McDonald’s ventured intothe global market and is ranked as the seventh most famous brand in the worlddue to their ingenious plan of product alteration. Product alterations are anessential global marketing strategy (GMS) to customize products to fit theneeds of the local consumers. Without product alternations, target consumersmay not be inclined to use the product or consume the food since it does notsuit their needs or tastes.
Complete this case studyto demonstrate your understanding of international marketing strategies and theimportance of customizing products to suit global consumer needs.
Read the followingmaterials:
Complete Case Study 1-2 on pages 3336 to demonstrate yourunderstanding of marketing globally and the product alteration requirements forreaching international audiences.
Deliverables
- A 400-word paper that includes at least one APA-formatted citation/reference from this lesson.
Step 1: Read the case study.
Read the case study,”McDonald’s Expands Globally While Adjusting Its Local Recipe,” onpages 3336.
Step 2: Write a paper.
Write a case analysis inessay format (400 words) in response to the following directive and questions:
- Identify the key elements in McDonald’s global marketing strategy.
- In particular, how does McDonald’s approach the issue of standardization?
- Does McDonald’s think globally and act locally? Or, think locally and act globally?
- Include a cover page and a reference page in addition to your required word count.
- Use correct APA v. 7 format.
- Use section headings to organize.
- Double-space text.
- Use size 12 Times New Roman font.
- Indent paragraphs.
- Include in-text citations.
- Use correct spelling, grammar, sentence structure and verb tense.
- Write in 3rd person
READING MATERIALS:
Read pages 229 to explore the global marketing process andlearn about the various ways a company can expand and market globally.
In these readings, you will learn more about global marketingstrategies, the advantages and disadvantages of modifying products from marketto market, and how/why to tailor international promotions.
Entry Strategies in Global Markets
Lumen Learning. (2016). Principles of Marketing. Retrievedfrom https://www.oercommons.org/courses/principles-of-marketing-4/view/
Lumen Learning. (2016). Principles of Marketing. Retrievedfrom https://www.oercommons.org/courses/principles-of-marketing-4/view/
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