McDonald's Global Marketing Strategy

This assignment delves into the global marketing strategy of McDonald's. It requires students to apply Porter's Five Forces model to analyze the competitive landscape within which McDonald's operates. The analysis should be supported by case studies, including insights from interviews with industry experts like Jill McDonald, CEO of McDonald's Northern Europe Division. Students are also tasked with examining McDonald's brand management strategies and their effectiveness in a dynamic market.

Marketing Plan for
“McDonald’s”

EXECUTIVE SUMMARY
Research study is based on Mc Donald and main attempt is made to identify areas where firm
can work to improve its business. It can be observed that firm is currently serving number of
products to the people across the nations and is planning to expand its business. It can be
observed that bargaining power of customers is high but limited substitutes are available in the
market. There is threat from new entrants as it can be observed that new players are giving tough
completion to large restaurant chains. Here, firm is facing threat to its business. In case of
Ansoff matrix application on firm it is identified that there are ample opportunities that firm can
explore in its business. It must make innovation in its products and must enter in to new market.
By doing it can accelerate its growth rate in business.

TABLE OF CONTENTS
Main Body.......................................................................................................................................5
1. Current marketing techniques...............................................................................................5
2. Brand reputation....................................................................................................................8
3. Global Networking..............................................................................................................12
4. Future Expansion Opportunities.........................................................................................15
Introduction......................................................................................................................................3
References......................................................................................................................................18
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INTRODUCTION
In the modern corporate era, competition is very high. Today, many firms are offering
similar kinds of products to consumers. To sustain in the market for longer duration, most of the
firms are taking support of marketing strategies so that they can gain attention of target audience
and can offer them products as per their requirements (Ghobadian and O’Regan, 2014). Earlier
companies were not paying much attention on their customers but now, they are working on
customer centric approach and producing products as per the choice of end users in order to
enhance their level of satisfaction and to make them loyal towards the brand. International
marketing can be defined as an application of marketing principals through which companies can
establish their brand in global countries. In the recent scenario, firms are free to expand their
business across the border but for that, it is essential for them to know about the needs and
preferences of target audience. It is the major component in business environment that provides
various benefits to the host country and enhances the brand reputation of entity (Blois and
Hopkinson, 2015). Marketing is an essential function and most important part of business
operations now a days. It assists in increasing visibility of brand across the world that helps in
enhancing the sales revenues of organization to a high extent. In addition, it supports in
developing relationship with the target audience and identifying their needs so that company can
offer them satisfactory products and make them loyal towards the brand. It enhances the
credibility of firm and improve its brand position in the competitive market (Chkhartishvili,
2014).
It is important that firms understand the needs of target market as it is highly dynamic
and can influence the overall operations of entity. There are many multinational firms that are
working in different countries. Their main objective is to expand their business across the world
and to improve the brand image of companies. Most of the people buy products and set their
mind for the entity by looking upon its advertisement (Marjanova and Jovanov, 2016).
Marketing plays a significant role in the organization and supports in accomplishment of the set
goal. With the help of sound marketing strategies, companies can influence the clients and create
positive business environment. It is a great way through which corporations can enhance their
revenues and gain competitive advantage (Fortunato, 2016).
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Present report is based on McDonald’s which is an international company that operates in
many nations across the world. It has more than 1200 restaurants in which it has hired skilled
people who can deliver quality food to the customers and able to gain trust of target audience. It
serves fast food and cold drinks to the consumers as well as pays attention on the needs of
population. Thus, according to their preferences, it serves them food and services (Werner,
2013). McDonald’s is the only firm which has large consumer database and all its users are
satisfied with the high quality services of brand. This strategy has helped the entity in building a
strong brand image in the corporate market. Its products are hamburgers, cheeseburgers, chicken
products, French fries, soft drinks, etc. that are the popular items which company offer to its end
users. Being an international firm, McDonald’s take support of several approaches in its
marketing mix strategy in order to get optimistic outcome. Firstly, it understands the specific
needs of target audience of particular location and accordingly, it offers products to the
consumers. This strategy assists the entity in attracting more people towards brand and helps in
gaining their attention (Alcock and Baig, 2014).
