My research question is “How to deal with diversity of global consumer consumption behavior?” From the research of last week’s Journal 3, I have researched about the international consumer consumption behavior. After I found out some information from online resource database, I think I have to clarify my main point about marketing. Firstly, I would challenge me one question which is stated at the first sentence, “how to deal with diversity of global consumer consumption behavior?” The reason this question occur is because there are many kind of marketing strategies are followed by a lot of company around the world. Therefore, I am interesting to ask that how other companies deal with those diversity marketplaces in every country.
In my readings about research, I have learned that many firms change their marketing strategy to fix different countries’ marketplace. Due to every country’s culture, business marketplace, and consumer consumption behavior, the firms usually expend their original marketing strategy to a little different ways. For example, they would create new flavors for their products in some places to appeal for local consumer. And then, the firms get more profit and successful in their global marketing business.
My thesis statement is the corporation primary has to research and know the consumption situations within the country, and modify their marketing strategy to fasten on the place’s business marketplace. On the other words, my research main point is that corporation should build further different sale strategies for different cultures from their basic marketing plan. There is one great example to discuss, McDonald’s. According to McDonald’s International marketing strategy (2010), the author stated, “The business model is basically the same no matter what country it goes into. What varies from location to location is the food. For example, according to the country locator on the company's web site, where you can find fascinating information about the company's International restaurants, in Argentina, instead of the Big Mac, the most favorite sandwich is the McNiffica, (patty, cheese, tomato) while in Japan, it's a McTeryaki, and in India, McDonald's serves no beef in its burgers, which are made of tofu” (p. 1). This statement mentioned that McDonald’s makes their products different from country to country.
My audience would be academic college students, marketing person, and the people who interested in worldwide company international marketing strategy. My purpose is to find out what kinds of new strategy much company change for fix the international marketing place.
Lastly, I found out two resources which can support my thesis statement.
1. McDonald’s international marketing strategy. (2010). Retrieved from: Lots of Essay.com: http://www.lotsofessays.com/viewpaper/1694996.html
This resource provides me some information about McDonald’s different marketing strategy in other country. Also, it tells us more example of McDonald’s in other country, such as Japan, India, and Argentina. In conclusion, this article is valuable in my research. Although I cannot know the author of this article, this article still credible for me. Because Essay.com is a website which provides professionally written essays to the people who pay for the fee. Thus, I think Essay.com may be a credible resource for me to research more information about my topic.
2. Perner, L. (n.d.). Consumer behavior: The psychology of marketing. Retrieved from: usc Marshall University of Southern California: http://www.consumerpsychologist.com/
This article helps me understand how to get better know about international consumer consumption behavior from psychology point of view. The author is Lars Perner. He is a Ph.D who is assistant professor of clinical marketing of University of Southern California. He might be an expert in the field and this article also important to my topic.
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Overall, nice work, Eric.
ReplyDeleteI do have a few observations - one is with one of your sources. You can't use this source:
http://www.lotsofessays.com/viewpaper/1694996.html. This is what we call in this class a "generic" website, and we can't use anything from this site. In fact, I wouldn't allow the use of this website as a hyperlink for more information. So this is out.
Next, the research question and thesis, which I'm going to discuss together.
Question: “How to deal with diversity of global consumer consumption behavior?”
Thesis: the corporation primary has to research and know the consumption situations within the country, and modify their marketing strategy to fasten on the place’s business marketplace. On the other words, my research main point is that corporation should build further different sale strategies for different cultures from their basic marketing plan.
This is a hugely broad question and thesis. We need to narrow both the question and the thesis to a country, and I'd strongly recommend narrowing to a division of consumer goods. Just as an example, American automobile companies studying the consumer consumption behavior of European car buyers.
Then, your purpose would be to analyze the current strategies of American automobile companies and offer alternative, more successful strategies that appeal to the European market.
Or, as another example, you can use what you've mentioned here - how McDonald's adjusts its products and marketing for its international franchises.
