BSBMKG549 Workbook!

BSBMKG549
Profile and analyse consumer behaviour for international markets
Workbook
Contents
1. Questions............................................................................................................................3
2. Case Study 1......................................................................................................................10
Marketing Strategy...............................................................................................................13
3. Case Study2.......................................................................................................................14
Target Audience:..................................................................................................................14
Geographic:..........................................................................................................................14
Psychographic:.....................................................................................................................14
Demographic:.......................................................................................................................14
Marketing Strategy...............................................................................................................18
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BSBMKG549 – Workbook V2.0
Created: March 2022 Reviewed: April 2023
Entrepreneur Education Pty Ltd
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1. Questions
1.1.How do cultural differences impact consumer behaviour in international markets?

Values
Attitudes
Language
Communication
Lifestyle
1.2.What are the standard statistical terms used to describe consumer characteristics?
Customer behaviour
Cultural difference
Preference
Purchase patterns
1.3.What are some common market profiling techniques and software programs used to
analyse international markets?
Focus group
Surveys
Interview
Observation
Excel to analyse the data

Google Analytics
HubSpot
1.4.Individual, social, cultural, and lifestyle factors can influence consumer behaviour
1.4.1. How do individual factors, such as age, income, and personality traits,
influence consumer behaviour?
Individual factors, such as age, income, and personality traits, influence
consumer behaviour because for example: A consumer is highly influenced by
the amount of savings he/she wishes to set aside from his income. If a consumer
decided to save more, then his expenditure on buying reduces. Whereas if a
consumer is interested in not saving more, then most of his income will go
towards buying products.
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1.4.2. How do social factors, such as family, friends, and reference groups, influence
consumer behaviour?
Social factors, such as family, friends, and reference groups, influence

consumer behaviour because: It affects consumer behaviour by
shaping individuals' perceptions of their needs and wants. People in
the same social class tend to have similar attitudes, live in similar
neighbourhood’s, attend the same schools, have similar tastes in
fashion, and shop at the same types of stores. People from the same
social class typically share similar opinions, living arrangements,
educational institutions, fashion preferences, and shopping habits.
1.4.3. How do cultural and lifestyle factors, such as values, beliefs, and attitudes,
influence consumer behaviour?
The way of thinking and the behaviour of an individual are greatly influenced by
their culture. Because it has such an impact on how people view the world,
where they fit in it, and how they make decisions, it frequently affects how and
why we consume goods and services.
1.5.Trade Practices Act, World Trade Organisation, and Privacy Act can affect consumer
behaviours.
1.5.1. What are the key provisions of the Trade Practices Act that affect consumer
behaviour for products and services?
Trade Practices Act safeguards consumers by outlawing cartels, market-sharing
and price-fixing practises, and the abuse of market power.
1.5.2. How does the World Trade Organisation impact consumer behaviour for
products and services?
The global WTO system is based on the non-discrimination principle and
decreases trade obstacles through negotiation. Reduced production costs
(because to lower import costs used in production), lower prices for finished
goods and services, more options, and eventually lower cost of living are the
results.
1.5.3. What are the key provisions of the Privacy Act that affect consumer behavior
for products and services?
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Most consumers do care about the privacy of their personal data and The Privacy
Act allows us to: know why your personal information is being collected, how it
will be used and who it will be disclosed to. have the option of not identifying
yourself, or of using a pseudonym in certain circumstances. ask for access to your
personal information (including your health information). The privacy of your
consumer's data is important because, like your business and you as an
individual, you value your privacy.
1.6.Where can you find sources of information on international markets?

