MCDONALD'S GLOBAL MARKETING SUCCESS

MCDONALD'S GLOBAL MARKETING SUCCESS

Being the 6^th most important brand in the world and one of the most visited eateries across the world, McDonalds is an American fast food company, founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California. McDonalds has really maintained their position throughout the competition. Serving over 117 countries, feeding millions of customers everyday McDonald’s branding success is undeniable. The Key to McDonald’s branding and marketing success is segmentation and experimentation. The marketing strategy of McDonald’s is based on Uniformity, no matter what McDonald’s you are in the world, you will always have the most iconic items.

MENU IN JAPAN 

McDonald’s focus is the US where they spend most of their budget and trial more new products and innovations. The American audience is the largest audience. Americans spend more money at McDonald’s than any other fast food restaurant in the company. In Japan, the advertising strategies are much more varied when approaching the demographics, the focus more on children but also target adults. One of the advertisement used McDonald’s as a fetish object with sexy girls promoting the burgers, something you would never see in the US. Although it is a multinational giant McDonald’s adapt it business and menus according to the countries they operate in. the respect the cultural differences and every country has its own policy of developing different items in the menu card.

RESTAURANT IN PRAGUE

Experimentation is a very vital and important, it is often carried out by adding and subtracting food from menus according to the latest consumer trends and the local popularity. In India, you can find many different items which are added to the menu. The burgers are more spics and they add more of cottage cheese into the burger patties. There are different kinds of rice which are introduced as well. In Japan, apart from the traditional menu you can find seasonal and limited items such as the Teri Tama Burger served during spring and the Tsukimi Burger served during Autumn.

When we look at the strategic differences of marketing between Japan and US McDonald’s and the Japanese version, we can appreciate the localised marketing strategies. In Japan, McDonald’s is pronounced as ‘Makudonarudo,’ the reason being the world Makudonarudo sounds more attractive in Japanese. The drinks, fries and the burgers are much smaller than the ones in US. Although McDonald offers its products everywhere across the world the brand keeps recognisable with its original meaning and identity while have the local tastes catered.

For McDonald’s, globaliSation has meant embracing and engaging different cultures while at the same time not forgetting their core. Not keeping the gaps between one another and growing McDonald’s into a platform with is known by everyone is the main goal and motive.

They should continue expanding to many countries across the world and make McDonalds much more known not only to the commercially strong countries but the nations which are still not in the process of gaining much of an economic rise. And make it a much broader and more known company.

Niharika Bangur