Challenge Question 3B Chapter 4 From your point of view, what is the more attrac

Question

Challenge Question 3B Chapter 4 From your point of view, what is the more attractive market focus when looking at single, multiple or combined? Defend your answer through justification using a real world scenario. To explain in a more simplistic way, I want you to take one of the methodologies and use an example and explain your point of view through an actual company example. (For example if you choose multiple strategy and use Coke as your example explain why you believe the combined apprbach works and then show how a company is using your strategy and doing well.)

Explanation / Answer

Company: McDonald's, Market focus: Combined

McDonald's has wide presence in most of the countries across the globe. The best market focus strategy for McDonald's is to go for combined strategy in below ways:

1. Multiple market presence is must since McDonald's can use its brand value and explore new markets. Customer acceptance for renowned brands is more and market entry is easier for such brands. Hence McDonald's can expand in more markets and make its presence felt across different countries.

2. Single market focus strategy is also required since people of various cultures have different preferences and McDonald's has to customize it's menu according to the tastes and preferences of people across different countries. For eg, in India people prefer to eat vegetarian food and use a lot of spices whereas people in USA tend to go for non veg food more without spices. Hence customized menu with single market focus strategy for each country is required in such cases.

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