<University>

The Extent That McDonald's Marketing Mix is Standardised and Adapted across International

Markets

by

Alfonso Rojas

<Date>

<Lecturer’s Name and Course Number>

The Company ................................................................................................................................................ 3

The 7Ps of Services Marketing ..................................................................................................................... 3

Fig. The 7Ps of Services Marketing .............................................................................................................. 4

1. Product .................................................................................................................................... 4

2. Price ........................................................................................................................................ 4

3. Place ........................................................................................................................................ 5

4. Promotion ................................................................................................................................ 5

5. Process .................................................................................................................................... 6

6. People ...................................................................................................................................... 6

Conclusion .................................................................................................................................................... 7

Bibliography ................................................................................................................................................. 8
 The Extent That McDonald's Marketing Mix is Standardised and Adapted

across International Markets (1000 words)

The Company

McDonald's was established by Richard and Maurice McDonald in the year 1937. They

made food handling and line assembly systems at a little drive-in eatery close to Pasadena,

California. In 1954, the eatery was franchised in the USA. In 1967, the eatery became worldwide

with a footing in Canada. McDonald's is an easily recognized name in America and all over the

world. It is the major worldwide food service retailer with more than 33,500 eateries in 119

nations. It stays at the highest point of its business sector by conveying an amazingly steady

client experience while yet considering locally applicable menu and service variety (Interbrand,

2014).

A compelling and pertinent marketing blend/mix has empowered the eatery to prosper

while staying consistent with its 'think worldwide, act local' logic. One of the significant points

of McDonald’s is to make standardized arrangement of products that taste the same regardless to

the nation in which they are found. Applying this methodology (The 7Ps of Services Marketing),

while keeping up its capacity to adjust to certain natural conditions, guarantees McDonald’s

achievement (Vignali, 2001).

The 7Ps of Services Marketing

This model, proposed by Booms and Bitner in 1981, extends the advertising blend

(Product, Pricing, place, promotion) by 3 new Ps that straightforwardly identify with the service

industry. These include people, physical environment, and process (Martin, 2014).
 Fig. The 7Ps of Services Marketing

1. Product

McDonald’s offers items that are comparative in taste and appearance wherever on the

planet they are being sold. There is some adjustment as per local tastes, religious laws and

traditions in a nation. For instance, a vegetarian menu is offered in India. In Muslim nations, any

pork items are disposed off and halal meat is used instead (Martin, 2014).

There are additional taste adjustments, for example, lager in Germany, yogurt drinks in

Turkey and coffee in Italy. There are likewise burger varieties in diverse nations (Merwin,

2013). In spite of these distinctions, the menu is organized in the same way, which takes into

account the same experience all over the world (Martin, 2014).

2. Price

The company endeavors to price contrastingly over its operations. This implies that the

right price is chosen for the right market. Decisions on prices are made through establishing a

pricing goal, determining the nature of demand, assessing expenses, investigating contending
offers, settling on an estimating technique and after that settling on a price (Martin, 2014). By

taking after this strategy and fundamentally surveying contenders, the organization can

comprehend what the client is willing to pay and what esteem they attach to the item (Vignali,

2001).

3. Place

McDonald's has its restaurants in 116 nations of the world. The company puts stock in

key extension that spotlights on an area's long haul potential. McDonald's has built up a broad

refrigeration framework to guarantee that the items that arrive at the eatery from suppliers all

over the world are very fresh. To ensure freshness in the eateries, items and suppliers are utilized

on a "first-in, first-out" principle (Martin, 2014).

McDonald's items are prepared utilizing the most current state-of-art cooking gear to

guarantee quality and safety. On a normal day, 20 diverse quality checks are conducted before

any item is served to their clients. McDonald’s product are always available at the right place

within the right time in the ratio of the right quantity all together keeping storage, inventory and

distribution cost to an acceptable level (Moutinho and Chien, 2007).

4. Promotion

By first comprehending social contrasts, a localized promotion procedure is utilized. The

attention is on both the brand's worldwide picture and its local affectability. Maybe the most

fascinating part of McDonald's marketing blend is its utilization of promotion. Promotion

comprises of five noteworthy devices: publicizing, direct advertising, promotion of sales,

publicity and public relations, and person to person selling (Martin, 2014). In spite of the fact

that the main impetus behind McDonald's advertising is to promote its worldwide picture, the

organization still spotlights on the needs of the societies they are venturing to (Interbrand, 2014).
 In its publicizing, McDonald's passes on one general picture with diverse identities in

distinctive societies. They focus on standardizing the brand name yet localizing adverts. For

instance, in East Asia, McDonald's adverts are intended for youngsters, to whom it credits a lot

of its achievement in that country (Moutinho and Chien, 2007).

