INTERNATIONAL MARKETING

TACO BELL IN FRANCE

Nicolas Sannier
100121505
University of Derby
MODULE CODE : 6MK019

Table of contents
1. Executive summary p.3
2. Introduction p.4 2.1 France: an opportunity for Taco Bell p.5
3. Approaches to Cross-Cultural Analysis p.5
3.1Hofstede’s cultural Dimensions p.5
3.2Hall’s High/Low context p.7
3.3Lewis Monochronic/Polychronic culture p.7

4. Cross-cultural analysis p.8
5. Social and cultural factors effects on consumer behavior p.10
6. Marketing communications p.15
6.1 Advertising p.17
7. Market Entry Strategy p.18
8. Conclusion p.21
9. Bibliography p.22

1. EXECUTIVE SUMMARY

The purpose of this report is to analyze France as an opportunity for Taco Bell to develop its activity in this country and how this company will be able to conquer this market. In order to manage this project in a successful way, this report will bring the different approaches for analyzing culture of a new market and also use them to put forward the main cultural differences between the USA and France. Afterward, this report will examine how the social and cultural factors of France can influence the consumer behavior towards Taco Bell. At last but not least, the report will develop the main elements to respect in order to penetrate the French market successfully.

2. INTRODUCTION

Taco Bell Corp., (Taco Bell) based in Irvine, California, is a subsidiary of Yum! Brands, Inc. (NYSE: YUM), and the nation’s leading Mexican-style quick service restaurant chain. Taco Bell® serves tacos, burritos, signature Quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as the Crunchwrap Supreme™, in addition to a wide variety of Big Bell Value Menu® items. Taco Bell® serves more than 2 billion consumers each year in more than 5,800 restaurants in the U.S. In 2005, Taco Bell® generated sales of $1.8 billion in company restaurants and