We also need to narrow the audience. The audience is far too broad. College students and marketing professionals are two very different audiences with very different needs. A college student is not going to know what a marketing professional would know.
Please post your reply as a comment here. Don't forget your new source!
I changed my question to “How does McDonald’s strategy deal with diversity of Asian region’s consumer?” My thesis is McDonald’s adjust their products to create new flavors for local consumer and marketing it to Asian franchises. According to Adams (2008), “they seem to have found the magic touch for capturing that taste bud of people all over the world, even in countries that don’t eat beef, like India, or those that prefer rice, like the entire Asian region.” Therefore, McDonald’s has adjusted their original menu to create some new flavors for Asian consumers, such as Cheese Katsu sandwich which is a fried pork sandwich stuffed with cheese, The Shogun burger which is served in Hong Kong with a pork patty with Teriyaki sauce and cabbage, and McRice burger which instead of burger buds to two fried rice cakes (Madison 2009).
ReplyDeleteTo specific my audience, my audience would be McDonald’s faithful consumer who are interested with taste McDonald’s products and the dietitians who concern about the nutrition control of the fast food. My purpose is to find out what are products different and changed in McDonald’s menu within Asian region.
The additional resource:
1. Adams, B. (November 7 2008). Purple Slinky. February 8, 2010. Retrieved from: Nine mcdonald’s products that actually flopped:
http://purpleslinky.com/humor/food/nine-mcdonalds-products-that-actually-flopped/
I choose this resource because the author has written a lot of articles about health foods. Moreover, Adams works as a content editor and write for a company that teaches English for Specific Purpose to European professional. Thus, this person has good experience in writing and researching and its article would be credible for my topic.
2. Madison, J. (July 9, 2009). FNH food network humor. February 8, 2010. Retrieved from: Mcdonald’s menu items from around the world:
http://foodnetworkhumor.com/2009/07/mcdonalds-menu-items-from-around-the-world-40-pics/
I choose this article because the article provides many McDonald’s products around the world. Also, under the article, there are a lot of comments has agreed with it. It means this information has more credible to me. Moreover, this website’s name makes me feel that they collect good and real articles and reports to their readers.
Okay, let's discuss these things.
ReplyDeleteQuestion:“How does McDonald’s strategy deal with diversity of Asian region’s consumer?”
We can work with this, but I'd choose an Asian country. If we want to make that country China, that's fine.
Thesis: McDonald’s adjust their products to create new flavors for local consumer and marketing it to Asian franchises.
We can work with this for right now, too, but narrow it to one country.
Audience:McDonald’s faithful consumer who are interested with taste McDonald’s products and the dietitians who concern about the nutrition control of the fast food.
A little shaky on the audience. Would the average McDonald's customer (do you mean an American?) care about how McDonald's tweaks its food for another culture? Probably not.
However, that does not mean an American McDonald's customer would not care at all. Which American McDonald's customer would want to know what kind of food is served at a Chinese McDonald's?
And dietitians? Okay, I'll let that one go...but you'll have to tell dietitians in which country.
Purpose:find out what are products different and changed in McDonald’s menu within Asian region.
Your purpose speaks to your audience. What do you want your audience to do or think after reading your piece? Your purpose should be analyze, inform, persuade, explain, argue.
Post your reply as a comment here.
Question: “How does McDonald’s strategy deal with consumer taste in China?”
ReplyDeleteThesis: McDonald’s adjust their products to create new flavors for Chinese consumer and marketing it well.
Audience: McDonald’s faithful consumer who are Chinese related and who are living in China.
Purpose: I hope after my audience read my article, they would understand how well McDonald’s performs their new marketing strategy in China.
I think I might have some new ideas of doing my paper. I hope this time my topic is correct, and I will find some new resources to finish my research. Thank you.
Okay, Eric, we can go with this for now. We'll probably revise and refine these things as you do more research and writing, but for now, this is fine.
ReplyDeleteYou can move on to the Week 4 blog. =)