Mcdonalds Marketing Strategy

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McDonald’s as a Global Franchise
Everyone knows McDonald’s, every kid’s and adult’s favorite fast food restaurants. McDonald’s has successfully infiltrated different market economies around the world. McDonald’s first established in 1948 in San Bernardino in California, over 50 years, this cooperation has able to expand itself into 119 countries throughout the world. How did it become so successful? It took the smart approach and researched the taste and need in each country before entering the market. McDonalds is one of the biggest fast food chains around the globe. It has located itself in 119 countries over the past 50 years since it has been established. Even though fast food is eaten mostly in western cultures, McDonalds has positioned itself in every single continent, integrating into different countries culture. This company has successfully marketed themselves globally, and is a good example of a global brand that everyone recognizes despite of culture, gender, and ethnicity. Different cultures have their own set of consumer needs, wants, and demands and to be a successful global fast food company they have to take those needs in consideration. McDonald’s has become such a global powerhouse, with 33,000 restaurants worldwide, because they were able to diversify items on the menu to fit consumer taste buds. In every country, McDonald’s still kept their classic meals – the Big Mac, French Fries, Soda (Coke, Sprite). There are just new products added to the McDonald’s menu. McDonald’s fourth quarter sale in 2012 has hit 6.82 billion, up to 9.8% from year-earlier period. For example, Chinese people like their food with a strong flavor. The McDonald’s menu contains items such as the Mc Rice, Mc Spaghetti, and the Burbur Ayem (chicken strips in a thick porridge with vegetables and hot peppers). Therefore in China, MacDonald’s created a menu that includes spicy chicken wings, taro pie, pineapple pie, red bean pie, (instead of just serving apple pie) grilled chicken burger with soy sauce, the prosperity burger (a burger, made with beef smothered in black pepper sauce and onions and it is only available around Chinese New Year.) and many more. McDonalds is aiming to open 2000 restaurants by 2013, to increase profit. McDonald’s has been very successful at titillating the world’s taste buds with variation on local street food and transferring it to its own menu. McDonald’s 2011 annual report said:”Our success continues to be truly global, with all areas of the world contributing. Some highlights include the U.S. adding more than 350 million customer visits in 2011, Europe continuing to grow and now generation about 40% of overall revenue, and Asia/Pacific, Middle East, and Africa doubling its income contribution to our business over the past six years.” After tackling so many different countries, in 2012, sales has increased 5.6% globally and net income increase 10%. There are just new products added to the MacDonald’s menu. McDonald’s fourth quarter sale in 2012 has hit 6.82 billion, up to 9.8% from year-earlier period. For example, Chinese people like their food with a strong flavor. Therefore in China, MacDonald’s created a menu that includes spicy chicken wings, taro pie, pineapple pie, red bean pie, (instead of just serving apple pie) grilled chicken burger with soy sauce, the prosperity burger (a burger, made with beef smothered in black pepper sauce and onions and it is only available around Chinese New Year.) and many more. McDonalds is aiming to open 2000 restaurants by 2013, to increase profit. McDonald’s does the best job in connecting to its targeted consumers emotionally. The underlying needs for consumers, in this case, are to eat and energize the body. Fast food is not a need, but franchises such as McDonald’s know how to make it easy for consumers to think it is. Appealing to your target audience is one of the most important characteristics in creating a global brand/market. McDonald’s...
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