Bennett S. LeBow College of Business

Cassandra Sullivan

Bennett S. LeBow College of Business International Business

Faculty Mentor: Dr. Chen Wang Marketing

VOITURE vs. 자동차: PEUGEOT’S MARKETING STRATEGY IN FRANCE AND SOUTH KOREA

In an era of growing international awareness, businesses are seeing the importance of appealing to an international market. However, the entry into foreign markets may serve as a challenge due to linguistic and cultural barriers. In order to appeal to these markets, a company may decide to change their branding, marketing strategy, or product.

In this research, I focused on Peugeot, a French automotive manufacturer, to explore its international marketing strategy. The purpose of this research was to answer the question: In order to appeal to a foreign market, how does Peugeot market their cars differently in South Korea, compared to domestically in France? To further investigate its international marketing strategy, I compared similar Peugeot TV ads for France and South Korea. I noted the similarities and differences, as well as translated the audio/ on-screen text. Then, I conducted an experiment to gather primary data on the noticeable differences and compared the effectiveness between the two versions. Results from this study show that Peugeot tends to standardize the product itself but adapts the way it is presented and branded to foreign markets.

Center for Food & Hospitality Management

Cecilia Cirne

Center for Food & Hospitality Management

Culinary Science

Faculty Mentor: Prof. Rosemary Trout

Culinary Arts & Food Science

Dr. Michael Tunick Co-Mentor

Chemical and Attitudinal Differences between Commercial and Artisanal Foods

The Agriculture and Food Chemistry Division hosted a highly successful symposium on artisanal foods at the ACS Spring National Meeting in 2017. As a follow-up to that symposium, a study was conducted in the Philadelphia area that explored the chemistry responsible for the differences between artisanal and mass-produced food, the rationale that artisans have toward making their products, and consumer attitudes toward purchasing artisanal food. For the purpose of this study, the products being focused on are cheese, coffee, ice cream, chocolate, and grains. The contrasting techniques used in manufacturing these two classes of food lead to differences in composition, flavor, and texture. For example, dairy products made from pasture-fed cows display more complex flavor profiles due to the greater variety of plants the animals consume. Consumers are willing to pay more for artisanal food, feeling that it tastes better, is healthier, and helps support family-owned operations. Producers not only want to be able to own and control their businesses, but also wish to create better and more authentic food in an environmentally friendly manner. Part of the psychology surrounding artisanal food is based on their chemistry.