Essay about Strategic Planning of Mcdonalds

5820 Words May 16th, 2015 24 Pages
The current issue and full text archive of this journal is available at http://www.emerald-library.com/ft McDonald's: ``think global, act local'' ± the marketing mix

McDonald's:
``think global, act local''

Claudio Vignali

Principal Lecturer, Manchester Metropolitan University,
Manchester, UK

97

Keywords Globalization, Marketing mix, Marketing management, Fast-food industry,
Marketing, Franchising
Abstract Focuses on the marketing mix of McDonald's. Highlights how the company combines internationalisation and globalisation elements according to various fast food markets. Using the effect of strategical and tactical models, the case illustrates the effect of McDonald's on the global environment and how they adapt
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By franchising to local people, the delivery and interpretation of what might be seen as US brand culture are automatically translated by the local people in terms of both product and service.
McDonald's now has over 20,000 restaurants in over 100 countries, and around 80 per cent are franchises.
Globalisation versus internationalisation
Globalisation involves developing marketing strategies as though the world is a single entity, marketing standardised products in the same way everywhere.
Globalised organisations employ standardised products, promotional campaigns, prices and distribution channels for all markets. Brand name,

British Food Journal,
Vol. 103 No. 2, 2001, pp. 97-111.
# MCB University Press, 0007-070X

BFJ
103,2

98

product characteristics, packaging and labelling are the easiest of the marketing mix variables to standardise.
Globalisation of markets requires total commitment to international marketing; it embodies the view that the world is a single market. For example,
Nike trainers, Levi's' jeans and Coca-Cola have all crossed global borders; however, even there, some tailoring of the message is visible.
Internationalisation involves customising marketing strategies for different regions of the world according to cultural, regional and national differences to serve specific target markets. In order to standardise the marketing mix, the strategy needs to group countries by social, cultural,

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