CULTURAL CONFLICTS

NAMES, SIZES, TASTES AND ATTRIBUTES MATTER: CHECK CULTURAL NORMS AND CUSTOMS BEFORE ENTERING A NEW MARKET

Although, we live in the age of globalization, still when a firm enters a foreign market, it is imperative to pay attention to cultural norms and customs to adapt to the new culture specifically when it comes to names, sizes, and particularly tastes. Food and music are the two universal languages, yet each culture gives them a unique taste. Therefore; never assume, what is acceptable in one culture would be accepted in another culture.

IT'S ALL ABOUT THE TASTE

McDonald’s entered into Korean market for the first time in 1988, -about 9 years later than its Japanese competitor Lotteria which entered into Korean market in 1979. McDonald’s faced challenges in the beginning to attract Korean market who were a fan of Bulgogi burger and Rice burger offered by Lotteria, which were entirely adapted to Korean taste.

According to a 2010 article “Experience To Go” by Andrei Lankoy, Lotteria achieved a 45% market share in 2001, compared to 20.1% for McDonald’s. Lotteria's success is attributed to Koreanized (adaptation strategy) fast food including its signature Kimchi burger.

However; McDonald’s has since implemented adaptation strategy to better serve the needs of the consumers as required by the cultures of specific countries. If you are a McDonald’s fast food fan, when you travel around the world, you should notice the menus are quite different in each country and as well as the tastes and sizes.

Lankov, Andrei. "Experience To Go." Korea Times. Seoul, Korea: 25 October 2007". Koreatimes.co.kr. Retrieved 28 June 2010.

SIZE DOES MATTER: WHY STANDARDIZATION IS NOT ALWAYS THE KEY

In Spain, Coca-Cola experienced low sales volume. When the company explored the reason behind this, they learned that there are only few local refrigerators that can fit their 2-liter bottles. Most refrigerators in Spain have small comportments that does not fit 2-liter bottles.

LANGUAGE MUST BE CULTURALLY FIT

Ford blundered when marketing the Ford Pinto in Brazil because the term in Brazilian Portuguese means "tiny male genitals." Frank Perdue, CEO of Perdue Farms, tag line, "It takes a tough man to make a tender chicken," was translated into Spanish as "It takes a sexually stimulated man to make a chicken affectionate." Gerber marketed baby food in Africa with a cute baby on the label without knowing that, in Ethiopia, for example, products usually have pictures on the label of what's inside since many consumers can't read. Ikea products were marketed in Thailand with Swedish names that in the Thai language mean "sex".

GLOBAL MARKETING STRATEGY: ADAPTATION OR STANDARDIZATION

By Samila Amani • April 22, 2019

Although, we live in the age of globalization, still when a firm enters a foreign market, it is imperative to pay attention to cultural norms and customs to adapt to the new culture specifically when it comes to names, sizes, and particularly tastes. Food and music are the two universal languages, yet each culture gives them a unique taste. Therefore; never assume, what is acceptable in one culture would be accepted in another culture.