Final Mcdnald's

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.

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