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Table of content: Introduction Mc Donalds standardized elements Mix marketing adaptation p.1 p.1 p.

Critically analyse the extent that your chosen global brands marketing mix is standardised and/or adapted across international markets. Conclude by providing a 23 paragraph summary that discusses whether you consider this to be an appropriate strategy(s). Remember to support your answer.

Introduction: Beating on the globalisation is the most widely wanted growth strategy by the companies nowadays. However, the globalization involves the economic necessity to target the geographical expansion of a product: source of economies of scale, cost depreciation and competitive advantage on the local market. McDonalds has put in place a real global strategy by applying the standardization concept, but didnt limit to this strategy and adapted some elements of its marketing mix to the local market. Standardized elements by McDonalds 1. Advertising To achieve maximum standardization, the company has relied heavily on advertising. The annual advertising budget of McDonalds is nearly $ 2 billion. The company spends 2 million euros a day on television advertisements. McDonalds needs a very effective communication to forget the centuries of history and culture that constitutes real barriers to homogenization. McDonalds mainly target their advertising towards children because today they have become relatively autonomous in their food choices. To attract children, the character of Ronald the clown was created in 1963. The character's goals are to enable identification toward the restaurants and keep in memory the image of the brand. The "Golden Arches" have become the most recognized logo in the world. McDonalds is the best known brand after Coca-Cola. 2. The employee Every day, 500,000 employees around the world, are doing exactly the same gestures strictly defined, timed and controlled, this standardization is displayed as a selling point. The philosophy adopted by McDonalds is the QSPV: Quality, Service, Cleanliness and Value.

McDonalds believes that a smile secures the loyalty of a customer more than the best cook in the world. Thus each client gets a smile which measured, controlled and polite. Everywhere, the McDonalds team member repeats to the customer exactly the same phrases, look in their eyes at the same time, offer him in the same way more expensive products or complementary. The employee must be uniform, as the product it manufactures and sells. 3. The product The heterogeneity of eaters called the homogeneity of foodstuff. It is about clearing the products from their qualities to create an indistinct product. Lots of products such as beef and onions are reconstituted to standardize the taste and appearance. The quantity works in American ideology as a criterion of quality. This obsession with quantity concern as well raw materials, preparation time, preserving and cooking temperature as the temperature and the service display. At McDonalds, there is an apparent diversity, but the products still use the same raw materials. McDonalds launches new names and different packaging but there are only six major types of products. Only 300 producers worldwide supply McDonalds. Suppliers must share their know-how to allow McDonalds to maintain consistency and control through all the stages of the production. 4. Franchises Nowadays, 80% of McDonalds restaurants are franchises. To ensure McDonalds uniformity in the world, all franchises must use the trademarks, menus, layout and the administrative system of the group. Franchisees must commit to the standards of quality, service, cleanliness and value of McDonalds. This franchise system has enabled the group to reach its current weight, a strong brand and global presence. But standardization has limitations in that it does not take into account the differences of cultures, tastes, needs and purchasing power of consumers. In our case tastes in food vary from country to another. Over standardization can repulse consumers, suppliers and local authorities. When a company is present in many countries, it must respond to different markets by adapting its products and services to the global

environment. It becomes necessary to take into account local issues, culture, religion, tastes, but also competition, distribution and regulation. Mix marketing adaptation: Since its arrival on April 1998, the new CEO has stepped up plans to boost McDonalds machine, especially when trying to prove that the company was "multilocal McDonalds is recognized as the chain of fast food that is the most adapting to local tastes. Indeed, the group has adapted several points of its strategy. 1. The target In rich countries, McDonalds targets children, hence its relationship with Disney. However, in poor countries, this is adolescents and young adults who go to McDonalds to meet. This differentiation results in changes in the size and location of restaurants, prices, advertising and promotion strategies. In Bangkok, teenagers wear T-shirts marked with "McDonalds" in large letters on it. In this town it is a fashion look, while in the United States, this would suggest that he/she is working at McDonalds! 2. The product Although McDonalds takes a global approach, in practice its restaurants serve specialties adapted to local tastes, such as McSpaghettis in Philippines, the lamb burger (Maharaja Mac) in New Delhi, fish and rice in Japan. In Japan, for 30 years, McDonalds has contributed to changing eating habits of the Japanese people by bringing in fast food in their habits. The success of Ma-ku is partly due to the fact that the burgers are adapted to local tastes: the Teriyaki Burger Mac is cooked in a spicy oriental and Calbee Burger has a flavor typical Korean. McDonalds has worked with its franchisees to adapt to cultural differences. In Europe, we can find beer in some McDonalds restaurant, United States, yogurt, salads and pizzas are on the menu, in Jakarta, consumers can eat rice and in Seoul, the restaurants offer sandwiches roast of pork. 3. The distribution

The size of the restaurant also depends on its location. Thus we find small outlets in Japan where the square meter cost is very high as well as very large restaurants with more than 700 places in Russia or China. The color of the waiters uniform are adapted according to the religious beliefs of the country. 4. The price The price could not be the same in developed and developing countries. McDonalds adopts a price based on the purchasing power of consumers and the price charged by its competitors in the same place. 5. Promotion McDonalds is greatly adapting its communication. For instance, in China, the TV ad is a waste of money and the group must use newspapers and magazines. However, if the means of communication changes, the advertising message itself remains the same throughout the world (There's nothing quite like a McDonalds). McDonalds has put 22 years to conquer the world and is now a real fact of life and not just a mode effect. It led to a real transformation of global eating habits, a symbol of the globalization phenomenon. Globalization that was only possible because McDonalds has recognized the need to be both similar and different in each country. This standardization reaches the people because it knows to be different depending on the country through an image system. The success of McDonalds is the standardization combined with local roots.