PART 1 Introduction CHAPTER 1 Introduction to Global Marketing Case 1-1 The Global Marketplace Is Also Local onsider the following proposition: We live in a global marketplace. McDonald’s restaurants, Sony digital TVs, LEGO toys, Swatch watches, Burberry trench coats, and Caterpillar earthmoving equipment are found practically everywhere on the planet. Global companies are fierce rivals in key markets. For example, American auto industry giants General Motors and Ford are locked in
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1Introduction 1.1McDonald’s operations in international markets McDonald’s is the leading global foodservice retailer with more than 30,000 local restaurants serving 52 million people in more than 100 countries each day. It is one of the world’s most well-known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtuallyevery country in which it operates. 2McDonald’s and its external environment 2.1Political/legal factors
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McDonald’s Corporation Analysis & Prognosis July 18, 2012 Table of Contents Overview 2 Analysis 2 The History of McDonald’s 2 Mission and Values 3 Company Structure and Organization 3 Sales, Profit, & Cash 4 Key Metrics 5 Position in the Industry 5 Stock Market Performance 6 Strengths and Weaknesses 7 Opportunities and Threats 8 Corporate-Level and Business-Level Strategies 10 Significant Product Failures 10 Prognosis 10 Sales 10 Profits 11 Key Metrics
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The McDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries.[4][5] Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from
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marketing profession is: Putting the right product in the right location (place), at the right price, at the right time. The success of an organization depends on the success of marketing. Accounting, Finance, operations, and other functions of business will not matter if there is not a demand for the organization’s product or service (Kotler, 2009). The term “marketing mix” was coined by Neil Borden back in 1953 during his American Marketing Association (AMA) presidential speech. The marketing
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impact on how restaurants execute strategy both domestically and abroad. The growth of the middle class in emerging markets, such as China and India, presents a new demographic and an opportunity for quality growth in an industry that is simultaneously experiencing levels of maturity in the US and European markets. Internal analyses of the industry’s top players yields an in depth look into McDonald’s, Yum Brands, Burger King, and Darden Restaurants. McDonald’s is the industry leader in terms
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Strategy Analysis McDonald’s System, illustrate that positive change can originate from anywhere and that everyone has a role to play in improving our environmental performance. From 2009 to now, McDonald’s has been intending to build a better business through effective environmental practices around the world. It pays attention to make healthy food and be environmental-friendly. In order to fulfill their purpose of going green, McDonald’s are taking several big changes in their operating strategies
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Question 2 in the ‘Discussion Questions’ for the Case study Managing McDonald’s Australia on page 36. a. As the CEO of McDonald’s Australia, what is Catriona Noble’s role? According to this case study, Catriona Noble’s role could be responsible for marketing, public affairs, operations, supply chain, the Pacific Islands and business planning, taking on a leadership role for the ongoing development and integration of McDonald’s business plan in Australia. b. Using the four functions as a guide, what
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------------------------------------------------- Case 1-2: McDonald’s Expands Globally While Adjusting Its Local Recipe 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 global and act local? Does it also think local and act global? The plan to Win initiative is built around five factors that drive McDonald’s business: people, products, place, price, and promotion. As a student
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Industry Report McDonald’s Dessert INDEX Page Reference Part I. Introduction ITEM1 Analysis McDonald’s………………………………………………...01 ITEM2 Issues of McDonald’s…………………………………………….......02 ITEM3 Executive Summary of McDonald’s………………………………....05 Part II. Industry Analysis ITEM1 Definition of McDonald’s Desserts………………………………….06 ITEM2 Size & Trend Projection of McDonald’s Dessert…………………….07 ITEM3 Segments & Divisions of McDonald’s Dessert………………………10 ITEM4 Major Competitor with McDonald’s Dessert…………………………11
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