Why Change Article Example | Topics and Well Written Essays - 500 words

Why Change - Article Exampleuct adaptation refers to process by which a manufacturer makes changes to improve an existing fruit and make it more appealing to a direct market usually in new markets (Byrne, 2010). Products are a result of the underlying socio-cultural phenomenon of a devoted society. Societys perception of what the produce is and what bundles of benefits it provides according to prevailing socio-cultural needs is the fundamental basis for product differentiation (adaptation).The adjustments in a products main components are made in consonance to the particular target market needs and consumption behavior. Research on consuming trends and preferences as rise as product class in the market can provide useful insights on how to diversify all or some main components of an existing product (Cooper & Edgett, 2009).Americas fast sustenance franchise McDonalds entry into the Indian market in 1996 is a classic case of how product adaptability can be used to enter inter national markets that are culturally different. Other fast nutriment chains had largely ignored the Indian market before 1990 and those that did ignored the cultural differences eventually tether to their collapse and withdrawal from the market. There is a highly fragmented food market in India characterized by millions of roadside stalls and carts. This represents a large eating out culture. However, the market is also significantly influenced by high pressure groups mainly comprising health and animal welfare activists.McDonalds strategy included the excommunication of pork and boeuf items from its menu considering that 40% of Indians are vegetarians. An alternative vegetable, fish and chicken menu was adopted. The menus indeed were color-coded into green for vegetarians and purple for non-vegetarians. The Maharaja Mac replaced the famous big mac chicken patty replaced beef and introduction of spicy menus with less garlic in its sauce. This strategy reflected a much higher h ead of adaptability