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But what is localization?To attract the target market, a product is made linguistically and it is culturally appropriate.
When a company plans for global expansion, it is involved in the process of communication with local customers. Therefore it is necessary for the company to get familiar with local culture, study different customs, and make proper adjustments to their strategies according to the varied response of customers.

The best example would be McDonalds in India. Majority of people in India are vegetarian. So McDonalds introduced range of vegetarian food in their outlet with the added flavor of American culture in it. McDonalds also priced their product according to the income of common people in India. Indian consumers were aware f the fast food culture, but the fast food in India was unhealthy and unhygienic. Introduction of McDonalds in India brought about the change in the fast food culture of India. The burgers were priced at Rs 20 which was affordable for an average middle class family.

If McDonalds did not adopted localization strategy in China i.e. if they did not adopted the Chinese culture and traditions and the consumers taste, it was a failed project and the people of china would have banned it just like the French company Carrefour, hypermarket chain with more than 100 stores in major cities in China. The company had donated a large sum of money to the Dalai Lama. Calling for a boycott against French goods, Chinese nationals also called for a boycott against tourist travel to France. (Mingsheng Li, a senior lecturer in the Department of Communication, Journalism and Marketing at Massey University in Wellington, New Zealand).

According to the article presented by the author it talks about the recent changes in the Chinese society and the new tendency to adopt the foreign culture influences and transform them into local institution which was restricted by the Chinese political system during the Maoist era.I strongly agree with the article and its process of localization strategy.

The brand name of McDonalds was already there in the minds of Beijing customers. And before the McDonalds entered the Chinese market, the people of Beijing were fond of the American style and its culture. They were keen to learn the American or the Western culture. And when McDonalds entered the Chinese market on 23rd of April 1992, it served more than 40000 customers on the first day. This shows that the Beijing consumers were waiting for such kind of change in China, where they can experience the American or the Western culture.

McDonalds has always been a fast food restaurant. The fast food in China was expensive and unhealthy. As mentioned in the article, in the eyes of the Beijing customers McDonald's represents Americana and the promise of modernisation. People also patronize McDonalds to experience the moment of equality. But McDonalds mad sure that they follow Chinese culture and Tradition and also keep up with the taste of the consumers to be successful in Chinese market.

Some of the strategy adopted by McDonalds to attract the customer is Online chats 'Madden, Normandy; Wentz, Laurel. Advertising Age, 7/31/2006'.For its its growth strategy in mainland China, McDonald's has created a live online chat series with the popular本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。