their development. Therefore, international fast food companies should pay attention on local culture. This report aims to show how culture impacts international fast food market and explain how firms can analyze cultural elements influence. Facts indicate that local language, eating habits and customs all have effects on the fast-food company 's decision-making. On the other hand, when firms respect local culture, they also should learn how they can use their own culture. In sum, respecting local culture and using own culture will be good strategies for international fast food companies.
1 Introduction
Recently, economic globalization has been the trend of economic development. In this background, it is necessary to develop appropriate international marketing strategies configured to compete with other firms. According to recent analyses, cultural factors in international
List of illustrations
Figure1 Elements of culture………………………………………………………….2
Chart 1 Why Chinese Consumers Choose Western-Style Fast Food Restaurants, 2001
………………………………………………………………………………………………………………………………………………….8
Executive Summary
With the development of technology, the earth has become smaller and smaller, which be called globalization. There are numerous international companies all over the world. However, different areas have their own culture. If the international companies ignore local culture, the local culture will become the barrier of their development. Therefore, international fast food companies should pay attention on local culture. This report aims to show how culture impacts international fast food market and explain how firms can analyze cultural elements influence. Facts indicate that local language, eating habits and customs all have effects on the fast-food company 's decision-making. On the other hand, when firms respect local culture, they also should learn how they can use their own culture. In sum, respecting local culture and using own culture will be good strategies for international fast food companies.
1 Introduction
Recently, economic globalization has been the trend of economic development. In this background, it is necessary to develop appropriate international marketing strategies configured to compete with other firms. According to recent analyses, cultural factors in international
Bibliography: Abernathy, 2007, ‘Yum! Restaurants International----A Global Growth Engine Now and in the Future’, Nation 's Restaurant News, vol.41, p. S24.