Comparison Of Product Offerings And Advertising In Global Ma ✓ Solved

Comparison of Product Offerings and Advertising in Global Markets

McDonald’s is a force to contend with both domestically and globally. The company has been a success story worldwide because of its focus on marketing details and because it plans globally yet acts locally. This paper examines a doughnut/cinnamon bun/bread company with a presence in two global markets, specifically analyzing differences in product offerings, promotional strategies, and advertising approaches between the two countries, compared to the home country.

For this purpose, I have selected Dunkin’ Donuts, which operates extensively in the United States and Japan. Analyzing their product offerings reveals notable differences tailored to local tastes and cultural preferences. In the United States, Dunkin’ Donuts offers a wide variety of doughnuts, cinnamon buns, and bread products that align with American tastes—such as glazed, Boston Kreme, and chocolate frosted doughnuts, along with breakfast sandwiches and bagels. These products emphasize convenience and traditional flavors appealing to mainstream consumers. Conversely, in Japan, Dunkin’ Donuts has adapted its product range to suit local preferences, offering items such as matcha (green tea) doughnuts, sakura (cherry blossom) flavors, and mochi-filled pastries. These offerings reflect Japanese cultural preferences for unique, seasonal, and local ingredients, differentiating them from the American menu.

Furthermore, the company's website in the United States promotes its products with slogans emphasizing freshness, variety, and American breakfast culture through vibrant imagery and promotional campaigns focusing on on-the-go convenience. The advertising often emphasizes value deals like large coffee and doughnut combos, tailored to American consumers' preferences for quick, affordable breakfasts. In Japan, the Dunkin’ Donuts website incorporates local cultural elements, using traditional Japanese motifs, and highlights seasonal and limited-edition items like sakura-themed doughnuts and rice-based breakfast options. Advertising in Japan emphasizes harmony with seasonal events and local traditions, appealing to Japanese consumers’ appreciation for seasonal and aesthetically appealing products.

Overall, the promotional strategies differ significantly, with the American market emphasizing broad appeal through convenience and value, while the Japanese market emphasizes cultural relevance, seasonality, and local ingredients. The variation reflects the company's adaptation to cultural norms and consumer preferences in each country, illustrating the importance of localized marketing efforts.

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