documentary sources and primary sources.
1.7.What are segment descriptors and how are they used to define international target
markets?
The process of segmenting a market into groups of consumers with similar
characteristics is known as segmentation. Demographic, psychographic,
geographic, and behavioural segmentation are the four pillars on which
marketers base their ideal customer profile (ICP). Demographic, psychographic,
behavioral and geographic segmentation are considered the four main types of
market segmentation, but there are also many other strategies you can use,
including numerous variations on the four main types
1.8.How can market segmentation help in developing a marketing strategy for

international markets?
The marketer can have a better grasp of global customers by segmenting the
global market and doing market research. The marketer can use this information
to compare and contrast domestic markets, which may inspire them to mix
segments from several nations or even regions.
1.9.What are the key factors to consider when developing a marketing strategy for
international markets?
Culture
Language
Attitudes
Values
Regulations
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1.10. How can consumer behaviour in international markets be monitored and
evaluated to improve a marketing strategy?
Feedbacks
Surveys
Website Traffic
Sales information
Expectation vs reach
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Case Studies
Consult with relevant personnel (your mentor) for the following case studies and look for
areas of improvement and develop strategies in consultation.
McDonald’s International Strategy: Adapting Around the World
McDonald’s was born in San Bernardino, California in 1940. The international business
started as a fast-food restaurant by brothers Maurice and Richard McDonald. From being a
restaurant, the owners turned the business into a hamburger outlet before exploring the
franchise business. They started using the logo named Golden Arches in 1953. After joining
the company in 1955, Ray Kroc purchased the McDonald’s chain. Its new headquarters is in
Chicago, Illinois. And all this forms the basis for the McDonald’s international strategy.

In terms of revenue, McDonald’s is considered as the biggest restaurant chain in the world.
As of 2023, it has over 40,000 fast food restaurants around the world. While its main menu
offerings consist of hamburgers and fries, the fast-food chain serves other items, including
milkshakes, soft drinks, desserts, breakfast fare, products made with chicken and wraps.

Consumer tastes change and the company responded to the changes by offering healthy
food. To counteract the perceived unhealthiest of their main menu offerings, McDonald’s
also serves fruits, smoothies, fish items and salads.

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Like other fast-food restaurants, McDonald’s as an international business also faced some
challenging times. Still, the company was able to withstand the drawbacks, making it one of
the most successful fast-food franchises in the world. It’s interesting to know how
McDonald’s maintains its success.

How McDonald’s Adapts to Different Cultures
The key factors for McDonald’s fast food restaurants success in different countries are
adaptation as well as innovation. The company comes up with a variety of services and
products catering to the needs of a consumer market that is widely diverse, basing their
offerings on consumer demographics, local and economic factors, for example:
 McDonald’s offered fast and low-priced menu to cater to women joining the
labour force and the increasing teenage population in the 1960s.
 Joined the trend of going global in the 1970s and the 1980s by bringing the
“American way of life” to several countries around the world by adapting to the
social setting of every country they entered via franchising to local entrepreneurs.
 Improved the company’s corporate image by introducing the ”fast and
convenient” strategy by adjusting the product listing based on the trends in the
food industry. McDonald’s renovated their restaurants to gain a united, up to date
environment with a natural dining look and feel. The concept they introduced was
supported by offering natural and healthier elements through the addition of
vegetables (such as carrot sticks), fruits and salads.
 The company’s innovation continues through additional products, such as
healthy drinks and coffee of high quality, competing directly with local cafés and
coffeehouse chain, Starbucks.
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McDonald’s International Strategy for Marketing Success
Despite being a fast-food chain that mainly serves beef hamburgers and French fries, aside
from the new additions, it is surprising that various countries accepted the international
food franchise. McDonald’s has outlets in all the continents, operating in more than 100
countries.

What Is the Secret to The McDonald’s International Strategy Success?
1.     Standardization strategy

Anywhere the company operates, it offers identical food products such as McFlurry,
McNuggets, McChicken, Happy Meal or Filet-O-Fish. The plan provides the company with a
strong image. The strategy is a time and money safer for the company as it helped build
economies of scale.

2.     Adaptation strategy
The strategy can be compared to localization. With this strategy, McDonald’s adapts to the
needs of the consumers as required by the cultures of specific countries. Adaptation works
very well for McDonald’s. The strategy enables the fast-food chain to have a wider reach
worldwide. The strategy does require higher communication and production costs. Aside
from the winning strategies, the company’s marketing mix is likewise flexible, to tailor it to
the local market requirements in terms of location of distribution, promotions plans and
pricing.

How McDonald’s Fares and Adapts in Other Countries?
As a global business brand, McDonald’s strategies likewise employ other strategic
marketing tactics such as segmentation and experimentation/product testing. Comparing
the strategies for the American market and the Japanese market for example, you will see a
big difference.

