An Analysis of International Business Strategies used by Roy Choi’s Food Trucks

An Analysis of International Business Strategies used by Roy Choi’s Food Trucks

As globalization expands, there is a need for companies to expand beyond the local market and meet the needs of the international market.  The international business strategy implementation is critical to the success of any organization and therefore must be aligned with the strategic goals of the business. The international business strategies are localization and standardization. Standardization refers to the uniform representation of all aspects of a given product such as quality, brand name, or materials used in the production of the product regardless of the location in the world. Localization is defined as the modification products or the marketing mix to meet the diverse needs of the new market. Another aspect of expanding internationally is the determination of the overall strategy which are transnational, global, and multinational strategies. This paper will analyze the types of internal business strategies that can be adopted by organizations such as Roy Choi’s food trucks.

Strategies that can be utilized by Roy Choi’s food trucks

Roy Choi has become a household name due to his ambition and innovative restaurant empire which began as a food truck in Los Angeles that has expanded into other regions in the United States. Multiethnic cuisine has seen Choi’s business empire expand. His new approach to developing fast foods that are not only tasty but healthy is one of the reasons that he may be a force to reckon with in the restaurant industry as noted by Frausto (2014).  Roy Choi’s restaurants and food trucks provide a mixture of Chinese, Mexican, and other cuisines integrated together. If Roy Choi hopes to expand his business internationally, the best strategy to apply would be the localization strategy.  Food is very sensitive to the tastes and preferences of one group of people may not be the same as that of another group.

Choi should borrow a leaf from other food companies such as Kentucky Fried Chicken (KFC). As noted by Carpenter & Dunung, “the main factor contributing to KFC’s success in China is its localization strategy.” Localization strategy may be defined as the ability to account for the inherent diversity that exists in different international markets and treating each culture differently as there is no homogenization of food preferences in the world (Singh, 2014). For example, some cultures such as the Indian or the Mexican culture may prefer hot and spicy food while the same may not be true of the European culture. This identifies that some foods may not be accepted universally by all consumers. Localization strategy, therefore, can address the diverse needs and preferences of each domestic market, therefore, developing new food combinations that would be accepted by that specific market. Food industries such as Roy Choi’s business empire need to localize their food menu and offerings that can attract different customers within the individual domestic market.

Global Strategy

The global strategy sacrifices the responsiveness of the local markets and stresses the need to address the interest of the consumers by offering essentially the same product in the diverse markets. Since food trucks share the same similarities and the need of the consumers is universal in that food truck customers want quality products that provide them with the same services in different markets. The market analysis identifies that the consumers’ preferences in regards to food trucks do not change much regardless of the culture of the region. Therefore, a global strategy that provides the same product to the different consumer groups in different countries does not change would be more effective. For example, consumers from Asia, Europe, or America seek smartphones that take and record quality pictures and videos, access social media platforms and the internet, and support the installation of different software.

Overall Strategy

The overall strategy that Roy Choi’s restaurant empire can implement to be successful is a multi-domestic strategy. According to Singh (2014), a multi-domestic strategy fits its products to meet the needs of each country of operation.  A multi-domestic strategy would enable Roy Choi’s restaurant empire to succeed by preparing foods that meet the taste preferences of the people. A multi-domestic strategy appeals to the culture of different consumers. The restaurants in each country should, therefore, research and integrate new foods from that country and introduce the consumers slowly to new types of foods. The multi-domestic strategy is used by various organizations in the food industry to meet the diverse needs of each national culture, and this would enable the restaurant empire to attract and retain customers.


The implementation of international business strategies is dependent on the characteristics of the product as well as the characteristics of the target market. If similarities in market preferences exist in regards to a given product, then a standardization and global strategy are necessary. The localization strategy is effective when there are distinct differences in the preferences of the consumers in different countries relating to a given product. Homework Help states that the company would be successful by implementing a standardized strategy as well as a global strategy. The implementation of these strategies would result in organizational success.

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