A-Level Edexcel Business Global Marketing: Decision for adopting a polycent

Question

Decision for adopting a polycentric approach

Polycentric approaches consider each host country to be unique. Businesses adapt their marketing mix to these individual markets to maximise sales.

Taco Bell has adapted to local tastes by including Brazilian drinks such as maté on the menu. This is aimed at encouraging Brazilian consumers to try their restaurant by providing something familiar to their tastes.

As well as product, Taco Bell could alter other aspects of the marketing mix, such as place. This might involve focusing on city centre locations, rather than at the side of major roads as Taco Bell does in the USA. Brazil is an emerging, developing country and being convenient for customers could help to maximise sales.

This approach is often expensive because extensive market research may need to be undertaken in order to identify specific consumer tastes rather than transferring what worked for Taco Bell in the US.

Decision for adopting an ethnocentric approach

This approach is where a business such as Taco Bell understands the culture primarily through the perspective of its own culture. Products and marketing are not adapted.

Taco Bell decided to sell the same Tex-Mex dishes, such as Crunchwrap Supreme’ and the ‘XXL Grilled Stuft Burrito,’ which are sold in their US outlets. If these have been a success in the USA, then Taco Bell may judge that they are likely to be a success in Brazil.

In a “crowded” market like Brazil, Taco Bell could differentiate itself from competitors such as McDonald’s, which sell very different products.

The ethnocentric approach could also be more profitable, more quickly as there may be less need to begin selling new flavours and adapt production methods to provide these.

Taco’s could have lower fat and salt content than other fast food, meaning that they are more likely to comply with Brazil’s laws on fast food.

Decision for adopting a polycentric approach Polycentric approaches consider each host country to be unique - Edexcel - A-Level Business - Question 2 - 2022 - Paper 1

Worked Solution & Example Answer:Decision for adopting a polycentric approach Polycentric approaches consider each host country to be unique - Edexcel - A-Level Business - Question 2 - 2022 - Paper 1

Decision for adopting a polycentric approach

Decision for adopting an ethnocentric approach

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