Mcdonald's Global Marketing Strategy

Introduction McDonald’s, a brand that everyone will know about it including kids and adults. It appears as one of the most successful global restaurant chains around the world. In order to obtain the largest part of shares in this competitive fast food market, they have come out with effective management and global marketing strategies. In the passage, the author has explained McDonald’s strategies to be implied in various nation. He also talked about how McDonald’s overcomes the problems arise and achieve enormous success all around the world.

1-18 Identify the key elements in McDonald’s global marketing strategy. In particular, how does McDonald’s approach the issue of standardization? Does McDonald’s think globally and act

For examples, hamburgers, French fries, beverage and soft serves which are mainly consistent global product offering. No matter from which countries, the people will accept these core products and this is the aim of McDonald’s to serve its customers with the same quality product and experience. In this case, it needs standardization of processes and the preparation of the food ingredients. Why McDonald’s wanted to apply standardization? Actually, the benefits of these strategies is cost saving. From the strategies we see that by standardizing the products and advertising across all business units will make a positive change in generating the economies of scale. The cost they saved can be used to reinvest into the company for R&D and offer low prices to consumers. However, besides standardization, McDonald’s also applies customization in order to act locally. McDonald’s manages its business and responded to the opportunity by organized into three distinct geographic segments: Europe, Asia/Pacific, Middle East and Africa (APMEA). McDonald’s has maintained its own trademark at every single outlet but they have adapted into the local and customized into local preference

Adopted from http://economictimes.indiatimes.com/definition/promotions, the definition of promotion is “the entire set of activities, which communicate the product, brand or service to the user. The idea is to make people aware, attract and induce to buy the product, in preference over others.” Therefore McDonald’s Promotion strategy that made McDonald’s so successful is “Think Global, Act Local”. Moreover, the slogan “i 'm lovin ' it” is an important element of McDonald 's promotion strategy to keep the connection and interaction with customers in highly relevant, culturally significant ways around the