Good Case Study About McDonald's Expands Globally While Adjusting Its Local Recipe
McDonalds is one of the world’s most popular food outlet that has chains all over the world. It serves over sixty million customers in a day and has granted employment to thousands of people globally. The products produced by this company have become very popular several countries of the world’s continents. The aim of this study is to explain the essential elements that have enabled McDonalds to develop. The reception it has had in the different countries is also of importance. We shall specifically look at China and Asia and consider the factors that have led to the success of this company and some of the solutions to the challenges it has faced in other continents. Finally, we shall look at the reasons why anti-globalization protesters target McDonalds.
The key elements in McDonalds marketing strategy is intensive efforts of promotion and memorable advertising. Market development, product development, and market penetration are some of the ways in which McDonalds have achieved intensive promotion efforts. All along, they have been able to penetrate globally. These efforts have helped McDonalds to improve its position of competitiveness of the products they are selling. McDonalds ensures standardization of its products by ensuring that the food is reliable, and the restaurants are clean, and the service to customers is good enough for its customers. I think McDonalds thinks global and acts global too because they have been able to open over thirty-two thousand outlets worldwide. They have been able to surpass upcoming food chains like pizza hut and burger king. McDonalds was first established in the United States of America. The restaurant growing to an extent of opening two hundred and thirty-five stores in Russia and thousands more in other countries shows its ability to grow and think globally.
Government officials in Russia and China have welcome McDonalds an extensive manner. Nevertheless, in mid-1992, China McDonalds found itself in a rift with the city officials concerning the twenty-year lease for the site. Beijing, the capital of China, ended up having disagreements between the central government and the city officials. A 1.2 million dollar complex was established. From then on, McDonalds vacated the area and has now established over one thousand outlets in China only. In Asia, they happened to be a conflict with the traditions of the Hindu citizens. As their religion states, they are not supposed to consume beef products. Hence, McDonalds provided only chicken products to this area. It gave McDonalds a chance to be received by the customers of this continent.
Price, place, people, product, and place are a combination of factors that can meet the customers’ satisfaction in the targeted market. They have assisted McDonalds grow into the famous and popular food outlet it is globally. For instance, the price factor is crucial to the customers. The prices of all the products sold at the food outlet are affordable. Then again, they are placed everywhere. Hence, it is convenient to individuals who travel around the world.
It is not realistic for such an international company to grow without facing challenges. Of course, it has suffered some rejection in some areas for instance in Asia. They couldn’t consume beef products and for some time, McDonalds had to figure out the best product they could have sold to them without being rejected. They settled on chicken products. Ant globalization protesters have targeted McDonalds because they feel like it aims at a profit maximization at the expense of the working conditions and standards and also environmental conservation principles. They also protest about the health issues that are faced by people globally saying that the products sold at McDonalds pose a high risk to the health of its consumers.
In conclusion, McDonalds has been able to counteract all the challenges it has faced to date. Despite the many protests, it is the best at selling is products compared to its competitors such as burger king, Starbucks and pizza hut. Its strategy of intensive efforts of promotion has ensured that it remains at the top as well as good advertising.
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