1.Introduction
The purpose of this essay is to use the marketing strategy of McDonald’s Big Macs in India as an example to analyze how intercultural communication is applied into a company’s business goals. This essay starts with brief description of the marketing strategy of McDonald’s Big Macs in India. And then this essay will define the term ‘culture’ and ‘intercultural communication’ in this particular marketing strategy. Besides, this essay will go to analyze the marketing strategy of McDonald’s Big Macs in India with Hofstede’s model. In addition, this essay will critically examine the criticism by other scholars of Hofstede’s findings. Furthermore, this essay will compare and contrast the opinions by Hofstede and other critics. Finally, …show more content…
In Hofstede’s model, he has identified six dimensions of culture, ‘individualism-collectivism’, ‘uncertainty avoidance’, ‘masculinity’, ‘power distance’, ‘pragmatic-normative’ and ‘indulgence versus restraint’. This essay will illustrate the three terms, ‘individualism-collectivism’, ‘uncertainty avoidance’ and ‘pragmatic-normative’ by using the example of McDonald’s marketing strategy in India, respectively.
4.1. …show more content…
Hofstede (1991) has demonstrated that individualistic society is likely to be equal and individualism lays emphasis on personal goals. At first, with globalization in the world, McDonald launches the marketing strategy of standardization, which means that the products are designed and sold in the same way throughout the world. However, when McDonald expands the markets in India, the company has to be sensitive to the religious barriers of Hindu food taboos. Although the marketing strategy of standardization dominates in the company, affected by the equality of individualism, McDonald changes the marketing strategy in India from standardization to adaptation, in order to occupy Indian markets and gain profits. Moreover, Hofstede (1991) has also illustrated that groups in individualistic society tend to be transient, besides, out-group communication tends to try and be symmetrical in nature. Therefore, McDonald redesigns the products to adapt to the norms and values of local culture. Furthermore, unlike the societies high in collectivism, individualistic culture focuses on the uniqueness and independence of niche markets. Hence, McDonald not only caters to Indian culture, but also embraces cultural diversity in different parts of the world. For instance, McDonald also offers Peking Duck Burgers in China. To sum up, the change of McDonald’s marketing strategy is
The purpose of this essay is to use the marketing strategy of McDonald’s Big Macs in India as an example to analyze how intercultural communication is applied into a company’s business goals. This essay starts with brief description of the marketing strategy of McDonald’s Big Macs in India. And then this essay will define the term ‘culture’ and ‘intercultural communication’ in this particular marketing strategy. Besides, this essay will go to analyze the marketing strategy of McDonald’s Big Macs in India with Hofstede’s model. In addition, this essay will critically examine the criticism by other scholars of Hofstede’s findings. Furthermore, this essay will compare and contrast the opinions by Hofstede and other critics. Finally, …show more content…
In Hofstede’s model, he has identified six dimensions of culture, ‘individualism-collectivism’, ‘uncertainty avoidance’, ‘masculinity’, ‘power distance’, ‘pragmatic-normative’ and ‘indulgence versus restraint’. This essay will illustrate the three terms, ‘individualism-collectivism’, ‘uncertainty avoidance’ and ‘pragmatic-normative’ by using the example of McDonald’s marketing strategy in India, respectively.
4.1. …show more content…
Hofstede (1991) has demonstrated that individualistic society is likely to be equal and individualism lays emphasis on personal goals. At first, with globalization in the world, McDonald launches the marketing strategy of standardization, which means that the products are designed and sold in the same way throughout the world. However, when McDonald expands the markets in India, the company has to be sensitive to the religious barriers of Hindu food taboos. Although the marketing strategy of standardization dominates in the company, affected by the equality of individualism, McDonald changes the marketing strategy in India from standardization to adaptation, in order to occupy Indian markets and gain profits. Moreover, Hofstede (1991) has also illustrated that groups in individualistic society tend to be transient, besides, out-group communication tends to try and be symmetrical in nature. Therefore, McDonald redesigns the products to adapt to the norms and values of local culture. Furthermore, unlike the societies high in collectivism, individualistic culture focuses on the uniqueness and independence of niche markets. Hence, McDonald not only caters to Indian culture, but also embraces cultural diversity in different parts of the world. For instance, McDonald also offers Peking Duck Burgers in China. To sum up, the change of McDonald’s marketing strategy is