...Standardisation vs. adaptation international marketing approach with regards to McDonald’s operations in India Introduction The central purpose of the study is to determine the best international marketing strategy for McDonalds in India and shedding light on these strategies- Standardisation or Adaptation. Background McDonald's™ is a pioneer in the foodservice industry with over 32,000 restaurants in about 130 countries. The brand is handled and overseen by two following business organisations in India: * Connaught Plaza Restaurants Private Limited, headed by Mr. Vikram Bakshi, JV Partner and Managing Director, East and North India * Hardcastle Restaurants Private Limited, headed by Ms. Smita Jatia, Managing Director (MD), West and South India McDonalds believes in Q-Quality, S-Service, C-Cleanliness and V-Value. This motto is their driving force in the Indian marketplace. For McDonalds, India was the first country wherein no-beef or pork products were served. McDonalds in India catered to wants and needs of the people, with different menus as well as food processing plants for vegetarian and non-vegetarian customers. Currently, in India there are 300 McDonalds. Discussion Standardisation approach is quite different from the adaptation international marketing approach. When the needs and wants of the target market are same, standardization strategy comes into the picture. On the other hand, if the wants and needs of the target audience are different, and also...
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...internationally. A company that expands internationally without a strong marketing plan will more than likely fail. Each company must have marketing strategy prior to expanding their business internationally. A functional marketing strategy will assist marketing managers to acquire information on the marketing mix, which includes; product attributes, distribution strategy, communication strategy and pricing strategy. Each country comes with it’s own marketing challenges and obstacles. What works well in one country, might be a failure in another country if the same marketing mix is used without consideration to the market segmentation. An important aspect of a marketing strategy requires a marketing segmentation, a company must be able to differentiate their products to represent the culture of the host country. Fast food restaurants must carefully consider all aspects of the targeted market in order to be successful. McDonalds is a well-known fast food restaurant all over the world and they are very successful due to their market strategy and how well they adapt to the segmentation of each country they operate in. “McDonald’s products are standard in all franchises. However, the company adjusts to culinary differences in various cultures .” In the case of India, McDonalds offers vegetarian burgers to practicing Buddhists who are not permitted to consuming beef products because of religious believes. McDonalds was able to take their services to India by changing their products to...
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...For this task I have to select one organisation, either McDonalds describe the methods used to make marketing decisions based on the behaviour of the customers, competitors and the market environment. research can be used to decide if some restaurant needs to be closed if satisfactory profit is not Marketing Research: Marketing research is aimed to help organisations make effective decisions by providing by providing information that can inform the decision making process Different Types of Marketing Research: There are two types of marketing research, they are: Primary Research- Carried out to find new information required for a marketing research project, which has never previously been collected. Secondary Research- Makes use of work already carried out by someone else for some other marketing project or other purpose. Examples of primary research: * Observation- Useful when a topic first needs to be explored, for example how children play with a new toy. There is no communication between the researcher and the people being observed. * Experimentation- Researchers use it to try to identify the impact of a change in something such as price or packaging format while keeping everything else the same. * Surveys- Use questionnaires to collect data by face-to-face interviews, using the post, email, telephone or internet. Used to obtain data about attitudes, awareness, motivations and lifestyle. Examples of secondary research: * News reports- newspapers...
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...* ------------------------------------------------- MCDONALD’S RESEARCH * ------------------------------------------------- * ------------------------------------------------- Identify the key characteristics of the products and/or services and their significance to the market. The McDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries.[4][5] Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27 percent over the three years ending in 2007 to $22.8 billion, and 9 percent growth in operating income to $3.9 billion. McDonald's primarily sells hamburgers, cheeseburgers, chicken, French fries, breakfast items, soft drinks, milkshakes, and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, fish, wraps, smoothies, and...
