Analysis on McDonald's Localization Strategy

Research Article
Open access

Analysis on McDonald's Localization Strategy

Dailin Yue 1*
  • 1 University of Birmingham    
  • *corresponding author 1027995469@qq.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/10/20230426
AEMPS Vol.10
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-47-8
ISBN (Online): 978-1-915371-48-5

Abstract

McDonald's is a company that was established in 1940 in the United States. Since then, the company has grown in different parts of the world and increased its profitability over time. However, McDonald's has also faced a lot of challenges, including the lack of understanding of cultures in different countries, which resulted in its poor performance. Without completely understanding what the local people think about food, McDonald's expanded its operations to different parts of the world while carrying the culture of the United States to those parts. As a result, the company performed poorly and was unable to expand its operations further. However, through localization strategies, McDonald's has gradually become one of the world's most successful restaurants and food chains. This paper introduces McDonald's localization strategies from five aspects, namely its menu, business model, advertising translation, staff management, and market pricing. To conclude, the company has been able to adapt its menu to be in line with the local culture, and the prices are set according to the local economy. What is more, the localized translation and management also enable the company to avoid and timely solve the problems that are specific to a region. The localization strategies have made McDonald's one of the world’s most successful fast food companies.

Keywords:

McDonald’s, localization strategies, management localization, menu localization

Yue,D. (2023). Analysis on McDonald's Localization Strategy. Advances in Economics, Management and Political Sciences,10,46-50.
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References

[1]. Tien, N.H.: Customization and Standardization of the Business Strategy of Foreign Enterprises in Vietnam–the McDonald’s Case and the Fast Food Sector. International Journal of Research in Marketing Management and Sales 1(2), 44-50 (2019).

[2]. Tien, N.H., Dana, L.P., et al.: Analysis of McDonalds’ entry strategy into Vietnam market. International Journal of Advanced Research and Development 5(3), 23-29 (2020).

[3]. Raj, S.K., Singh, N.K.: Strategizing of fast food industries using a balanced scorecard approach: A case study of Mcdonald’s corporation. International Journal of Humanities, Arts and Social Sciences 6(6), 258-273(2021).

[4]. Kavyasri, S.J., Vaijayanthi, P.: Mcdonald's Entry into India. Int'l JL Mgmt. & Human 5(2), 1346 (2022).

[5]. Elizabeth, M.: Global marketing translation and localization for French‐speaking countries. World Englishes 38(3), 366-386 (2019).

[6]. Anitharaj, M.S. Global Fast Food Retailing In India–A Way Ahead. IOSR Journal of Business and Management 20(2), 38-43 (2018).

[7]. Rajawat, A., Kee, D.M., Malik, M.A., Yassin, M.A., Shaffie, M.S., Fuaat, M.H., ALDosari, N.R., Santoso, M.E.: Factors: Responsible for McDonald's Performance. Journal of The Community Development in Asia (JCDA) 3(2), 11-17 (2020).

[8]. Pradhan, S.: McDonald’s India–plotting a winning strategy. Emerald Emerging Markets Case Studies (2018).

[9]. Dey, I.: Cadbury Weds Mishti: Fusion, Taste and Selling ‘Authenticity’. International Journal of South Asian Studies 11, 47-60 (2021).

[10]. Sertaç, H., Karabulut, A.T.: Global or Local Strategies? McDonald’s Turkey Example. International Journal of Commerce and Finance 7(2), 101-121 (2021).

[11]. Jian, O.Z., Utama, A.G., Binti Wan Musa, W.N., Bin Hasly, W., Binti Al-Rifae, R.F., Binti Mohamad Hussa, N.S., Andriawan, N.: Effective Marketing Strategies of McDonald’s in Malaysia and Indonesia. International Journal of Applied Business and International Management (IJABIM) 6(2), 33-46 (2021).

[12]. Roscha, G.Z., Angelia, Mahaputra, N.B.: The Effect of Co-Branding and Brand Equity Mcdonalds X BTS on Purchase Intention of BTS Meal Products. Pinisi Business Administration Review 4(1) 53-64 (2022).

