Mcdonald's Case

Topics: Marketing, Local government, Globalization Pages: 3 (975 words) Published: April 27, 2013
Question 1: Identify the key elements in McDonald’s global marketing strategy. In particular, how does McDonald’s approach the issue of standardization?

McDonald’s global marketing strategy can be defined as an example of “glocalization”. First of all, McDonald’s divided its international market into four geographic regions (that are Europe; Asia/Pasific, Middle East and Africa (APMEA); Latin America; Canada). And then McDonald’s adapt its foods according to local tastes. At some regions, beef or ham are not sold. Moreover; the company changed its food processing methods suit the local religious customs. At some countries; prices are lowered (Indian market) then other countries or local currencies like rubles are used. McDonald’s also redesigned the buildings according to local market as seen at France. McDonald’s offers core menu (standard) items, which are hamburgers, French fries, soft drinks; in most countries. McDonald’s uses global elements at local markets. For example; in Japan, the company idealized global TV ads. And French fries are imported from Australia or US. Moreover; McDonald’s arches are standardized. Therefore; in my opinion; none of these issues can be considered as an exactly standardization policy of McDonald’s.

Question 2: Do you think government officials in developing countries such as Russia, China, and India welcome McDonalds? Do consumers in these countries welcome McDonalds? Why or why not?

In China; central government officials supported McDonald’s against Beijing city government. There were any trouble between McDonald’s and not only Indian, but also Russian government. Therefore; it can be said that governments of these countries welcomed McDonald’s. At consumers side; some Hindus not only protested McDonald’s but also accused the company of using beef. However; these couldn’t affected McDonald’s sales. Unlike Hindus; Russian protesters didn’t targeted McDonald’s. When we see the results about McDonald’s acquisition...
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