Global Companies on Local Markets - Cultural Context of Mcdonald’s and Its Products.

Global companies on local markets - cultural context

of McDonald’s and its products.

by Malgorzata Pryc

WSMiP

International Marketing

Nr albumu: 281251

In modern times we can observe that more and more companies are achieving a global-wide reach and recognition. We could ask ourselves, what stands behind this success

and what makes such companies different. I personally believe that this is highly related

to the increasing amount of countries that attracts investor by its emerging economies, convenient tax policies and consumers demands for high quality products. However, these companies would not be able to achieve success if not carrying over a very scrutiny market research, implementation of well-structured marketing strategy with a good understanding

of local market. All in all, there is nothing new under the sun that every country have

a different culture, every society have a different background and was shaped

by differentiated factors.

Buyer behaviour and consumer needs are largely driven by cultural norms. Cultural backgrounds also influence consumers’ information processing

and buying motivations.

However, to discuss the efficiency of globalization and wide scale marketing strategies,

it would be needed to define a culture itself. According to Terpstra and David, culture

can be described more in a business-oriented way. They believe that culture is something that every single person have to learn, so it means that once we are born, our culture is not defined yet. They indicate few important cultural features, which can be very useful in business comprehension. In their definition they point that culture is compelling and it states for

interrelated set of symbols whose meanings provide a set of orientations

for members of society.

If the society wants to stay viable, orientations mentioned above need to be used as solutions to typical problems that every community have to struggle with. Even though there

are...