Marketing

  

Impact of Regional Preference of Success or Failure of Firms

 

Many firms use regional brands of popular products. When Dunkin’ Donuts introduced soup to its menu, it included New England Clam Chowder, which appealed to Northeastern consumers, but franchisees in Texas objected to this choice.

Understanding regional preferences can define a company’s success—or failure. How can firms successfully change a regional brand into a national brand that will differentiate it and have a competitive advantage? Identify an item that you could add to Dunkin’ Donut’s menu that is unique to your region. Describe the item and why it would appeal to the area. Do you think it would be a success? Why or why not?

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Modifying regional product into the national brand that will distinguish a business as well as have a competitive advantage.

An enterprise might successfully alter a regional product into a national brand that will separate the organizations and establish a competitive advantage through various means. Many firms belong in the intermediate spectrum (Kotabe & Kothari, 2016). International sale enhances certain scale advantages; however, adapting to the native preference is also essential. By reasoning concerning where the market falls on the dimension, administrators from developing markets might start to comprehend the multinational competitor’s strengths in addition to the weakness,

Once the businesses have known the market, managers require to analyze their firm’s competitive properties. The business can, for instance, have a local supplying network that would take a while for the multinationals to copy. The organizations can have prolonged associations with the state personnel that is inaccessible to foreign enterprises. Alternatively, the regional firms can have distinctive commodities that appeal to the natives’ preferences which the international enterprises cannot generate cost-effectively. Such products might form the foundation for the home market’s successful defense.

Certain competitive brands can also be the foundation for the other market extension. An institution might employ its access to inexpensive raw elements at home, for instance, to undercut the products price distributed in the other nations (Rua et al., 2018). Additionally, the business can apply its expertise in creating a practical factory to provide operations in different sectors.

Item added to the Dunkin’ Donut’s list of options.

Dunkin’s Donut’s could add American chop suey to its menu.

Item description

American chop suey is a famous Chinese food that is prepared in India that is similar to veg American. The food will be appealing to the locals since it is popular among the children and adults in the region (Mendelson, 2016). Besides, Veg United States chop suey is present on many Chinese eateries and street nourishment stalls in India. American chop suey inclusion in Dunkin’s Donut’s list of options will enhance its success in the region.

References

Kotabe, M., & Kothari, T. (2016). Emerging market multinational companies’ evolutionary paths to building a competitive advantage from emerging markets to developed countries.

 

Journal of World Business, 51(5), 729-743.

Mendelson, A. (2016). Chow chop suey: food and the Chinese American journey. Columbia University Press.

Rua, O., França, A., & Ortiz, R. F. (2018). Key drivers of SMEs export performance: the mediating effect of competitive advantage. Journal of Knowledge Management.

Professor REMARKS:

“American chop suey is a famous Chinese food that is prepared in India that is similar to veg American. The food will be appealing to the locals since it is popular among the children and adults in the region (Mendelson, 2016). Besides, Veg United States chop suey is present in many Chinese eateries and street nourishment stalls in India. American chop suey inclusion in Dunkin’s Donut’s list of options will enhance its success in the region.”

I am not clear whether you are suggesting that Dunkin should introduce American Chop Suey in India….Dunkin has only a small presence there and is not very successful. It is unlikely that offering American Chinese food there will help as there would be too much competition from numerous Chinese restaurants.

The question was not really about international marketing –  but how Dunkin as a regional brand could expand to other regions in the U.S. by adding regional variations. If you are suggesting that they should introduce American Chop Suey in the U.S – you would need to explain why you think it is a good choice for them.