This course, Introduction to the Global Business Environment II, focuses on managing organizations in the international economy. Building on Introduction to the Global Business Environment I, this second course focuses on organizational level and management issues in international settings. The course prepares students with practical as well as research-based knowledge and skills necessary to successfully operating an organizational across borders. This course utilizes an inquiry based approach to understanding managing in the Global Business Environment and answering the following questions: 1. What are Foreign Currencies and how are Exchange Rates Determined? 2. How should you organize your business abroad? 3. How do you adapt your product or service for the international market? 4. What is it like to work abroad and how do you manage expatriates? 5. How to start, operate and grow a small or entrepreneurial business in the global environment? 6. What is the Current State of the Global Business Environment? This inquiry-based approach creates reflective opportunities for students to better understand managing and leading organizations in the global environment in which businesses operate. Lectures are delivered in an engaging manner which encourages reflection and inquiry. Course lectures will be delivered by the instructor in both Spanish and English.
Module 3, part 4
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來自 University of New Mexico 的課程
International Business II
196 個評分
從本節課中
Week 3
How do you adapt your product or service for the international market?
與講師見面
Doug E Thomas, Ph.D.Professor
International Management, Anderson School of Management
Hey guys, welcome back to Global Business Environment Course Two.
We're in module three and this is part four.
We've been talking about the important changes or
adaptations that companies need to make when entering foreign markets, and
trying to understand what those changes might be and how they make them.
I want to give you another example of an adaptation that's probably not
as extreme as the ones that the car companies have to make.
And probably not as simple as the the very
minor changes that Coca Cola makes to its Coke product.
I want to give you another food example.
We've talked a little bit about McDonald's.
I want to continue with that.
I had a chance to go to Singapore in 2014.
And I was very, impressed by the whole country.
It was, it was an amazing visit.
One thing that stood out to me was I noticed that
there were McDonald's there which is pretty common.
McDonald's has a market penetration all around the world.
A couple things stood out to me.
One was the the fact that they deliver in Singapore.
They deliver their food.
It's much like I'm more used to or custom to in the United States to ordering pizza.
Many times and most of us in the United States are accustomed to picking up
pizza from pizza restaurants or ordering it for delivery and eating it at home.
That's a very common way of eating it.
But I was not used to the idea of, of having McDonald's deliver to my door.
I, I didn't actually use this service, but they have a site, McDelivery.com,
Singapore, and you can place an order, you login and you you place this order.
It's very fascinating to me.
Again it goes back to the urban nature of some markets.
Singapore is a very, very concentrated place.
It's very, very expensive to have a car.
In fact, there's a very high permit fee to have a car.
So most people use the very efficient and clean subway metro system.
Or bicycle, or other form of transportation.
And so it makes sense to me that McDonald's would be
delivered by by motorcycle.
You know, of employees that they hire.
But it would definitely was an adaptation that I was not familiar with.
The other stood out, thing that stood out to me was the menu of course.
Every time I've traveled to a new place I, I look at the menu.
For example, they have this corn cup that's offered instead of french fries.
That was new to me and, and something that I hadn't seen in other markets.
They had this emphasis on health that I didn't, didn't know would be the case.
The corn is considered more healthy than the french fries, but
here, look at these McMuffin breakfasts, which are whole grain sandwiches and
they have a chicken sandwich for
breakfast, they serve it, which is again different than I was accustomed to.
And had a heavy emphasis on reducing waste,
if you see this, this little box here on the screen and
also on on the number of calories you are consuming.
And so clearly a very health conscious part of, of the world there in Singapore.
And I wasn't familiar with that.
Look at these burgers, which are different.
The chicken Samurai burger.
The breakfast plates are very similar but they're available all day.
Just different different tastes and preferences that individuals have there.
Here's some green tea with cappuccino served some other here are some healthy
options, some wraps we might call that a, a, a burrito in some parts of the world.
You know, again, here's the corn cup, and so just some very
interesting adaptations while keeping some of their other core products the same.
Like the, the double cheeseburger the fish sandwich.
They used the same advertising campaign, I'm lovin' it, which is an,
a, a, an English phrase.
I've seen that translated into some other languages.
For example, in Spanish they use [FOREIGN], which means McDonald's,
I guess, enchants me.
Or I love it.
Here's the 500 calories or less emphasis.
And so just, just very interesting differences.
I've got another screen here with some other adaptations made to
products around the world here.
Here's a mega teriyaki burger in Japan.
Here's, McCurry pan in India.
A McLaks sandwich, very healthy looking, in Norway.
Gallo Pinto, which is got some rice and beans mixed in in Costa Rica.
And here's even a wedding service that McDonald's offers in Hong Kong.
Some final examples.
Here is, a site from Brazil showing us some other different,
offerings emphasizing the United States heritage of McDonald's.
The Beverly Hills Burger, the Grand Canyon Burger, the Los Vegas Burger, and
the Broadway Burger.
These are in Japan, the Tamago Double Mac.
There's a hotdog, a breakfast hotdog.
again, just very interesting adaptations.
If you think about they're in Canada, there's the McLobster.
It looks like a lobster hotdog.
If you think about the time and money involved in coming up with all of
these adaptations, the, the employees you need to hire in each and every country,
the market research you need to conduct, to understand what type of
meats are not consumed or are consumed.
The importance of health, the importance of phrasing and language and advertising.
That's a very expensive undertaking and so even though McDonald's is not probably it
doesn't deal with as complex an operation as a car company might deal with.
still, coming up with this enormous variety of product adapt,
adaptations is, is very expensive, but worth it.
Because it increases sales and allows you to fit in with the local market.
Otherwise, you may not have success.
We see so many examples of companies that enter foreign markets and fail.
You have to make these adaptations.
You have to, to deal with the preferences.
And I like this page, you might refer to later, because it shows I've been
scrolling through all these different examples of of beverages and
meals that are sold in all these markets all around the world.
we, we could never cover all of them.
So there we go.
I hope that this example has been familiar to you as well.
I use it,
I know it's kind of a cliche to talk about McDonald's when talking about adaptations,
but it's a company that most of us are familiar with and can, can relate to.
So, this will end part four of module three.
We'll see you back next time for our final part five of module three.
Thank you very much.
