McDonald's multicultural management

Extract

[...] culture over the world, without caring about the bad impacts which could occur on the country awareness and its popularity. Concerning its turnover, this graph represents (in million its evolution from 1994 to 2007. It kept growing: people love hamburgers and fast food industry!!! McDonald's is considered as a big and strong company at the financial level. As we will read it later, McDonald's is very innovative in product development and it creates new recipes to stay appealing and attractive for people. [...]

[...] Product life cycles can stretch indefinitely as a result of decisions designed to: Increase the frequency of use by current customers If current customers buy more frequently than they used to, total sales will rise even if no new buyers enter Increase the number of users for the product Increase market size by attracting new customers Find new uses new applications for products like oatmeal as a cholesterol reducer and aspirin for the heart Change package sizes, labels, or product quality Benefits of Going Global Additional revenues New insights into consumer behavior Alternative distribution strategies Advance notice of new products Positioned well to compete effectively with foreign competitors Next table explains the risks which can occur with respect to globalization. [...]

[...] In the same year, another restaurant opened in Downey, in California. In 1954, Ray Kroc, fascinated by McDonald's concept, negotiated with the two brothers to manage the brand and subsidiaries. One year later, he decided to open a new restaurant, the “first real near Chicago. 1960: Northern American development First the firm was recalled in 1960 as “McDonald's Corporation”. In 1961, McDonald's brothers accepted to give their firm's rights to Kroc for $ 2.7 million. Consequently, he became McDonald's founder. [...]

[...] Employees had to be homogenous facing the customer. III.I.3. Classical Product We will deal with another part, based on products adaptation, and Mc'd kept into its strategy some classical products which does not change according to country's needs and tastes. Those standardized products are Cheeseburger, Big Mac, Filet-O-Fish, Hapy Meal Menu. III.II. Mc'Ds adaptation III.II.1. Product adaptation Through its big world cover, McDonald's adopted a specific strategy of adaptation. It consists on taking into account local tastes and foreign market expectations to create and propose new products, menus or services. [...]

[...] Mc'Ds advertising adaptation McDonald's logo does not change through all different cultures and countries: still a yellow on a red background. However, Ronald, the McDonald's character, changes according to countries where the restaurant is implemented. In Japan, Ronald, wears same colours of French Ronald, for example. What is different is its age, its style. Japanese Ronald is not an adult with a white drown face, and is twenty years old, wears a red and yellow suit, with a tie. He is beautiful, sensual, as he tries to tease customers. [...]