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Marketing mix strategy of McDonald’s is highly effective that assists in making things
favorable towards the entity. Cited firm has 47 million consumers all over the world and it is able
to satisfy the needs of children, men or women. Statistical records show that global sales of cited
firm in the year 2015 was over $40 billion (Khattri and Prakash, 2016)
Current assignment will discuss the current marketing techniques of McDonald’s.
Advantage of international marketing will be described in this part of study. Furthermore, it will
explain the degree to which cited firm has successfully implemented the market expansion
strategy internationally. In the next phase of report, brand reputation of McDonald’s will be
described. International marketing has helped the cited firm in developing a unique brand image
in the mind of consumers. Study will also discuss the brand reputation of organization and
factors that are affecting the goodwill of entity. .
Third part of report is all about the global networking (Hussain and Siddiqui, 2016).
Expanding the business into international market gives huge benefit to organization. It helps in
increasing number of consumers of entity and gives the cited firm new opportunities to grow at a
high pace. Present report will explain the current and potential benefit to McDonald’s which is
experienced by the cited firm from global networking. Issues that are affecting business of
company such as tax rates, language barriers will be discussed in this assignment. Several
marketing tools will be introduced and with the help of this, global networking of McDonald’s
will be explained.
In addition to this, factors that can help in shaping the business strategy of entity will be
described in this report. International marketing helps entity and gives new opportunity to the
cited firm for its future business expansion (Marjanova Jovanov, 2016). In the report, SWOT
analysis, porter's five forces model, organizational strategy and structure of McDonald’s will be
used as marketing tools. The study will focus on the marketing and business environment of the
entity. International marketing strategy of cited firm will also be described in this report.
MAIN BODY
1. Current marketing techniques
Marketing is one of the great elements that help in accomplishing the goal of
organization. It is the tool that assists in knowing the tastes and preferences of consumers of
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particular place and accordingly, companies can design its operations. It helps in getting
established in the global market to a great extent. McDonald’s is working tremendously in the
UK and there is a strong chain of fast food (Werner, 2013). Cited firm analyses needs of target
audience and accordingly, it delivers them products. There is a wide range of products for
children, men and women. In the UK, growth of McDonald’s is high and number of customers
are increasing day by day. Sales revenues of the entity has increased to a great extent as
compared to the previous year (Alcock and Baig, 2014).
There are varied dishes that are prepared by Mc Donald and same are tested before
finally introduced by the firm. Table service and etc are some attractive features which have
been added by McDonald’s in the UK in order to attract consumers (Svetlana, 2017):
Illustration 1: Porter's five forces
(Source: Ghobadian and O’Regan, 2014)
Competitive rivalry
MacDonald has a strong chain and good command over market. Initially, it has faced
huge competition in the UK market but later on, it has captured high market share in the food
industry (Ghobadian and O’Regan, 2014). It is a strong force that put a high impact on the
overall business operation of organization. In the United Kingdom, there are many firms that are
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working well but McDonald has performed well in this location and created a positive image of
brand in the minds of consumers. Clients of the firm are increasing and it helps the cited firm in
gaining competitive advantage over others (Chkhartishvili, 2014).
Bargaining Power of customers
Consumers are the back bone of entity. They are the assets of organization. Bargaining
power of customers is very high because they can influence business of the entity to a great
extent. If they switch to their brand then it can affect the overall sales volume of organization.
But MacDonald has performed well and it has served the consumers well. It has identified the
needs of them and accordingly, it has set its menu so that all age group people would like its food
and can enjoy in the restaurant (Werner, 2013).
Bargaining power of suppliers
It is another element of porter's five forces model which defines the bargaining power of
suppliers in organization. UK is the developed country and there are many suppliers those which
are supplying the raw material to the entity at lower rates and they are supplying the quality
products to cited firm (Chkhartishvili, 2014). Power of suppliers is moderate because McDonald
have a strong chain of suppliers and if any supplier does not provide them satisfactory raw
material then company can switch to another one easily.
