Success Strategies for International Marketing: A Case Study of Mc Donalds

Running Head: MARKETING
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MC DONALDS
Success Strategies for International
Marketing
Report
Student
9/25/2019

MARKETING
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Executive Summary
International marketing has become the needs of the companies, which want to expand
their business overseas and attain a powerful position in the market. The purpose of conducting
this assignment is to critically analyze the international market with the assistance of marketing
tools and theories while explaining the importance of international marketing in the world. In the
background of this concept, Mc Donald has been selected to highlight to perceive the domestic
as well as international market, various emerging marketing opportunities and marketing trends.
On the initial stage of the assignment information about Mc Donald company has provided
which is further divided into 4 comprehensive tasks.

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Introduction
Overview of Mc Donald’s
Mc Donald is one of the largest food chain companies, which is providing delicious and
mouthwatering food since 1940. Brothers Richard and Maurice Mc Donald have founded this
corporation of providing happy Meal and time to all the generation of society in San Bernardino,
California, USA. It is known for its Hamburgers, French fries, wraps with wide ranges of
Beverages and deserts. For the chicken lovers, they have also introduced Non –vegetarian burger
and fries. With the shift in the taste of the customers and the high prevalence of obesity and other
chronic diseases, the company has introduced salads, smoothies and fruit to inspire people to
adopt a healthy lifestyle (Mc Donads New Zealand , 2019). According to Mc Donald’s website
(2018), The company operates in 101 nations. Besides this, Mc Donald’s has owned 36000
restaurants all over the world, which serve fast food in 69 million people on a daily bases. After
getting the insights regarding the status of the competition, the production team of the company
is focusing on the production of meatless burgers. In New Zealand, there are about 167 Mc
Donald restaurants in which 80% of its franchise is held by male and female who manages the
food businesses independently (Mc Donalds New Zealand , Who we are, 2019).
Task 1
PESTEL Analysis
In this PESTEL analysis of Mc Donald Domestic (US) and International (NZ) has been
conducted

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1. Political: In the US, the rules and regulations for the fast company like MC Donald are
liberal as well as non-liberal. In other words, the government does not interfere in the
workings of Mc Donald’s. The US is an independent and free country where Laissez-
Fairee economic is followed. Whereas New Zealand is known for its stable democratic
policies which are inspired by the British Model. The political environment of both
countries is considered too favorable for the operation of Mc Donald (Wong, 2012).
2. Economic: In the United States, the financial situation has weakened in comparison to
previous statistics. One of the major reasons for such downfall is the trade war between
the US and China, due to which heavy taxes have been imposed. Moreover, with the
advanced technological environment and increment in competition, many fast-food
chains like Mc Donald’s are firing their employees. However, on the other hand, New
Zealand has a mixed economy, which conducts its functions in a liberated environment.
In New Zealand, Mc Donald has adequate capital and investment (Binion , 2019). This
means the demand for the workers is more in comparison to the production level.
3. Social: Currently the overall population of US is about 32.72 Crores (2018), in which it
has been discovered that around 84.8 million US citizens intake junk and processed food
on a regular base (CNN, 2018). Whereas in New Zealand, Mc Donald has more than 167
restaurants and on weekly bases, about 1 million people visit the eatery However today
majority of the adults understand the importance of health and the negative consequences
of excessive fast food (Blum , 2018). To prevent its consumption, American authority is
emphasizing over low production of such foods as increases health-related risk From the
last 2 years Mc Donald is striving hard to bring various modifications in the menu of the
restaurant and is providing customized services (Corporate Mc Donalds, 2019).