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Domestic and Global Marketing

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Domestic and Global Marketing: The McDonald’s Corporation
MKT/421

The McDonald’s Corporation
The McDonald’s Corporation is a global enterprise whose success is getting into the market first and outlasting the competition. This is a strategy that has worked since the company was founded in 1937. Although McDonald’s is an American company, founded in the United States the company has rapidly grown to become a global enterprise. According Armstrong & Kotler, (Armstrong & Kotler, 2011, pg. 479),
“The quintessentially all-American company now sells more burgers and fries outside the country than within. Nearly 65 percent of McDonald’s $23.5 billion of sales last year came from outside the United States, and its international sales grew at close to twice the rate of domestic sales growth.”
Today the company has 32,000 restaurants and serves more than 58 million people worldwide (Armstrong & Kotler, 2011, pg. 479). The company has come a long way since the two McDonald brothers opened their first tiny restaurant in Pasadena, California. The company expanded in 1954 when Ray Kroc offered McDonald’s a franchise option and rest was history. The first McDonald’s international venture occurred over the border in Canada during 1967. To become a leader domestically and globally the company needed to learn a few lessons.
Domestic
These days the economy in the United States is down. McDonald’s has managed to stay in business through sluggish economies in the past. With the decline of profit in the second quarter of 2012, company officials decided to increase marketing around value, something Americans appreciate. Focus shifted to value of the McDonalds brand. The idea was to coax American buyers into purchasing more regular price items over long term and wait for the economy to pick up again. Don Thompson, the Chief Executive Officer of the corporation has

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