International Marketing McDonald's and its strategy for success

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[...] Iii - b Marketing strategy According to the figures we have seen before, we can say that McDonald's is facing a huge success in France and has succeeded in adapting its global concept in this difficult market. Let's see now, thanks to the 7 P's analysis, that where the key points are to conquest France P's McDonald's strategy This is maybe the most successful thing that the brand has adapted in the country. First, McDonald's tried to sell hamburgers and pizzas but it quickly became a huge failure thus the brand decided to focus on hamburgers especially the Big Mac, its worldwide best seller, and then implement new sandwiches with various breads and sauces. [...]

[...] To date, McDonald's has used 23 different slogans in the United States advertising, as well as a few other slogans for selected countries and regions. The current slogan is I'm lovin' it and it was launched in 2003 simultaneously in 100 countries. It was translated to every language. Below are some examples of McDonald's local adaptations: 6 Adaptation is maybe the key word when describing the reasons of McDonald's success. In fact, on top of adapting its product to the local food culture and tastes, the brand also adapts its restaurant style and design to its neighborhood and environment! [...]

[...] For McDonald's, it is the key to success because people manage their time and cannot criticize the speed of the waiter (there is no waiter) moreover producing just in time reduces the risk of dissatisfaction significantly. PROMOTION PEOPLE PROCESS 1 PHYSICAL EVIDENCE This the implicit part of everything we have seen before. It represents the profitability generated and the ability the brand has in relaying satisfaction from one customer to another. To evaluate this, we can analyze the system of the company and see how a good service provided can bring value and generate high profit on return rates Below is the McDonald's System12of a restaurant in Toulouse, France. [...]

[...] The new design includes: Traditional McDonald's yellow and red colors but the red will be changed to terra cotta, the yellow will become golden for a more "sunny" look, and olive and sage green will be added. The restaurants will have less plastic and more brick and wood to give out a cosy atmosphere Modern hanging lights to produce a softer glow. Contemporary art or framed photographs will hang on the walls. Moreover, the equipments inside the restaurants will be modernized and adapted to new consumer behaviors in order to answer to peoples' needs and keep the place attractive Therefore the new restaurants will feature areas such as: The "linger" zone that will offer armchairs, sofas, and Wi-Fi connections. [...]

[...] Now that we have seen how far the brand pushes its adaptation to the local cultures and it main strategy to maintain a good brand image and sustainable growth, let's see how it entered a foreign country and not the easiest one when talking about food: France See also appendices Communicating to children 10 iii) mC DonalD's in France Iii - the Market & Figures France is considered as one of the worldwide reference in the food culture. That is what made the challenge of setting up McDonald's in this country so interesting. [...]