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International Marketing

Three aspects of McDonald’s global marketing management are discussed – the degree of standardization or adaptation of marketing mix, the globalization model employed, and the country of origin effect, of McDonald’s international operations. 1.0 Standardization or adaptation of McDonald’s marketing mix Critically analyse the extent that your chosen global brand’s marketing mix is standardised and/or adapted across international markets. Conclude by providing a 2-3 paragraph summary that discusses whether you consider this to be an appropriate strategy(s). Remember to support your answer. Product – McDonald’s continuously innovates its products in line with the changing tastes and preferences of its local market. An example is McDonald’s Indian market, where the customers are predominantly vegetarian. As a result of adaptation, the company removed some of its popular international offerings – ham, beef, and mutton burgers – from its menu, and instead offered a predominantly vegetarian menu. It does, however, offer Chicken Maharaja Mac, a recent concoction based on consumer taste. In Spain it has McMuffin con Huevo, and in Hawaii it has Kahuna Burger (Nation’s Restaurant News, 2005). Illustrated below is one of the localized products of McDonald’s, and a curiosity among Western customers used to the Big Mac. Below is shown the vegetarian burger specially developed for the Indian market, with the ingredients and taste custom designed to suit this growing market. Source: Bhartiya, et al., 2008, p. 22 Place – McDonald’s policy on place, specifically referring to distribution channels, is to have its product available to the customer at the right place, at the right time, and in the right quantity and quality. In the USA, nearly half of all customers are within a 3 minute drive to an outlet of McDonald’s. In the outlets, customers are offered McDonald’s ‘value propositions’ – hygienic environment, pleasant ambience, specially programmed music, polite and prompt service. Certain areas are dedicated to children where an indoor playground is usually situated. More recently, internet wifi service has been provided. As far as place is concerned, McDonald’s maintains the same quality standard worldwide. Price – McDonald’s strategy of affording value pricing and bundling strategies are largely standardized, such as the happy meal, combo meal, and family meal, for which it offers discounted pricing. However, as to the price vis-a-vis meal portions, these are strategically adjusted to target the middle and lower income consumers. Promotion – McDonald’s promotional thrust is a combination of standardization and adaptation. Standardization is evident in the style, the message, and the use of the same mascots, particularly Ronald McDonald who has represented the company throughout the world since 1963. A market study determined that Ronald McDonald has the second highest name recall ...Show more

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International Marketing MOD0001194 Assignment Table of Contents Table of Contents 2 Introduction 3 1.0 Standardization or adaptation of McDonald’s marketing mix 3 2.0 Theory that governed McDonald’s globalization 8 2.1 Eclectic theory 8 2.2 I.O. (Industrial Organisation) theory 9 2.3 Innovation-related internationalization 10 2.4 Cluster theory 11 2.5 Born global 11 2.6 Internationalisation Process Theory (IPT) 12 3.0 McDonald’s Country of Origin Effect 14 Conclusion 15 Bibliography 17 International Marketing MOD0001194 Assignment TO: The Board of Directors of McDonald’s Corporation FROM: Global Solutions plc DATE: December 2012 RE: International Marketing Report Introduction This rep…
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