 In the United States. McDonald’s spends the biggest slice of their budget. The
company does many new product trials and innovation in its home country, where
it has the biggest audience. The company’s advertising is typically skewed to
children in the United States, where McDonald’s produces about 250 ads
annually.
 In Japan. The company’s ad campaigns are widely different. The Japanese ads
are focused on adults as well as children, with some features that are unique to
the locale’s culture.
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McDonald’s can adapt its menu and business plans to each culture. It shows that it respects
the differences between cultures and adheres to the country’s policy when they develop
additional items for their menu. The company does product tests and experimentation
through the addition or removal of food items based on local trends and popularity among
consumers.
In the U.S. McDonald’s offers McRibs for a limited time. In Japan, the Teri Tama Burger is a
spring menu item while the Tsukimi Burger is offered in autumn.

The localized marketing plans work great for McDonald’s. For the Japanese market, it
adjusts its name for katakana (used for foreign words) by using the name Makudonarudo,
which not only sounds attractive but also quite appropriate. Because the appetite of the
Japanese differs from the Americans, the serving sizes of burgers, fries and drinks in Japan
are smaller.

Adapting to the Chinese Market
China is a big market for

McDonald’s, considering that it has 3,787 outlets in China. In typical fashion, it adapted to
local tastes and preferences. Instead of meat from chicken breasts, McDonald’s uses meat
from chicken thighs in its chicken burgers because it’s the locals’ preference. Grilled
Chicken Burger is a meal offered during Chinese New Year, which is served with curly fries
and Chinese horoscope with the 12 animal signs.

Aside from the regular sauces such as Honey Mustard, Sweet and Sour and BBQ,
McDonald’s China’s Chicken McNuggets also have Chili Garlic Sauce. Soups like Corn
Soup and Vegetable and Seafood Soup were added in 2001.

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Examples Of McDonald’s Adaptation Through Collaboration and Innovation
The company’s marketing research is exhaustive, providing it with all the means to engage
and embrace a wide variety of cultures while still maintaining its strong brand image.
McDonald’s Golden Arches logo is easily identifiable wherever you go. It’s very interesting
how it adapts to different cultures, which is a valuable lesson in marketing. Here are some
examples:

1.     Germany
Because Germans love to eat meat, its burgers combine Nürnberger sausages with beef.
And it’s a known fact that Germans love their beer with food, so McDonald’s outlets in
Germany also serve beer.

2.     Indonesia
Most of the population in Indonesia is Muslim, therefore, McDonald’s adapted to the eating
needs of the population by replacing pork with fish. McDonald’s outlets in Indonesia are
Halal and since Indonesians prefer rice over bread, they serve rice as well, together with
some spicy meals that locals prefer.

3.     India
India has a very large consumer base and McDonald’s adapted its menu to cater to the
locals’ tastes and preferences. Beef is replaced with chicken. The Maharaja Mac is the local
version of the standard Big Mac. To cater to vegetarian consumers, McDonald’s in India
offers Masala Grilled Veggie Burger, McAllo Tikki and McVeggie. In 2013, the company
opened its first vegetarian restaurant to cater to the local vegetarian consumers. One of
McDonald’s India’s features is the McCurry Pan, a baked menu item with curried
vegetables.

4.     Morocco
In Morocco, pita bread sandwiches are available. The outlets also use traditional spices
such as coriander and cumin. McDonald’s offers special menu for Ramadan. They call it f’tor
(end of fasting) and the meal consists of a Big Mac, milk, dates, and traditional Moroccan
soup.

5.     Japan
Japanese cuisine is very different from the rest of the world. In the initial stage, McDonald’s
in Japan retained the menu for the U.S. market. But slowly it replaced and added menu
items to cater to Japanese preferences. The company introduced Green Tea ice cream, Rice
Burger, Seaweed Shaker and Teriyaki Burger. The Japanese McDonald’s franchise also
added shrimp burgers, shrimp nuggets, milkshakes flavoured with green tea and breakfast
meal with hotdogs, mustard, ketchup, and relish.

