Your assignment is to examine the two different strategic approaches adopted by the fast-food chains KFC and McDonald’s when they expanded into China. Which, in your opinion, would be the more effective strategy for expanding into India, and why? Your report should include evidence (such as Indian demographic statistics, comparison with similar brand/product expansions into India, ethnographic studies, the results of direct questioning and content analysis, and so on) to support why the strategy you selected has the best chance of success. Your goal for this assignment is to apply what you’ve learned about consumer behavior in this course. Use this research assignment to practice identifying and evaluating marketing concept strategies commonly found in today’s marketplace. To accomplish the requirements for this assignment, you’ll need to submit at least three pages of typed material.
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