Role of Cultural Adaptation in International Retailing

Question: Discuss about the Role of Cultural Adaptation in International Retailing. Answer: Introduction: The blog is about the Indian market and the ways foreign brands like KFC have found it out to be. At the end of 2012, KFC chain had around 220 outlets, adding together spicier versions of their recipes in chicken. It also added vegetarian items to its menu like fried vegetable strips and burger patties. The writer has focused on the pricing strategy used by KFC for grabbing the Indian market along with marketing campaigns that mostly attracted the youth section. It brought in marketing campaigns like Wow@25 and developed the authenticity smartphone app. This blog also deals with the stiff competition in the Indian fast food chain market with KFC logging heads with other brands like Five Star Fried Chicken, a Thai concept that emerged in 2013 (Kutty Kutty, 2014). Lastly, it deals with the success factors of KFC and the ways they have studied the Indian consumers taste and preferences keeping in mind their cultural traditions. Elizabeth Friend did mention in her blog that KFC made the best use of product mix and branding to set up a customer base that just loves whatever it serves. Elizabeth Friend is a senior food service analyst and writes regularly for the blog site Euromonitor, where she has been a Strategy Analyst. Euromonitor is a strategy-consulting firm in London specializing in the consumer industries. She works with various companies having international existence in solving their strategic problems and tracking the behavior of consumers globally. As per Dey, (2016), she is a person who is in love with data that she uses in her blogs, providing clear insights for readers that in other way would not be perceptible. Blog Structure: The blog structure is very well maintained, as should be the case with a professional blog writer who has been doing it for years. She has made use of sub headings for different topics where she has briefly discussed about the topics, citing examples of other brands and where KFC stands comparing to them. She has made use of simple language for everyone to understand what she is trying to convene through her blog. She has been clear in her thoughts and opinions like when she mentioned, By 2030, India is expected to surpass both the US and China.. According to Sharma, (2013), in this blog, she has made use of data figure in stating the percentage of drop in sales for factors like avian flu frights, quality of poultry and other scandals related to food safety. It provides readers with an abrupt idea of how many of these factors are affecting the business process of KFC in India. Value Research Source: Other bloggers like Howard Telford and Ewa Hudson, both authors at Euromonitor International have stated that Elizabeth Friend has been leading the space since the starting of 2011. She has been a name to reckon with when it comes to securities trading and other investment researches. She has sourced her writing from cites stating emerging markets, food chain, target market and food safety. She has been an ardent reader of the consumer behavior across the globe, monitoring what people eat and the ways they live. Reference: Dey, S. (2016). Middle Class Consumerism in India: An Introspective Study.Indian Journal of Applied Research,5(8). Kutty, N. M., Kutty, N. M. (2014). Role of cultural adaptation in international retailing.South Asian Journal of Marketing Management Research,4(10), 1-9. Sharma, A. (2013). KFC's Big India P