Mc Donald Case Study
Q1. Identify the key elements in McDonald’s global marketing strategy (GMS). In particular, how does McDonald’s approach the issue of standardization?
McDonald’s global marketing strategy is based on combination of global and local marketing mix elements. For the first elements in McDonald’s global marketing strategy (GMS) is a vital elements in McDonald’s business model restaurants system that can be set up virtually anywhere in the world and the restaurants themselves offer the consumers a chance to experience for themselves a fast food legend. Second elements are McDonald’s offers core menu items like hamburgers, French fries and soft drinks in most countries. The popularity of American-style hamburgers, fries, and soft drinks is growing around the world, supporting Levitt’s view of the global village. For the price, the average price of Big Mac in the United States is $3.54.
Globalization involves developing marketing strategies as though the world is a single entity, marketing standardized products in the same way everywhere. Globalised organizations employ standardized products, promotional campaigns, prices and distribution channels for all markets. Brand name, product characteristics, packaging and labeling are the easiest of the marketing mix variables to standardize. One of the aims of McDonald’s is to create a standardized set of items that taste the same whether in India, China or South Africa. McDonald's seeks to serve its customers with the same quality product and experience, whether that restaurant is located in Moscow, Idaho or Moscow, Russia. This requires standardized processes and similar quality ingredients.
Q2. 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?
Despite concerns by governments and citizens in some countries about “cultural imperialism,” McDonald’s and other franchises with well-known brand names
McDonald’s global marketing strategy is based on combination of global and local marketing mix elements. For the first elements in McDonald’s global marketing strategy (GMS) is a vital elements in McDonald’s business model restaurants system that can be set up virtually anywhere in the world and the restaurants themselves offer the consumers a chance to experience for themselves a fast food legend. Second elements are McDonald’s offers core menu items like hamburgers, French fries and soft drinks in most countries. The popularity of American-style hamburgers, fries, and soft drinks is growing around the world, supporting Levitt’s view of the global village. For the price, the average price of Big Mac in the United States is $3.54.
Globalization involves developing marketing strategies as though the world is a single entity, marketing standardized products in the same way everywhere. Globalised organizations employ standardized products, promotional campaigns, prices and distribution channels for all markets. Brand name, product characteristics, packaging and labeling are the easiest of the marketing mix variables to standardize. One of the aims of McDonald’s is to create a standardized set of items that taste the same whether in India, China or South Africa. McDonald's seeks to serve its customers with the same quality product and experience, whether that restaurant is located in Moscow, Idaho or Moscow, Russia. This requires standardized processes and similar quality ingredients.
Q2. 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?
Despite concerns by governments and citizens in some countries about “cultural imperialism,” McDonald’s and other franchises with well-known brand names