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...CASE STUDY: MCDONALD’S Executive summary This case study looks to evaluate marketing within McDonald’s and will look into how it has affected McDonald’s in terms of its position within the market. Through research, a positive correlation has been revealed between how successful a company operates and how committed they are in terms of customer focus and its marketing strategy (Kloter and Armstrong, 2010). This study will demonstrate how McDonald’s marketing strategy has helped render the company a global success. This is shown through the SWOT analysis. This study has found that the pivotal ingredient in this company is the unique and effective marketing strategy. Also to be credited was that the strategy showed that there were areas which could potentially disrupt the current rate of success (in terms of monetary results) If they are not rectified. A recommendation could be to increase the amount of ‘Healthy foods’ McDonald’s currently offer, to do so McDonalds would need to invest more in their product segment of the marketing mix. Introduction In many cases a company does not become successful overnight. There are a number of key ingredients which need to be focused on, in order to achieve its potential. An important part of this is the ‘marketing strategy’. The majority of successful firms invest large sums of capital and time into tailoring their strategy focusing on the potential changes in customer levels, rivals and the environment (Bradley, 2005). McDonald’s currently...
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... | Contents 1. Introduction 2. Mission Statement 3. Marketing Audit 1. Macroenvironment 1. Politics 2. Economic 3. Ecological 4. Social 5. Technological 2. Microenvironment 1. Competition 2. Suppliers 3. Customers 4. SWOT Analysis 1. Strengths 2. Weaknesses 3. Opportunities 4. Threats 5. Marketing Objectives 1. Strategic Thrusts 2. Strategic Objectives 6. Core Strategy 1. Target Marketing 1. Segmentation 2. Targeting 3. Positioning 2. Competitor Targets 3. Competitive Advantage 7. Marketing Mix Decisions 8. Organisation and Implementation 9. Control 10. References 11. Bibliography 12. Appendices 1. Introduction This report will provide you, as McDonalds, with a full marketing plan identifying the key issues. In this plan we will critically analyse each stage of the marketing planning process, and suggest possible strategy changes which you may wish to consider. We will set examples with theories throughout the plan and compare existing marketing decisions with our recommendations and the importance in building and maintaining your competitive advantage. 2. Mission...
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...& Kotler, 2015). For this paper, I have selected McDonalds for discussion. As a company McDonalds has a great reputation as Pfeffer (2006) suggested, “even if the world ends, McDonald’s would still be open”. This paper provides an adequate discussion regarding the market segmentation and positioning strategy followed by McDonalds. McDonalds has segmented its market according to demographic, psychographic, geographic, and behavioral characteristics. They also have segmentation among students, kids, and family. Their positioning strategy has given them an extra edge to become one of the largest chains around the world. Company Overview McDonald's Corporation has been the world's largest chain of hamburger fast food restaurants. It serves approximately 68 million customers in 119 countries in 35,000 outlets around the world. Richard and Maurice McDonald founded McDonald’s in 1940. In 1960, the advertising campaign named "Look for the Golden Arches" gave the company a great sales boost. In 1954, Ray Kroc joined and suggested to franchise the restaurants throughout the countries. McDonalds used its corporate logo from November 18, 1968 to 2006. McDonalds has a predominant market for selling hamburgers, variety of chicken sandwiches, French fries, breakfast items, soft drinks, and desserts. It also sells vegetarian items, wraps, salads and some localized items according to demand and locations. An appealing item from McDonalds is the McRib,...
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...SHARON HUTCHINSON MODULE#: 01- MARKETING (G) NUMBER: RDIHCBF002G DATE SUBMITTED: 30/10/2009 TUTOR: MS. PAULA REILLY TABLE OF CONTENT 1. Introduction 3 2. Concepts and Process of Marketing a. Alternative definitions of Marketing 4 b. Main characteristics of a Marketing Oriented Organization 4 –5 c. Selling Concept with Marketing Concept which describe McDonalds 6 d. Benefits of implementing a Marketing Approach to McDonalds 6 – 7 3. Segmentation, Targeting and Positioning a. Two Marco and one Micro to marketing undertaking by McDonalds 7 – 8 b. What is Segmentation and Three criteria for McDonalds 8 c. The Target Market of McDonalds 8 - 9 d. What is buyer Behavior and benefit to McDonalds 9 4. Marketing Mix a. Analyses how McDonalds gain competitive advantage through 9 -10 their products b. Distribution Strategy used by McDonalds 10 c. Explain how prices set by McDonalds reflect their objectives and 10 - 11 marketing condition d. Methods McDonalds used to promote their products/services and how 11 effective they are. 5. Marketing Segments and Contexts a. Choose one McDonalds product and devices two marketing mixes 12 for the product b. Difference between marketing to organization rather than consumers 12 - 13 c. Explain how and why International Marketing differs from 14 - 15 Domestic Marketing for McDonalds 6. Bibliography and References 16 ...
