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MARKETING
SUCCESSES
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Group 2:
Eduarda Arrarte Jean Piere Bazan
Andres Cardoso Celeste Morales
Alonso Paredes Sebastian Rossi
Sofia Samaniego Jackeline Vilchez
Hi! MC DONALD’S
“GLOCAL”
MARKETING:
MARKETING
Saudi Arabia

*Glocal: used to describe a product or service that is developed and

distributed globally but is also adjusted to accommodate the user or
consumer in a local market.
McDonald’s History Timeline

1940 1955
Founded as a restaurant operated by Ray Kroc, a businessman,
Richard and Maurice McDonald, in proceeded to purchase the chain
California, United States. from the McDonald brothers.

1953 1967
Turned the company McDonald’s become
into a franchise with international (British
the Golden Arches Columbia, Canada)
logo
1st Mcdonalds
1st Mcdonalds inoutside
the USthe US
(Canada)
(Illinois)
Over 120+ countries

37,000 restaurants
5,720 of their own (15%)
31,280 franchises (85%)

The second largest

private employer after
Walmart, with 1.5
million employees
 Service
and
Products:
Fast
Food
Chain
Saudi Arabia

160 outlets

McDonald's is extremely
popular in Saudi Arabia

There's one in most

malls you visit.
McDonald's and Ramadan: the fast ends when
the last grain of sand falls on these clocks

RAMADAN MUBARAK:

Is a holy month of fasting,

introspection and prayer for Muslims,
the followers of Islam. It is celebrated
as the month during which
Muhammad received the initial
revelations of the Quran, the holy
book for Muslims.
ABOUT THE TONGUES

LANGUAGE FAMILY SPEAKERS

English Indo-European 1.268 BI

Mandarin Sino-Tibetan 1.120 BI

Hindi Indo-European 637.3 MI

I
Spanish Indo-European 537.9 MI
Indicate to those who look at them the time left to sit down at the table and eat the "iftar", the
traditional and bountiful night meal that breaks the daily fast during Ramadan.
 Factors of success
Adaptation to local
consumption patterns Flexible Marketing Mix
and cultures

Saudi Arabia Halal food market is

projected to grow at a CAGR of over 9%
by the year 2024.
McDonald’s adapts to the needs of the
consumers as required by the cultures of
specific countries.
The company’s marketing mix is
likewise flexible, in order to tailor it to
the local market requirements in
terms of location of distribution,
promotions plans and pricing.
 Marketing Mix

Product Price
In adherence to Halal procedures at all
stages, McDonald’s applies strict Cheat prices is McDonald’s main
measures on the level of suppliers and competitive advantage.
slaughterhouses.

Promotion Place

Mcdonald's locations
 What lessons can be learned?

Identify growing markets opportunities

Adapt the product and promotion to fit cultural and legal aspects

Maintain the core strategy of the business: cost leadership and international
market expansion strategies
STARBUCKS
Australia
BACKGROUND
Starbucks is all
over the world!

28,000 locations
76 markets

China: new
location opens up
every 15 hours
BACKGROUND
Seattle,
Washington

Hot and cold

drinks like
espresso, latte,
Frappuccino, juices
and snacks

Starbucks´official
merchandise
BACKGROUND - CASE

Year: 2008

Country: Australia

One of the toughest

market to break into
AUSTRALIA´S COFFEE
MARKET
$6 BILLION IN TOTAL REVENUE
One of the biggest of the world

IMMERSED IN CAFE CULTURE

1900s: Italian and Greek
immigrants introduced to
espresso
1980s: Accustomed to specialty
menu items
 CASE
July 2000: 2008: 87
First shop in stores in
Sydney Australia

Problem: They tried to grow the

Empire too fast

$105 million in losses

$54 million in loans

Result: In 2008,
shutting down 61 stores
KEY LESSONS
BUSINESS CULTURE
MODEL Australians have been
immersed in nuances of cafe
Adapt it to the
culture (Italian and Greek
environment
influence)

ACCELERATED EXPERIENCE
GROWTH Meeting friends at a
Multiple locations but place and knowing a
not an integration local barista

CONSUMER PRODUCT
Too available for the Basic menu and offered
public and non sugar drinks. Local tastes
organic interaction are different
OPPORTUNITIES: PREMIUM EXTENSION
LINE
-Custom menu and specific stores

-Sophisticated and high quality

products in relation to consumer
tastes

-Create an experience aligned with

the Australian consumption style

-Build trust and closeness with the

consumer
THANK YOU