Global marketing overview
 Marketing Mix
 Adapting to new markets
McDonalds in France & the USA
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Product
Price
Place
Promotion
Reflect and summarize
Quiz
Q&A
Global Firms
 Typically large corporations
 Global supply chains
 Every Market is different
 Cultural tastes & preferences
The message and products a company offers for the
marketing mix
Standardized: One
Adapted: Change
global marketing
marketing approach &
approach & product
products for each
offering
market.
The 4 P’s
Product
Place
Price
Promotion
 Chapter 19 : Case Study of McDonald’s in Russia
 Serving local markets with a global brand
 About 65% of $23 billion of sales came outside America
 32,000 restaurants serve :
- more than 60 million people
- more than 100 countries each day
McDonalds
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Founded May 15, 1940 in San Bernardino, CA
Iconic logo & brand recognition
Estimated $2 billion global advertising budget
Operates in 122 countries
First McDonalds in France opened June 30, 1972
France
United States
 Baguette Sandwiches &
Tomatoes
 12 sauces
 McFlurry: 16 different mixins
 Beer
 Burgers & Fries
 8 sauces
 McFlurry: 3 mix-ins
Partnerships with local
agribusinesses
3 large corporate
suppliers
France
Big Mac: $4.80
Maximum Menu
Good value
United States
Big Mac: $4.37
Dollar Menu
Good value
France
 Over 1,200 Locations
 Stay and eat with
friends
America
 12,804 Locations
 Get food & Go
French McDonalds advert
endorsing sexual equality
http://www.youtube.com/w
atch?v=SBuKuA9nHsw&feat
ure=player_embedded
Focus on social change
McDonalds adverts in US
typically musical
Monopoly game
 Once a year
McRib
 Cult following, lines out of
McDonalds when released
Successful companies know how to adapt
Every market is dif ferent
McDonalds much bigger, more varied than expected
QUIZ!
QUESTIONS?
 "McDonalds restaurants by countr y", McDonald's. Retrieved
from http://www.NationMaster.com/graph/foo_mcd_res -foodmcdonalds-restaurants
 http://wfxd.com/wpcontent/uploads/2012/05/mcdonalds_WeSpeakNews_Olympi
cs.jpg
 http://www.mcdonalds.fr /
 http://www.mcdonalds.com/us/en/ home.html
 Slide 1: http://logo-sign.com/tag/mcdonalds-logos/
 Slide 3: http://c7.valuewalk.com/wpcontent/uploads/2012/01/Toyota11. jpg;
http://i.telegraph.co.uk/multimedia/archive/02421/ windows
_2421293b.jpg;
http://images.fanpop.com/images/image_uploads/Adidas Logo-adidas-37452_1600_1200.jpg
 Slide 6:
http://commons.wikimedia.org/wiki/File:First_McDonalds,_Sa
n_Bernardino,_California.jpg
 Slide 8:
http://www.mcdonalds.com/dam/McDonalds/bundleinstance/mcdonal
ds-Big-Mac-Extra-Value-Meals.png;
http://www.mcdonalds.fr/sites/default/files/812x241 . jpg;
http://www.thatsnerdalicious.com/wp -content/uploads/2011/02/goatcheese-mcdonalds-burger-france.jpg?cb5e28
 Slide 9: http://technorati.com/lifestyle/ar ticle/25000 -big-macs-andcounting/
 Slide 10: http://janetong.com/image_galler y/data/p1480575.jpg ;
http://www.homedit.com/the -new -design-of-mcdonalds-in-france/
 Slide 11:
http://cdn.blogs.sheknows.com/thewire.sheknows.com/2010/10/ mcdo
nalds_monopoly.jpg
 Slide 1 2:
http://sites.psu.edu/renko137h002/files/201 2/11/imlovin31 . jpg