1.18 Identify the key elements in McDonald’s global marketing strategy. In particular, how does McDonald’s approach the issue of standardization? Does McDonald’s think globally and act locally? Does it also think locally and act globally?

McDonald’s Corporation is the biggest fast-food restaurant in the world. The company had promised the customers to provide inexpensive and consistent food, quick service and clean, familiar environment makes the company to earn the most market share in the fast-food market. The rapid growth of McDonald’s was by stepping in different geographic area such as Europe, Asia/Pacific, Middle East and Africa (APMEA) and other countries.
McDonald’s global marketing strategy is based on the combination of local and global marketing mix elements, in other words is global localization, where they combine standardization and customization together to satisfy different customer needs and wants. McDonald’s is “thinking globally and acting locally”. McDonald’s vision is to be the world best quick service restaurant where is supported by the company’s realization of the importance of adjusting its operational and management strategies to meet the dynamic needs and wants of different geographic area. Therefore, in many countries McDonald’s has modified their products to cater the local customer’s tastes, cultures, and preferences.
McDonald’s globalized themselves by standardize their slogan, promotional campaign, prices, products and distribution channel for all the market around globe. Standardize the company brand name, characteristic, labelling and packaging can reduce the cost and differentiate them from other fast-food restaurants. McDonald’s has one global marketing motto which is “I’m lovin’ it”. The company use this motto for their every single promotional campaign, poster and advertisement to standardize the company around the globe.