Caveat Emptor - Who Said Latin Was Dead?
The Expansion of McDonald’s Business in Thailand
Pariya Rinrattanakorn
Bangkok University
INTRODUCTION
Today, organizations pay attention to the effectiveness of communication with their customers. Providing information and building a trustful relationship with the customers are more important than just solely persuading customers to buy the company's products (Proctor & Kitchen, 2002). Furthermore, in the age of globalization, organizations have begun to enlarge their businesses to the international markets. Because customers are different in cultures, attitudes, values, and beliefs, different communication strategies are necessary in order to reach each segment of the customers. Specifically speaking, the organizations that expand their businesses to other areas should be concerned with communication in locality. Caywood (1997) stated that providing information and maintaining relationship with customers is a significant goal for an organization. The organization tries to find effective ways to reach their customers. The companies that expand their businesses to international or multinational markets ought to adapt communication strategies to be compatible with different regions, cultures, and customers. The effective adaptation can lead to success in local and global markets.
McDonald’s, a famous quick service restaurant, which expands its businesses in various countries in the world, similarly attempts to adapt its products and services to be compatible with cultural differences and customers’ demands in each area. Although McDonald’s restaurant had been originally established in California, U.S.A, by two brothers, Dick and Mac McDonald, in 1948, McDonald’s has broaden its branches to international markets. Consequently, McDonald’s is currently the leading global quick service restaurant with more than 30,000 local restaurants in more than 100 countries including Thailand (History, 2008).
The first McDonald’s restaurant in Thailand was opened in
Pariya Rinrattanakorn
Bangkok University
INTRODUCTION
Today, organizations pay attention to the effectiveness of communication with their customers. Providing information and building a trustful relationship with the customers are more important than just solely persuading customers to buy the company's products (Proctor & Kitchen, 2002). Furthermore, in the age of globalization, organizations have begun to enlarge their businesses to the international markets. Because customers are different in cultures, attitudes, values, and beliefs, different communication strategies are necessary in order to reach each segment of the customers. Specifically speaking, the organizations that expand their businesses to other areas should be concerned with communication in locality. Caywood (1997) stated that providing information and maintaining relationship with customers is a significant goal for an organization. The organization tries to find effective ways to reach their customers. The companies that expand their businesses to international or multinational markets ought to adapt communication strategies to be compatible with different regions, cultures, and customers. The effective adaptation can lead to success in local and global markets.
McDonald’s, a famous quick service restaurant, which expands its businesses in various countries in the world, similarly attempts to adapt its products and services to be compatible with cultural differences and customers’ demands in each area. Although McDonald’s restaurant had been originally established in California, U.S.A, by two brothers, Dick and Mac McDonald, in 1948, McDonald’s has broaden its branches to international markets. Consequently, McDonald’s is currently the leading global quick service restaurant with more than 30,000 local restaurants in more than 100 countries including Thailand (History, 2008).
The first McDonald’s restaurant in Thailand was opened in