I.

Franchise Case

Mcdonald’s Cultural
Issues in India
This paper is about cross-cultural perspectives at Mcdonald’s. It looks at how businesses can
be affected by cultural differences across the globe. The paper is based on the idea that
people from different countries have different cultural orientations and preferences, which
necessitate the need for multinational corporations to integrate cultural factors into their
business strategy. The importance of doing so is that it makes organizational business to
succeed due to the alignment of business strategy to individual cultures for various countries.
Failure to do so may spell doom for multinational corporations because for a business to
succeed, it does not only need to be friendly to the customers but also respect their cultural
values. Some of the issues which are discussed include Mcdonald’s historical background, the
cultural and ethical issues at the organization’s operations, and the social responsibility issues
in different regions where the organization has operations.

II. Ethical issues or positive or questionable environmental

sustainability practices:
Full disclosure of food ingredients Dietary considerations

One of the ethical perspectives at The other ethical perspective is

Mcdonald’s is in regard to the food ingredients. The
organization has embraced the practice of full
disclosure of ingredients in its food items. It does
this by putting labels on all food items which it sells
to customers. The idea is to enable the customers to
be fully aware of what really is contained in the food
which they eat. Such a practice is very critical
because it not only enables the customers to have
confidence in the organization but also gives the
organization a competitive edge over its
competitors. In some countries, some companies
are known to give false information about their
products while others do not give any details at all.
Such a practice may expose consumers to
dangerous effects of the products such as allergies
or other ailments.
dietary considerations. As mentioned
earlier, people from different cultures have
different preferences. In some cultures,
people may prefer diets with low fat or
sugar, while in others, they may prefer diets
with sugar and fat as key to the ingredients.
This concern has been considered by
Mcdonald’s in its Indian outlets by ensuring
that the majority of the food items are beef
free (Libranza, 2014). Comparison of Ethical
Perspectives at McDonald’s across Cultures,
India The ethical perspectives in India are
different from those in North America and
Asia. While in India, the focus is on beef, the
case is different in North America, where
there are very few Hindus.
III. Propose ways to reduce the environmental footprint in
the Philippines of that franchise system
Cultural adaptation in some specific market, it can be considered as a kind of behavioral
adaptation of the current organization as a legal person. Many scholars have theorized and studied the
notion of cross-cultural adaptation, which tends to move from one culture to another one, by learning
the elements such as rules, norms, customs, and language of the new culture.

Cultural adaptation is the evolutionary process by which an individual modifies his personal habits and
customs to fit into a particular culture. It can also refer to gradual changes within a culture or society
that occur as people from different backgrounds participating in the culture and sharing their
perspectives and practices.

Culture in Marketing
“Culture is the most basic cause of a person’s wants and behavior”. When planning marketing
strategies cross borders, it is important for multinationals to consider cultural differences, for they
result in different consumer responses. Kotler also explained in his book how culture influence
consumer behavior through social, personal and psychological factors. In the meanwhile, the cultural,
social and personal factors are all respectively influencing the consumer behavior in the market. By
studying and understanding the consumer behaviors, companies will be able to reach their final
decision of marketing mix.

People: All people directly or indirectly involved in the consumption of a service are an important part
of the extended marketing mix. Knowledge Workers, Employees, Management and other Consumers
often add significant value to the total product or service offering.
Process: Procedure, mechanisms and flow of activities by which services are consumed (customer
management processes) are an essential element of the marketing strategy.
Physical Evidence: The ability and environment in which the service is delivered, both tangible goods
that help to communicate and perform the service and intangible experience of existing customers
and the ability of the business to relay that customer satisfaction to potential customers.

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