An analysis of the ways that local markets affect domestic marketing decisions at McDonald's.
Written in 2007; 922 words; 4 sources; MLA; $ 32.95
Paper Summary:
This paper analyzes how environmental factors affect global and domestic marketing decisions at McDonald's. The paper describes different marketing strategies and decisions around the world and how local markets affect the decisions that McDonald's makes. It gives examples of some local marketing challenges and how McDonald's has had to adapt its products to meet the challenges.
From the Paper:
"McDonald's is clearly pursuing the right strategy domestically, as the Justin Timberlake ad oversaw an "unbroken string of monthly sales increases" ("Online Extra: Marketing in the 'the Age of I'" 2004, BusinessWeek Online). These increases were also partly due to the McGriddle breakfast sandwiches and entree salads, playing upon American desire for novelty in the form of a breakfast sandwich that tastes like maple syrup and also a desire to adopt more healthy eating habits and still eat at McDonald's. The new dollar meal stresses value for American consumers, although its sandwiches are less of a bargain in other nations, based upon the base salary of consumers."
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