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6.     Switzerland
The McRaclette is only served in McDonald’s outlets in Switzerland. It is a beef sandwich
with raclette cheese, unique raclette sauce, onions, and gherkin pickles.

As a global brand, it is understandable that McDonald’s present worldwide. According to
the company’s website, it operates in 116 countries as of January 2023, serving 69 million
consumers each day. It employs 1.9 million people.
However, there are still some countries that do not welcomed McDonald’s outlets. North
Korea, Bolivia, Ghana, Macedonia, Bermuda, Zimbabwe, and Iceland do not have any
Maccas. Other fun fact is that in Cuba you can only find 1 McDonald’s outlet which is
located at the Guantanamo Bay Naval Base. It is accessible only to U.S. military personnel.
Source: McDonald's International Strategy: Adapting Around the World
(daytranslations.com)
2. Case Study 1
Use “McDonald’s International Strategy: Adapting Around the World” as a basis to prepare
the following questions and strategy for opening a new McDonalds restaurant in one of the
countries that does not have one.
NEPAL
2.1.Identify task objectives and international target markets:
2.1.1. What are the specific objectives of opening a McDonald's restaurant in the
new country?
The McDonald’s should establish clear goals and objectives: ensure customer
enjoyment, loyalty, and profitability in the new country. To win over customers'
loyalty, businesses should cultivate relationships with them, provide high-quality
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goods and services, and offer discounts and reward programmes.
2.1.2. How was the target market for the new restaurant identified?
The target customer of your restaurant is a specific segment of the larger dining
market. Target markets are determined by a combined analysis of:
Demographics: segments of the population as divided by shared characteristics,
including age, sex, income, education, religion, race, and geographical location. It
will be includes employees, professionals, as well as students, who are drawn by
the value conscious meal options and free Wifi provided in McDonald's
restaurants.
2.1.3. What are the unique cultural, social, and economic factors that make the new
country a desirable target market for McDonald's?
One of the main reasons why Nepal doesn’t have a McDonald’s is that beef isn't
widely eaten here due to the cow being the national animal and sacred to
Hindus. So we can change the ingredient from beef into chicken and fish.
Because there is little fast food restaurant here so when we jump into this
market, it will be super hot and potential.
2.2.Review past marketing plans, strategies, campaigns and positioning of products and
services, where possible:
2.2.1. What marketing plans, strategies, and campaigns have been used in other
countries by McDonald's?
McDonald's strategy goal of tailoring product offers to regional markets

emphasises the company's successful geographic segmentation, which enables
them to maintain a competitive edge across multiple markets. The business
attributes its success on a worldwide scale to its ability to segregate its target
demographic and practise cultural sensitivity.
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2.2.2. How successful have these strategies been in different international markets?
The expansion and sales efforts at McDonald's continue to increase with the
business. The company's activities have been globalised or "McDonaldized,"
which has aided in its ability to expand operations and achieve success in the fast
food service sector.
2.2.3. What are the key differences between the new target market and past
international markets where McDonald's has operated?
The company's menu previously focused on high-priced value items, but it has
since altered its emphasis to lower-priced goods. Consumer Assistance
McDonald's has always placed a priority on providing customers with high-quality
cuisine that is served swiftly and in a clean environment.
2.3.Identify and select targeting strategy according to task and organisational

requirements. Use this link to read more about McDonald’s Policies and Practices for
each country:
2.3.1. What targeting strategy will be used for the new McDonald's restaurant in the
new country?
The McDonald's target audience is mainly lower to middle class consumers, who

are interested in fast, cheap and convenient food. During the pandemic, the
famous McDonald's drive-thru became even more popular. McDonald's runs a
very successful series of marketing and advertising campaigns to make sure all of
our customers are aware of our offers, promotions and good work that
McDonald's is involved in. This includes TV, print, display, radio, and online
advertising.
2.3.2. How was this targeting strategy selected, and what factors were considered in
making this decision?
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Factors were considered in making this decision is One of the main reasons why
Nepal doesn’t have a McDonald’s is that beef isn't widely eaten here due
to the cow being the national animal and sacred to Hindus. So we can change the
ingeridient from beef into chicken and fish. Because there is little fast food
restaurant here so when we jump into this market, it will be super potential.
2.3.3. How will the targeting strategy align with the overall organisational goals and
objectives?
The targeting strategy align with the overall organisational goals and objectives
by their consistency in branding, competitive pricing, extensive advertising,
tailored menu offerings, limited-time offers, and Happy Meal strategy, have
enabled them to establish a strong brand recognition and cater to a wide range
of customer needs.
2.4.Develop consumer profile for the selected market:

