International Marketing: Strategies for Expansion

This document discusses the strategic and international marketing activities of McDonald's, explores international marketing opportunities, and provides creative marketing strategies for expanding across international markets.

International Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................1
Strategic and international marketing activities of company .....................................................1
International marketing opportunities for the company...............................................................3
Company positioning against rivals at global scale ...................................................................5
Creative marketing strategies to expand across international market(s).....................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9
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INTRODUCTION
International marketing can be referred to as the procedure of applying marketing
practices as well as principles of domestic marketing at international scale. This is a procedure
which is undertaken by firms with a view to expand their market share as well as reach amidst
people (Martin and Javalgi, 2016). The present project is based upon McDonald's which is an
American fast food chain serving people in several countries across the globe. The project
contains strategic and international marketing of company. Furthermore, it explores the
international marketing opportunities for the organisation. At last, it contains creative marketing
strategies to expand in a range of international markets.
Strategic and international marketing activities of company
With the help of feasible and well defined marketing strategy organisation can effectively
able to meet needs and requirements of their customers and can further able to attend goals in a
well defined manner. It has been identified that with the help of their customer loyalty and brand
attachment McDonald's can conduct marketing activities in well defined manner. Atrategic
marketing is defined as a process of planning, developing and implementing activities in order to
gain more competitive advancement in chosen area of segment (Akaka, Vargo and Lusch, 2013).
This is one of the most important procedures in order to simplify and outline direct map of
organisation objectives and the manner in which entity obtain them. In order to secure certain
market share McDonald's is required to have clear set of mission, objectives, plan and survey of
industry situations in order to provide products and services to customers as per according to
their need. Strategic marketing is undertaken by McDonald's with the central objective to satisfy
customers in best effective manner and ensure long-term sustainability of organisation. It has
been identified that McDonald's effectively take advantage of different marketing campaigns in
order to ensure more competitive edge. Further there are different types of strategic marketing
that are being undertaken by entity:
Social media marketing:
With the increase in use of technology it has been identified that large number of
population already marked their presence at different social media platforms. Thus, with the help
of establishing their presence on number of social media accounts company can effectively able
to build up their formative relationship with customers. It has been further identified that
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McDonald's engage in the process of posting content on social media platforms such as
Instagram. With the help of this organisation tend towards attracting wide audience towards the
product and services. In addition to this it has been identify that organisation undertake use of
Google Analytics in order to track their success of social media marketing campaigns. Further
company is required to take advantage of other social media accounts in order to effectively
attract customer attention in a well defined manner.
Looking after existing customers:
In order to expand their services globally company is required to not only focus towards
attracting new customers throughout the world but also necessary to remember and look after
their existing customer base those who are loyal with company product and services. In this it
has been identified that by providing Odd gift for free McDonald's can effectively able to retain
their existing customer base with the help of which company can further able to create positive
image in marketplace. This significantly helps company to increase their market share holding
for long duration of time.
Partnership with other businesses:
It is a fact that team work effectively drive business success thus in order to enlarge their
area of services it is essential for McDonald's to combine their resources and knowledge with
other entities and further bring mutual marketing benefits for all those who are involved. In this
it is essential for company to make collaboration with other segment in industry and work with
them in context with marketing initiatives as it will effectively allow them to ensure long-term
sustainability in cost effective manner.
Sponsorship local sports team:
This significantly aid organisation to attract wide base of local customers. It has been
identified that rather to put advertisement in newspapers McDonald's can sponsor local sports
team. As with the help of this PR tactics organisation can increase their customer base as in this
every time team plays, name of organisation will be display for all the spectators to see. With the
help of this company can not only able to make enhancement in their overall customer ratio but
can also help to ensure attractive profitability.
Marketing on YouTube:
In today’s modern world where technology is taking place around the globe YouTube can
turn out to be the most effective way through which company can able to attract customers from
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each income group and segment. In this McDonald's is required to make short but inspiring
video in context with their product and services in a best effective manner as to further drive
interest of your business. As with the help of videos customers get to know about the success of
organisation and product and services offerings. With the help of this many queries can also be
solved by organisation with the help of which company can effectively able to satisfy customers
in best effective manner.
