Problem
Some people believe that markets should be defined based on their cultures, and that marketers should develop marketing strategies to fit each unique culture where they do business. This worked for KFC in China, but McDonald's has succeeded around the world while adapting only slightly to local countries (e.g. lamb burgers in the Middle East, wine in France, and veggie burgers in India). Two downsides to an adapted approach are:
• In a highly interconnected world, the existence of different images for the same brand name will become apparent to some consumers through the Internet and travel.
• It is difficult for headquarters to provide guidance and exercise marketing control when its brands re being marketed in different ways to different cultures.
As a global marketing director, and based on what you have learned to date, would you seek uniformity in your marketing programs, or something in between? Why?