2.4.1. In statistical terms, what are the demographic, psychographic, and behavioural
characteristics of the target consumer in the new country?
The demographic, psychographic, and behavioural characteristics of the target
consumer in Nepal are: The McDonald's target audience is mainly lower to
middle class consumers, who are interested in fast, cheap and convenient food.
Beef isn't widely eaten here due to the cow being the national animal and sacred
to Hindus. So we need to change the ingredient from beef into chicken and fish.
Celebrations of special occasions, such children's birthdays, are connected to
behavioural segmentation. In addition to its affordable prices, McDonald's draws
local youth clubs and sports teams with its convenient location. McDonald's can
accommodate a sizable crowd and caters to the younger demographic. Their
menu and marketing are geared primarily towards attracting and keeping a
young customer base.
2.4.2. What cultural and social factors may impact consumer behaviour in the new
market?
Cultural and social factors may impact consumer behaviour in the new market is
that beef isn't widely eaten here due to the cow being the national animal
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and sacred to Hindus.
2.4.3. What consumer needs, wants, and preferences are specific to the new market?
Consumers is Nepal do not want and eat the beef, instead of that the chicken
and fish will be the ideal.
2.5.Develop positioning strategy:

2.5.1. What is the desired brand image and perception for the new McDonald's
restaurant in the new country?
The desired brand image and perception for the new McDonald's restaurant in
the new country is family, joy, love and youth.
2.5.2. How will McDonald's position its products and services to appeal to the target
market?
McDonald's uses adaptive product positioning, which comprises routinely

revising its goods and services in response to market changes. To ensure that
every one of our customers is aware of the deals, special offers, and good deeds
that McDonald's is engaged in, a very successful series of marketing and
advertising campaigns are run by McDonald's. Online, radio, print, and television
advertising are all included in this.
Kroc's guiding principle was "Quality, Service, Cleanliness, and Value." In addition
to establishing the foundation for McDonald's success from the perspective of
customers' expectations, these efforts towards process repetition and efficiency
also support McDonald's continued dominance in a society were producing at a
rapid pace is frequently expected.
2.5.3. What factors will be considered in determining the optimal pricing, promotion,
and distribution strategies for the new McDonald's restaurant in the new
country?
Factors will be considered in determining the optimal pricing,

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promotion, and distribution strategies for the new McDonald's
restaurant in the new country are Market research, Value, Cost of
goods, Additional overhead, Labour, Distribution and Economies of
scale.
Marketing Strategy
This Research Plan will be Presented to your Mentor in person or as a Video. It must
contain the following information either as a PowerPoint or recorded speech:
1. Define the research problem and objectives
The research problem is to understand the consumer behaviour in the target

international markets and to identify the key drivers of consumer behaviour,
including individual, social, cultural, and lifestyle influences.
 Identify the dining preferences and habits of the target audience in the new
country.
 Determine the cultural and social factors that influence the food choices of the
target audience.
 Relate the challenges and limitations of operating a restaurant in the new country.
 Identify the key drivers of consumer behaviour in the target international
markets, including individual, social, cultural, and lifestyle influences
2. Analyse consumer needs and interests in target international markets
 Use the insights gathered from the market research to analyse the consumer
needs and interests in the target international markets.
 Develop a consumer segmentation strategy based on the analysis to target
specific consumer groups.
3. Develop and recommend strategies
 Determine strategies for profiling and analysing consumer behaviours to identify

