In his blog, Austin points out acutely Macdonald’s failed business plan in China in which the usage of Macdonald’s original menu for the Chinese people resulted in reduced sales. A business must strategize accordingly to the target customers that they are aiming to sell their products to, and it seems Macdonald’s failed to adjust their North American style business plan to China. On the other hand, KFC china successfully adapted to China, with its China specific breakfast menu, including the congee that the Chinese people prefer for breakfast over those muffins, hash browns, and breakfast sandwiches.
It is known that due to this adjustment of business plan with relations to the regional aspect, KFC is more popular as a breakfast menu than Macdonald’s is in China. Through this we can find out that market research is crucial to starting up a business and determining its products for sale in a region. People’s preferences vary in many different ways whether it be by region, generation, status, or age, and proper market research will make it possible for businesses to set up an adequate plan for optimized sales.