Q1 Identify The Key Elements In
Q1: Identify the key elements in McDonald’s global marketing strategy. In particular, how does McDonald’s approach the issue of standardization? Does McDonald’s think global and act local? Does it also think local and act global?
The first key elements for McDonald's is a business model of a restaurant system can set up in everywhere in the world. McDonalds promised customers inexpensive foods regardless of location. They continue to expand and built more outlets around the globe promising customers more convenience and availability. Outlets globally increased from 30,766 to 31,377 outlets from 2005 to 2007. The concentration of marketing strategy is globally advertised in different languages using the same arches logo of McDonald's.
The other element would be the coordination of marketing activities should be reflecting a consistent image of McDonald's. In Western Europe for example, the golden arches ae a familiar sight in Europe, particularly in England, France and Germany. Overall, Europe contributes 40% of both revenue and operating income for McDonalds. This brand is one of most valuable brands and the golden arches is said to be the 2nd most recognized symbol in the world after the Olympic rings. And in United States alone, McDonalds‟ typically spend twice as much on advertising compared to Burger King and Wendy's. The golden arches brand is available in all McDonald's outlets around the world to standardize the look and feel and familiar environment for their customer. Next, the other element would be the location service outlet. For restaurants in high traffic public areas, McDonald's adopt free-standing restaurants. While in places with a public car park, McDonald's offer drive-through windows for passengers with family and kids in the car and wish to order take-away meals. Larger outlets will have indoor playground for children's.
In product standardization, McDonald's introduced a breakfast menu in 1976 as a way to attract more customers in
The first key elements for McDonald's is a business model of a restaurant system can set up in everywhere in the world. McDonalds promised customers inexpensive foods regardless of location. They continue to expand and built more outlets around the globe promising customers more convenience and availability. Outlets globally increased from 30,766 to 31,377 outlets from 2005 to 2007. The concentration of marketing strategy is globally advertised in different languages using the same arches logo of McDonald's.
The other element would be the coordination of marketing activities should be reflecting a consistent image of McDonald's. In Western Europe for example, the golden arches ae a familiar sight in Europe, particularly in England, France and Germany. Overall, Europe contributes 40% of both revenue and operating income for McDonalds. This brand is one of most valuable brands and the golden arches is said to be the 2nd most recognized symbol in the world after the Olympic rings. And in United States alone, McDonalds‟ typically spend twice as much on advertising compared to Burger King and Wendy's. The golden arches brand is available in all McDonald's outlets around the world to standardize the look and feel and familiar environment for their customer. Next, the other element would be the location service outlet. For restaurants in high traffic public areas, McDonald's adopt free-standing restaurants. While in places with a public car park, McDonald's offer drive-through windows for passengers with family and kids in the car and wish to order take-away meals. Larger outlets will have indoor playground for children's.
In product standardization, McDonald's introduced a breakfast menu in 1976 as a way to attract more customers in