The Global Marketplace and McDonalds Bus 306-02 Principles of Marketing Tanja Kuehni Elisa Lokmagozian Andrew Mirto Erik Sharp
Feb 14, 2016
Slide 1
The Global Marketplace and McDonaldsBus 306-02 Principles of MarketingTanja KuehniElisa LokmagozianAndrew MirtoErik SharpAgendaWhat is global marketingGlobal marketing environmentDeciding to go globalDeciding on the market and how to enter Global marketing program and McDonaldsGlobal marketing organizationWhat we learned
What is Global MarketingGlobal firms:Operate in over 100 countries
Global firms ask the questions
http://globalebrands.com/mcdonalds-winning-at-global-marketing-strategies/Looking at the Global Marketing Environment
International trade systemTariffs, Quotas, Exchange Controls etc. The economic environmentIndustrial StructureIncome Distributionhttp://www.globalresearch.ca/the-globalization-of-fast-food-behind-the-brand-mcdonald-sLooking at the Global Marketing EnvironmentThe political-legal environmentDiffer country to country
The cultural environmentUnderstand cultural traditions, behavior, and religionDeciding Whether to Go Global
Risks:LanguageLaws and politicsReasons to go globalGlobal competitionCustomers demandGrowth opportunitieshttp://2012books.lardbucket.org/books/modern-management-of-small-businesses/s19-going-global-yes-or-no.htmlDeciding Which Markets to EnterInternational marketing objectives and policiesRank potential markets based on:Market sizeCost of doing businessCompetitive advantageDecide which markets offer greatest long-run return on investment
Deciding How to Enter the MarketExportIndirectDirectJoint VenturingLicensingContract manufacturingManagement contractingJoint ownership
http://www.extendedthinking.com/services/new-market-development/Deciding How to Enter the MarketDirect investmentForeign Based assembly or manufacturing facilities
Deciding on the Global Marketing ProgramAdapt or standardize?Recognizing cultural differencesFind the right balance
Deciding on The Global Marketing Program
McDonalds ProductsInternational marketingInvolves recognizing different needsDifferent menus catering to the communities
http://sixthseal.com/2012/06/only-in-germany-beer-and-bubble-tea-at-mcdonalds/McDonalds and Promotion
PromotionMcDonalds keeps all of the famous items world wideEverything is affordable, portable, great-tasting, and distinctly McDonalds
http://www.valetmag.com/the-edit/current-affairs/092109.phpMcDonalds Promotion Ad
McDonalds and Promotion
International promotionCulturally sensitiveLocal food trendsDistinctly McDonalds
http://www.burgerbusiness.com/?p=11939McDonalds and PriceAdapt to local currencies and income levelsBig Mac Switzerland: CHF 6.50 ($7.13)Big Mac US: $4.20 (on average)
http://marketingchristianbooks.wordpress.com/2012/01/02/ebook-price-trends/McDonalds and Distribution
International distributionSupported by franchisees, the corporation, and affiliates
Deciding on the Global Marketing OrganizationRecommended organization according to global size:
Export departmentInternational divisionsGlobal organizationsWhat We Learned
Referenceshttp://www.aboutmcdonalds.com/mcd/our_company/mcdonalds_system/what_we_do.htmlhttp://www.businessdictionary.com/definition/market-segmentation.htmlhttp://www.aboutmcdonalds.com/mcd/our_company.htmlhttp://www.aboutmcdonalds.com/mcd/our_company/amazing_stories/food/catering_to_local_tastes.htmlhttp://en.reingex.com/Master-Executive-Global-Marketing.shtmlhttp://florentflora.wordpress.com/tag/books/http://www.oddee.com/contrib_6695.aspxhttp://www.mcohio.com/24831http://www.kingstonchamber.com/content/ronald-mcdonald