Localization Strategies and Changes in Market Share of Global Food Franchise Brands Analyzed through Textom

This study examines the relationship between localization strategies and market share of global food franchises using Textom. Through text mining and clustering analysis, the research highlights the impact of tailoring products and strategies to local markets. Data collected from August to October 2024 reveals a strong correlation between effective localization and market share growth, as seen in Lotteria’s success in Vietnam. The study emphasizes the importance of localized strategies for international expansion while acknowledging limitations in demographic analysis, suggesting the need for further qualitative research.