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Global marketing strategy for McDonald's
Global marketing strategy for McDonald's
Global marketing strategy for McDonald's
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Marketing Management 3-4:30
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McDonald’s, What Does It Mean to You?
McDonald’s Corporation has held a prominent position in the fast-food market for much of its existence. A person would be hard pressed to find consumers who would not readily recognize the famous golden arches, as the company has expanded its market globally. However, as global consumer tastes shift to a more heath-conscious public which cares less about “super sizing” and more about “slenderizing” the popular burger chain has been experiencing a drop in sales. McDonald’s strategy for its globalization plan has included the concept of localizing their product (to a degree) for an international market; for example, local managers in British versions of the restaurant are able to make their own decisions that pertain to adapting to the current market. A difficult challenge for the corporation’s marketing team is how to reposition this wildly successful brand in a stagnant British market.
McDonald’s, which has operated in London successfully for thirty years, has recently become aware of dropping sales which have been attributed to the country’s growing health concerns. The plan the British marketing team has developed includes sending the famous “golden arches” on hiatus while a new campaign will attempt to reposition the fast-food chain as a healthy choice for consumers. The theory is interesting, due to McDonald’s strong consu...
An analysis of 2013 advertising expenditures found that ?US companies spent $5.5 billion on fast-food advertisements and $6.8 billion on separate food, beverage and confectionary categories? (Henderson 191). The majority of these advertisements were focused on high-calorie and low-nutrient foods. McDonalds is generally regarded as the king of all burger chains; having brought fast food to the world and being the first company to ser...
Fast food restaurants such as Burger King and McDonald’s, create advertisements where it urges people to consume their product. For example Mcdonald’s created a product where you can get two items such as a mcdouble and a medium fries for three dollars. According to “The battle against fast food begins at home”, by Daniel Weintraub, it shows how companies are intriguing their customers. “ The center blames the problem on the increasing consumption of fast food and soft drinks, larger portion sizes in restaurants and the amount of available on school campuses”(1).For the most part, the Center for Public Health believes that fast food companies are the problem for health
When researching McDonald’s through online sources, it is clear that nutrition is a major concern of the public visiting the fast-food chain. Secondary research conducted shows that there are several case studies and other secondary source searches around the same topic. McDonald’s has often been the center of nutritional attention within the fast-food industry. Secondary research shows that the restaurant has recently made changes to the American Happy Meal to reduce the amount of French fries offered and replace the portion with fruit (Strom, 2011). In a study conducted by McDonald’s a secondary source reports the meal cuts calories by 20% for the children’s meal (Strom, 2011). This is a critical move by the organization on children’s obesity is currently a hot topic within food chains and attention is driven by the Obama administration. Secondary research also shows that although the public has major health concerns with the food chain, profits are increasing during a high point of an economic recession (Dahan & Gittens, 2008). Acco...
A world without the Big Mac, Happy Meals, Chicken McNuggets, and the phrase “I’m lovin’ it,” is almost inconceivable. People around the globe have become accustomed to the high gleaming golden arches that make up the famous emblem for McDonald’s. McDonald’s has grasped the concept that culture flows from power. In this case, the American culture flows through the veins of this fast-food giant and the more that is supplied, the greater the demand. It is no secret that McDonald’s has become one of the world’s largest fast-food retailers. It has become a well known icon that has played a huge part in globalization, with chains located in many different countries… transforming the meaning of fast-food all around the world.
It is easy to think college is not worth the cost to become better, but getting educated molds a better person, and creates happier people in the future and occasionally they become better in health (Leonhardt 25 ). Becoming a better and happier person is pleasing for everyone. Even former President Obama says “‘Education helps us be better people. It helps us be better citizens. You came to college to learn about the world and to engage with new ideas and to discover the things you're passionate about -- and maybe have a little fun’” (Procon.org). Learning and engaging in everything is a skill everyone should have, so like he said we should go to college to be able to do that. Additionally, education shows people to develop more intellectual skill and become more responsible (Pew Social and Demographic Trends). Thus said, being educated and smart is something everyone can do and college helps with that. Likewise, college can encourage someone to be more educated and happier. Reaching the point of happier and more educated is worth the cost.