Threats of substitute
It has been analyzed that McDonald's have strongly Forces as the aspects of all Porter's
five forces. Thus, this are mainly impacts of substitute potentially on firm's overall growth. In
context to McDonald's there are mainly some external forces that make the strong force of threat
of substitution:-
 Low availability of substitute ( Strong force)
 Low cost of switching (Strong force)
It has been founded that there are several substitutes of McDonald's goods and services
such as these products from local bakeries and artisanal food manufacturer. Most of the customer
can easily cook its food at the home (Fortunato, 2016). The switching cost of is low as they can
effectively shift from the substitutes of McDonald's. In addition, the substitute of this food
company are more competitive in regard to both consumer satisfaction and quality terms. It is
that type of element of Porter's five forces under which the issues for a company relates to
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substitutes is that they must needs to be address by approaches such as improvement of product
quality (Chkhartishvili, 2014).
Threats of new entrants
It is another part of five forces porter in which they are directly affecting the market share
of a McDonald's. It can be defines as that there will be impact on the existing firms due to new
player in the market. In context to McDonald's it has been evaluating that there is a moderate
force of threats of new entrance. Thus, it is mainly based upon the various external that are
described as follows:-
 Cost of brand development is higher (Weak force)
 Capital cost is Moderate (Moderate force)
 Switching cost is low (Strong force)
Switching cost is lower as the customers can effectively shift from McDonald's to new
fast food company’s restaurant. It has been further analyzed that there is moderate cost of capital
cost of developing a new one restaurant which makes them moderate force. Thus, most smaller-
medium sized enterprise are directly impacts the business of McDonald's (Svetlana, 2017).
Therefore, it has been also analyzed that it highly expensive to develop brand reputation that are
directly match with the McDonald's brand.
2. Brand reputation
Brand reputation can be stated as that it is that specific brand whether it is a company or
an individual that is mainly viewed by another people. It can be only when the consumers are
start trusting on company and they feel comfortable after that they buy goods or services. Most
firms can effectively able to build a brand image through adoption of various marketing
strategies such as public relations and usage of traditional advertisement. There are various
elements that are needed to be involve in the brand reputation that includes brand attributes are
value, shopping experience, quality and shopping experience. Further, reputation of brand
attributes that are mainly involves citizenship, job creation, community building and corporate
culture (Blois and Hopkinson, 2015). It has been founded that the McDonald's has ranked 10 for
a brand images as they provide brand value to its customers in between 2003 to 2014. For this,
they can earn more income that is 24.7 to 42.3 billion. Thereafter, it has been analyzed that the
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brand value of McDonald's starts declining that are nearly sits 7% below for their peak. Apart
from this, the ranking that are mainly based upon the key areas of brand's cumulative value that
are there is financial performance of their branded goods or services, the bran is directly
influences the choice of customers. Thus, the major strength of brand is that they have command
over a secure earning for the firm.
It has been also evaluated on the international marketing that it is one the most effective
way that provide various benefits to its company. Thus, it can be said that of the company apply
the marketing principles across the boundaries then it known as an international marketing. The
main aim of expanding business global to increase the customer base, improves market share,
increase sales and also enhance brand value. They are mainly focused on the company's assets
leverage, adapts the unique strategy, deliver products globally in each country. There are various
type of strategy to enter into a market that are joint venture, contract manufacturing, exporting,
direct investment and joint venture (Hussain and Siddiqui, 2016). It is one of the unique strategy
through which most of food company can able to increase customer base, capture large market
share, increase sales, deliver high quality of products and adopts unique marketing strategy. It
directly leads to increase enhance brand reputation of a company in most desired manner. The
most advantageous that are gain from this unique strategy is that they can effectively improve the
brand reputation. It can be only through broaden up the customer base and also focused on their
services efforts. Thus, is one of the unique strategy that assist the McDonald's to boosting its
brand reputation. Therefore, firm can customer received brand by selling their products or goods
in several markets at a higher quality and better quality of services. In regard to this, the cited
company can effectively increase their brand image by developing their business in UK market.
It will directly leads to increase market share of a company.
