International marketing - the case of Mcdonald's - Essay Example

Only on StudentShare

Extract of sample
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 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. ...
Download paper


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…
Author : bergstromjaylen

Related Essays

international marketing
10 pages (2510 words) Essay
Marketing McDonald's in India
20 pages (5020 words) Essay
International Marketing
11 pages (2761 words) Assignment
McDonald's Corporation Marketing Research Paper
12 pages (3012 words) Research Paper
McDonald's North America Marketing Plan
6 pages (1506 words) Research Paper
McDonald's Corporation
4 pages (1004 words) Admission/Application Essay
Marketing - McDonald's Restaurant
5 pages (1255 words) Essay
Relevance of marketing concept to the 21st century business of sainsbury
7 pages (1757 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!