Mcdonalds Case Study

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Register to read the introduction… (5) People ± quantity, quality, training, promotion.
(6) Process ± blueprinting, automation, control procedures.
(7) Physical ± cleanliness, decor, ambience of the service.
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Product
One of the aims of McDonald's is to create a standardised set of items that taste the same whether in Singapore, Spain or South Africa. McDonald's learned that, although there are substantial cost savings through standardisation, being able to adapt to an environment ensures success. Therefore the concept of ``think global, act local'' has been clearly adopted by McDonald's.
Adaptation is required for many reasons including consumer tastes/ preferences and laws/customs. There are many situations where McDonald's adapted the product because of religious laws and customs in a country. For example, in Israel, after initial protests, Big Macs are served without cheese in several outlets, thereby permitting the separation of meat and dairy products required of kosher restaurants. McDonald's restaurants in India serve
Vegetable McNuggets and a mutton-based Maharaja Mac (Big Mac). Such innovations are necessary in a country where Hindus do not eat beef,
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Classification of brand/ advertising decisions

Figure 4.
Promotion MIXMAP

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companion known as Aunt McDonald, whose job it was to entertain children.
Once more, this shows how McDonald's paid particular attention to the specific market, knowing full well that this new female companion would only be successful in certain international fast food markets and not work on a global scale. In contrast, in Hong Kong, McDonald's has made great efforts to present itself as a champion of environmental awareness and public welfare, as they see this as an important attribute to the local consumer. A leaflet comparing the
Hong Kong fast food industry saw McDonald's adverts as:
Promoting McDonald's as a local institution, with a clear stake in the overall health of the community. Public relations
A feature of the localisation of McDonald's in Beijing is that, in contrast to the
US practice of substituting technology for human workers, the Beijing
McDonald's relies heavily on personal interactions with customers. In everyday operations, one or two public relations staff in each outlet are available to answer customers' questions. Each restaurant assigns five to ten

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