Scenario 7-4
It doesn't matter where in the world you are or how well off, the fast food culture has become a way of life for all of us. According to the latest findings from ACNielsen, the world's leading market research firm, nearly all Hong Kong people (97%) are fast food patrons. A fast food culture has shaped the lifestyles of us all, and with fast food operators introducing healthier options in the form of salads and low carb meals, consumers today have greater choice than ever before.
While building a good brand image is close to the heart of most marketers, it is worth noting that brand image appears to have little influence on consumer choice of take away restaurants. Brand Image ranked the least important among all respondents. Among the international fast food chains and local operators, McDonalds was the world's most popular with 68 percent of people in the 28 major countries picking it as the first choice for take away food. KFC ranks No.2 at 32 percent and Pizza Hut ranks No.3 at 29 percent. Nevertheless local fast food chains also have a strong foothold taking Hong Kong as an example, 62 percent also chose local operators as their choice of fast food restaurants, and as ACNielsen I-Scan ImpulseTM indicates those local chains include Caf'de Coral and Maxim's. (Asians the World's Greatest Fast Food Fans.Two thirds of Hong Kongers frequent at least once a week, December 23, 2004. http://acnielsen.com.)
-(Scenario 7-4) A small U.S.-based company that makes and markets gardening tools has entered the Chinese market. However, management has been very frustrated by a lack of standardization in its strategic and creative efforts to reach the different regions of the country. The company is most likely using

Question

Quizplus · Accepted Answer

The scenario suggests that the company is having difficulty in standardizing its efforts to reach different regions of China. This indicates that a localized approach may be necessary to cater to the diverse needs and preferences of the Chinese market. Therefore, the best option for the company would be to use local agencies that have a better understanding of the local market and can customize their strategies accordingly. A regional or global agency may not be able to provide such localized expertise and may not be as effective in catering to the needs of the Chinese market. The domestic agency may not have the necessary knowledge and experience in dealing with the Chinese market.

Scenario 7-4 It Doesn't Matter Where in the World You Are or Are