McDonald's International Marketing Strategies
Added on 2020-01-21
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International Marketing StrategyTable of Contents
INTRODUCTION............................................................................................................................3TASK 1............................................................................................................................................3TASK 2............................................................................................................................................6TASK 3............................................................................................................................................9CONCLUSION..............................................................................................................................11REFERENCES...............................................................................................................................12Books & Journals......................................................................................................................12Online........................................................................................................................................13
INTRODUCTIONInternational marketing is also known as Global marketing. Now a days manyorganizations are doing international marketing. It means companies are exporting and importingtheir goods with the other countries. It is a worldwide process that plans and execute the strategy.They made exchanges of goods and services that satisfy the needs of an individual and business. When companies do their business globally they have to face many environmental issueslike political, technological, legal, economical, cultural and social. These issues areuncontrollable so companies have to adopt these changes and perform accordingly. There aremany companies who wants to increase their profits and want to spread their business worldwideso they go global. The marketer can easily deal with controllable factors or internal environmentand marketing mix of the organization. This report explain the concept of international marketing and how companies can followthe strategies and establish their business worldwide. For the present report, MacDonald wants tospread their business in the Zimbabwe. So they have to built international marketing strategiesand to use of marketing mix which suits in Zimbabwe. This case explained each and everyelement of marketing mix that suits the business in foreign market.TASK 1MacDonald is global brand and known for their tasty foods and dishes, company isworking in most of the countries in the world. But some of countries are remaining, soMacDonald wants to explore their business in the these countries and it is staring fromZimbabwe (Czinkota and Ronkainen, 2013). Company wants to open their outlets with a newtype of Hamburger which having more spicy ginger garlic taste in it. This country is situated inthe Southern Africa and this is known for their dramatic landscape and diverse wildlife.Zimbabwe having tourism based economy, many tourist comes here to visit wild safari, ZambeziRiver, Victoria Falls, white-water rafting and bungee-jumping. So this is an interest for MacDonald, tourist wants to go and to eat their well known tastefood. Company is wants to total globalization market so they want to open their outlets in thosecountries where they are not working. So it is very essential to analyse there situation and tomake an effecting marketing strategy which is based on there local situations. Marketing mix is atool which is related on the over all analysis and the marketing of a product. So this is a best tool
for launching a new product. In these international marketing mix, company will use 7 p's ofmarketing mix tool. This tool having 7 part in it which is related to the price, promotion, product,etc. These are helps into making international marketing strategies and the brief of 7P's are here:1.Product: A company should launch a product that fulfil the needs and wants of the targetmarket.They have to launch a right kind of product for right kind of target audience.When business go global they have to consider certain factors like consumers buyinghabit, background and their income (Papadopoulos and Heslop, 2014). MacDonald isGLOCAL company their burgers are adapted at local and global level. Company provideburgers at both level according to the taste of the customers. This is related to aHamburger, this is having some extra spicy and special ginger garlic taste in it. This is anew range and a unique taste in Hamburger range. It attracts to those customer who wantsspicy taste in this product range. 2.Price: Pricing of a product can affected by these factors; cost of transportation, importduties, exchange rate fluctuations, economic situations and income of consumer etc. Theprice of the product should justify the value of that product. If price and value of thatproduct are not matched then consumer will not buy that product. MacDonald have tomake a fair price for this product. The economic conditions are not good in Zimbabwe socompany have to use effective rates in this product which is attracts to the new consumersof the market. The speciality of the taste does not affect on the cost because it is just aflavour. 3.Place: This factor of marketing mix tells about the place where the products are sold tothe consumers. At this place sales person and customer are interact with each other. Theproduct should be available from where your target consumer finds it easiest to shop.This is important for MacDonald to open their outlets in the main markets and they cansell their burgers online at affordable price. Most of the peoples in UK are making theironline orders it is easy to access (Henseler, Ringle and Sinkovics, 2009). But in the caseof Zimbabwe, there are some places where internet is not accessible so in this case theyalso use the telephonic order service and some other types of distribution channels.4.Promotion: Through advertising, public relations and social networking sites companycan promote their product. These promotional activities are important part of anycompany and these should be performed within and outside of the organization.
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