McDonald is best brand known worldwide and world's largest chain hamburger fast food
restaurant worldwide more than 50 million customers throughout the world in 117 countries with
32000 restaurants. It has employee strength of 1.5 million people globally and is continuing in
expansion in rest of the countries. They have serving size of number of customer nearly 60
million of people. The key for such business expansion is business model followed by
McDonald’s. Ray kroc realized company can achieve speedy expansion by franchise model. So
today nearly 70% of McDonald's restaurant are running on franchise model basis (Alcock and
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Baig, 2014). Now days McDonald global sales is around 22 billion which makes this company
world’s largest food service company and have been ranked at 107 in fortune 500 list in 2009.
Company's Global marketing strategy:
Think global Act Local: McDonald Treat every country as home country and serve
according to taste, preference and countries people’s beliefs and faith and preference like use of
beef product in India is banned by government so as McDonald not use beefs products in their
outlet
Local Management: McDonald's emphasizes on local management for better responsive
external environment. It has flexible management system so as act according to country.
Political Sensitivity: Political risk has been mostly compensated by government with
different countries as it also provide food to poor people in poor countries at lowest possible rate.
Company's Brand Identity:
Overall business of McDonald's is $26 billion in 117 countries that tremendous sales
records has made this brand the most successful brand. The focus has been on values, because
customer value conscious in part because it needs to be compete with other competitors like
Starbucks, Yum Brands, Subway, Chipotle and Burger King. However, brand has symbol of rich
identity that provide good service to customer.
Companies Positive Image:
Measurement of image: Is to make people fit and healthy so Brand image of company is
good and which is achieved by companies is as follows:
Brand awareness: As McDonald is multinational brand and spread throughout the
world, Brand awareness by public is well known and commercial TV ads and marketing strategy
has grown rapidly in the 1990's and 2000's decade (Werner,2013). If we talk about fast growing
Brand awareness in Middle East Countries and Developing countries like South East Asia the
company has grown rapidly. Brand Awareness generated two factors Easy brand Recognition
and Easy brand Recall.
Brand Knowledge: Brand knowledge can be increased by brand awareness among
peoples. So again it is the best marketing strategy through company have succeeded in growing
product and brand knowledge among people.
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Again Brand Awareness increase the brand equity of the company and These generate
again two factor Types of associates and favorable strong Unique associates (Svetlana, 2017).
Types of associates: Attributes and benefits are included which are Non product related
(cheap bags and boxes, families and Fast food, and Product related like (yellow and red, golden
arc, Ronald McDonald.
Benefits: Functional like eat fast, save time good food, Symbols like smell of burger and fries,
childhood. Experiential like fun with friends in outlets and franchise store.
Evaluating Attributes: Like Loving It, fast food, healthy good to taste.
Customer recognition: The benefits form brand reputation for a McDonald's is that they
can effectively build a customer recognition. Thus, it means that the buyer can recognize the
product or service while they buy.
Competitive edge in market: It creates differentiates marketplace for a company as it is
less expensive for a company to invest into a new product (Khattri and Prakash, 2016). Thus, the
buyer are often interest in buying a new product of McDonald's as they already have a strong
brand image and loyalty customers.
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3. Global Networking
McDonald's has been in the expansion business since years. It has numerous outlets in
different countries and it is serving more than 60 million people per day in various countries.
Global networking is a part of expansion. It is an important way to connect through various other
countries, to attract customers from different regions. According to the taste and preference of
people, McDonald offers variety of fast food menu in different countries (Khattri and Prakash,
2016). Marketing activities of cited firm always gather attention of people. After being a huge
success in the home country USA, MC started its first international restaurant in Canada. Today
McDonald’s have more than 1300 franchisees in Canada. In the International career of
McDonald, Japan was the first country to give promising success to it. MC Donald's in Germany
and Australia was also success mark in international front. The Six countries which are Canada,
Japan, Germany, Australia and France are known as big six of MC Donald's becoming
successful in the international grounds.
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Illustration 2: McDonald brand value
(Source: Chkhartishvili, 2014)

Few of the company's strategies in order to survive in the global market are:
 Think Global Act local: This strategy help to adapt the environment, taste and preferences
of the consumers residing in that country. Menu of McDonald’s is customised according
to the local taste of that country. It has helped to attract the local customers and make
them feel that they are important for the company.
