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    Case Study Gib

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    Hamza Hussain
    McDonalds expands globally by adapting its menu and operations to local customs and tastes in different countries. While some criticize this as cultural imperialism, McDonalds works to earn local support by sourcing ingredients locally and providing jobs. The "Plan to Win" initiative focuses on people, products, place, price and promotion - the key factors that drive McDonalds' business globally. While expansion inevitably leads to some mistakes, McDonalds aims to reflect local communities in each market.

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    Case Study Gib

    Uploaded by

    Hamza Hussain
    381 views2 pages
    McDonalds expands globally by adapting its menu and operations to local customs and tastes in different countries. While some criticize this as cultural imperialism, McDonalds works to earn local support by sourcing ingredients locally and providing jobs. The "Plan to Win" initiative focuses on people, products, place, price and promotion - the key factors that drive McDonalds' business globally. While expansion inevitably leads to some mistakes, McDonalds aims to reflect local communities in each market.

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    McDonalds expands globally by adapting its menu and operations to local customs and tastes in different countries. While some criticize this as cultural imperialism, McDonalds works to earn local support by sourcing ingredients locally and providing jobs. The "Plan to Win" initiative focuses on people, products, place, price and promotion - the key factors that drive McDonalds' business globally. While expansion inevitably leads to some mistakes, McDonalds aims to reflect local communities in each market.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    381 views2 pages

    Case Study Gib

    Uploaded by

    Hamza Hussain
    McDonalds expands globally by adapting its menu and operations to local customs and tastes in different countries. While some criticize this as cultural imperialism, McDonalds works to earn local support by sourcing ingredients locally and providing jobs. The "Plan to Win" initiative focuses on people, products, place, price and promotion - the key factors that drive McDonalds' business globally. While expansion inevitably leads to some mistakes, McDonalds aims to reflect local communities in each market.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    McDonalds Expands Globally While Adjusting Its Local Recipe

     NAME: HAMZA HUSSAIN


     COURSE: GIB
     ID#:14044
     ASSIGNMENT :1

     Q1. Identify the key elements in McDonald’s global marketing strategy (GMS). In particular, how
    does McDonald’s approach the issue of standardization?

     The popularity of American-style hamburgers, fries, and soft drinks is growing around the world,
    supporting Levitt’s view of the global village. Also, the restaurants themselves offer the
    consumers a chance to experience for themselves a fast food legend. However, students should
    point out that, 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.”

     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 are generally welcome. Such
    businesses provide both much-needed jobs and employee training.

     McDonald’s does a good job of earning the support of local authorities and the local population
    by working with agricultural producers to develop local supply sources for beef, potatoes, and
    dairy products. Finally, thanks to changing lifestyles around the globe, more people are
    embracing the whole concept of fast food.
     Q3. 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?

     These five factors closely mirror the four P’s of marketing: product, price, promotion, and
    place.For a service marketer: people and physical evidence are also added to the mix. For
    McDonald’s people and physical evidence are also important P’s of marketing. They are realizing
    the importance of creating a “modern, streamlined environment” so as to “encourage
    customers to stay longer and spend more”. Another thing they may consider is to improve the
    service quality to help with that. McDonald’s has tried to enrich its product mix by considering
    “What does our brand allow us to consider selling to our customers”, instead of being stuck with
    hamburgers.

     Q4. 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’s has a reputation for being sensitive to local issues and mentalities. According to the
    staff director for international human resources in Central Europe, “One of our guiding
    principles is that our restaurants should always be a reflection of the communities they serve.”
    Mistakes such as the one in France represent exceptions that can serve as learning experiences.
    Still, each new national has the potential to present unique problems. In Israel, for example,
    McDonald’s must deal diplomatically and appropriately with dietary laws pertaining to kosher
    foods and operating restaurants on the Sabbath (Friday and Saturday).

     Another issue is to maintain the service attitude that was a cornerstone of McDonald’s U.S.
    reputation. A German student noted that in Germany, good service is not associated with
    McDonald’s because counter help consists of immigrants who do not exhibit the cheerful
    demeanor of their U.S. counterparts.

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