McDonald’s global marketing strategy
Case 1: McDonald’s global marketing strategy
1. Identify the key elements in McDonald’s global marketing strategy (GMS). In particular, how does McDonald’s approach the issue of standardization?
McDonald’s has become the most famous and successful fast-food restaurants all over the world. The concept of fast food and American-style food (burgers, fries) has conquered the world. We can talk about standardization regarding Mcdo’s strategy: the marketing mix is basically the same.
Products: Fast food, American food (Burgers, fries and soda)
Price: Cheap, “Burger Index” *
Promotion: American style, mass communication, attract children, same brand name, colors and logo
Place: Quick service, crowded area
However, we cannot speak about a total standardization since McDonalds has adapted its menus, declining its marketing mix regarding some aspects of the local cultures.
* The expansion and standardization of the hamburger has led to the creation of a price index that can be used as an economic reference between different countries known as the Big Mac Index.
2. Do you think government officials in developing countries such as Russia, China, and India welcome McDonald’s? Do consumers in these countries welcome McDonald’s? Why or why not?
We would think that McDonalds would have trouble to locate in countries with very distant customs or rather reluctant to the American way of life.
But the brand had a very good concept. McDonalds was also a way for these countries’ population to eat copiously for small budgets. When McDonalds opens its first restaurant in Russia, the company creates its own supply chain, including farms, within the USSR. For political reasons, McDonald's Canada was responsible for this opening, with little input from the U.S. McDonalds has managed to gain the trust of local authorities and local population by working with agricultural producers to develop local supply food sources.
Mentalities and cultures have also evolved a
1. Identify the key elements in McDonald’s global marketing strategy (GMS). In particular, how does McDonald’s approach the issue of standardization?
McDonald’s has become the most famous and successful fast-food restaurants all over the world. The concept of fast food and American-style food (burgers, fries) has conquered the world. We can talk about standardization regarding Mcdo’s strategy: the marketing mix is basically the same.
Products: Fast food, American food (Burgers, fries and soda)
Price: Cheap, “Burger Index” *
Promotion: American style, mass communication, attract children, same brand name, colors and logo
Place: Quick service, crowded area
However, we cannot speak about a total standardization since McDonalds has adapted its menus, declining its marketing mix regarding some aspects of the local cultures.
* The expansion and standardization of the hamburger has led to the creation of a price index that can be used as an economic reference between different countries known as the Big Mac Index.
2. Do you think government officials in developing countries such as Russia, China, and India welcome McDonald’s? Do consumers in these countries welcome McDonald’s? Why or why not?
We would think that McDonalds would have trouble to locate in countries with very distant customs or rather reluctant to the American way of life.
But the brand had a very good concept. McDonalds was also a way for these countries’ population to eat copiously for small budgets. When McDonalds opens its first restaurant in Russia, the company creates its own supply chain, including farms, within the USSR. For political reasons, McDonald's Canada was responsible for this opening, with little input from the U.S. McDonalds has managed to gain the trust of local authorities and local population by working with agricultural producers to develop local supply food sources.
Mentalities and cultures have also evolved a