Email marketing:
This has been identified that email remains one of the highest converting channels with
the help of which company can effectively able to satisfy large base of customers. With the help
of email marketing McDonald's can effectively engage in the process of highlighting special
offers, important business updates, new products and can further the promote their business in
best effective manner. This will effectively benefit company to satisfy their customers in best
effective manner while ensuring long term success.
International marketing opportunities for the company
International marketing is by its tendency a dangerous endeavour as well as a lucrative
chance to inflate market share and brand value if the firm is capable of withstanding all the
difficulties. A large number of companies undertake the risk of entering international markets by
capitalising upon marketing and even gain success in near future. In this regard, McDonald's is a
large scale multinational fast food company which is successfully carrying out its operations
across the globe at present time. The entity is willing to inflate its scale of operations. For this
purpose, the management team of this fast food chain is looking upon the international marketing
opportunities to facilitate expansion as well as enhancement of scale of operations of the firm in
today’s hyper competitive marketing environment. In this regard, some of the opportunities that
the respective fast food chain is looking forward to in near future are explained in detailed
manner below:-
More non-EU trade agreements:
As an immediate effect of Brexit, organisations consider that expanded access to the
worldwide economy will be a significant open door because of the capacity to build healthy
association with emerging markets. With a larger access to clientele at international scale, global
marketing for the organisations turns into a significant achievement driver in the upcoming
future. In this regard, McDonald's would be able to build networking within international
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markets, thereby expanding its reach and inflating the chance of word of mouth marketing by
those who have consumed the offerings of this fast food organisation and cherished them lately.
Artificial intelligence as well as automation:
As per a research, 70% of the specialists consider that AI as well as automation
mechanization serves to be a lucrative opportunity owing to their capacity to provide assistance
to companies in dealing with the complexities of data management across the markets. In this
regard, this is one of the most prominent trends in today’s modern era that can be taken up by
McDonald's to facilitate expansion in new markets and significantly appeal to the audience
prevailing thereby. In this manner, the fast food organisation would be able to ensure that the
needs as well as preferences of customers at global scale are taken into account and efforts are
taken in order to fulfil then in an effective manner. With the help of automation and / or AI, the
firm would be able to inflate the efficiency of operations, thereby seeking to deliver the orders to
customers in a shorter period of time. This would satisfy the needs of people and result in
savings of time for them. Thus, they would provide support to McDonald's and maintain their
loyalty towards the firm for a long period of time. It implies the accomplishment of target of
McDonald's to enhance its scale of operations and market positioning in near future.
Attainment of new talents:
A large number of enterprises consider that extended talent pool would serve to be a
lucrative opportunity for them while gaining access into international markets. This would open
door for them to carry out their business to effectively meet the expectations and demands of
customer in the upcoming time frame. A vital alternative for organizations hoping to defeat the
obstacle of obtaining precise international knowledge is employing staff from outside the
confines of America. This can be yet another opportunity for McDonald's to gain entry into new
markets at international scale and appeal to the audience there in a significant manner by
capitalising upon the knowledge gained about international markets via the local talents of those
regions.
Enhance market share:
International marketing provides scope to companies to enhance their existing market
share by reaching out to a large base of audience through extensive marketing techniques. By
enhancing the market share, a firm has better opportunity to reach out to people and inflate its
revenues as well as profitability. With respect to this, the management of McDonald's is seeking
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to tap the advantage of international marketing to facilitate expansion of current market share of
entity. This implies an edge over the rivals present at global scale by creating awareness among
citizens and catering to the needs and demands of public at large.
Company positioning against rivals at global scale
McDonald's effectively take advantage of different types of strategies as well measures in
order to position organisation against their rivals at global scale. It has been identified that
organisation take advantage of C-Branding as well as branding with major well-known entities in
their marketing. This allows organisation to effectively position itself in best effective manner.
For instance, Coca Cola is McDonald's drink supplier who perform their roles via co-branding.
In addition to this, it has been determined that McDonald's take advantage of Catchy messages as
well as phrases in their advertisement techniques. Current slogan of company is “I'm lovin' it”.
