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Case: McDonald's Expands Globally While Adjusting Its Local Recipe
1. Identify the key elements in McDonald's global marketing strategy (GMS). In particular, how does McDonald's approach the issue of standardization? Does McDonald's think global and act local? Does it also think local and act global?
2. Do you think government officials in developing countries such as Russia, China, and India welcome McDonald's? Do consumers in these countries welcome McDonald's? Why or why not?
3. The "Plan to Win" initiative is built around five factors that drive McDonald's business: people, products, place, price, and promotion. As a student of marketing what can you say about these factors?
4. Is it realistic to expect that McDonald's - or any well-known company - can expand globally without occasionally making mistakes or generating controversy? Why do anti-globalization protesters around the world frequently target McDonald's?
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