Transcript
INTERNATIONAL MARKETING
McDonald’s LOCALIZATION STRATEGY.
"BRAND UNIFICATION, MENU DIVERSIFICATION"
PROJECT BY
NAME ROLL NO.
SHUBHANGI ADENKAR 05 ASHA AHUJA 06
SHEEMAN AHMED 07
SNEHA S. BHONGADE 13
SAVITA DHAWARE 16 BJNESH RANA 44
• INTRODUCTION
• HISTORY
• FRANCHISEES
• STANDARDIZATION
• ADAPTATION
• GLOBAL GROWTH AND SUCCESS STRATEGIES
• CONCLUSION
INDEX
McDonald’s IN CALIFORNIA ADAPTATION IN JAPAN
ADAPTATION IN AUSTRALIA ADAPTATION IN HONG KONG ADAPTATION IN CHINA ADAPTATION IN INDIA
INTRODUCTIONMcDonald's-the world's largest chain of fast-food
restaurants.Brothers Dick and Mac McDonald.1937 -Brothers Dick and Mac McDonald open a
hot dog stand called the Airdrome.1940-San Bernardino, California first McDonald's
started.1962-McDonald's Golden Arches logo.1968-Big Mac was introduced system wide.McDonald's has 31,886 restaurants worldwide.
First McDonald’s
FRANCHISEES
30,000 restaurants in 119 countries around the world serving 47 million customers each day.
STANDARDIZATIONMcDonald’s has successfully maintained its
global brand identity by standardizing. Quality, Service, Cleanliness and Value (better
known as the QSCV principle). “Plan to Win” strategy (5Ps).MCDONALD’S: “THINK GLOBAL, ACT
LOCAL”.Reasons for the successful localization.
ADAPTATIONLocal relevance than a global archetype globaly.McDonald’s has also modified its offerings to
local tastes and temperaments.Adopts the culture of the country in which it has
been setup.Company’s adaptation to the local environments
in which it operates stores and restaurants have allowed it to achieve success, as well as maintain it.
Invented an entirely new concept based upon speedy service, low prices, and big volume.
They ditched their 25-item barbecue menu in favor of a limited menu of just nine items.
Successful business in California perceived them to enter the Global Market.
IN CALIFORNIA
IN JAPAN McDonald’s entered in Japan in1971 through a
joint venture with the US parent company.The largest market for McDonald’s outside the
US.McDonald’s was spelled in Japanese “Mack-u-
dona-rudo”. McDonald’s opens outlets at famous landmarks
to attract large number of customers. McDonald’s website makes extensive use of
animation.
IN AUSTRALIA
December 1971, McDonald’s introduced its first shop in Australia.
McDonald’s opened its first franchise store in 1972.
1994-“McCafe Concept” & “Salad's Plus”
IN HONG KONG1975-McDonald's first opened in Hong Kong.Hamburgers, fries, and sandwiches were perceived
as snacks, but these items did not constitute the elements of a proper meal.
McDonald’s provided party hostess for Birthdays & other Celebration.
Clown's Cantonese name, Mak Dong Lou Suk-Suk ("Uncle McDonald")
UNCLE McDonald
IN CHINAMcDonald’s entered China in 1990.During spring festivals McDonald’s restaurants
turned empty. 2004-To cater to the local tastes, during spring
festival, McDonald’s introduced the McDonald’s Vegetable and Seafood Soup and Corn Soup.
McDonald’s has given adequate importance to children
CHINESE McDonald’s
IN INDIAMcDonald’s entered India in 1996 through joint
ventures.The company had to face certain hurdles initially.McDonald’s localized its menu and introduced
non-beef and non-pork (pork is a domestic pig) products in the Indian market, which led to the development of the successful Maharaja Mac.
Adopted an aggressive pricing policy, branding it as the “Happy Price Menu”.
Quick Service Restaurant leader.Introducing food items according to the Indian
culture.
McDonald’s is planning tie-ups with oil marketing companies.
INDIAN McDonald’s
GLOBAL GROWTH AND SUCCESS STRATEGIES
Initial strategy began by advertising directly to the middle and upper class citizens.
Heavy research in regions where it desires to open locations based upon a few elements, including social, cultural, technological, political, and economic situations.
The success strategies include:
Emphasis on Local Management, Employment Opportunity, Environmental Friendliness, Corporate Citizenship, and Pricing.
CONCLUSIONMcDonald’s is one of most successful companies
in the world today. The firm has been able to expand and retain numerable growth; as well as continuing to explore with its growth potential in the coming years. From the Big Mac, to the Maharaja, the company’s successive strategies, specifically with heavy research and development have allowed it to fulfill the tastes of locals in every country it operates. The strategies developed by its experts, thus allows for the company to increase in revenues, quality, and bring about consumer satisfaction.
THANK YOU
top related