McDonald's Local Markets

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."

Sample of Sources Used:

• Lev, Michael. (25 Feb1997) "In Japan, McDonald's means great marketing." The Chicago Tribune. Retrieved 21 Apr 2007 at http://www.licenseenews.com/news/news161.html
• "Marketing Strategy Mandatory for Business Success." (2001). Trailer Body Builders. Penton Media Inc. Retrieved 21 Apr 2007 at http://trailer-bodybuilders.com/mag/trucks_marketing_strategy_mandatory/index.html
• "Online Extra: Marketing in the 'the Age of I.'" (12 Jul 2004). BusinessWeek Online. Retrieved 21 Apr 2007 athttp://www.businessweek.com/magazine/content/04_28/b3891011_mz001.htm
• Squires, Jim. (18 Feb 2007). "McMenu Madness: Part I--International." Retrieved 21 Apr 2007 at http://fjetsam.com/index.php/features/mcmenu-madness-part-i-international.index.html

More papers on McDonald's Local Markets:

• Comparison Essay # 114385 : "International Marketing"
• Dissertation or Thesis # 109012 : "The Localization of McDonald's in China"
• Case Study # 113504 : "Starbucks Corporation"

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