International Marketing Assignment Example | Topics and Well Written Essays - 2750 words

International Marketing - Assignment ExampleThree aspects of McDonalds global marketing management are discussed the degree of normalization or adaptation of marketing mingle, the globalization model employed, and the country of origin effect, of McDonalds international operations. 1.0 Standardization or adaptation of McDonalds marketing mix Critically analyse the extent that your chosen global brands marketing mix is standardised and/or adapted across international markets. come together by providing a 2-3 paragraph summary that discusses whether you consider this to be an appropriate strategy(s). Remember to support your answer. Product McDonalds continuously innovates its products in line with the ever-changing relishings and preferences of its local market. An example is McDonalds Indian market, where the customers are predominantly vegetarian. As a result of adaptation, the company removed some of its popular international offerings ham, beef, and mutton burgers from it s menu, and instead offered a predominantly vegetarian menu. It does, however, offer Chicken Maharaja Mac, a recent concoction based on consumer taste. In Spain it has McMuffin con Huevo, and in how-do-you-do it has Kahuna Burger (Nations Restaurant News, 2005). Illustrated below is one of the localized products of McDonalds, and a curiosity among Western customers used to the Big Mac. Below is shown the vegetarian burger specially developed for the Indian market, with the ingredients and taste custom designed to suit this growing market. Source Bhartiya, et al., 2008, p. 22 Place McDonalds policy on place, specifically referring to distribution channels, is to have its product addressable to the customer at the right place, at the right time, and in the right quantity and musical note. In the USA, nearly half of all customers are within a 3 minute drive to an outlet of McDonalds. In the outlets, customers are offered McDonalds value propositions hygienic environment, pleasant ambience, specially programmed music, polite and prompt service. Certain areas are dedicated to children where an indoor playground is usually situated. More recently, internet wifi service has been provided. As far as place is concerned, McDonalds maintains the same quality standard worldwide. Price McDonalds strategy of affording value pricing and bundling strategies are largely standardized, such as the happy meal, combo meal, and family meal, for which it offers discounted pricing. However, as to the price vis-a-vis meal portions, these are strategically adjusted to target the middle and lower income consumers. Promotion McDonalds promotional thrust is a combination of normalisation and adaptation. Standardization is evident in the style, the message, and the use of the same mascots, particularly Ronald McDonald who has represented the company throughout the world since 1963. A market study determined that Ronald McDonald has the endorse highest name recall