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...Ethnic marketing: McDonald’s Is lovin’ it Give a summary of the text. The text is about McDonald’s ethnic marketing strategy pass the years and what types of advertising they use, it’s about what kind of strategy they use and why they use it. The music industry has long sold black culture to white Americans, McDonalds is now doing much the same, and it’s taking cues from African Americans, Hispanics, and Asians to develop menus. Neil Golden does also says that the ethnic consumer tends to set trends, so they actually help set the tone for how McDonald’s enter the marketplace, and McDonald’s is taking it’s marketing cues from the minority groups, which is trendsetters for white America Golden did also create a strategy for the U.S business that he calls “Leading with Ethnic Insights.” Working with Jonah Kaufman a McDonald’s franchisee that has 13 restaurants on Long Island. Comment on McDonald’s marketing strategy. Marketing is probably one of the most important strategies towards the growth of a company. Many businessmen and marketers are coming up with different marketing strategies so they can sell their product to different consumers in a given region or country. This has also led to the need for much more focus on ethnic minority groups especially in the United States where there are many different ethnic communities. McDonald’s was one of the first companies there used ethnic marketing strategy. McDonald’s marketing strategy is to take cues...
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...October 10th,). The Global Business Strategy of McDonald and how it reached All the Corners of The World at Lesser Cost. Retrieved from https://www.academia.edu/6465022/Global_Strategy_of_McDonald_and_How_It_Reached_All_corners_of_World 2. Ashley Lutz. (2014, October 24th). McDonald’s Is Making 4 Changes To Get You To Eat There Again. Retrieved from http://www.businessinsider.com/mcdonalds-us-strategy-for-2015-2014-10 3. Ovidijuis Jurevicius (2013, February 16th). SWOT analysis of McDonalds. Retrieved from http://www.strategicmanagementinsight.com/swot-analyses/mcdonalds-swot-analysis.html 4. Harsh Narula. ( 2014, July 29th). McDonald’s Supply Chain. Retrieved from http://www.slideshare.net/harshnarula/mcdonalds-supply-chain-37455744 5. Dan Moskowitz (2014, March 22rd). The Motley Fool: McDonald's new menu item hints at new strategy Retrieved from http://www.usatoday.com/story/money/business/2014/03/21/mcdonalds-new-menu-item/6705499/ 6. Keith Nunes (2014, October 22nd). McDonald’s to focus on local, customization in 2015. Retrieved from http://www.foodbusinessnews.net/articles/news_home/Business_News 7. Adam Jones (2014, June 18th). Must-know: A company overview of McDonald’s. Retrieved from http://marketrealist.com/2014/07/must-know-company-overview-mcdonalds/ 8. Don’t just talk; register. (n.d). A McDonald’s Restaurants case study. Retrieved from http://businesscasestudies.co.uk/mcdonalds-restaurants/the-marketing-process/introduction.html#axzz3TmfHSNfl ...
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...| D1 (D1) Evaluate the effectiveness of the use of techniques in marketing products in one organisation In this assignment I will evaluate how effective the techniques are when used for the new McDonalds products. Marketing techniques is a useful tool to market McDonald’s products; however their usefulness can be criticized. I will also discuss the validity and reliability of the data used to evaluate the effectiveness of the marketing techniques. Market Penetration McDonalds uses market penetration technique to market its products to existing target markets. The whole point is to sell more of the existing products to current market segments. McDonalds is a fast food outlet and provides goods at a very cheap price therefore its main target market is students and young professionals, McDonalds has used market penetration to encourage its market segment to buy more and has therefore introduced offers such as a free hamburger, cheeseburger or McFlurry with the purchase of an extra value meal. McDonalds also offers saver menu meals which come at a cheaper price and are offered to all customers. The advantage of this technique is that customers will buy McDonalds products more regularly and in bigger quantities, which will increase sales and therefore profit. The offers mentioned above will generate demand for the products and increase market share, however there are drawbacks to this type of marketing strategy. The disadvantage of such a technique could be that; such low prices...
