StudentShare solutions
Got a tricky question? Receive an answer from students like you! Try us!

Essay example - Standardization and Adaptation

Only on StudentShare
Pages 10 (2510 words)
In the year 1937, McDonald’s was founded by two brothers, Maurice and Richard McDonald. The two brothers had developed an assembly line and food processing system at a small drive-in restaurant located in the east of Pasadena, California…

Extract of sample

Finally, in 1961, the McDonald’s brothers sold the whole share to Mr. Kroc for $2.7 million. In 1967, McDonald’s had opted for its first international venture in Canada. Shortly after that, the license of Eastern Canada’s business of McDonald’s was bought by George Cohon, who had opened the first restaurant in the year 1968. The key to international success of McDonald’s was the use of Franchising. By franchising through the local people, the delivery of the products and the interpretation of their US brands to the local people regarding product and services became much easier. In this context, the report focuses on the adaptation and the standardization conformed by McDonald’s and how it had led to their success. Standardization Standardization signifies creation of a consistent way for carrying out procedures and tasks. Standardization can be related to any process that is being carried out in the organization such as, machinery standardization, operation standardization, drawing standardization, inventory standardization, communication standardization and clerical process standardization. Operation standardization signifies that the operation can be conducted by any one. ...
Download paper
Not exactly what you need?

Related papers

Global Marketing
This research aims to evaluate and present globalization that has opened a plethora of opportunities for organizations and communities to trade across national and supranational boundaries. International marketing is the term coined for trade between the different international entities and is set to evolve into global marketing. Global marketing is an evolving concept with some similarities to…
10 pages (2510 words)
International Marketing Report Company: L'Or̩al : cosmetics, beauty, perfumes
The firm’s internationalisation process followed an Uppsala model rather than Product Life Cycle or Born Global approaches. L'Oreal enjoys positive Country of Origin Effect and clearly seeks to maximise on global consumer perceptions that French skin care products are of high quality. Part 1: L'Oreal’s Marketing Mix- Standardisation/Adaptation to International Markets The approach for analysis…
10 pages (2510 words)
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…
11 pages (2761 words)
International marketing - the case of Mcdonald's
Differences in culture, behaviour and customer needs across nations have posed new challenges while also providing new opportunities in international marketing. These have altered the segmenting, targeting of the market and product positioning. Thus international marketing strategy is a comprehensive effort which entails deployment of the marketing mix to create a sustainable advantage in the…
12 pages (3012 words)
'Going global, acting local - communicating global brands to global markets'.
For instance the issues related to the differences in the cultural, political, social and economical factors. This report highlights on the Global, Local and Glocal Strategies followed by various brands. Global, Local and Glocal Strategies The theory of standardization for the marketing activities works on a marketing level but is often seen to lack richness of details that is needed to act at a…
8 pages (2008 words)
International marketing
Operational Risk: This has to do with faulty infrastructure or imperfect logistics. In many African nations, there may not be enough roads or transport facilities to ensure that raw materials are accessed and products created on time. This is something that ends up adversely affecting productivity. …
3 pages (753 words)
"Complete standartisation of offerings and marketing interactions in International Marketing strategy is always the main goal to
The economic reforms adopted by the governments in different economies across the world led to the inflow of investments by the companies in the foreign countries which opened up the global markets for the companies of different sizes across the world. The transformation in the business environment led to the modification in the international strategies adopted by the companies. Thus the marketing…
12 pages (3012 words)