Global marketing mix of McDonalds - Essay Example

Only on StudentShare

Extract of sample
Global marketing mix of McDonalds

Reason for selecting this brand is that it employs a unique marketing mix that is based on quality of its product, store ambience, service quality and other parameters. This report will focus on the marketing mix of McDonalds.
In this step, the marketing mix of McDonalds is analysed. A brief overview of the firm is provided followed by an analysis to assess if the marketing mix is standardised or adapted across international markets. Also discussed is the Internationalisation Process Theory - Uppsala theory for its international operations.
2.1. About McDonalds
McDonalds operates in the restaurant sector and its products are fast food items, soft drinks, milk shakes, salads, breakfast, meals and other food items. In 2012, the firm had revenues of 27.56 billion USD. It has more than 34,000 outlets in 118 countries. It employs more than 1.7 million people in its stores and offices. Outlets are operated using different models of as an affiliate, franchisee and directly by the firm. The firm earns its income from royalties, rent, fees from franchises and from sale of food products. Franchise operators are monitored strictly for the service levels and to ensure that the brand image is not spoilt. Outlets have different styles such as counter service and drive-through/ walk through service. It has also opened McCafe, a cafe style of outlet that competes with Starbucks (McDonalds, 2013). ...
Download paper


The paper has examined the 7Ps marketing mix of McDonalds and assessed internationalisation efforts of the firm. The study indicates that while McDonalds has adopted highly visible efforts for marketing, some amount of localisation is also done so that local requirements and cultures are respected…
Author : donnellythalia

Related Essays

Walmart An Emerging International Giant
Learning through experience is the best method, according to Senge but organizations seldom experience the consequences of their decisions. Thus, adaptive learning or single-loop learning must be supported by generative learning or double-loop learning. When changes become necessary people respond to the change in an ad hoc manner. Without any planning change is executed. Whether single- or double-loop learning can occur only when an organization realizes that learning must occur.
18 pages (4518 words) Essay
Questions on International Marketing
Again, remember to support your answer. (25 marks) 3. Analyse the extent that you believe Country of origin effect (COO) influences consumer perception of your chosen global brand. Justify your answer. (20 marks) A maximum of 5 marks are awarded for presentation - (5 marks) Overview of Standardization and Adaptation in Marketing Mix Marketing mix, as defined by Jain (2009), refers to the combination of the product, the distribution system, the price structure and the promotional activities. The author (Jain, 2004), has further been of the opinion that it is a term that is used to denote a...
11 pages (2761 words) Essay
Integrated Marketing Communications
Integrated Marketing Communications
3 pages (753 words) Essay
Individual written assignmnet 4
This prompted me to attend the game early to cofirm whether an arrangement could be done to enable me attend the match. Exactly what did you and the employee(s) say and do? I visited the Old Trafford ticket office near the stadium. They requested me to provide them with the serial number of my ticket or wait for someone for the real tickets to pass-by. They obtained a copy of my license and cross-checked my payment status over the internet. After confirming that all the information I provided was accurate, they let me enter the stadium and provided me with the fan-shirts and bands with a...
6 pages (1506 words) Assignment
Anheuser -Busch is a brewing company in America that was started in 19th century. The present company name was adopted in 2004 after a successful merger of the company with Ambev. One of the beer brands that have giant global recognition is Budweiser. The revenues earned from main brands are found to be growing at a rate of 7.8% in each hectoliter. The company produces other 200 brands that are sold locally, internationally and worldwide. It is one among the largest companies in beer industry globally; also Budweiser is popular in United States and other parts in the world.
10 pages (2510 words) Term Paper
Marketing International Business: Branding, Communications and Relationships questions
Social media has various people with distinct social and cultural backgrounds. The external stakeholders must ensure that their representatives in the social media have good relationship management skills. For instance, development of guidance on the use of social networking and social media and integrating relationship management while recruiting individuals. 1. With reference to the internet, how might businesses develop links with clients and further aid relationships that are cultural in origin? Reading about the client’s cultures and histories: Businesses may read about the histories...
3 pages (753 words) Assignment
The marketing decisions of Nike Inc. are influenced by a series of macro and micro environmental factors. These factors could be described as follows:
6 pages (1506 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!