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Global Marketing

Global Marketing. Alexandria Mesa Luis Ruiz Allen Ganaden. Agenda. Global Marketing Today McDonald’s How to Enter the Market McDonald’s in India Global Marketing Program: Place Product Price Promotion India Commercial What we learned. Global Marketing Today.

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Global Marketing

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  1. Global Marketing Alexandria Mesa Luis Ruiz Allen Ganaden

  2. Agenda • Global Marketing Today • McDonald’s • How to Enter the Market • McDonald’s in India • Global Marketing Program: • Place • Product • Price • Promotion • India Commercial • What we learned

  3. Global Marketing Today • Faster communication, transportation, and financial flows available. • Over the past 3 decades the number of multinational corporations have grown from 30,000 to more than 63,000. • 69 of the world’s top 150 “economies” are multinational corporations. • Few industries are now safe from foreign competition. • A Global Firm raises capital, obtains materials and components, and manufactures and markets its goods wherever it can do the best job.

  4. McDonald’s • More than 34,000 restaurants in 119 countries. Countries.jpg

  5. How to Enter the Market • 3 Choices: • Exporting • Indirect • Direct • Joint Venturing • Licensing • Contract Manufacturing • Management Contracting • Joint Ownership • Direct Investment The further down the strategy the more commitment and risk involved but also the more control and potential profits available.

  6. McDonald’s in India • McDonald's works through joint ventures. • 80 percent are franchised • It has two Indian entrepreneurs: • Amit Jatia: Vice President of Hardcastle Restaurants • Awarded a Development Licensee status by McDonald's • Leads operations in West & South India • Vikram Bakshi: Connaught Plaza Restaurants • Has joint venture with McDonald’s. • Manages operations in North & East India

  7. Global Marketing Program:PLACE • Currently over 300 restaurants in India • Distribution Channels • Cold Chain Convenience: • McDelivery • Kiosks • Drive Thru • Extended Hours

  8. Global Marketing Program:PRODUCT • Product Adaption vs. Product Invention • 30% original 70% local menu. • Non-beef and Non-pork products • Sauces • Local spices & chilies • Fries are made from locally sourced potatoes

  9. Chicken Maharaja Mac Big Mac ChickenMaharajaMac.jpg BigMac.jpg

  10. MenuIndia.jpg

  11. Global Marketing Program: PRICE Price Setting • Foreign prices lower than domestic prices • Charge what consumers would bear

  12. Global Marketing Program: PRICE • India • 115 rs ($2.13) • U.S. • $5.29 Mchicken.jpg

  13. Global Marketing Program:PROMOTION • Commercials are more serious • Ads tailored to more specific target markets • Commercials are family oriented and humorous • Target: • Children • Teenagers • Price-sensitive middle-class individuals U.S. India “I’m lovin’ it” – Single Global Message for All Markets

  14. India Commercial • http://youtu.be/ErnTTK7zOeU

  15. What we learned

  16. References McDonalds Official Global Website. (2013). Retrieved from:http://www.aboutmcdonalds.com/mcd.html McDonalds. (2013). Value Menu. Retrieved from: http://www.mcdonalds.com.mt/mcdonalds/content.aspx?id=44883 McDonald’s India. (2013). Retrieved from McDonald’s India Website: http://www.mcdonaldsindia.com/ Dash, K., (2005). McDonald’s in India. Thunderbird: The Garvin School of International Management. Retrieved from: http://www.csumba.org/mba602/McDonald's%20in%20India.pdf

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