trends and opportunities for improvement.
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 Propose areas for improvement to developed strategy.
 Recommend a marketing strategy that aligns with McDonald's global brand,
reflects the unique characteristics of the target market, and meets the needs and
expectations of the target audience. This should include:
o Branding and Positioning
o Menu and Pricing
o Promotion and Advertising
o Customer Experience
o Partnerships and Collaborations
3. Case Study2
Use “McDonald’s International Strategy: Adapting Around the World” as a basis to prepare
the following questions and strategy for opening a new McDonalds restaurant at the
Antarctic Research Station. Also, you have been given some research and an outline of your
target audience below.
Target Audience:
Geographic:
The target audience for McDonald's new restaurant in the Antarctic research station is vary.
This renown research station is typically staffed by individuals from different countries,
including the United States, Russia, China, Japan, and many European countries. This
location is characterized by extreme weather conditions, isolation, and limited dining
options.
Psychographic:
The psychographic characteristics of the target audience can be defined as follows:
Adventure seekers: Many of the people stationed at or visiting the research station are
adventurous individuals who are willing to explore new environments and try new
experiences, regardless of their nationality.
Risk takers: The target audience is willing to take risks and endure challenging conditions to
achieve their goals, which can be influenced by their cultural values and upbringing.
Busy professionals: The researchers, support staff, and visitors to the research station are
busy professionals who require a quick and convenient dining option, regardless of their
cultural background.
Socially responsible: Many of the people stationed in the research station are
environmentally conscious and have an intense sense of social responsibility, which can be
influenced by their cultural values.
Demographic:
The demographic characteristics of the target audience can be defined as follows:
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Nationality: The target audience includes individuals from different nationalities, including
Americans, Russians, Chinese, Japanese, Europeans, and others.
Age: The target audience includes individuals of different ages, including young researchers,
middle-aged support staff, and older visitors, from different countries.
Gender: The target audience includes both men and women, from different countries.
Income: The target audience includes individuals with varying income levels, including
researchers who receive funding for their work and visitors who can afford to travel to the
research station, from different countries.
Education: The target audience includes highly educated individuals, including scientists
and researchers with advanced degrees, from different countries.
3.1.Identify task objectives and international target markets:
3.1.1. What are the specific objectives of opening a McDonald's restaurant in

Antarctica?
The main objective of the McDonald's corporation is to be the customer's

favorite place to eat in Antarctica.
3.1.2. How was the target market for the new restaurant identified?
The target market was defined by: young researchers, middle-aged support
staff, and older visitors, from different countries, are all part of McDonald's
target market since they are attracted to the affordable meal selections and
free Wi-Fi offered at McDonald's restaurants. And the Antarctica is
characterized by extreme weather conditions, isolation, and limited dining
options, which is not only the weakness but also the strength, big plus point,
because will be not many competitors.
3.1.3. What are the unique cultural, social, and economic factors that make
Antarctica a desirable target market for McDonald's?
There is no distinct culture in Antarctica because there are no permanent
residents. However, it is estimated that there are about a thousand researchers
and technicians working during the winter, with that number rising to as many
as 5000 during the summer. The Antarctic economy is made up of The Cove
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Antarctica has been home to the discovery of coal, hydrocarbons, iron ore,
platinum, copper, chromium, nickel, gold, and other minerals.
3.2.Review past marketing plans, strategies, campaigns and positioning of products and
services, where possible:
3.2.1. What marketing plans, strategies, and campaigns have been used in other
countries by McDonald's?
Marketing plans, strategies, and campaigns have been used in other countries
by McDonald's is Adaptation strategy: Using this strategy, McDonald's adjusts
to consumer needs as dictated by national cultures. For McDonald's, adaptation
works very well. The plan enables the fast-food company to reach more people
throughout the world.
3.2.2. How successful have these strategies been in different international markets?
The expansion and sales efforts at McDonald's continue to increase with the
business. The company's activities have been globalised or "McDonaldized,"
which has enabled it to expand its operations and achieve significant growth,
leading to its success in the fast-food services sector.
3.2.3. What are the key differences between the new target market and past
international markets where McDonald's has operated?
The key differences between the new target market and past international
markets where McDonald's has operated is that: for each nation where we
operate restaurants, we make an effort to modify our menu to accommodate
the various preferences and regional customs. Since we value cultural diversity,
each nation has its own approach to creating menu items.
3.3.Identify and select targeting strategy according to task and organisational

