Global Strategies of Mcdonald’s and Starbucks
A Look at the Global Marketing
Strategies of McDonald’s and Starbucks
Abstract
This paper explores the global strategies of McDonald’s Corporation and Starbucks Corporation. An overview of the company histories is included along with the basic business philosophies. The focus of the paper is on the marketing strategies, both domestic and international, examining the marketing mix for each company. The four P’s of marketing are detailed with examples of how each company uses them to their advantage. The reasons for the successful global expansion of both companies are incorporated into the compiled information.
A Look at the Global Marketing
Strategies of McDonald’s and Starbucks
McDonalds and Starbucks are two domestic companies that are very successful. Both have emerged first as leaders in their respective markets domestically, and because of that success have been able to grow and expanded into countries all over the world. This paper will examine these two companies from a global perspective in order to evaluate their marketing strategies, with a particular emphasis on how successful they have been in foreign markets. The paper will focus on how each company has applied the four P’s of price, product, place and promotion in their marketing mix, detailing how they are used gain an advantage in their respective markets. Finally, the paper will evaluate the success of these organizations in developing niches in their markets as compared to their competition. The first company examined is McDonald’s Corporation or McDonald’s as the brand name most widely known. McDonald’s operates as a global business and is presently the world’s largest fast-food restaurant chain. According to McDonald’s Corporation 2009 Annual Report, there are more than 32,000 restaurants in 119 countries and it is safe to say that in almost every country you can find a McDonald’s restaurant with its Golden Arches predominately displayed (McDonald’s, 2010). The first
Strategies of McDonald’s and Starbucks
Abstract
This paper explores the global strategies of McDonald’s Corporation and Starbucks Corporation. An overview of the company histories is included along with the basic business philosophies. The focus of the paper is on the marketing strategies, both domestic and international, examining the marketing mix for each company. The four P’s of marketing are detailed with examples of how each company uses them to their advantage. The reasons for the successful global expansion of both companies are incorporated into the compiled information.
A Look at the Global Marketing
Strategies of McDonald’s and Starbucks
McDonalds and Starbucks are two domestic companies that are very successful. Both have emerged first as leaders in their respective markets domestically, and because of that success have been able to grow and expanded into countries all over the world. This paper will examine these two companies from a global perspective in order to evaluate their marketing strategies, with a particular emphasis on how successful they have been in foreign markets. The paper will focus on how each company has applied the four P’s of price, product, place and promotion in their marketing mix, detailing how they are used gain an advantage in their respective markets. Finally, the paper will evaluate the success of these organizations in developing niches in their markets as compared to their competition. The first company examined is McDonald’s Corporation or McDonald’s as the brand name most widely known. McDonald’s operates as a global business and is presently the world’s largest fast-food restaurant chain. According to McDonald’s Corporation 2009 Annual Report, there are more than 32,000 restaurants in 119 countries and it is safe to say that in almost every country you can find a McDonald’s restaurant with its Golden Arches predominately displayed (McDonald’s, 2010). The first
References: Allison, M. (2009, July 16). Starbucks tests new names for stores. Retrieved from http://seattletimes.nwsource.com/html/localnews/2009479123_starbucks16.html Boscheratto, P, Chitraju, B, Small, N, Toth, M, & West, S Coffee, N. (2010, October 10). Mcdonald’s strategic marketing mix. Retrieved from http://associatenest.com/affiliate-marketing-for-dummies/2010/10/06/mcdonalds-strategic-marketing-mix/ Edwards, M Hanft, A. (2005, April 1). What you can learn from starbucks. Retrieved from http://www.inc.com/resources/marketing/articles/20050401/starbucks.html Jargon, J McDonald 's. (2010, March 10). Mcdonald 's corporation annual report 2009. Retrieved from http://www.aboutmcdonalds.com/etc/medialib/aboutMcDonalds/investor_relations0.Par.6540.File.dat/McD_2009_AR_Final_03291o.pdf McDonald 's Nelson, J. (2005, February 20). Mcdonald’s case study. Retrieved from http://home.comcast.net/~nelson1397/mcdonaldscase.htm Starbucks Starbucks. (2009, December 28). Starbucks company timeline. Retrieved from http://www.starbucks.com/assets/starbucks-timeline-basic-jan2010.pdf Starbucks Workman, D. (2006, August 29). Starbucks global sales; american coffee around the world. Retrieved from http://www.suite101.com/content/starbucks-global-sales-a5823