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The Global Marketplace and McDonalds

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

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  1. The Global Marketplace and McDonalds Bus 306-02 Principles of Marketing TanjaKuehni Elisa Lokmagozian Andrew Mirto Erik Sharp

  2. 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

  3. 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/

  4. 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

  5. Looking at the Global Marketing Environment • The political-legal environment • Differ country to country • The cultural environment • Understand cultural traditions, behavior, and religion

  6. 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

  7. 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

  8. 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/

  9. Deciding How to Enter the Market • Direct investment • Foreign – Based assembly or manufacturing facilities

  10. Deciding on the Global Marketing Program • Adapt or standardize? • Recognizing cultural differences • Find the right balance

  11. Deciding on The Global Marketing Program

  12. 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/

  13. 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

  14. McDonalds Promotion Ad

  15. McDonalds and Promotion • International promotion • Culturally sensitive • Local food trends • Distinctly McDonalds http://www.burgerbusiness.com/?p=11939

  16. 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/

  17. McDonalds and Distribution • International distribution • Supported by franchisees, the corporation, and affiliates

  18. Deciding on the Global Marketing Organization • Recommended organization according to global size: • Export department • International divisions • Global organizations

  19. What We Learned

  20. 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

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