Like any other market, for an international market to operate it has to meet a number of requirements that are agreed upon globally. These conditions are based on different sectors with most emphasis on political, economical, social and technological requirements. For instance, a fast food market will have to consider factors that are imposed by these sectors which will enable the market to thrive or fail as well as determine the suitability of the market location. These factors will as well create an understanding concerning the market growth or decline and the direction and potential of operation.
The political conditions determine whether the intended host country for the market is obtainable. For example, due to the global view of fast food as harmful to people’s health, some countries may not allow the market to locate in their country. In addition, future registration, both locally and internationally as well as trading policy will affect the establishment of the fast food market. Economically, the economic situation of the nation will be a key issue to consider in determining whether the product will move smoothly or not. Moreover general taxation, market and trade cycle, as well as market routes and distribution trends will contribute in selecting suitable location of the market. Therefore, to enter the market the strategists must consider the political requirements and the economic health of selected location.
The social conditions necessary to be considered will involve the people’s lifestyle and their demography. The lifestyle will determine whether people are able to buy these fast foods, in consideration of their perception concerning the consumption and their financial status. Their positive or negative attitude on the fast food will determine whether they will readily accept it or not. While on the other hand, there are market drivers, which determine the extent that the international market tendencies affect the globalization strategy. In addition, government and competitive drivers will also determine how the market will function in terms of expansion and integration of goods sold.
Technology will as well affect the market in terms of global communication. Access to technology access in the fast food restaurants and replacement of the technology will also determine how and where the market will be situated. Thus it is important to consider how people will relate with the fast food industry and how effective the technology can be enhanced in determining the market position. The question asked is, is it possible to communicate to the rest of market from a chosen market location?