Management of the Cross Cultural Interface

Management of the cross cultural interface

Running Head: Report
Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................3
Literature review..............................................................................................................................4
Discussion........................................................................................................................................6
1. External Analysis..................................................................................................................6
2. Internal analysis....................................................................................................................9
3. Competitive dynamics........................................................................................................10
4. Business level strategies.....................................................................................................11
Recommendations..........................................................................................................................12
Conclusion.....................................................................................................................................14
References......................................................................................................................................15
1

Running Head: Report
Executive Summary
The report focuses on understanding the role of political, economic, social, technological,
environmental and legal factors that plays an essential role in international business. Mc
Donald’s is the company chosen for analyzing the external and internal environment in foreign
markets. McDonald’s is a leading food service retailer operating in 120 countries. The company
is regarded as the most competent brand across globe. McDonald has gained great trust from its
customers. Though lately there have been certain changes in the eating pattern of its consumers
across the world. The company is making efforts to adhere to each foreign markets policy while
adding items to the menu. The various issues faced by the company in different countries are
discussed. The issues relate to political, economic, social and legal environment of the foreign
markets. The competitors of Mc Donald’s have taken the benefit of the changing consumer
behavior of choosing food that is perceived to be healthier. After studying the external factors,
the various strategies applied at business level for redeeming the company’s popularity are also
analyzed. Finally, certain recommendations are presented for the company to reach a wider
audience and provide quality products and services.
2

Running Head: Report
Introduction
McDonald’s is a leading food service retailer operating in 120 countries. It is the biggest chain of
burgers fast food restaurants. The company serves in 35000 restaurants across the world and
caters to 50 million consumers on daily basis. The company was founded in the year 1940 in
California. The aim of the company is to provide best quality products and services to its
consumers. To draw more customers, the company focuses on cleanliness and gives high value
to its customers. The report discusses the issues with respect to international business.
International business gives rise to concerns that may or may not arise in a single country. Even
though the issues are alike in nature the response has to be different depending upon the
countries in which the business operates. The companies pay most of the heed to overcome
challenges faced by the foreign markets rather heed should be paid to the opportunities that the
international business provides by making use of the advantage of similarities and dissimilarities
in the foreign markets (Nachum, 2011).
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