Question

How is McDonald's utilizing different marketing strategies internationally, especially between the U.S. and Britain. What are some of the marketing strategies that worked or did not work for McDonald's?

Answer 1

McDonald's was founded in America in 1940 as a fast food company. it is a company which operates through franchise world wide now a days. Since McDonald's is one among most successful global restaurant chain so they need to have effective marketing strategy which will enable them to work efficiently.

McDonald's work on the concept"think global and act local" According to McDonald'd the the international market requires local responsiveness, so that they can satisfy their customers need efficiently. according to them no other strategy will help them to be successful in the international market. based on the above concept McDonald's believe in hiring local people who can understand the local needs better and act accordingly. but going global has political and legal limitations which the company needs to face because the international law and political environment changes from place to place. like few countries don't welcome FDI in fast food industry which makes the business of McDonald's difficult in such countries. other than this religious belief also affect the company's business. like countries like India do not accept beef burger hence in that case country wise local customization is the best marketing strategy for the company. the company adopts customer friendly marketing strategy because they accept the importance of customer in their business. they prioritize making the customer happy.

The fast food industry is changing day by day. in order to find the changes in Britain they conducted a survey where they found that the customer need is changing, they desire to get something new in the product, competition too is increasing day by day, apart from it the store design was regarded uncool hence it attracted less customer so they needed to change their marketing strategy in Britain. The company brought about many changes in Britain marketing strategy that affected the company image they added new healthy options in their menu like yogurt, fruit, salad etc. new items that suited the taste of local customers were also included in the menu of British restaurants like roast beef, vegetable sandwhichs, onion rings.they even redesigned their logo and interior of the dining area etc.

like wise McDonald's have local marketing approach in United States, they offer product as per the local need of customer and provide unique features in their product that other competitor do not offer. the approach of having different marketing strategy that suits the local needs has made the company successful and one among the global leaders in fast food industry.