Iza Minelle S.

Borja
Grade 11 – St. Paul

MINI TASK 1.2 WEEK 2

ESSAY WRITING (50 PTS)

McDonald's first opened its doors in San Bernardino, California, in 1940. Maurice and Richard
McDonald established McDonald's as a fast-food restaurant. The founders converted the restaurant
into a hamburger joint before venturing into the franchising sector. Ray Kroc bought the McDonald's
franchise after joining the company in 1955. The new headquarters of the corporation are in Chicago,
Illinois. McDonald's is the world's most profitable restaurant chain in terms of revenue. It has 37,241
restaurants around the world as of 2017. While hamburgers and fries are the fast-food chain's core
menu items, it also offers milkshakes, soft drinks, desserts, breakfast meals, chicken-based goods, and
wraps. Adaptation and innovation are significant aspects of McDonald's success in many nations. The
corporation develops a wide range of services and goods to meet the needs of a diverse consumer
market, based on consumer demographics, geographical conditions, and economic variables.
McDonald's is a great example of a business that successfully adjusts its messaging and menus to other
cultures. The tagline "I'm lovin' it" is used worldwide, but on the Swiss site, it is accompanied by an
image of a woman relaxing, alone, and listening to music through headphones. The identical tagline is
paired with a family excursion to the store on the more colorful Indian site. Moreover, McDonald's has
two strategies in place to ensure that the proper message is conveyed on their goods across cultures
throughout the world. The standardization strategy is the first strategy. McFlurry, McNuggets,
McChicken, Happy Meal, and Filet-O-Fish are available at every location where the company operates.
The strategy gives the organization a positive image. McDonald's also saves time and money due to the
strategy's use of economies of scale. The adaptation approach is the second strategy. This is comparable
to the concept of localization. McDonald's adjusts to the needs of customers as dictated by the cultures
of specific regions using this strategy. With this, McDonald's has a great deal of success with adaptation.
The strategy allows the fast-food chain to expand its global presence. Higher communication and
production expenditures are required by the strategy. Aside from the winning techniques, the
company's marketing mix is also flexible, allowing it to be tailored to the needs of the local market in
terms of distribution, promotions, and pricing. Other strategic marketing approaches used by
McDonald's like a worldwide corporate brand include segmentation and experimentation/product
testing. When you compare the techniques for the American and Japanese markets, for example, you
will see a significant difference. McDonald's can customize its cuisine and business strategies to fit each
culture. When they produce new menu items, they demonstrate that they appreciate cultural
differences and follow the country's policies. In many nations around the world, people have diverse
tastes and preferences. It is due to the cultural, climatic, and historical differences between the
countries. McDonald's restaurants, as a result, maintain and create their own operational and business
policies and procedures. These choices are related to an advertisement that is tailored to the culture,
traditions, and languages of the country. At the management level, there are various brands, which are
made according to the traditional foods of every region.