 Local management: In order to attract customers, the managing staff is hired from same
country. It helps to regulate the political environment in a better manner (Svetlana, 2017).
Also, feels quite comfortable and convenient to talk with the staff available for them.
Language barriers can also be avoided with it.
 Pricing Strategy: Prices of food and services are decided based on the buying behaviour
and income distribution of that country. McDonald’s also consider exchange rates and
inflation while deciding the prices in various countries.
There are various advantages in connecting to the new customers intentionally. It not
only expands a business. But also give an opportunity to create an international brand name.
Tapping the untapped market gives an opportunity to explore a business internationally and work
in an external environment which is not much known to company. The Franchise model of
McDonald’s is a cheaper way to expand as they are more profitable quickly. It has set standards,
a customer from California will have same MC Donald experiences in Paris also.
There are various existing and potential benefits of networking for McDonald’s. The
most obvious reason is to increase customer database and improve its profits.
Major Setback countries for McDonald’s
McDonald's is functioning in various countries. However, there are various countries in
the world which do not own a McDonald or it has been banned in that country. Montenegro said
no to McDonald’s due to their rules against globalization (Zhou,Wu and Barnes, 2012). A
franchise in Bolivia has been closed down because it was running under losses. To point out the
reasons, some countries was not acceptable to globalization, some are not good with the concept
of big brands coming to their country and capture the market. Some countries were also not
proved to be profitable for McDonald’s because they did not adopt concept of super-fast chain.
In the earlier years, McDonald’s was rejected on the basis of not able to meet the taste standards
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of people. Caribbean and Netherlands was the major setback for McDonald’s. However, it has
tapped approximately 120 countries so far.
Ansoff Matrix:
According to Ansoff matrix, there are four ways to gross a business.
Market development in new market can be done by McDonald's by opening more chains
in new countries which are not yet tapped. It can also grow in existing market by opening more
franchise and proving various products and services. It can also provide diversified product range
in order to attract customers in the new market. Product development activity also helps in
developing the new market and existing market (Moogan, 2011). Proving the menu according to
the taste of the customer of that country is the best way to achieve the goal.
McDonald's is proving the widest range of menus in various countries. It is involved in
various promotional activities. From giZhou, L., Wu, A. and Barnes, B.R., 2012.ving discounted
coupons to start new range of menus are few of the marketing strategies.
It is expected from McDonald's that it will try to give another chance with new marketing
strategies in the countries in which it has failed. It is also expected that there will be an increase
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in number of restaurant in Asia in order to increase its customer base. New and innovative
marketing strategies can be adopted by McDonald's in order to reach to its targeted customers.
Mc Donald can also follow market penetration strategy and under this it can work on the
market in which it is currently operating its business and offering product and services. In the
same market it can offer wide varieties in similar products. By doing so it can increase its
customers and by serving innovative product their numbers can be increased in business.
Mentioned firm can also follow product development strategy and under this it can offer
new products in the existing market. Like it is known for serving world class edible items to the
customers. It can make available traditional dishes in respect to nations like India and China etc.
By doing so firm can create new customers at fast rate in the existing market.
Firm is planned to launch new product in new market then in that case it must follow
diversification strategy and under this must focus on diversification of product in new market.
Hence, these are different strategies that firm can follow in its business in different manner.
4. Future Expansion Opportunities
For any organization, business expansion is the most important where it has to expand
business activities for generating maximum profits and attract large number of customers. As per
the research reports there are so many opportunities in the market which can be measure in
respect to the current marketplace. Mentioned organization increased its product rage which lead
to enhancement in number of customers which enhance firm competitiveness in the market
(Apadopoulos and Heslop, 2014). On the other hand company can enter in to tie up with other
relevant business firms which can help it in improving its business operations and services. Firm
needs to focus on its core competency factor and under this it must try to develop its unique
selling proposition in its business. In this regard firm can focus on its research and development
activities and can originate multiple string points in the business.
