Reference no: EM132189034
Comment this discussion in few paragraph ?
Local laws, local taste preferences, and local culture have greatly impacted McDonald’s global strategy. For example, the company has adapted its original menu in different countries to adjust its product based on cultural difference in different areas and to meet customer demand. As a result, guava juice was introduced to the McDonald’s menu in tropical markets; beer is served on the menu in Germany; teriyaki burgers in Japan; etc. Moreover, McDonald’s uses different advertising based on different culture in different country. For instance, the company uses England football representative Alan Shearer as a figurehead to increase the sale of hamburgers. In France, the company uses French national goalkeeper to promote hamburgers (Rodrigo, 2012).
McDonald’s develops long-term relationships in a foreign country through its vendor sourcing strategy and marketing campaigns through an efficient, adaptive, and collaborative supply chain. McDonald’s supply chain has enabled the company to enter new markets at a scale and pace that is unmatched by its competitors. In fact, the company’s supply chain is based on the mentality of a shared system or joint ownership that has allowed the firm to work as one efficient organization with its suppliers, to plan for the future, and to adapt to the present in a cohesive and integrated way (Vitasek, 2014). As to marketing, McDonald’s puts great emphasis on advertising and believes in the importance of it. The company spends a considerable amount in advertising every year targeting different groups and places great focus on marketing towards children. For example, in 1998, McDonald’s established a Global Marketing Alliance with Disney/Pixar and advertised towards children targeting popular toys that children would be drawn towards (Keller, n.d.).
My thoughts on global standardization have changed. I have learned that a company can standardize globally and still be successful. However, to be successful, global standardization doesn’t mean standardization in everything the company does, it means standardization in certain business processes while adapting to local laws, taste preferences, and culture. Adaptation in different countries is part of what makes a company so successful.