requirements:
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3.3.1. What targeting strategy will be used for the new McDonald's restaurant in
Antarctica?
Targeting strategy will be used for the new McDonald's restaurant in Antarctica
is mainly to every consumer in Antarctica, who are interested in fast, cheap and
convenient food. The target audience includes individuals of different ages,
including young researchers, middle-aged support staff, and older visitors, from
different countries, individuals with varying income levels, including researchers
who receive funding for their work and visitors who can afford to travel to the
research station, from different countries.
3.3.2. How was this targeting strategy selected, and what factors were considered in
making this decision?
This targeting strategy selected, and factors were considered in making this
decision due to: Antarctica is the highest, driest, coldest and windiest continent
on earth. So that there are not many restaurants there for the people who live
there
3.3.3. How will the targeting strategy align with the overall organisational goals and
The targeting strategy align with the overall organisational goals and objectives
by their consistency in branding, competitive pricing, extensive advertising,
tailored menu offerings, limited-time offers, and Happy Meal strategy, have
enabled them to establish a strong brand recognition and cater to a wide range
of customer needs.
objectives?
3.4.Develop consumer profile for the selected market:

3.4.1. In statistical terms, what are the demographic, psychographic, and behavioural
characteristics of the target consumer in Antarctica?
Psychographic:
The psychographic characteristics of the target audience can be defined as
follows:
Adventure seekers: Many of the people stationed at or visiting the research
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station are adventurous individuals who are willing to explore new
environments and try new experiences, regardless of their nationality.
Risk takers: The target audience is willing to take risks and endure challenging
conditions to achieve their goals, which can be influenced by their cultural
values and upbringing.
Busy professionals: The researchers, support staff, and visitors to the research
station are busy professionals who require a quick and convenient dining
option, regardless of their cultural background.
Socially responsible: Many of the people stationed in the research station are
environmentally conscious and have an intense sense of social responsibility,
which can be influenced by their cultural values.
Demographic:
The demographic characteristics of the target audience can be defined as
follows:
Nationality: The target audience includes individuals from different
nationalities, including Americans, Russians, Chinese, Japanese, Europeans, and
others.
Age: The target audience includes individuals of different ages, including young
researchers, middle-aged support staff, and older visitors, from different
countries.
Gender: The target audience includes both men and women, from different
countries.
Income: The target audience includes individuals with varying income levels,
including researchers who receive funding for their work and visitors who can
afford to travel to the research station, from different countries.
Education: The target audience includes highly educated individuals, including
scientists and researchers with advanced degrees, from different countries.
3.4.2. What cultural and social factors may impact consumer behaviour in the new
market?
Social culture will be the easy which is not affect much in the Antarctica because
there is no distinct culture in Antarctica.
Consumer purchasing behaviour is influenced by social variables as well. It also
has a significant impact on consumer behaviour; thus businesses must take this
into account when developing their marketing plans. Family, peer group, and
status are the key variables in this situation.
Young researchers, middle-aged support personnel, and elderly visitors of
various ages and nationalities—including Americans, Russians, Chinese,
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RTO: 40952 | CRICOS: 03432G | ABN: 16 165 904 496
Japanese, Europeans, and others—have a significant impact on the consumer.
Reference groups may influence a person's perception of or attitude towards
the product. Reference groups have different effects on different products. It
typically works best when other customers can see the merchandise. For
instance, if the product is a burger, French fries, soft drink, and so on, reference
group influence will be
3.4.3. What consumer needs, wants, and preferences are specific to the new market?
Due to the Antarctica weather and environment as the world's highest, driest,
windiest and coldest continent. Consumer needs would be more with
something hot and warm drinks besides our existed delicious warm and fast
food. It should be something like: hot honey tea, hot pumpkin soups…
3.5.Develop positioning strategy:

3.5.1. What is the desired brand image and perception for the new McDonald's
restaurant in Antarctica?
The desired brand image and perception for the new McDonald's restaurant is
joy, love and adventure.
3.5.2. How will McDonald's position its products and services to appeal to the target
market?
McDonald's uses adaptive product positioning, which comprises routinely

revising its goods and services in response to market changes. To ensure that
every one of our customers is aware of the deals, special offers, and good deeds
that McDonald's is engaged in, a very successful series of marketing and
advertising campaigns are run by McDonald's. Online, radio, print, and
television advertising are all included in this.
Kroc's guiding principle was "Quality, Service, Cleanliness, and Value." In
addition to establishing the foundation for McDonald's success from the
perspective of customers' expectations, these efforts towards process
repetition and efficiency also support McDonald's continued dominance in a
society were producing at a rapid pace is frequently expected.
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RTO: 40952 | CRICOS: 03432G | ABN: 16 165 904 496
3.5.3. What factors will be considered in determining the optimal pricing, promotion,
and distribution strategies for the new McDonald's restaurant in Antarctica?
Factors will be considered in determining the optimal pricing, promotion,

and distribution strategies for the new McDonald's restaurant are Market
research, Value, Cost of goods, Additional overhead, Labour, Distribution
and Economies of scale. Especially located in Antarctica so the expense for
the good, ingredients transportation will be quite high and hard so that
the price should be fixed up a little bit to address with the conditions.
Marketing Strategy
This Research Plan will be Presented to your Mentor in person or as a Video. It must
contain the following information either as a PowerPoint or recorded speech:
1. Define the research problem and objectives
The research problem is to understand the consumer behaviour in the target

international markets and to identify the key drivers of consumer behaviour, including
individual, social, cultural, and lifestyle influences.
 Identify the dining preferences and habits of the target audience in the new
country.
 Determine the cultural and social factors that influence the food choices of the
target audience.
 Relate the challenges and limitations of operating a restaurant in the new country.
 Identify the key drivers of consumer behaviour in the target international
markets, including individual, social, cultural, and lifestyle influences
2. Analyse consumer needs and interests in target international markets
 Use the insights gathered from the market research to analyse the consumer
needs and interests in the target international markets.
 Develop a consumer segmentation strategy based on the analysis to target
specific consumer groups.
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RTO: 40952 | CRICOS: 03432G | ABN: 16 165 904 496
3. Develop and recommend strategies
 Determine strategies for profiling and analysing consumer behaviours to identify

trends and opportunities for improvement.
 Propose areas for improvement to developed strategy.
 Recommend a marketing strategy that aligns with McDonald's global brand,
reflects the unique characteristics of the target market, and meets the needs and
expectations of the target audience. This should include:
o Branding and Positioning
o Menu and Pricing
o Promotion and Advertising
o Customer Experience
o Partnerships and Collaborations
25
RTO: 40952 | CRICOS: 03432G | ABN: 16 165 904 496

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Profile and analyse consumer behaviour for international markets

1.1.How do cultural differences impact consumer behaviour in international markets?

Excel to analyse the data

Social factors, such as family, friends, and reference groups, influence

1.6.Where can you find sources of information on international markets?

1.8.How can market segmentation help in developing a marketing strategy for

McDonald’s International Strategy: Adapting Around the World

1. Standardization strategy

Adapting to the Chinese Market

China is a big market for

McDonald's strategy goal of tailoring product offers to regional markets

2.3.Identify and select targeting strategy according to task and organisational

The McDonald's target audience is mainly lower to middle class consumers, who

2.4.Develop consumer profile for the selected market:

2.5.Develop positioning strategy:

McDonald's uses adaptive product positioning, which comprises routinely

Factors will be considered in determining the optimal pricing,

1. Define the research problem and objectives

The research problem is to understand the consumer behaviour in the target

2. Analyse consumer needs and interests in target international markets

3. Develop and recommend strategies

 Determine strategies for profiling and analysing consumer behaviours to identify

3.1.Identify task objectives and international target markets:

3.1.1. What are the specific objectives of opening a McDonald's restaurant in

The main objective of the McDonald's corporation is to be the customer's

3.3.Identify and select targeting strategy according to task and organisational

3.4.Develop consumer profile for the selected market:

3.5.Develop positioning strategy:

McDonald's uses adaptive product positioning, which comprises routinely

Factors will be considered in determining the optimal pricing, promotion,

The research problem is to understand the consumer behaviour in the target

2. Analyse consumer needs and interests in target international markets

 Determine strategies for profiling and analysing consumer behaviours to identify

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1.     Standardization strategy