I want powerpoint for the below case study
Thinking Strategically: McDonald's' Local Strategy, from El McPollo to Le McWrap Chèvre
Hanaa Turki
WMBA 506
Marketing Concepts and Strategies
Jan 10, 2017
Woodbury University
According to the author, McDonald's serves every consumer market in the world and treat them distinctly with their products. For instance, Lamb wrapped in the flat Arabic bread with frayed lettuce and tomato is only found in the Middle East nations. Simultaneously, the company is serving the Singaporean audience with the Jasmine tea and Shaka Shaka Chicken, which is created with a chicken inside a bag filled with spice powders. Precisely, McDonald's is serving the audience with their preferred taste and traditions in order to sustain the brand image and expand the marketing capitalization.
Each country or region has a particular product endorsed by McDonald's. As a further evidence, only the Brazilian audience prefer and served with a rectangular apple pie crust filled with banana chops provided by McDonald's.
The author identified five core marketing elements in the global success of McDonald's. First, the company does not complicate their brand with products. The company strongly affiliates hamburgers with the branding, which has averted them from dropping meat off the menu. Second, the company offers shakes and fries to each country they serve since the products have an international appeal and universal acceptability.
Third, the company offers a distinct brand attributes to different markets. For instance, the market of the United States of America (USA) consider the McDonald's as an affordable brand, while various nations consider it a status symbol. Further, McDonald's focuses on small markets such as Pakistan and Austria more than the bigger markets such as the USA. Lastly, the company observes the behavior of the audience in each market and provide them an opportunity to demand from the company.
Personal View in Regards to the Reading
In response to the reading on Thinking Strategically, it is clear that McDonald's has an ability to visualize a bigger picture while marketing their products worldwide. Each region has a distinct range of products in the portfolio, which is offered as per the taste and preferences. McDonald's did not generalize their audience. Instead, the company has separated the market and hired specialists to serve the market. Associating the case with the weekly reading, it is important to collect precise information about the market and serve accordingly. In this regard, McDonald's has gathered the critical pieces of information while defining the marketing strategy. They allowed the customers to express their views, desires, and opinions on social media prior the company developed their product portfolio. Besides, the company has keenly observed the taste preferences and behaviors simultaneously for reducing the scale of deviation while serving.
While reading the Thinking Strategically, it came to the knowledge that a strategic observation that organizations should identify the opportunities and develop a creative and valuable approach while exploiting them efficiently. Referring to the case, McDonald's also conducted a strategic approach while deploying their marketing resources into different countries. The company has focused more on the emerging economies rather developed economies. The experts presume that the emerging economies consider the brand as a status symbol. Moreover, the audience in countries such as China and India are at growing stage while the American and the British audience are completely saturated. The company claims that the 70% profitability share is generated from the emerging economies. Hence, the article clearly shows that the marketing strategy of McDonald's is developed by the panel of strategic thinkers, which leads the company towards success.
According to the reading, a strategic marketing objective engages the company in analyzing the regulations related to the industry, competition, and customers. While reading the case, it came to an observation that McDonald's has closely studied the industrial and competitive environment prior to serving the customers. As evidence, the company has sustained the products such as fries and shakes globally due to their international appeal. It is evident that McDonald's need to generate lucrative profits from the markets, which require products having the universal preferences. Another evidence came into observation when the author claimed that McDonald's did not confuse the brand with products. For leading the global consumer industry, it is strategically essential that a company should sustain the Unique Selling Points (USPs).
For McDonald's, meaty hamburgers on the menu are the USP and the company sell such products under their label even in India preferring meats at a lesser tendency.
The role of stakeholders in the marketing strategy is another critical aspect for the global brands such as McDonald's, as specified in the weekly reading. It is important for the company to take different opinions and interests into account before deploying a promotional tool such as advertising. In this scenario, McDonald's failed drastically while catering the international consumer market. The company launched a Hmong campaign in Minnesota convincing the audience for coffee. The company ignored the interests of the community and their preference for tea, which resulted in a predictable failure affecting the brand image globally.
Work Cited
Kelly, Nataly. "McDonald's' Local Strategy, From El McPollo to Le McWrap Chèvre". Harvard Business Review (HBR), 2012, https://hbr.org/2012/10/McDonald's-local-strategy-from.