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The Global Marketplace and McDonaldsBus 306-02 Principles of MarketingTanja KuehniElisa LokmagozianAndrew MirtoErik SharpAgendaWhat is global marketingGlobal marketing environmentDeciding to go globalDeciding on the market and how to enter Global marketing program and McDonaldsGlobal marketing organizationWhat we learned

What is Global MarketingGlobal firms:Operate in over 100 countries

Global firms ask the questions

http://globalebrands.com/mcdonalds-winning-at-global-marketing-strategies/Looking at the Global Marketing Environment

International trade systemTariffs, Quotas, Exchange Controls etc. The economic environmentIndustrial StructureIncome Distributionhttp://www.globalresearch.ca/the-globalization-of-fast-food-behind-the-brand-mcdonald-sLooking at the Global Marketing EnvironmentThe political-legal environmentDiffer country to country

The cultural environmentUnderstand cultural traditions, behavior, and religionDeciding Whether to Go Global

Risks:LanguageLaws and politicsReasons to go globalGlobal competitionCustomers demandGrowth opportunitieshttp://2012books.lardbucket.org/books/modern-management-of-small-businesses/s19-going-global-yes-or-no.htmlDeciding Which Markets to EnterInternational marketing objectives and policiesRank potential markets based on:Market sizeCost of doing businessCompetitive advantageDecide which markets offer greatest long-run return on investment

Deciding How to Enter the MarketExportIndirectDirectJoint VenturingLicensingContract manufacturingManagement contractingJoint ownership

http://www.extendedthinking.com/services/new-market-development/Deciding How to Enter the MarketDirect investmentForeign Based assembly or manufacturing facilities

Deciding on the Global Marketing ProgramAdapt or standardize?Recognizing cultural differencesFind the right balance

Deciding on The Global Marketing Program

McDonalds ProductsInternational marketingInvolves recognizing different needsDifferent menus catering to the communities

http://sixthseal.com/2012/06/only-in-germany-beer-and-bubble-tea-at-mcdonalds/McDonalds and Promotion

PromotionMcDonalds keeps all of the famous items world wideEverything is affordable, portable, great-tasting, and distinctly McDonalds

http://www.valetmag.com/the-edit/current-affairs/092109.phpMcDonalds Promotion Ad

McDonalds and Promotion

International promotionCulturally sensitiveLocal food trendsDistinctly McDonalds

http://www.burgerbusiness.com/?p=11939McDonalds and PriceAdapt to local currencies and income levelsBig Mac Switzerland: CHF 6.50 ($7.13)Big Mac US: $4.20 (on average)

http://marketingchristianbooks.wordpress.com/2012/01/02/ebook-price-trends/McDonalds and Distribution

International distributionSupported by franchisees, the corporation, and affiliates

Deciding on the Global Marketing OrganizationRecommended organization according to global size:

Export departmentInternational divisionsGlobal organizationsWhat We Learned

Referenceshttp://www.aboutmcdonalds.com/mcd/our_company/mcdonalds_system/what_we_do.htmlhttp://www.businessdictionary.com/definition/market-segmentation.htmlhttp://www.aboutmcdonalds.com/mcd/our_company.htmlhttp://www.aboutmcdonalds.com/mcd/our_company/amazing_stories/food/catering_to_local_tastes.htmlhttp://en.reingex.com/Master-Executive-Global-Marketing.shtmlhttp://florentflora.wordpress.com/tag/books/http://www.oddee.com/contrib_6695.aspxhttp://www.mcohio.com/24831http://www.kingstonchamber.com/content/ronald-mcdonald