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People now live in an "Ethics Era", where the International marketers are tailoring
changes according to society's expectations. Ethics are a set of moral principles that
govern a person, groups or cultural behaviour. Culture and expectations within culture
has an impact on all marketing business deals. It is essential to realize the expectations
of different stacks of culture around the world. Marketing ethics has developed in the
context of business ethics that reflects the interests of various stakeholders in the
exchange process (Carrigan, et al., 2005). Any company along with the moral issues
should emphasize on identifying, anticipating and satisfying customer needs. If the
companies seem ethical and follow the ethical codes and norms regulating their selfinterest, they will be recognized and appreciated by the consumers.
The above concept is demonstrated taking McDonalds as a company, which markets its
products in several different countries and how it has adapted its marketing mix in
Singapore and India conforming to different cultural characteristics:
McDonalds follows the policy what food manufacturers do i.e., taking into account the
homogeneous and heterogeneous cultures, understanding consumer differences from
the perspective of cultural, social, economic and other marketing environment elements
and search for common groups of consumers across countries, for International market
segmentation purposes. McDonalds follows the localized and global marketing
strategies wherein the potential elements of different cultures like language, needs and
wants, consumption patterns, market segments, socio-economic and marketing
conditions are well taken care. Consumers are given basic rights to be safe, to choose, be
informed and be heard.
McDonald's offers the consumers choice, reasonable value and great service.
Wi-fi Internet, play zones for kids at all the franchises.
Weaknesses:
Quality issues across the franchise network: Customers require the same quality of food
in all the franchises which McDonald's fail to achieve.
The core products of McDonald's does not meet the trend towards healthier lifestyles of
adults and kids.
Opportunities:
Healthy lifestyle food segment: Introduction of a new segment which supports the latest
trend of health conscious groups.
Growth of fast-food industry.
Joint Ventures: Joint ventures with the supermarkets such as costco.
Using more environment friendly products and processes can help them achieve socially
responsible tag.
Threats:
Social changes - Government, consumer groups encouraging balanced meals, 5 a day
fruit and vegetables.
Focus by consumers on nutrition and healthier lifestyles.
Competitive pressures on the high street as new entrants offering value and greater
product ranges and healthier lifestyles products. E.g. subway.
This document is a brief research on how McDonalds reinvents new menu for its outlets
in Singapore and India
in order to satisfy the taste buds of the consumers of different cultures:
give its customers a variety of great tasting value experiences leaving their customers
with another reason to enjoy a new taste teasing their taste buds.
well the marketing team has advised McDonalds in order to meet the needs of the
everyday consumer, this can be seen in how successful McDonalds has been worldwide.
April 2, 2007
Where's The Beef? Meatless McDonalds Burgers
in India
McDonald's restaurants can be found everywhere, including India. But as CBS News'
there is one menu item that's drastically different there: the burgers. 'In India, there's
something missing at the world's fast food giant: hamburgers. That's right - McDonald's
signature snack and its most recognizable symbol is nowhere to be found in one of the
biggest countries on earth. India is the world's vegetarian paradise. Nearly all of the one
billion people living here eat meat only occasionally, or not at all. Beef never shows up
on the menu. India is home to the Hindu religion, which preaches non-violence.
Believers fear the karmic consequences of harming other creatures'. CBS News, 2007,
Where's the Beef? Meatless McDonalds Burgers in India, [online], available at:
http://www.cbsnews.com/stories/2007/04/02/asia_letter/main2640540.shtml?
tag=mncol;lst;1 [Accessed 16th November 2010]
McDonald's provides a new menu range where people are not for beef and pork. There is
no beef in India because the majority of its 1.22 billion people are Hindus and revere
cows. It also doesn't serve pork items in deference to Muslims. Instead, it offers
vegetarian and chicken dishes with items starting at about 40 U.S. cents. All restaurants
have separate kitchens for vegetarians, including those who don't eat root vegetables
like garlic and onions. McDonald's believes in analysing and satisfying the tastes of
people of all different cultures.
Conclusion
McDonald's has successfully adapted to different ethical backgrounds by tailoring
changes in its approach in different cultural platforms by maintaining consistency in the
taste and quality of products and including more items in its product line at a great
value which is easily affordable by every hungry man who wants to grab a burger and
even a non-hungry man who is tempted to have a bite of the burger.
McDonalds
2006
2007
2008
2009
Total Restaurants
31,046
31,377
31,967
32,478
Appendixes