MARKETING
7th Edition
ISBN: 9781260087710
Author: Grewal
Publisher: RENT MCG
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Chapter 8, Problem 3CCS
Summary Introduction
Case summary:
Company M is Country U’s fast food company and it operates its business in various countries. Country I allows company to develop its real estate and infrastructure and train the local workforce people and adjust the menu for the vegetarian customers.
Company enters into different country market segments with different types of products. For example, Company M entered in Country I market with kosher burger and it has started its first vegetarian restaurant.
It has expanded its market in Country R with the variety of products like Big Macs and fries and it has developed a good relations with local vendors and contractors, to which it eventually could outsource its supply chain operations.
Company faced lot of problems while expanding its market in Country R but it didn’t turn back its plan of expansion. It is not only integrates the local flavors but also leveraging the technology to make the meals customizable and later it offers services through kiosks and sales from these kiosks are accounted for one-fourth quarter of sales in the particular location where it is available.
Characters in the case:
- Company M
To discuss: Company M global marketing strategy and compare its strategy in Country U and in Country I.
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