Planning about their future expansion, company has to prepare its various strategies and
techniques which can be aid to providing effectiveness in improving product in international
marketplace. Business can expand their operations by focusing on multiple areas in their
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business (Ruzo, Losada, Navarro and Díez, 2011). There are seven ways to expand their business
in international market.
Increase your sales and products in existing markets: In this point company focus on
their target market where so many attractive customers is availability where these all are aid to
generating potential sales of the stated products. This is one of easiest and risk free way to
expand their business. This technique is required a bigger location and different pricing
strategies.
Introduce new product: In this point company has to be focus on their introducing new
product range in marketplace. Where company launched their new product in current market
with some new features and specifications. On other hand focus on their product positioning
where company ensure there target market where they generating potential customers where they
can attract with their new product specification and features.
Develop a new market segment: On the other hand, company has to be focus on
developing new market segment where they identify new respective customers and attract them
with some new product services (Zhou, Wu and Barnes, 2012). New market segment is based on
their demographic, geographic, behavioral and physco graphic which is using there expanding
their business. In this strategy market risk is high which mean in this point company point out to
large area of marketplace where so many competitors are already is presents so in that situation
said organization has to be face some difficulty to establishing new large market segment for
their exposer. On the other hand company move to the new geographic territories where they
measure new potential customers and increase their growth and image.
Start a chain: for business exposer organization set to be develop their food chain in
different geographic locations. In this strategy, company needs to generate so many staffs and
management practices about their supply product. Because providing quality services is affect
their product productivity. This is very good techniques to expanding their business with the help
of starting up new chain for said company to delivering quality goods products. This strategy can
reduce their distance of the product services. In that situation, this will aid to build
competitiveness in current marketplace. Where in this process proper training, orientation,
guidance is more important to creating effectiveness in service quality.
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Franchise or license: In this point franchise or license where it can provide patent,
trademark which can be measure their providing protection against damages and risk. Where
these all elements are providing measuring agreement in their company which would be
concerned in their said organizational. It is very effective way to option to dealing with other
market as legally. On the other hand company has to provide their legal aspects of the dealing
their working practices and aspect which can be measure in international market.
Strategic alliance: Merger or acquisition is one of the common or best techniques to
expanding their business in international market. In this point tow companies are combines their
business activities and policies to expand their whole business in one entity. With the help of
mergers and some joint venture company customize their all customers data base where it can be
helpful in reaching up their customers and generating potential sales and higher productivity. On
the other hand partners may be new distributions, this is aid to developing their new working
cycle. These techniques will help to measuring effective strategies and polices which make to
affect their whole organization performance. Which is helpful to expanding their business in
international market.
Go global: On the other hand, this final strategy to Introduction there product in
international market. Going global is way to introducing there product in international market.
On the other hand company has to be develop their strategies. In this point company develop
their product expansion and exporting policies, importing services which can be create render
impact on the whole organization.
Focusing on Indian dishes: Mc Donald must focus on launching new product in the market and
under this it must prepare and serve Indian and Chinese foods on its chains. In the UK and other
nations of the world there are number of Indians. By making available domestic dishes to the
Indian and Chinese people firm can create new customers in the market and can increase
footfalls in its stores. This will become new source of revenue earning for the business firm.
Variation according to taste: It can be observed that across nations people taste and preference
is difference. Thus, one product may be preferred by specific nation people and does not accept
by another country people. Thus, in order to expand market with same product firm must try to
make change in taste of same. By doing so it can differentiate itself from other rival firms.
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CONCLUSION
As per the above case, this report is based on their McDonald’s which operates in many
countries across the world. In this present report identify their current marketing techniques
where using Porter’s five force model to identify various techniques in current marketplace and
measure their customers bragging power and supplier power which is created render impact on
the organization. It is helpful in expanding the business in the international market. On the other
hand in this present report brand reputation is create unique advantage to making their higher
productivity. Further, this report is stated on global marketing technologies where used Ansoff
Matrix to expanding business as globally. At last in this report said organization. In this point
along with that identify their various opportunities to measuring there new opportunities where
these all opportunities are based on their future business expansion.
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