unit 9 discusion - mcdonalds

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MT 220 Global Business Unit 9 Discussion McDonald’s Globalization Mixed with Localization January 11, 2024 What is the significance of cultural differences to McDonald’s global marketing strategy? McDonald’s has efficiently applied global standardization strategy, in addition to adapting to each local market preferences. A driving force on the company’s economic performance, McDonald’s has been very successful in blending globalization and localization by selling standardized products worldwide and allowing modifications to their menu from country to country to adhere to customer preferences, taste, and even local traditions (Singireddy, 2020). An organization would need to find its target market in each country, channel clear messages to local customers about their organizational culture that fit the customers expectations, adjust these messages as emerging markets. Then your customer views and attitudes may develop faster over time. And remember, don’t underestimate yourself as a franchisee. Once the niche is found for that store through customer and country culture, finding a way to keep them coming back won’t be any issue (Hyo Jin, et. al., 2016). Use two specific country examples to demonstrate how McDonald’s has tailored one or more of the four P’s in a foreign market. Tzatziki Wraps – A wrap that has Tzatziki sauce, bell pepper, and red onion. that is available with a meat preference of the country the store is in. Ordered in Croatia, it’s a beef tzatziki, Hungarians like it with a grilled pork patty, in Sweden ground beef, Mediterranean cheese, and cucumbers are added, and Belgium uses chicken. Tzatziki sauce has a nice blend of flavors with a yogurt base, with elements of garlic and cucumber. Considered a Greek dish that has not made it to the U.S. as of yet but are somewhat healthy in comparison to many of the other items offered on their menu. Popular in several areas across Europe, the Tzatziki wrap is made custom per the culture of the country and offered as a regular item on their menu for the people (Young, 2023). Chili Cheese Tops – A snack or side alternative and relatively similar to jalapeno peppers, only without the actual jalapenos. One order is 4 pieces featuring delicious smoked cheese and spicy chili cooked inside. Available to order in Sweden and Denmark, these Chili Cheese Tops are sliced potatoes

(unlike traditional McDonald’s French fries and come with either a chili dip or a cheddar version (Young, 2023). I actually found several European McDonald’s unique menu items, as well as a couple in Japan, and one in Russia only to find out that McDonald’s Russia removed themselves in 2022, and if there is any presence of them, they go by a different name and are unaffiliated. Honestly the names sound like types of Vodka (Young, 2023). Explain the importance of McDonald’s leadership correctly determining which of the four P’s to change and which ones to retain as they enter a new county. McDonald’s has a marketing mix that is dependent on the characteristics of local or regional markets. Strategic explores the 4 P; s connection to the tactics of the competition such as Burger King, Wendy’s, and Subway so that their marketing mix effectively reaches the target customers globally. Product – By meeting market demand, McDonalds shows an increase in income, minimizes their reliance on just one or a few food service industry groups, and implies that they develop new goods to attract more customers and to increase their business stability. Place – McDonalds makes use of various locations, this includes short term kiosks used for sporting events, and their mobile apps. Virtual places are where customers can access information, they are looking for such as food choices, locations, placing orders, claiming deals, and paying for their orders. This element supports the corporate vision and vision statements, specifically in serving more customers worldwide. Promotion – McDonalds prioritizes their advertising by order of importance to the McDonalds corporation. Advertising is what is used primarily for product promotion by McDonalds. 1. Advertising – Most visible, uses television, radio, print media, and online media. 2. Sales Promotion – Used to attract new customers, especially in a new location. 3. Public Relations – Used to promote brand building and brand value through goodwill and charities. 4. Direct Marketing – Used for corporate clients, local governments, or community events and celebrations. Pricing – To perfect profit margins and sales volume by price adjusting using the bundle pricing strategy and the psychological pricing strategy. Bundle strategy maximizes the cost and product value, supplying meat sets

and other bundles at lower costs compared to buying each item separately. The psychological strategy is based on perceived affordability and encourages the purchase of added items. (Nolanphelan, 2022) References: Young, B. G. (2023, October 12). 22 Menu Items Only Found In European McDonald’s. The Travel. Retrieved from https://www.thetravel.com/20- menu-items-only-found-in-european-mcdonalds/#mcfalafel Singireddy, M. (2020). McDonald's: Global marketing. International Journal of Health & Economic Development, 6 (2), 16–27. Jeon, H. J., Meiseberg, B., Dant, R. P., & Grünhagen, M. (2016). Cultural convergence in emerging markets: The case of McDonald's in China and India. Journal of Small Business Management, 54 (2), 732–749. https://doi.org/10.1111/jsbm.12186 Nolanphelan. (2023, February 23). McDoanld’s Marketing Mix (4Ps) analysis. r/Marketingforall – Reddit. Retrieved from: https://www.reddit.com/r/MarketingForAll/comments/10t37vz/mcdonalds_ marketing_mix_4ps_analysis/?rdt=65438

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