Mcdonalds Case 1-2

Case 1-2

1. Identify the key elements in McDonald’s global marketing strategy (GMS). In particular, how does McDonald’s approach the issue of standardization?

With the growing popularity of American-style hamburgers, fries, and soft drinks around the world it creates a chance for McDonald’s to continue expand globally. With McDonals’s now reaching to more and more countries it is allowing people to experience for themselves a fast food legend. Due to certain culutures and beliefs McDonald’s has had to adapt to customs and tastes of individual countries. For example, in India where the Hindu religion prohibits eating beef, McDonald’s sells the Maharaja Mace which uses lamb in place of beef.

2. Do you think government officials in developing countries such as Russia, China, and India welcome McDonald’s? Do consumers in these countries welcome McDonald’s? Why or why not?

McDonald’s and other franchises with well-known brand names are generally welcome. McDonald’s and other similar businesses provide jobs and employee training. Local autghorities and the local population usually support McDonald’s because they do a good job of working with agricultural producers to develop local supply sources for beet, potatoes, and dairy products. Lifestyle changes are rapidly changing across the world, and with that people are quickly embracing the concept of fast food.

3. At the end of 2003, McDonald’s announced it was selling the Donatos Pizza unit. Then, in 2006, the Chipotle chain was spun off. In light of these strategic actions, assess McDonald’s prospects for success beyond the burger-and-fries model.

McDonald’s spent a good amount of time acquiring businesses they believed to be complimentary to their core business but in the end this strategy did not work out so well. Competitors gained some ground in the burgers and fries business. The company reasserted Competitors gained some ground in the burgers and fries business. The company reasserted themselves in...