Adaptation Mcdonalds

Topics: McDonald's, Franchising, Business model Pages: 8 (1471 words) Published: November 20, 2012
McDonald's Going International

International Marketing Mag. K.Roth

Group 2 Florian Antos Vladimir Slon Christoph Gluszko 1 Christian Schromm



• McDonald's Corporation - is the world's largest chain of fastfood restaurants, primarily selling hamburgers, chicken, French fries, milkshakes and soft drinks. More recently, it also offers salads, fruit and carrot sticks. The business began in 1940, with a restaurant opened by Dick and Mac McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Illinois on April 15, 1955, the ninth McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion. 3

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What are the advantages and disadvantages of adaptation strategy used by McDonald’s?


1. Advantages and Disadvantages of adaptation strategy
• Different cultures have different consumer needs and tastes • Political and legal environment of the international market that they plan to enter • Differences among nations in terms of cultures, religious believes, political and legal systems, customer values and lifestyles, and stages of economic and market development • Differences in the advancement of technology • Competition plays a major role in determining if a company will adopt a product adaptation scheme


1. Advantages and Disadvantages of adaptation strategy

Disadvantages: • The costs associated with adaptation can also play a major role in determining whether or not a firm chooses to standardize their product


1. Advantages and Disadvantages of adaptation strategy
• • • Cross any boarder and you will find multiple variations from price to product, starting with the presentation. Misconception that McDonalds is the same everywhere. Country teams have considerable autonomy to develop and market new product lines. Menu differences:

Netherlands and Austria– Beer Germany – Chinese Week Canada – Mc Pizza India – Goat and lamb burgers half of menu vegetarian Japan – ingredients such as cabbage and Teriyaki USA – Barbecue bacon Burgers, sausage breakfast burritos 7

Are there examples of truly global brands that never customized?


Are there examples of truly global brands that never customized? Truly global Brands : • In general we can say that straight extension (=standardization) has been implemented and already been successful with cameras, consumer electronics, and many machine tools. Stihl ( machinery and chainsaw producer) Nikon Olympus, Canon ( camera producers) Kitchen Aid (consumer electronics ) Caterpillar (trucks, bulldozers)

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What have been the key factors that have led to McDonald’s global success?


2. What have been the key factors that have led McDonalds to global success? • • • • Fast service enabled by a limited menu, focus on cleanliness, family friendly facilities, good value for money Emergence of cash-rich, time-poor lifestyle Societal acceptance of a more casual approach to eating on the run underscored the emergence of McDonalds Innovations in food preparation technology and service delivery providing a fast- service format that customers appreciate as well as a cost base that competitors found hard to match Waiter labor cost savings passed on directly to the consumers through lower prices McDonalds was the leader to introduce franchising in the global marketplace, augmenting the organic restaurant growth by harnessing the management, cultural and entrepreneurial capabilities and capital of local businesspeople around the world. Expanding across the globe Increasing restaurant penetration in already existing markets

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2. What have been the key factors that have led...
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