Abstract
The case discusses how McDonald''s has addressed the challenges in three of its key international markets, namely, (1) Russia, (2) Philippines and (3) India, until today, by positioning, launching and establishing its products in line with the local market conditions and environment. The unique thing about McDonald''s product strategies in these three major markets seems to be in the way in which the company is taking local cultural issues into account while formulating the product strategy. The case has a two-fold objective. Firstly, it seeks to help students understand how global brands such as McDonald''s, have conceptualised and implemented product strategies, to launch and sustain their brand, given different market challenges. Secondly, it asks students to apply key theoretical concepts in international marketing such as country of origin effect and cultural product adaptation, to the McDonald''s example. This will help them to understand whether and why these product strategies have been successful, and whether they will continue to be so, in the long run. The case is meant for undergraduate/postgraduate students as part of an international marketing curriculum.
Location:
Industry:
Size:
Large multinational
Other setting(s):
1981 to date
About
Abstract
The case discusses how McDonald''s has addressed the challenges in three of its key international markets, namely, (1) Russia, (2) Philippines and (3) India, until today, by positioning, launching and establishing its products in line with the local market conditions and environment. The unique thing about McDonald''s product strategies in these three major markets seems to be in the way in which the company is taking local cultural issues into account while formulating the product strategy. The case has a two-fold objective. Firstly, it seeks to help students understand how global brands such as McDonald''s, have conceptualised and implemented product strategies, to launch and sustain their brand, given different market challenges. Secondly, it asks students to apply key theoretical concepts in international marketing such as country of origin effect and cultural product adaptation, to the McDonald''s example. This will help them to understand whether and why these product strategies have been successful, and whether they will continue to be so, in the long run. The case is meant for undergraduate/postgraduate students as part of an international marketing curriculum.
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Location:
Industry:
Size:
Large multinational
Other setting(s):
1981 to date