Mcdonald's Case

The article deals with the development of a solid marketing strategy that enables penetration of foreign markets. It presents the company “McDonald’s” which serves as one of the best examples of transcontinental companies with global operations. The article dwells upon reasons for success of “McDonald’s”.

First of all, the company has made it one of its principles to work with local suppliers of ingredients, at any cost – even if it means building a new subsidiary.

Second, “McDonald’s” puts great focus on quality and safety of the products, hence the elaborate quality control.

Third, this company knows how to work its global strategy: it has made its products unique and recognizable in the whole world but allows certain alterations according to the wants and needs of customers in particular regions. It brings peculiarities of national cuisine into menus but still makes every customer feel like a “citizen of the world”.

And forth, “McDonald’s” has made expansion its main goal. Right now, the US are flooded with “McDonald’s” restaurants. And while its positions in Europe are somewhat weakened by fears of mad cow disease and doubts of antiglobalists, its presence in Russia is growing and will continue to do so. It hardly faces any competitors on this relatively new market, what with its image and stability.

Over the many years of international operations, “McDonald’s” has grown into a certain image of globalism and has become a topic of many fierce polemics. It presents the dual nature of globalism in the world struggling for its identity and welfare at the same time.