Question

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Advertising for international companies involves being aware of cultural differences. Use Wendy's Restaurant to identify advertising that is used in more than one country for similar, or the same, product or service. Examine the components of the advertisement, and then explain how and why it is likely to have been changed to reflect the local conditions.

Next, imagine that you are working in the human resources department for Wendy's Restaurant at its home location in the United States. You have been tasked with sending out a communication to employees both in the United States and in at least one other country. To communicate effectively, you decide that different versions of the same type of communication are needed, containing the same essential information or message. Provide an explanation for why the differences are needed, and illustrate the differences by drafting appropriate communications for each audience.

Answer 1

Part 1:

Wendy’s Restaurant uses different advertisement in different countries for adverting similar products depending on the culture followed by the country of operations.

I have identified that for a similar product i.e a hamburger they advertised a by featuring a women that was eating burger in competitors restaurant and exclaimed that “Where’s the beef?” this commercial proved to be a success in country of origin i.e U.S.

For similar product they advertised in Spain in humor. Where a women attacks her businessmen husband for mentioning the name of Wendy in his schedule everyday for lunch. As Wendy is the considered as the name of women in Spain. This commercial also proved to be big success in Spain.

Based on the cultural differences Wendy’s Restaurants advertise their products. It is important to deeply analyse the components of advertisement and change it accordingly so that they reflect local components and culture so that audience can connect with the products and feels more motivated to use that product.

This is done by identifying core cultural values of county where the product has to be marketed and than advertise the product accordingly that it attract locals.

Part 2:

If I were working in the human resources department for Wendy's Restaurant at its home location in the United States and I was tasked with sending out a communication to employees both in the United States and in one other country suppose India. I need to first understand about the core values followed by both countries and than I will draft a communication accordingly.

For example If I had to inform employees about the new surveillance system that the company is gong to incorporate in all of its locations. Than for U.S. employees I will just have to draft a mail with clear message that:

“From 1^st February 2018 onwards all of our restaurants will be incorporated with new surveillance systems”.

However, in India people don’t feel comfortable about being observed all the time. Therefore it is important to first setup a stage before informing about this decision. The mail will be sent to all the HOD’s mentioning that:

“As the incidents of fraud and robbery are increasing day by day in the whole wide world. Wendy’s management have decided that the restaurants and back offices, including the kitchen will in incorporated new surveillance systems from 1^st February 2018 onwards.”