Product markets often turn out to be unique because customers’ needs and tastes are idiosyncratic

Over the past 10 years, these companies have profitably battled American giants like McDonald’s & KFC. They have also used their understanding of local preferences to cater to the tastes of the diaspora from their home markets. Jollibee serves Filipino communities in Hong Kong, the Middle East and California; Nandos has expanded into the United Kingdom & Malaysia; and Pollo Campero sells to Latino communities in Ecuador, El Salvador, Honduras, Mexico, Nicaragua & Peru, as well as parts of the US.

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Source:- IIPM Editorial

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