Mcdonald’s Expands Globally While Adjusting Its Local Recipe Essays

637 Words Feb 13th, 2014 3 Pages
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The Global Marketing Environment
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Case 1-2: McDonald’s Expands Globally While Adjusting Its Local Recipe

Identify the key elements in McDonald’s global marketing strategy. 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 plan to Win initiative is built around five factors that drive McDonald’s business: people, products, place, price, and promotion. As a student of marketing, what can you say about these factors? Product | One burger, but so many variations. McDonalds, in order to answer to its clients’ needs all around
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Focus on customer’s needs, they developed their offers depending on what is waiting from us.
McDonald’s global marketing strategy: the company “think global and local”, but not only. They also act locally. A marketing differentiation, indeed 95% of ingredients used come from local producer. This decision is also an excellent mean to give them a responsible conscience.

Do you think government officials in developing countries such as Russia, China, and India welcome McDonald’s? Why or Why not?
A empire as McDonalds bring to developing countries the opportunity to get citizens well trained, but also, as the company is acting locally, to boost the agricultural industry – working beside local producers. Furthermore, life-styles are changing all around the world, the need to save time (and money) is growing in countries such as China. People are more and more seduced by the Western-lifestyle, and junk food is part of this culture. Plus, the company is offering meal adapted to their tastes, and culinary restrictions (ex: India with beef).

Is it realistic to expect that McDonald’s – or any well-known company – can expand globally without occasionally making mistakes or generating controversy? Why do antiglobalization protesters around the world frequently target McDonald’s?
McDonald is one of the American Giant, very often perceived as the giant who will destroy everything on its path. Citizens want to protect their culture from the Big America, they are

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