25 11月 澳洲代写-武大郎烧饼营销策略的讨论
The chosen food product from the home country is the Wu Dalang biscuits. The Wu Dalang biscuits are a form of street food which is both healthy and inexpensive. The biscuits are sold off the cart and are positioned strategically in different streets. It is known as cake biscuits. It is somewhat like the pizza but differs from the pizza in that the biscuits are stuffed as part of the flour and the other healthy ingredients packaging, unlike the pizza which bakes them rawer on the top. The production of the Wu Dalang biscuits are very easy. The equipment used to product is very easy. It has less calories in it, and since it includes healthy ingredients, it is often used as a substitute for a meal. Additionally, there are many varieties for the person to choose from.
The European country that the chosen food product is being introduced to is the United Kingdom. No other country is as famous for its tea time and biscuits than the United Kingdom. Tea time with biscuits is a ritual for the British and they have High Tea, Afternoon Tea and many other classical traditions with tea. Afternoon tea with biscuits, scones and others are considered a form of classic ritual and usually people who are visiting the country for the first time get to even read about it in their culture brochures and booklets. This is the country that the Wu Dalang biscuits are going to be introduced to. The country was chosen because it is a market that has been very receptive to different forms of tea time snacks and biscuits and hence would be a good choice for Wu Dalang biscuits to expand into.
Standardization or adaptation which is understood as localization and globalization is some key understanding that must be utilized when framing the marketing mix. In terms of standardization, the marketing mix, such as product, price, place or promotion, would be brought up to the global standards, nothing. In terms of adaptation, it could be said that specific changes are made such that the product, its price, the form of distribution or the form of promotion is changed to fit the country. Factors such as socio-cultural elements, competition and more would be allowed to make changes within the marketing mix. In the case of the Wu Dalang biscuits, a form of geocentrism using both standardization and adaptation elements could be used. Using only adaptation would be polycentrism and using only standardization would be ethnocentrism.