Mcdonald’s Expands Globally While Adjusting Its Local Recipe
Overview: Today, McDonald’s golden arches are one of the most recognized symbols in the world, just behind the Olympic rings. While growth within the U.S. has slowed, the picture outside the U.S. has appeared brighter, until recently. However, globally, taste profiles and consumer desires are changing. McDonald’s has responded to these changes by altering their basic products (when necessary) to fit the requirements of the local markets. While not always successful, it has proven to be a winning strategy.
1) Identify the key elements in McDonald’s global marketing strategy (GMS). In particular, how does McDonald’s approach the issue of standardization? Does McDonald’s think global and act local? Does it also think local and act global?
The popularity of American-style hamburgers, fries, and soft drinks is growing around the world. Also, the restaurants themselves offer the consumers a chance to experience for themselves a fast food legend that provide inexpensive food, quick service, and a clean, familiar environment.
Although global dietary preferences are converging (e.g. fast food), a solid understanding of food-related cultural preferences is important for companies in the F&B industry. In many locations, menu items are adapted according to the customs and tastes of individual countries. McDonald’s offers an ideal example of “global localization.” E.g. Chicken Maharaja Mac was created for Indian market; local food ingredients were used in India and China, etc.
With McDonald’s offering of local tastes and a combination of American fare, McDonald’s thinks globally (product adaption) and acts globally (standardization). E.g. style makeover of the McDonald restaurant at Champs Elysees.
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?
Despite concerns by governments and citizens in some countries about “cultural
1) Identify the key elements in McDonald’s global marketing strategy (GMS). In particular, how does McDonald’s approach the issue of standardization? Does McDonald’s think global and act local? Does it also think local and act global?
The popularity of American-style hamburgers, fries, and soft drinks is growing around the world. Also, the restaurants themselves offer the consumers a chance to experience for themselves a fast food legend that provide inexpensive food, quick service, and a clean, familiar environment.
Although global dietary preferences are converging (e.g. fast food), a solid understanding of food-related cultural preferences is important for companies in the F&B industry. In many locations, menu items are adapted according to the customs and tastes of individual countries. McDonald’s offers an ideal example of “global localization.” E.g. Chicken Maharaja Mac was created for Indian market; local food ingredients were used in India and China, etc.
With McDonald’s offering of local tastes and a combination of American fare, McDonald’s thinks globally (product adaption) and acts globally (standardization). E.g. style makeover of the McDonald restaurant at Champs Elysees.
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?
Despite concerns by governments and citizens in some countries about “cultural