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 international market place (Wong and Merrilees, 2007). The right marketing mix and the marketing decision can change the brand perception and enhance the firm’s reputation leading to strong brand performance. The power of global brands can be used as a means of international entry but such brands also have to adapt to cultural and other environmental conditions. 2. Company Background McDonald's is one of the most respected and recognized brands in the world. Its success is ascertained from the fact that the organization has over 33,000 franchisees across the world, operating in 119 countries and serving over 47 million people each day (Han, 2008). McDonald's has achieved success purely because of its ‘think global, act local’ strategy that it has adopted in all its markets. Initially however, McDonald's had an ethnocentric approach to international marketing as it tried to replicate the home country elements overseas. ...Show more
International Marketing – the case of Mcdonald’s Table of Contents 1. Introduction 1 2. Company Background 1 3. Standardization and Adaptation 2 4. Product Positioning 2 5. Branding 3 6. Marketing Mix 4 7. Analysis 7 8. Internationalization Process Theory 8 9…
Globalization of markets may have resulted in homogenization of needs, desires and preferences but cultures being deep-seated, it has not altered how individuals conceive and perceive messages. More and more marketers believe that as desires and needs converge, markets are becoming homogenized (Chan et al, 2007).
on 19 Price 20 Process 20 People 20 Physical Evidence 21 Conclusion 21 Standardisation and Adaptation of a product based on CULTURE analysis 21 Introduction 21 Standardisation and Adaptation based on a Cultural Analysis of the Indian market 22 Conclusion 23 Market entry strategies analysis 24 Introduction 24 The Market Entry Strategies of McDonald’s 24 Conclusion 26 Reference 27 SWOT Analysis Introduction McDonald’s entered the Indian market around the year 1996 by forming a joint venture with Hard Castle Restaurants Pvt.
Since it is problematic to serve the needs of every single customer, therefore marketers segment the group of customers on the basis of similar needs and wants. Major types of segmenting include; demographic, psychographic, behavioral, geographic, technographic, attitudinal and firmographic.
According to the paper the company also puts together coolers of orange munchies with its logo obtainable for local proceedings of all types. This paper will present a rhetoric analysis of McDonald’s Restaurant and various conclusions with reference to the manner in which that rhetoric is truthful.
Young people’s Attitude to Health Table of Contents Table of Contents 2 Chapter 1: Research Background 4 Chapter 2: Research Question and Research objectives 5 Chapter 3: Literature Review 6 Health Issues regarding Fast Food Consumption of Young People and Intervention of Hedonic Pleasures 6 Chapter 4: Research Methodology 8 Chapter 5: Result 9 Chapter 7: Conclusion 13 14 Chapter 8: Time Scale for the Research 14 Appendices 16 Appendix 1: Questionnaire 16 Hypothesis: Young people who eat McDonald's more than once a week do not care about their health Abstract In this paper, the researcher has conducted research on health issues regarding fast food consumption among young people who eat McDo
Founded in 1940, McDonald’s is based in Oak Brook, Illinois, United States. McDonald’s is not only a dominant player in the domestic market but in the International arena as well (McDonalds, 2013). The mission of the company is to become the customer’s ‘favorite place and way to eat’.
As of 2001, UK's total population was 59 Million out of which 29 million were male whereas 30 million were female. McDonald's have traditionally targeted busy individuals who may prefer to eat relatively inexpensive and good quality food without going into the process of preparing it therefore its immediate target market comprises of working adults however, it has also developed products such as Happy Meals, which are specifically targeted at children.
They introduced "Speedy Service System in 1948 and this is termed as the first model of fast food culture. The present corporation was started by a renowned businessman in USA Ray Kroc in 1955. Later he had purchased the stake of Dick and McDonald. From the beginning itself company has been expanding its network using a franchisee concept.
MacDonald, (2008, Online); Naylor (2004, PPT. 5.3); Drucker, (1984, p. 53-63).
However, their international investment has not gone without caching the heart of native country ethical concerns. Back in 2000, they were opening up their 500th store in Brazil, which is their 8th largest market with over 34,800 workers that made it the 3rd largest corporate employer in that country.
In this case the role of international marketing strategy as well as that of integrated marketing mix in an international context is examined in this paper (Czinkota & Ronkainen 1995). In order to elaborate the above concepts with the aid of a number of theoretical perspectives and in regards to environmental analysis, McDonald's South Africa s will be taken as an example of a food retailer operating in the South African market.
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