Académique Documents
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Introduction/History
Objectives
SWOT Analysis
Franchises
Impacts of Franchises
STP
Product
Place
10
Price
11
Promotion
John Chapman
Tiandra Williams
Taylor Fraser
Francesca Massari Figari
Tameka Winchester
Caitlin Cameron
Iman Paul
8-9
12-13
Process
14
Physical
15-16
People
17
Technology
18
Recommendations
19
Questions
20
INTRODUCTION/HISTORY
Roy Kroc
First franchisee owner, Chicago 1955
McDonald's International Marketing Strategy | July 29, 2015
OBJECTIVES
Examine the international marketing
Strategy of McDonalds
Analyze the current international
marketing strategy McDonalds
implements
Identify key areas of opportunity for
McDonalds
McDonalds ambition goes beyond their oerings; the company chooses to focus on
being a positive force for its customers, employees, the communities it operates in
and the world as a whole.
McDonald's International Marketing Strategy | July 29, 2015
SWOT ANALYSIS
Strengths
Brand Recognition
Economies of Scale
Business Structure
Diversified Income
Opportunities
Changing Menu
Developing Markets
Weakness
Public Image
Little Differentiation
Threats
Competition
Health Concerns
FRANCHISES
PROS
Low financial risk to
McDonalds
Utilize franchisee
knowledge of host
market
Faster implementation
CONS
Lower profit potential
Low amount of control
over branding
McDonald's International Marketing Strategy | July 29, 2015
IMPACTS OF FRANCHISING
Political/Legal
Host country laws
Political instability
McDonaldization
Environmental
Responsible partners
Cultural
Culture clash
Knowledge transfers
Technological
Infrastructure
Supply chain implementation
S-T-P
Segmentation & Targeting:
Geographic Markets
Demographic
Psychographic
U.S.
International Lead
High Growth
Foundational
Age
Income
Ethnicity
Health Conscious
Consumers
Positioning Statement
McDonald's is the leading customer-focused global food retailer,
because they stress the importance of creating value for the
consumer by successfully incorporating a geocentric business and
marketing model.
PRODUCT
Global Localization Think Global, Act Local
Think Global:
Standardize key oerings across all their markets
Act Local:
Adapt specific menu oerings for dierent market
PRODUCT
The Product Life Cycle
Menu items change over time due to consumers changing tastes
and sophistication
Dierent stages of market penetration and development
PLACE
Food from approved direct and
indirect independent suppliers
Suppliers own and operate
distribution centers globally
Leverage scale-economies to
mitigate risk and ensure quality
Indirect Suppliers
Direct
Suppliers
McDonalds
Restaurants
Happy
Customers
10
PRICE
Invention/Geocentric Pricing
Market prices based on:
Local costs
Income levels
Competition
Local marketing strategy objectives
McDonald's International Marketing Strategy | July 29, 2015
11
PROMOTION
Brand Global, Advertise Local
12
PROMOTION
Brand Global, Advertise Local
Digital:
Social Media Management
Localized App Options
Advertising
Television commercials
Sales Promotions
Monopoly Sweepstakes
Public Relations
Used more when television potential reach is low
Local & National Sponsorships
McDonald's International Marketing Strategy | July 29, 2015
13
PROCESS
Kitchen blueprints almost identical in every store
Food preparation visible to customers
Hygienic standards and food safety protocols
14
PHYSICAL
Various aspects of physical stores adapted depending on the
market
Cultural norms are examined and used to implement physical
strategy
Consistent consumer experience that is common across the
board
Company logo
Red and Gold branding colors the same everywhere
15
PHYSICAL
Domestic changes in store ambiance and
comfortability
China
Less is More concept design
Softer colors, cushioned seats
Indonesia
Upscale dining experience
Sitting on floor mats
16
PEOPLE
Global standardization of hiring process provides
franchise uniformity
Hamburger University
Manager and potential franchisee leadership training grounds
Meant to improve management skill set
Used to create a consistent management experience globally
17
TECHNOLOGY
Create Your Taste
Capability to create your burger
Engage others through sharing your Burger Genius
Applications
Gaming Apps targeting children
Restaurant Apps meant to simplify customer experience
Digital Pay
Use of Apple Pay in Domestic Markets
Rolling out in China as a result of Chinas hesitancy to use
credit cards
18
RECOMMENDATIONS
Increase the Value
Maximize benefits
Train front line employees
Expansion
African markets
South Africa Gateway
Following in Chinas
footsteps
McDonald's International Marketing Strategy | July 29, 2015
Source: Wikipedia.com
19
QUESTIONS?
Philippines
20