Presents a marketing strategy for the expansion into Russia by Makey's Foods, an American based company participating in the fast foods industry.
Written in 2008; 2,935 words; 8 sources; MLA; $ 86.95
Paper Summary:
This paper explains that fast foods company Makey's Foods has chosen to enter Russia because the industry there is far from mature and still presents great potential for future growth and development. The paper also points out that, other than McDonald's, the limited success of the international fast food brands in Russia can be explained by the multitude of barriers posed by the Russian environment, which are presented in the paper. The paper then analyzes the Russian culture and economy and presents several critical international marketing strategies for expansion.
Table of Contents:
Executive Summary
Company Description
The Russian Economy
The Russian Fast Food Industry
Customer Analysis
Competitor Analysis
Barriers to Entry
Economic Barriers
Institutional and Administrative Barriers
Cultural Barriers
International Objectives
International Strategies
Challenges in International Management
Conclusions
From the Paper:
"The cultural barriers posed on entrance to Russia are extremely important and the capability to overcome them could actually mean the success of Makey's Foods. A most relevant such barrier is given by language. The official language is Russian and about 100 different languages are being spoken aside from it. The English speaking company has to find a way to address their audience; otherwise, they risk losing their investments in the Russian venture."
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