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Global MarketingAlexandria Mesa
Luis RuizAllen Ganaden
Global Marketing Today McDonald’s How to Enter the Market McDonald’s in India Global Marketing Program:
◦ Place◦ Product◦ Price◦ Promotion
India Commercial What we learned
Agenda
Faster communication, transportation, and financial flows available.
Over the past 3 decades the number of multinational corporations have grown from 30,000 to more than 63,000.
69 of the world’s top 150 “economies” are multinational corporations.
Few industries are now safe from foreign competition.
A Global Firm raises capital, obtains materials and components, and manufactures and markets its goods wherever it can do the best job.
Global Marketing Today
◦ More than 34,000 restaurants in 119 countries.
McDonald’s
Countries.jpg
3 Choices:◦ Exporting
Indirect Direct
◦ Joint Venturing Licensing Contract Manufacturing Management Contracting Joint Ownership
◦ Direct Investment
The further down the strategy the more commitment and risk involved but also the more control and potential profits available.
How to Enter the Market
McDonald's works through joint ventures.
80 percent are franchised
It has two Indian entrepreneurs: ◦ Amit Jatia: Vice President of Hardcastle Restaurants
Awarded a Development Licensee status by McDonald's Leads operations in West & South India
◦ Vikram Bakshi: Connaught Plaza Restaurants Has joint venture with McDonald’s. Manages operations in North & East India
McDonald’s in India
• Currently over 300 restaurants in India • Distribution Channels
◦ Cold Chain
Convenience: McDelivery Kiosks Drive Thru Extended Hours
Global Marketing Program:PLACE
Product Adaption vs. Product Invention
30% original 70% local menu. Non-beef and Non-pork products Sauces Local spices & chilies Fries are made from locally sourced
potatoes
Global Marketing Program:PRODUCT
Chicken Maharaja Mac Big Mac
ChickenMaharajaMac.jpg BigMac.jpg
Price Setting Foreign prices lower than domestic prices Charge what consumers would bear
Global Marketing Program: PRICE
India◦ 115 rs
($2.13) U.S.
◦ $5.29
Global Marketing Program: PRICE
Mchicken.jpg
Global Marketing Program:PROMOTION
U.S. India
Commercials are more serious
Ads tailored to more specific target markets
Commercials are family oriented and humorous
Target:◦ Children◦ Teenagers◦ Price-sensitive middle-
class individuals
“I’m lovin’ it” – Single Global Message for All Markets
What we learned
McDonalds Official Global Website. (2013). Retrieved from: http://www.aboutmcdonalds.com/mcd.html
McDonalds. (2013). Value Menu. Retrieved from: http://www.mcdonalds.com.mt/mcdonalds/content.aspx?id=44883
McDonald’s India. (2013). Retrieved from McDonald’s India Website: http://www.mcdonaldsindia.com/
Dash, K., (2005). McDonald’s in India. Thunderbird: The Garvin School of International Management. Retrieved from: http://www.csumba.org/mba602/McDonald's%20in%20India.pdf
References