MCDONALDS 1

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Mcdonalds

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1. McDonald’s is a strong global brand, does their variety of food throughout the world

help to strengthen or weaken their positioning and brand image?

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 MCDONALDS 2

The variety of Food throughout the world helps to strengthen their positioning since

the menu at McDonalds changes as per the culture of that particular country. Hence it helps build

the brand in the minds of the local customers.

2. From a cost and logistics perspective, would McDonald’s prefer a standardized or

localized menu across the world?

When costs and logistics are considered, McDonald's would prefer a localized menu . This

is because when it maintains international menu, some ingredients might not be available in all

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countries and hence needs to be imported. It is very difficult and costly to do so. A localized

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menu would mean that the ingredients can be easily obtained without much cost . Hence a

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localized menu is preferred.
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3. What are the risks inherent in McDonald’s trying to compete in local markets against
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local “experts”? (For example, a Mexican menu item in Mexico?)

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The risks are that the customers may never recognize the McDonalds brand if they

fail to master a local recipe. The taste is very important for local menus and should include local
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ingredients and local produce.

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4. Is this approach (of localized menu items) likely to deliver more or less innovation across
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all of McDonald’s operations (worldwide)?

It's very interesting how it adapts to different cultures, which is a valuable lesson in
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marketing. Here are some examples:

1. Germany: Because Germans love to eat meat, its burgers combine Nürnberger sausages with

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 MCDONALDS 2

beef. And it's a known fact that Germans love their beer with food, so McDonald's outlets in

Germany also serve beer.

2. Indonesia: The majority of the population in Indonesia is Muslim, therefore, McDonald's

adapted to the eating needs of the population by replacing pork with fish. McDonald's outlets in

Indonesia are Halal and since Indonesians prefer rice over bread, they serve rice as well, together

with some spicy meals that locals prefer.

5. Taking these above questions in account, plus your other thoughts, list the advantages

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and disadvantages of this menu adaptation strategy to McDonald’s?

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Global brand like McDonald's is able to achieve global adaptation successfully by hiring

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the best people for the job. Thorough market research, detailed and objective analysis and
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planning should go together to ensure complete knowledge of the market and consumers. There

should be potential demand, assessment of various issues, from cultural, economic, legal, work
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practices and import guidelines.

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Localization is vital for a global company to ensure that it adapts to the local market. Effective

communication is essential. Thus a global company should work with a professional translator
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provider, to ensure the accurate translation of documents, including advertising and marketing

slogans and menus. You do not want to be lost in translation, like some other global companies
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that failed to thoroughly understand their target markets and their various requirements.
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6.And an easy question to finish with, what other product/menu ideas do you think that

McDonald’s could introduce?

McDonald, as we see from the Video, has a lots of Products available across the Globe

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 MCDONALDS 2

that it did not have it in the US. McDonalds could try country specific products that they sell in

different countries in the US where that Particular Country's people live. That's just an expand

menu strategy. On a different Segment, McDonald could enter Beverage Business and start

selling beverages within McDonalds as a separate line item. As well McDonald's with its years of

experience could enter the ready to cook/eat segment and sell under a different sub-brand.

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