International marketing

Marketing analysis strategy-

McDonalds

Submitted by,
Anu s Varghese
20SJCCMIB006
McDonald’s is a strong global brand, does
their variety of food throughout the world
help to strengthen or weaken their positioning
and brand image? Justify your thoughts
 The variety of Food throughout the world helps to
strengthen their positioning since the menu at
McDonalds changes as per the culture of that
particular country.
 It respects the differences between cultures and
adheres to the country's policy when they develop
additional items for their menu. 
From a cost and logistics perspective, would
McDonald’s prefer a standardized or
localized menu across the world? Why?
 Localization Vs Standardization
 Product standardization and adaption
What are the risks inherent in McDonald’s
trying to compete in local markets against
local “experts”? (For example, an Indian
menu item in India?)

 Cultural preferences
 High competition

 More health-conscious consumers

Is this approach (of localized menu items)
likely to deliver more or less innovation across
all of McDonald’s operations (worldwide)?
Give your opinion.
• This approach (localized) is likely to deliver more innovation
since it tries to master local food.
• Advantages: Easy brand attraction, easy of entry to local markets,
easy availability of produce.
• Disadvantages: Higher cost, training people to local tastes,
customers not liking the McDonalds version of the local delicacy.
What other product/menu ideas do you think
that McDonald’s could introduce? Give Two
Product or Menu idea. Specify the reason why
you choose the product/menu ideas.

 low fat and high nutrition food menu

 whole range of healthy salads
Attach one impressive advertisement of
McDonalds worldwide.