Consumers (Global)
Customers in markets worldwide; increasingly interconnected through: travel, internet, media, global brands.
Real World
McDonald's serves over 69 million customers daily across 100+ countries, adapting menus locally (e.g. McAloo Tikki in India) while leveraging a globally recognised brand to attract consumers worldwide.
Exam Focus
For 'analyse' questions, link global consumer trends to a specific business opportunity or threat using a chain of reasoning.
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