[13]. Kee, D., Siew, L.H., Yee, S.H., Lee, T.W., Ma, H.Y., Yin,Y.: Critical Success Factors in the Fast food Industry: A Case of McDonald's. International Journal of Tourism and Hospitality in Asia Pasific (IJTHAP) 4(2), 124-143 (2021).

[14]. Annalee, N.J., Kim, D., Choi, S.H.: Mcdonald's in Germany: Germans, still lovin'it? Academy of Strategic Management Journal 18(2), 1-20 (2019).

[15]. Singireddy, M.: Mcdonald's: Global Marketing. International Journal of Health and Economic Development 6(2), 16-27 (2020).

Cite this article

Yue,D. (2023). Analysis on McDonald's Localization Strategy. Advances in Economics, Management and Political Sciences,10,46-50.

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About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

ISBN：978-1-915371-47-8(Print) / 978-1-915371-48-5(Online)
Editor：Javier Cifuentes-Faura, Canh Thien Dang
Conference website: https://2023.confbps.org/
Conference date: 26 February 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.10
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Tien, N.H.: Customization and Standardization of the Business Strategy of Foreign Enterprises in Vietnam–the McDonald’s Case and the Fast Food Sector. International Journal of Research in Marketing Management and Sales 1(2), 44-50 (2019).

[2]. Tien, N.H., Dana, L.P., et al.: Analysis of McDonalds’ entry strategy into Vietnam market. International Journal of Advanced Research and Development 5(3), 23-29 (2020).

[3]. Raj, S.K., Singh, N.K.: Strategizing of fast food industries using a balanced scorecard approach: A case study of Mcdonald’s corporation. International Journal of Humanities, Arts and Social Sciences 6(6), 258-273(2021).

[4]. Kavyasri, S.J., Vaijayanthi, P.: Mcdonald's Entry into India. Int'l JL Mgmt. & Human 5(2), 1346 (2022).

[5]. Elizabeth, M.: Global marketing translation and localization for French‐speaking countries. World Englishes 38(3), 366-386 (2019).

[6]. Anitharaj, M.S. Global Fast Food Retailing In India–A Way Ahead. IOSR Journal of Business and Management 20(2), 38-43 (2018).

[7]. Rajawat, A., Kee, D.M., Malik, M.A., Yassin, M.A., Shaffie, M.S., Fuaat, M.H., ALDosari, N.R., Santoso, M.E.: Factors: Responsible for McDonald's Performance. Journal of The Community Development in Asia (JCDA) 3(2), 11-17 (2020).

[8]. Pradhan, S.: McDonald’s India–plotting a winning strategy. Emerald Emerging Markets Case Studies (2018).

[9]. Dey, I.: Cadbury Weds Mishti: Fusion, Taste and Selling ‘Authenticity’. International Journal of South Asian Studies 11, 47-60 (2021).

[10]. Sertaç, H., Karabulut, A.T.: Global or Local Strategies? McDonald’s Turkey Example. International Journal of Commerce and Finance 7(2), 101-121 (2021).

[11]. Jian, O.Z., Utama, A.G., Binti Wan Musa, W.N., Bin Hasly, W., Binti Al-Rifae, R.F., Binti Mohamad Hussa, N.S., Andriawan, N.: Effective Marketing Strategies of McDonald’s in Malaysia and Indonesia. International Journal of Applied Business and International Management (IJABIM) 6(2), 33-46 (2021).

[12]. Roscha, G.Z., Angelia, Mahaputra, N.B.: The Effect of Co-Branding and Brand Equity Mcdonalds X BTS on Purchase Intention of BTS Meal Products. Pinisi Business Administration Review 4(1) 53-64 (2022).

[13]. Kee, D., Siew, L.H., Yee, S.H., Lee, T.W., Ma, H.Y., Yin,Y.: Critical Success Factors in the Fast food Industry: A Case of McDonald's. International Journal of Tourism and Hospitality in Asia Pasific (IJTHAP) 4(2), 124-143 (2021).

[14]. Annalee, N.J., Kim, D., Choi, S.H.: Mcdonald's in Germany: Germans, still lovin'it? Academy of Strategic Management Journal 18(2), 1-20 (2019).

[15]. Singireddy, M.: Mcdonald's: Global Marketing. International Journal of Health and Economic Development 6(2), 16-27 (2020).

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