Mcdonald's Global Strategy

Introduction

A great example of an organization that practiced successful global marketing strategies and became one of the most famous brands - is McDonalds. What is the secret of such successful global strategy that made the company the biggest fast food chain in the world? This paper discusses the McDonald’s global strategy that established a successful international presence for the company. Report analysis the cultural differences that are managed by the McDonald and suggests a strategy for future global growth.

McDonald’s global strategy

Part of MacDonald’s success stems from their product development strategy and experimentation. This strategy is used to reach target customers. Indeed, the concept of “Glocaliztion”, which means thinking

This strategy ensures that there is always something familiar for consumers on the menu. When expanding internationally, McDonald creates several products to meet consumer demand in the local markets. In the Netherlands, for example, they have developed the McKroket, a burger featuring a typically Dutch kroket, a deep-fried, ragout-filled patty. In the Canadian province of Quebec, McDonald 's offers poutine, a traditional dish of french fries, gravy and curd cheese. In Japan, apart from the traditional menu you can find seasonal and limited-time items such as “The Teri Tama Burger”, served during spring or “The Tsukimi Burger”, served during Tsukimi season (in the autumn). In the US there are the popular “McRibs”, just available for a short time each year (Howard, 2014). In addition, the company respects the countries’ environmental policies and their enforcement in foreign countries. According to McDonalds, the company not only complies with local laws everywhere they operate, but they often go above and beyond legal mandates to provide additional benefits and compensation, deliver training that develops both professional and life skills, and to help protect the health and safety of crew and managers in their restaurants” (http://business-humanrights.org). This confirms once again that company practices a glocalization

The company has failed to make their food healthier. When comparing with Subway or other more natural and fresh fast food brands, McDonalds has made only minimal efforts. It seems as though McDonald’s has almost become the symbol for the unhealthy eating habits of Americans, along with the widespread obesity epidemic plaguing the United States over recent years. . Many people no longer prefer low cost over quality, shifting popularity away from McDonald’s and towards other fast food providers

Therefore, I think the next strategy for future global growth, should be more focus on healthy and organic food option. In addition, the company should use strong marketing tools, from menu boards to national television advertising campaigns, to help customers understand the nutritional choices