Social Consumerism: McDonalds
BEYOND THE GOLDEN ARCHES:
A McDonalds Marketing Breakdown
"That night in my motel room I did a lot of heavy thinking about what I’d seen during the day. Visions of McDonald’s restaurants dotting crossroads all over the country and world paraded through my brain." (Ray Kroc) Kroc’s aim for McDonalds was far more than fulfilled. Today, it is the leading global food service retailer with 34,000 local restaurants serving nearly 69 million people in 119 countries. There are 3 very important factors that have contributed to this monumental rise of McDonalds over the years: Brand Loyalty, Internationalism and localization and Marketing, It is both intriguing and gainful to delve deeper into each of these core issues to match the popularity to its mechanisms. “Altering and adjusting the marketing mix determinants are essential and vital to suit local tastes, meet special needs and consumers’ non-identical requirements” (Czinkota and Ronnenken, 1995). McDonalds has mastered this art of internationalism and successfully appealed to the hearts and taste buds of several nations, a 100 to be more specific. To better understand it’s unique strategies, we will analyze the Marketing Mix (McCarthy 75) with the aid of the 4 P’s: Product, Price, Promotion and People as well as Holt’s four key elements in brand creation: Necessary conditions, Myth-making, Cultural contradictions and Cultural Brand Management Process. These two concepts weaved together give us a holistic insight into the functioning of this multi-faceted global giant. McDonalds has taken on religion, culture, ethics and consumer preferences as the utmost priority when expanding in foreign nations. Product: McDonalds has proven itself highly versatile in adapting to local markets in lieu of religious laws and customs. McDonald’s restaurants in India serve Vegetable McNuggets and a mutton-based Maharaja Mac (Big Mac). Such innovations are necessary in a country where Hindus do
A McDonalds Marketing Breakdown
"That night in my motel room I did a lot of heavy thinking about what I’d seen during the day. Visions of McDonald’s restaurants dotting crossroads all over the country and world paraded through my brain." (Ray Kroc) Kroc’s aim for McDonalds was far more than fulfilled. Today, it is the leading global food service retailer with 34,000 local restaurants serving nearly 69 million people in 119 countries. There are 3 very important factors that have contributed to this monumental rise of McDonalds over the years: Brand Loyalty, Internationalism and localization and Marketing, It is both intriguing and gainful to delve deeper into each of these core issues to match the popularity to its mechanisms. “Altering and adjusting the marketing mix determinants are essential and vital to suit local tastes, meet special needs and consumers’ non-identical requirements” (Czinkota and Ronnenken, 1995). McDonalds has mastered this art of internationalism and successfully appealed to the hearts and taste buds of several nations, a 100 to be more specific. To better understand it’s unique strategies, we will analyze the Marketing Mix (McCarthy 75) with the aid of the 4 P’s: Product, Price, Promotion and People as well as Holt’s four key elements in brand creation: Necessary conditions, Myth-making, Cultural contradictions and Cultural Brand Management Process. These two concepts weaved together give us a holistic insight into the functioning of this multi-faceted global giant. McDonalds has taken on religion, culture, ethics and consumer preferences as the utmost priority when expanding in foreign nations. Product: McDonalds has proven itself highly versatile in adapting to local markets in lieu of religious laws and customs. McDonald’s restaurants in India serve Vegetable McNuggets and a mutton-based Maharaja Mac (Big Mac). Such innovations are necessary in a country where Hindus do
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