1.

Why do firms such as McDonald’s need to have a global marketing strategy

even though its national menus are localized?

For companies like McDonald's, the adoption of a global marketing strategy is

imperative in response to the increasing convergence in consumer behavior.
Presently, consumers are gravitating towards healthier lifestyles characterized by
balanced diets and physical activity. Implementing a global marketing strategy offers
several advantages for businesses, including cost reduction, particularly in marketing
expenses, and the optimization of high advertising investments. This is achieved by
enabling companies to replicate their advertising campaigns with minimal
modifications. Additionally, a consistent global marketing strategy allows companies
to uphold their brand image consistently across the world, delivering a uniform
message to their global audience. Consequently, this facilitates the establishment of
a distinctive global brand identity in the minds of consumers.

2. What alternative strategy could McDonald’s have used to regain its market?

McDonald's may have reclaimed its market share by implementing a multi-domestic

approach, which would have allowed the corporation to successfully offer distinct
menus and healthier selections in several nations and even expand its reach into
international markets. It is suggested that McDonald's improve the quality of their
customer service and start investing more money in digital marketing and social
media to connect with more customers.

3. For the future, how should McDonald’s tap into the convergence among
global consumers?

To leverage the global convergence of consumers, McDonald's needs to establish a

cohesive global brand identity and communication strategy. This may involve utilizing
social media and digital marketing to expand its customer base, alongside thorough
market research and analysis of consumer behavior for the introduction of diverse
menu items. Alternatively, a combination of these strategies could be employed to
broaden the customer demographic. Additionally, McDonald's should continue its
efforts to enhance the quality of its products and customer service.