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Memo
McDonalds Case Study
Overview
McDonalds is a U.S based company with a mission to globally standardize its overall product and service. The company built its popular reputation by ensuring aspects of cleanliness, immediate service and familiarity. McDonalds main goal is to be the leader in the worlds best quick service restaurant experience. As the world expands and changes, modern day lifestyles are becoming more and more in favor of the idea of a fast food service.
Strategy and Standardization
McDonalds is apart of the global market holding restaurants in many different countries all over the world. They are widening their horizons to incorporate more of the worlds diverse population. By occupying 30,000 restaurants in over 119 countries, McDonalds is attacking the mass marketing aspect of the global business mix. McDonalds marketing strategy which includes some global elements touches upon aspects of each “P” in the marketing mix. Promotion for example in Japan uses television commercials showing families eating McDonalds food while spending time together. Place is shown when India has a high demand for fast food restaurants and management identifies strategic locations in areas with high pedestrian traffic. Prices in many of these countries are also much lower then we are used to seeing. Product is affected according to the region that the restaurant is located. In the Hindu religion it is prohibited to eat meat therefore, McDonalds came up with a lamb-based product. McDonalds international is organized into four different geographic regions. Europe, Asia/Pacific, Middle East, and Africa, Latin America and Canada. In having so many different locations and different cultures to facilitate, McDonalds is constantly extending a few aspects of its overall appeal however, still staying true to its companies standards. By placing McDonalds restaurants in foreign areas, the company must comply with the local interests and sometimes religious and social customs of that area. It is stated on the McDonalds website that, “Were not just a hamburger company serving people; were a people company serving hamburgers.” The issue of global standardization fits in such a way that when a McDonalds restaurant enters a new market, the company is not getting rid of all that is normal to a U.S based restaurant it is simply extending its products to conform to that markets standards. For example as stated in the case, McDonalds frequently adapts its food to suit local tastes. Other offerings are made available to the menu such as kiwi burgers in New Zealand, banana fruit pies in Latin America and fried chicken in Asia. In many cases they change their food processing methods to comply with local religious customs. Overall McDonalds is still the same standardized company it is just stretching its arms a little to act in accordance with local supply and demands.
Greetings with open arms
McDonalds believes that the markets overseas are its driving force to becoming an international giant. By expanding its restaurants to India, China and the Pacific market growth with take off. The demand for McDonalds in these areas seems to be growing just as fast as a new one opening on the next corner. Consumers seem to be pleased with the development of these