International marketing - the case of Mcdonald's Essay

International marketing - the case of Mcdonalds - Essay ExampleDifferences in culture, behaviour and customer needs across nations have posed new ch whollyenges opus also providing new opportunities in international marketing. These have altered the componenting, targeting of the market and product positioning. Thus international marketing strategy is a comprehensive causal agent which entails deployment of the marketing mix to create a sustainable advantage in the international market place (Wong and Merrilees, 2007). The right marketing mix and the marketing purpose can change the brand perception and enhance the firms reputation leading to strong brand performance. The power of global brands can be used as a means of international entry but such brands also have to adapt to cultural and other environmental conditions. 2. keep company Background McDonalds is one of the most respected and recognized brands in the world. Its success is ascertained from the fact that the organiza tion has over 33,000 franchisees across the world, operating in 119 countries and fate over 47 million people each day (Han, 2008). McDonalds has achieved success purely because of its think global, act local strategy that it has adopted in all its markets. Initially however, McDonalds had an ethnocentric prelude to international marketing as it tried to replicate the home country elements overseas. However, through experience and knowledge it adopted the polycentric approach and focused on the demands of the host country. 3. Standardization and Adaptation Gilani and Razeghi (2010) do not consider it necessary to adapt to the elements of the marketing mix to suit to local tastes as markets have become globalized. However, globalization has not homogenised cultures. Standardization which pertains to identical product lines at identical prices, distributed through identical distribution lines with identical promotional programs (Zou, Andrus, Norvell, 1997), is not feasible in the ch anged business environment as this demonstrates a product-centred approach whereas organizations need to have a customer-centric approach. McDonalds, in order to fit in to the new market demands, adjusted the entire marketing strategy including how they distribute and promote their brand. The company re-designed its marketing mix based on the product positioning, stigmatisation and design. 4. Product Positioning Product positioning is the products positioning and image that lends it a distinct value and place in the target segments mind (Liu and Chen, 2000). Since buyers differ in their attitudes, lifestyle and behaviour, these differences help in market segmentation. Within each segment product positioning strategy has to differ. McDonalds ab initio positioned itself as the market leader with low-priced quality food (Need Coffee, 2005). McDonalds continuously strives to serve the customers better as its vision is to be the worlds best quick service restaurant experience and ensure that every customer in every restaurant smiles (Andidas, 2003). However, as it entered the Asian markets, particularly China, it had to storehouse itself. Burgers in China are perceived by the elders as providing nutritional value while the youth seeks taste (Anderson and He, 1998). Even though they do not relish pizzas or fast food, but the Chinese consumers would like to be seen at fast food outlets. McDonalds strategy was to provide the ambience, music and the environment that attracted the Chinese consu