McDonald’s Expands Globally While Adjusting Its Local Recipe Today, McDonald’s golden arches are one of the most recognized symbols in the world, just behind the Olympic rings. While growth within the U. S. has slowed, the picture outside the U. S. has appeared brighter, until recently. However, globally, taste profiles and consumer desires are changing. McDonald’s has responded to these changes by altering their basic products (when necessary) to fit the requirements of the local markets. While not always successful, it has proven to be a winning strategy.
Identify the key elements in McDonald’s global marketing strategy (GMS). In particular, how does McDonald’s approach the issue of standardization?
Hamburgers, fries, and soda’s popularity is rising globally which supporting Levitt’s opinion of the global village. Also, the diners themselves offer the customers a chance to try for themselves a fast food legend. Though, students should point out that, in many areas, menu items are modified according to the preferences and tastes of individual countries. McDonald’s offers an ideal example of “global localization.
Is it realistic to expect that McDonald’s – or any well-known company – can expand globally without occasionally making mistakes or generating controversy? Why do antiglobalization protesters around the world frequently target McDonald’s?
McDonald’s has a status for being sensitive to local issues and mindsets. According to the staff director for international human resources in Central Europe, “One of our guiding principles is that our restaurants should always be a reflection of the communities they serve. ” Errors such as the one in France signify exceptions that can serve as learning experiences.
Still, each new national has likely to present unique problems. In Israel, for example, McDonald’s must deal tactfully and correctly with dietary laws relating to kosher foods and operating restaurants on the Sabbath (Friday and Saturday). Another issue is to preserve the service attitude that was a keystone of McDonald’s U. S. status. A German student noted that in Germany, decent service is not associated with McDonald’s because counter help involves of immigrants who do not display the cheerful manner of their U. S. complements.
