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In order to cope with the significant political risk of investing in China, a lo

cal joint venture partner will share this risk. There is always a risk of domest
ication measures imposed by the host government, often leading to major financia
l losses for the foreign investor. By having a 55/45 joint venture agreement, th
is risk is potential eliminated, since only 55 percent of operations are domesti
cated. If such an unfavorable situation would arise, KFC has clearly less to loo
se in such an agreement. In addition, by being the dominant partner, KFC will be
able to ensure cost, quality and strategic control measures.
The Chinese government may very well find KFC beneficial to the nation, as it is
the pioneering western fast-food outlet. Training the joint venture partner, pe
rsonnel and other institutions in the value chain can reduce learning and experi
ence curves. KFC's operations may also inspire local competitors to increase ser
vice and quality of food. It can also help to create a competitive fast-food ind
ustry in China as new competitors respond to KFC's ideas. Moreover, a joint vent
ure agreement commonly produces goodwill and commitment between the host governm
ent and the foreign investor. In such a relationship, the foreign investor is no
t seen as trying to take advantage of the nation for profit purposes, but rather
show willingness to share. Maintaining good relations with the host government
is a critical success factor as government policy impacts intensely upon busines
s activities.
Factors that influence marketing decisions Social and cultural forces *Family *S
ocial customs and behaviour *Education *Language differences Economic environmen
t *Infrastructure *Level of economic development *Competition Political and lega
l forces *Trade barriers oTariff oImport quota oDumping oLocal-content law oBoyc
ott *Trade agreements oGATT oWTO oEU oNAFTA oAPEC oASEAN Information gathering (
Marketing Research) Marketing research - the systematic and objective identifica
tion, collection, analysis, and dissemination of information that is undertaken
to improve decision making related to identifying and solving problems (opportun
ities) in marketing. It is indeed, has a broad range of applications and plays a
crucial role in the marketing decision-making process.
The task of marketing research is to assess the information needs and provide ma
nagement with relevant, accurate, reliable, valid, and current information to ai
d marketing decision marking. Company conduct and use marketing research to stay
competitive and to avoid high costs associated with making poor decisions based
on unsound information.
Marketing research plays a significant part in the development of marketing plan
s because it allows the organization to become less isolated from the key trends
and changes, which surround their product. To continue to be successful, organi
zations must receive information, from the researcher that is clear and accurate
. It also has to satisfy your pre-determined goal for your research.

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