In the course of the most recent years it has gotten to be basic that some huge leading firms are extending their products in a lot of nations and becoming tremendous both in size and financially. Something intriguing can be found is the point at which these sorts of firms need to achieve another market far from the local market, the marketing managers need to settle on the decision either to take a similar strategy as the one implement in their local market or to change it to fit in with the host nation. At the point when picking the universal marketing strategy, one of the issues that ought to be considered truly is the culture difference in light of the fact that culture is an important component in impacting the customer market and shopping conduct, as agents of this experienced multinationals, the American fast food eatery groups of KFC (Kentucky Fried Chicken) and McDonald's are prevailing fast food chains both in China and different parts of the world.
As one of the conceivable explanations behind this contrast between the performance of McDonald's and KFC, the degree and methods for their social adaptation to the Chinese market. To adjust to a different culture is to face a major challenge and to take a new arrangement of principles in the particular group, which requires an open mind (Waldron, 1994). So, the choice of the cases is KFC and McDonald's, which are both typical, and illustrative of, American fast food firms and the vast majority of their marketing strategies are attractive and intriguing in the Chinese market.
The fundamental motivation behind these papers is to analyse the distinctive marketing strategies in diverse culture environments and to discover how the particular national culture influences the strategies, which are executed, by McDonald's and KFC firms in their industry.
1.2 Contents and Framework.