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...McDonalds Business Organizations do not exist in vacuum. They operate within a competitive industrial environment. Analyzing its competitors not only enables an organization to identify its own strengths and weaknesses but also help to identify opportunities for and threats to the organization from its industrial environment. SWOT analysis is a systematic analysis of these factors and the strategy that reflects the best match between them. Let us analyze these principals in relation to the core competence of McDonalds, one of the largest food chain companies in the world. Let us first start with the strengths and the positive aspects which define the performance of this company. How can we define the company's strengths? Strength is a distinctive competence that gives the firm a comparative advantage in the market place. For instance financial resources, image, market leadership and buyer supplier relations etc McDonalds is the no: 1 fast food chain stores with a 40 million customers visiting it per day. It has over 30,000 branches in 120 countries. It derives 80% of its revenues from eight countries like Canada, Brazil, Germany, France, Japan, UK, Australia and US. The greatest strength was creating an image in the minds of the people and introducing them to the fast food culture. Delivery speed, customer care and cleanliness are the core strengths on which these stores expanded. They created a corporate symbol and their advertisement campaigns were highly successful in establishing...
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...MG209: Individual Assignment McDonalds Business Portfolio Submission Deadline: 12/12/14 Word count: 3, 163 Contents Page Introduction Page 3&4 Theme 1 Page 5 * Remaining Market Leader while doing business overseas * (i) Position and Structure as a Transnational corporation Page 5 * (ii) Focus on the Brand and Strategic Targets Page 6 Theme 2 Page 7 McDonalds External Dependencies and Influences on Structure * (i) Relationship with suppliers Page7&8 * (ii) The Contextualizing Industry and the government as stakeholders Page 9 Theme 3 Page 10 McDonalds Organizational Culture * (i) Company Culture in relation to strategy and structure Page 10 * (ii) Post Bureaucratic Cultural Control Page 11 Conclusion Page 12 References Pages 13- 15 Portfolio Pages 13 – 24 Acknowledgement I confirm that the work undertaken for this assignment is entirely my own and that I have not made...
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...P1- Describe how marketing techniques are used to market products in two organisations. Marketing is the process in a business that it’s publicising the value of a product or a service to the customers with the aspiration of selling the product or the service; it is a demanding business function in order to attract customers. Tesco and McDonalds are the two chosen businesses where I will be looking at their objectives and marketing objectives; as well as at the marketing techniques used in order to succeed. Tesco is the biggest private sector employer in the UK; the company has more than 360,000 employees worldwide. Tesco operates in 12 countries outside the UK, including China, Japan and Turkey. The company has recently opened stores in the United States. This international expansion is part of Tesco’s strategy to diversify and grow the business. Whether McDonald’s is the leading global foodservice retailer with more than 35,000 local restaurants serving nearly 70 million people in more than 100 countries each day. Tesco’s objectives are: * To meet the needs of customers by constantly seeking, and acting on, their opinions regarding innovation, product quality, choice, store facilities and service; * To work closely with suppliers to build long term business relationships based on strict quality and price criteria; * To provide shareholders with progressive returns on their investment improving profitability through investment in efficient stores and distribution...
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...analysis 5. 2.1 external forces 6. 2.2 internal forces 7. 3.0 target publics 8. 4.0 objectives 9. 5.0 strategies 10. 6.0 projects and action plan 11. 6.1 specific tasks 12. 6.2 time frame, 7.0 conclusion 1.0 Executive summary: McDonalds is an internationally recognized organization as a leading global foodservice retailer. With 34,000 restaurants worldwide, 1.8 million employees, serving approximately 69 million people in 119 countries each day. Although it is a leading foodservice retailer there are some areas that should be address, that if fulfilled can greatly increase business for the company. The main issue with all fast food services is the way they are viewed in the public eye as they are so heavily monitored by the media. Many individuals and families are reluctant to purchase fast food in general due to the reputation of poor quality nutrition and lack of healthier options; this is an issue McDonalds will have to conquer through marketing, advertising and public relations. Advertising will also be vital to gain the awareness through the main channels of communication. McDonalds already has extensive advertisement via television and billboards. Brand awareness would greatly increase if there was more advertisement via online, via popular websites such as Facebook and Twitter which are constantly used. McDonalds already has a Public Relations team that is concerned with the way they are perceived, it is vital for their roll to maintain...
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