MCDONALD’S IS MOVING TOWARDS A HIGHER

DEGREE OF MARKET RESPONSIVENESS

 McDonald’s announced that all its restaurants – 30,000 in over 100
countries – would soon be adopting the same brand packaging for menu items.
According to a company press release, the new packaging would feature
photographs of real people doing things they enjoy, such as listening to music,
playing soccer and reading to their children.
McDonald’s global chief marketing officer was quoted as saying, ‘It is
the first time in our history that a single set of brand packaging, with a single
brand message, will be used concurrently around the world.’ Years later, in 2019,
the company had to pull back when it announced plans to localize its packages.

What are the forces for market responsiveness?

Describe how important is it to be able to adapt to the local environment?