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International Adaptation Article Summary

Market Adaptation

Using the Electronic Reserved Readings, the Internet, or other resources locate an article that discusses how a company has adapted its marketing strategy to meet the challenges of marketing internationally.

a. Describe the company's adaptation
b. Evaluate the adaptation's success
c. Identify areas in which the company could improve their adaptation
d. Include in your analysis a comparison of the company's internal and external marketing environments.

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Yum Brands Adapts to Marketing in China

Introduction
There is no question that China is a market which holds enormous potential for foreign companies. The pace of economic growth in China has been and continues to be impressive by any standards. To realize the full potential yield of this fertile market, however, foreign companies must adapt their marketing strategy to meet the challenges of marketing in China.
In an article entitled "Putting brand on China success", David McIntyre of USA Today maintains that YUM Brands, Inc. a PepsiCo subsidiary which owns such brands as KFC, Pizza Hut, Taco Bell, A&W and Long John Silver's, has met and conquered the challenges of marketing internationally and specifically so in China. McIntyre reports that YUM Brands opened its 1,500th KFC in China last week, and that the opening is one of more than 375 in 2005. Most of the article is an interview with Yum brands CEO David Novak, who speaks with USA TODAY management reporter Del Jones about his company's successes while doing business in China.

Yum Brand's Challenges and Marketing Strategy Adaptations
Despite the rapid pace of economic growth in China, many marketing challenges remain. Yum Brands has chosen to turn these challenges around by adapting its marketing strategy to the local conditions.

One of the most formidable marketing challenges in China is winning over the Chinese government. According to McIntyre's article, Yum Brands has managed to do this successfully not through compromising its ethics and resorting to bribes but through the simple gesture of locating its headquarters in Shanghai rather than Hong Kong as other businesses tend to do. This simple adaptation, as CEO David Novak asserts in the article, served to assure the Chinese government of Yum Brands' strong commitment to the ...

Solution Summary

This is a summary of an article on market adaptation which discusses the company's adaptation, evaluates the adaptation's success, identifies areas in which the company could improve its adaptation and includes a comparison of the company's internal and external marketing environments.

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