American Fast Food in China
Based on a latest research by ACNielsen, 97% of Chinese consumers were patrons of fast food and Hong Kong ranked number one in the world in terms of frequency of fast food restaurant visits (Asians among biggest fast-food consumers 2005, pg. 1). The prominent success of American fast food industry in China's market can be attributed to its franchise policy and scientific managerial operations. Moreover, the accomplishments are the reward towards its comprehensive understanding of Chinese culture and its excellent localization strategies specifically manipulated to meet the characteristic requirements of Chinese consumers. They have introduced strict criteria in quality, cleanliness and service assuring local people their principles and standards; with efforts in publicity and various promotions to create the consumers' brand recognition; and with investment in providing a nice and pleasant environment, making the customers feel what they pay is worth what they are offered.
Global success will be driven more by a focus on the core business or core capability of the organization and its ability to drive that success in other markets around the world.…
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