With the help of this company effectively attract attention of customers. Further it has been
identified that with the help of their attractive slogan McDonald's aim towards attraction
attention of all age group of customers towards it. Mentioned below there are are some measures
that has been undertaken by McDonald's as to position itself against rival at global scale:
Fast and Efficient:
By offering services to customers in fast and efficient manner McDonald's become
number one choice of customers. As it has been identified that individuals now a days try to
spend less time because of their professional activities (Martin and Javalgi, 2016). Thus, they
seek for those who can effectively satisfy their need in short span of time. Thus, it has been
identified that by providing products and services to customer in time effective manner company
ensure effective satisfaction of customers.
Lean Process:
In order to make reduction in time to deliver McDonald's undertake use of lean
manufacturing process. In this company keep salad, patties and other ingredients ready and
further combine them into finished sandwiches only when a customer place order. This will not
only aid company to save their time but also benefit them to reduce wastage of ingredients. In
addition to this, it has been further identified that with the help of this McDonald's engage in the
process that only take few minutes. Along with this, it enable quick response to any change in
demand. Thus, with the help of this procedure company effectively satisfy need and demand of
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customers in well defined manner. It also benefit entity to make signifiant reduction in risk of
wastage elimination.
Price:
It has been identified that McDonald's effectively tend towards increasing their brand in
global marketplace. For this company take advantage of assemble line machines this
significantly aid entity to make formative reduction in their labour cost. This in turn benefit
company top provide affordable products and services to their customers in well defined manner.
With the help of this techniques company ensure more competitive advancements against their
rivals. In addition to this, by offering price effective products and services to their customers
company make signifiant increase in volume of sales (Armstrong and et. al., 2015). For instance,
hamburger which is one of the most demanding product of company is cheaper than other rivals.
This also aid entity to make signifiant increase in their profitability and productivity in best
effective manner.
Quality in Product:
Quality is one of the major concern that has been undertaken by McDonald's. It has been
identified that company not only provide affordable products and services to their customers but
also take care of product quality. This enable company to gain more loyal customer base
throughout the world. It has been identified that with the help of effective strategies company
effectively enhanced quality of their beverages, fries and hamburgers. For instance, it has been
found out that many competitors of Mcdonald's offer beef patties to customers by mixing small
amount of other ingredients in order to save cost this further lead towards affecting their product
quality. But Mcdonald's undertake responsibility to make sure that company only provide 100%
beef patties. As company want to make not compromise on quality.
Thus, with the help of all these measures company ensure more competitive edge in
marketplace against rivals. This further increase productivity and profitability at marketplace in
best effective manner.
Creative marketing strategies to expand across international market(s)
McDonald's is a globally renowned fast food chain that can leverage several marketing
strategies to facilitate expansion across international markets where it is current not carrying out
its operations. In this regard, firm would be applying the following marketing strategies to
facilitate market expansion:-
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Capitalising on latest technologies:
The present era is the era of rapid innovations as well as advancements. This presents
opportunities to companies to leverage the use of latest and emergent trends as well as
innovations to significantly appeal to the public. Whereby a firm undertakes measures to apply
new technologies within the premises of corporation while operating at international scale, it
inflates the scope for company to cater to the needs and preferences of people. In this regard,
McDonald's being a large scale multinational corporation has all the resources as well as
capabilities to gain access into a range of international markets and thereby enhance its brand
worth as well as market positioning across the world. It can leverage digital marketing strategy to
appeal to a large base of people and significantly enhance its revenues.
Enhancing the brand value:
International marketing is concerned with branding as well as positioning of offerings of
company among the new people. This kind of exposure provides aid to the organisation in
building a global brand which is perceived by customers as a symbol of quality and resonance.
Thus, McDonald's has the opportunity to tap entry into new markets and thereby inflate the value
of brand at present to meet customers' demands.
CONCLUSION
As per the above mentioned report, it has been concluded that international marketing is
termed as a process in which application of different form of marketing practices as well as
policies in order to expand operation of company at international scale. In this it has been
identified that with the help of different types of strategic marketing company can effectively
able to attract large base of customers. This effectively allow organisation to make signifiant
increase in their profitability and productivity.
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REFERENCES
Books and Journals
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international marketing perspective. International Marketing Review. 35(4). pp.550-559.
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Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Bianchi, C. and Mathews, S., 2016. Internet marketing and export market growth in Chile.
Journal of Business Research. 69(2). pp.426-434.
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research. International Marketing Review. 33(3). pp.376-404.
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Skudiene, V., Auruskeviciene, V. and Sukeviciute, L., 2015. Internationalization model revisited:
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