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Intensity in Globalization

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Submitted By tolyts
Words 408
Pages 2
Project Task
Industry: Restaurant/ Fast Food
Leader: McDonalds
McDonalds is fast-food restaurant established in 1940 in San Bernardino, California, but became a corporation in 1955. Over the years, McDonalds spread to more than 100 countries around the world, with more than 35,000 restaurants. McDonalds is known for their ability to satisfy different tastes in different countries and offering meals that are familiar and part of their everyday diet and for a low price at the same time. In recent years in the US, McDonalds put efforts in changing the way people see their menu, unhealthy, by offering salads, fruit, and other “healthier” alternative options. Although their struggle to keep their menu healthy and affordable is still ongoing, they still remain at the top of the fast-food restaurant list globally.
Follower: YUM Brand’s Taco Bell
Taco bell was founded by Glen Bell, who first opened a hot dog stand called Bell’s Drive-In in San Bernardino, California in 1946. Bell’s Drive-In sold hamburgers and hot dogs in 1952. At the same time Mcdonald Brothers were building their first restaurant.
Taco Bell takes direct aim at McDonald’s Corp. in a new advertisement, which rolled out a new television ad featuring men named Ronald McDonald talking about how much they like Taco Bell’s various breakfast offering. For many years, McDonald’s has been the leader in fast food chain breakfast sales, but Taco Bell is looking to at least make it into the No. 2 spot, and could take over the top spot eventually. Taco Bell rolled out a breakfast menu nationwide in 2014. The menu, which includes Waffle Taco, A.M. Crunchwrap and Bacon-Egg Burrito debuted in Taco Bell locations across the United States.
Why: We have chosen McDonalds and Taco Bell as the companies to analyze for the project for a couple reasons. The first reason is that Taco Bell just recently this year ramped up it’s attempt to break into McDonald’s breakfast market. This is a great situation to analyze a follower and leader as different marketing techniques are used. Another reason for choosing these companies is that they are very well known public companies, so the research into them should be a easier than researching smaller companies. Lastly these companies have both been facing a very tough economy and are in a struggle to compete on numerous fronts. Looking into the companies and developing a plan moving forward is an interesting prospect.

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