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The Global Marketplace and McDonalds. Bus 306-02 Principles of Marketing Tanja Kuehni Elisa Lokmagozian Andrew Mirto Erik Sharp. Agenda. What is global marketing Global marketing environment Deciding to go global Deciding on the market and how to enter

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the global marketplace and mcdonalds

The Global Marketplace and McDonalds

Bus 306-02 Principles of Marketing

TanjaKuehni

Elisa Lokmagozian

Andrew Mirto

Erik Sharp

agenda
Agenda
  • What is global marketing
  • Global marketing environment
  • Deciding to go global
  • Deciding on the market and how to enter
  • Global marketing program and McDonalds
  • Global marketing organization
  • What we learned
what is global marketing
What is Global Marketing
  • Global firms:
    • Operate in over 100 countries
  • Global firms ask the questions

http://globalebrands.com/mcdonalds-winning-at-global-marketing-strategies/

looking at the global marketing environment
Looking at the Global Marketing Environment
  • International trade system
    • Tariffs, Quotas, Exchange Controls etc.
  • The economic environment
    • Industrial Structure
    • Income Distribution

http://www.globalresearch.ca/the-globalization-of-fast-food-behind-the-brand-mcdonald-s

looking at the global marketing environment1
Looking at the Global Marketing Environment
  • The political-legal environment
    • Differ country to country
  • The cultural environment
    • Understand cultural traditions, behavior, and religion
deciding whether to go global
Deciding Whether to Go Global
  • Risks:
    • Language
    • Laws and politics
  • Reasons to go global
    • Global competition
    • Customers demand
    • Growth opportunities

http://2012books.lardbucket.org/books/modern-management-of-small-businesses/s19-going-global-yes-or-no.html

deciding which markets to enter
Deciding Which Markets to Enter
  • International marketing objectives and policies
  • Rank potential markets based on:
    • Market size
    • Cost of doing business
    • Competitive advantage
  • Decide which markets offer greatest long-run return on investment
deciding how to enter the market
Deciding How to Enter the Market
  • Export
    • Indirect
    • Direct
  • Joint Venturing
    • Licensing
    • Contract manufacturing
    • Management contracting
    • Joint ownership

http://www.extendedthinking.com/services/new-market-development/

deciding how to enter the market1
Deciding How to Enter the Market
  • Direct investment
    • Foreign – Based assembly or manufacturing facilities
deciding on the global marketing program
Deciding on the Global Marketing Program
  • Adapt or standardize?
  • Recognizing cultural differences
  • Find the right balance
mcdonalds products
McDonalds Products
  • International marketing
    • Involves recognizing different needs
      • Different menus catering to the communities

http://sixthseal.com/2012/06/only-in-germany-beer-and-bubble-tea-at-mcdonalds/

mcdonalds and promotion
McDonalds and Promotion
  • Promotion
    • McDonalds keeps all of the famous items world wide
    • “Everything is affordable, portable, great-tasting, and distinctly McDonalds”

http://www.valetmag.com/the-edit/current-affairs/092109.php

mcdonalds and promotion1
McDonalds and Promotion
  • International promotion
    • Culturally sensitive
    • Local food trends
    • Distinctly McDonalds

http://www.burgerbusiness.com/?p=11939

mcdonalds and price
McDonalds and Price
  • Adapt to local currencies and income levels
    • Big Mac Switzerland: CHF 6.50 ($7.13)
    • Big Mac US: $4.20 (on average)

http://marketingchristianbooks.wordpress.com/2012/01/02/ebook-price-trends/

mcdonalds and distribution
McDonalds and Distribution
  • International distribution
    • Supported by franchisees, the corporation, and affiliates
deciding on the global marketing organization
Deciding on the Global Marketing Organization
  • Recommended organization according to global size:
    • Export department
    • International divisions
    • Global organizations
references
References
  • http://www.aboutmcdonalds.com/mcd/our_company/mcdonalds_system/what_we_do.html
  • http://www.businessdictionary.com/definition/market-segmentation.html
  • http://www.aboutmcdonalds.com/mcd/our_company.html
  • http://www.aboutmcdonalds.com/mcd/our_company/amazing_stories/food/catering_to_local_tastes.html
  • http://en.reingex.com/Master-Executive-Global-Marketing.shtml
  • http://florentflora.wordpress.com/tag/books/
  • http://www.oddee.com/contrib_6695.aspx
  • http://www.mcohio.com/24831
  • http://www.kingstonchamber.com/content/ronald-mcdonald