5. Process

In all the McDonald's restaurants around the world, the same procedure is utilized for

making the products. The food details for size, weight and substance are the same all over the

world. All the eateries need to meet these details (Martin, 2014). Kitchen and eatery designs are

the same. To take into account dialect contrasts, the menu presentations contain pictures that help

make similitude all over (Ferrell and Hartline, 2010). There are likewise characterized forms for

service conveyance, for example, all food requests need to be filled in 90 seconds in the eatery

while drive through hold up time is 3.5 minutes (Merwin, 2013).

6. People

The organization staffs locally. This permits the group dealing with the operations to

comprehend neighborhood societies and the corporate reasoning. The individuals picked are

prepared in both specialized aptitudes and client focus. Martin, (2014) A Hamburger University

in the USA with other professional training centers in distinctive parts of the world trains

standard practices that are to be utilized in eateries everywhere throughout the world. These

preparation aides standardize item and service conveyance (Brookes and Palmer, 2003).

7. Physical Evidence

All McDonald's restaurants locations are fashioned in the same way with a family

amicable environment. There is a play field for youngsters, and service is constantly given with a

grin (Ferrell and Hartline, 2010). All menus are organized in comparable ways with fries and
drink combos. The youngsters' food dependably has toys. These are all components of physical

evidence that are standard in every one of McDonald's spots (Martin, 2014).

Conclusion

In conclusion, this article found that the McDonald's message focusing on a family

environment is steady throughout the world. It just relies upon where you are located concerning

how that message is bundled and shown. In the wake of investigating the marketing mix of

McDonalds, I can comfortably indicate that the company is “glocal," which means it

consolidates components of both globalization and internationalization. The company has

accomplished this by applying the logic, as Vignali (2001) puts it "think worldwide, act local," to

all of its components of marketing mix strategy. McDonald’s has adopted a very appropriate

strategy in ensuring that its marketing mix is standardised and adapted across international

markets. As the article has pointed out, all of the McDonald’s 7ps marketing mix components

has been standardized to maintain McDonald’s experience throughout the world.

My greatest concern is that McDonalds has failed to incorporate social media marketing.

In today’s quickly developing media environment, online networking is turning into a vital part

of both public relations and promotion and McDonald's specifically has been reprimanded as of

late for its different social networking fails. In any case, that does not change the verity that

today, McDonald's keeps up to 69 million clients every day through more prominent preference

and localization, steady worldwide brand expression, and client experience. The way to

McDonald's effective worldwide vicinity has been franchising. Through this action, the product

and its conveyance are meant to fit locality sensibilities while keeping up a crucial McDonald's

experience.
 Bibliography

Brookes, R., and Palmer, R. 2003. The New Global Marketing. New York: Palgrave Macmillan.

Ferrell, O. C., and Hartline, M. 2010. Marketing Strategy. London: Cengage Learning.

Fiegerman, S. 2012, 11 biggest social media disasters of 2012. Available at:

<http://mashable.com/2012/11/25/social-media-business-disasters-2012/> [Accessed on 7

October 2015].

Interbrand. 2014. Best global brands 2013. Available at: <http://www.interbrand.com/en/best-

global-brands/previous-years/2012/McDonalds> [Accessed on 7 October 2015].

Martin. 2014. Marketing 101 7Ps of Marketing | Additional Elements of Marketing mix.

Entrepreneurial Insights. Available at: <http://www.entrepreneurial-insights.com/7ps-

additional-aspects-marketing-mix/> [Accessed on 7 October 2015].

Merwin, H. 2013. McDonalds-japan-french-fry. Available at:

<http://www.grubstreet.com/2013/04/mcdonalds-japan-french-fry-holder.html>

[Accessed on 7 October 2015].

Moutinho, L., and Chien, C. S. 2007. Problems in Marketing: Applying Key Concepts and

Techniques. New York: SAGE.

Vignali, C. 2001. Mcdonald’s: “think global,act local” – the marketing mix. British Food

Journal, 103(2), pp.97-111. Available at:

<http://www.emeraldinsight.com/journals.htm?articleid=870577> [Accessed on 7

October 2015].