KFC in Japan Video Team Exercise
Watch the KFC in Japan video, making notes of points relevant to the following
questions.
- Which aspects of KFC's marketing strategy in Japan are global? which are local?
- How has the firm adapted to the patterns of Japanese etiquette and business practices?
- Using examples from the video, explain the concepts of localization and adaptation.
- Which aspects of KFC' service component have been standardized? adapted?
Discuss these questions within your team and prepare answers for presentation to the
class.
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