A-Level Edexcel Business Marketing Mix & Strategy: 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 do in the USA. Brazil is an emerging, developing country and being convenient to 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 knowledge from what Taco Bell do in the US.

Decision for taking an ethnocentric approach

- This approach is where a business such as Taco Bell adopts the culture primarily from their experience in their own culture. Products and marketing are not adapted.

- Taco Bell decided to sell the same Tex-Mex dishes, such as Crunchwrap Supreme\u0027 and the \u0027XXL Grilled Stuft Burrito,\u0027 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 \u0027crowded market\u0027 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 design 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 taking an ethnocentric approach

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