McDonalds also uses diversification in its global marketing. McDonalds recognizes that different countries have different values, customs, and tastes. Therefore, McDonalds satisfies these diverse global tastes by diversifying the menu according to each country’s unique preferences. This added diversification tactic, allows McDonalds to stay competitive in a global market. Examples of McDonalds globally diversified menu would be that McDonalds offers an exclusive beefless menu to its customers who live in India. This is because eating beef in India is sacrilegious. To meet the tastes of customers in India, McDonalds created new offerings such as the “Pizza McPuff” and the “McVeggie.” McDonalds considers the cultural tastes in every country it opens its doors
According to Royle (1999) McDonald’s is a very large multinational enterprise (MNE) and the largest food service operation in the world. Currently the company has 1.5 million workers with 23,500 stores in over 110 countries with the United Kingdom and Germany amongst the corporation’s six biggest markets, and over 12,000 restaurants in the United States. In 1974 the United Kingdom corporation was established and in 1971 the Germany corporation was established, currently the combined corporation has over 900 restaurants and close to 50,000 employees in each of these countries (Royle, 1999).
Even though, colleges and universities might have an increasingly negative reputation due to things like high tuition fees, less faculty, and less than desirable graduation rates, it is still very important to attend college. Having an education does not necessarily mean going to school for years in order to have a great job with a great pay. Of course going to college, and getting a degree can lead students to a well-paying job instead of having to settle for making minimum wage with only part time opportunities. College is about more than just getting a degree. It is something that plays a crucial part in future success. Statistics may say that the majority of students end up in debt trying to pay for college, or
Vignali, C. (2001). McDonald’s: “think global, act local”--the marketing mix. British Food Journal, 103(2), pp.97--111.
The debate on controversial topics has been going on since time began. “The debate on whether a college education is worth it may have begun when the colonists arrived from Europe and founded “New College” (later renamed Harvard University) in 1636 (College Education).” Whatever the case attaining a college education can be very beneficial to one throughout life. It can help one earn more money over a lifetime, and even can help someone live longer. Without college, the education system as we know it would be forever changed. Having a college education is something that can propel one through life and allow them to be able to reach all of their destined goals and desires. Not having a college education is something that can prevent one from reaching goals and being able to control their own life. In an ever-changing society where nothing is certain, gaining a college education can be the life saving x-factor throughout life.
"Studying McDonald's ABroad: Overseas Branches Merge Regional Preferences, Corporate Directives." Editorial. Nations Restaurant News 11 Nov. 2005: n. pag. MasterFILE Premier. Web. 5 Mar. 2013.
In today’s market, McDonalds faces numerous challenges such as fierce competition, a more health conscious customer, and the continual need for improved customer satisfaction and menu. McDonalds needs to go through some changes in order to remain ahead in the fast-food industry.
People in the past did not stress value of receiving a higher education because it was not as indispensable as it is today. Now, people perceive others not only by their appearances, but by their accomplishments. Employers always hire people with the most education and experience. The majority of students are concerned about getting a higher education throughout the years. Nevertheless, some people question the purposes of getting educated, and consider it meaningless. The concept of education has a significant meaning. It enables one to take control of knowledge and apply it. It is education what prepares the mind to comprehend and learn important ideas. A higher education is very important for an individual's success in life. It offers students skills that prepare them mentally, physically and socially for the world of work later in life. A higher education should not be a choice, because it is the foundation of our society. It helps students with their personal development, provides economic growth, helps students understand and interpret the world around them, and affects individuals’ job positions. It will promote new interests, economic stability, help students understand others, and prepare better individuals for the future.
The world without knowledge is in complete disorder; we don’t realize how empty and ignorant we are without knowledge. The ignorance within ourselves, nonetheless, can be filled with education and bring definite changes which can impact an individual, a community, a generation and eventually our world. Naturally the world, in the long run, is dependent upon the educated. Success is carried throughout the pursuit of obtaining skills and valuing the virtue of education and academics. Education, by far means, is the most important facet of college and well worth the investment.
Education is a form of personal freedom. By pursuing a college education, you are setting yourself up to be a successful and independent individual who not only has a degree, but is knowledgeable of the things in this world that matter. Many may argue that you can be more successful and earn a higher salary than an individual with a degree. This statement is very true, however, those individuals who become rich overnight and have these “special gifts” are very far and in between. This is due to the fact that it is very rare to become an overnight success story and although these people may not have went through college, they still worked extremely hard to be where they are today. This goes to show that one of the best things about earning a degree is the fact that it is one of the only things in this world that no one can take from you because you “earned” it. For example: as a recording artist,