Introduction
It is difficult for companies to develop effective marketing strategies that will focus on the new world conditions. The coronavirus pandemic significantly affected the international environment and the international market, which changed the strategies of American companies (Behl et al., 2023). To promote products and services, companies can take advantage of advice that will allow more productive work on a global level.
Guidelines for Marketing Internationally
First, each company should clearly understand its target market, exploring its needs and preferences. Second, when implementing a business in a country, the owner should focus on local requirements, including legal components. Thus, pricing and promotion strategies should aim to adapt the product or service to the local market.
The third is to strengthen local partnerships. This collaboration with local businesses and suppliers will help the new company establish itself in the territory and quickly start its development. Fourth, allocating funds to investments directed to research the local market is necessary. This is important to keep the owner abreast of the latest trends in the world and able to respond quickly to changing consumer preferences.
Finally, the fifth piece of advice states that in international business, it is essential to learn to respect cultural differences among people. This includes understanding traditions and beliefs to avoid abusive acts that may cause mistrust on the buyer’s part. In this way, the manuals can help develop strategies for success at the international level. Learning each of these features will make it much easier for companies to gain a global foothold and a good reputation.
International Marketing Pitfalls
In the process, companies may encounter marketing traps. Several American companies have experienced this by trying to expand their business internationally, and there are several examples of similar incidents (Schooley, 2019). For instance, PepsiCo’s slogan “Come Alive With Pepsi” was incorrectly translated in Taiwan as “Pepsi Brings Your Ancestors Back from the Dead.” As expected, such an advertising campaign caused a storm of resentment among the local population, which caused the company to apologize for the act.
The following example is the KFC campaign in China, which launched the slogan “Finger-Lickin Good.” Again, the problem was a translation, which was literally perceived as ‘eating fingers.’ Because of this, the company had to develop a new slogan because Taiwanese people did not appreciate the previous one. The latest example is Coca-Cola’s entry into the Middle East market.
This time, a controversial situation arose because of the company logo, a ribbon wrapped around the name. This logo was a sin against the Christian cross, which caused resentment among the Muslim population of the countries. In this situation, Coca-Cola had to develop a new logo specifically for Middle Eastern countries to avoid further problems with work.
Thus, the examples demonstrate the importance of considering the cultural sensitivities in each country where business opportunities exist. American companies must spend a lot of time learning local culture, language, and customs to avoid dangerous marketing traps. If companies respect the culture of other nations, they will quickly acquire full authority and success among the population and demand in foreign markets.
McDonald’s International Marketing Strategy
McDonald’s has branches in more than 100 countries worldwide, and company owners should consider that each country has its own cultural characteristics. This fast-food restaurant’s international marketing strategy focuses on adapting to differences and supplying unique products to meet the target audience’s needs to the maximum. To successfully promote its products in different countries, McDonald’s uses a variety of marketing tactics (Cassidy et al., 2021). For example, to regularly attract young audiences, the company distributes advertisements on social media such as Instagram. In less advanced countries, however, McDonald’s focuses on television or print advertising, which is more likely to be noticed by older generations.
In addition to advertising, the company’s policy focuses on localizing offers to suit the local tastes of people. The restaurant constantly adapts its menu based on local demand and introduces dishes likely to be unavailable in another country. For example, given that most of the population is vegetarian in India, McDonald’s introduced a special menu that matches the dietary preferences of residents. In addition, the company cooperates with local suppliers of goods, obtaining local ingredients and understanding production costs.
To improve its image, the fast-food chain invests in corporate social responsibility in various countries by building relationships with the international community. In conclusion, McDonald’s international marketing strategy is based on maximum cultural sensitivity, maintaining its global brand status. The company regularly adapts its approach to meet customers’ needs to achieve faster success in the foreign market. These actions increase the authority of the enterprise and its widespread influence.
McDonald’s International Marketing in Different Countries
China
In China, McDonald’s offers a variety of marketing approaches for potential customers. The company focused its efforts on providing Chinese consumers with unique menu items that fully meet the population’s food requirements. The restaurant invested most of its resources in developing advertising campaigns and sponsoring popular events and celebrities, which allowed it to increase brand recognition and improve its image.
One of the most notable examples of this campaign is “I’m Lovin’ It,” which was launched to establish McDonald’s as a brand that is most convenient against the background of competitors. The process involved printed and television advertising and advertising on social networks (Wu & Ma, 2021). Especially relevant, this advertising has become for young people who often look for opportunities quickly and inexpensively to eat, making it as accessible as possible in all respects. These actions have helped to increase the company’s sales and market share in China.
Speaking of social networks, the restaurant’s fast-food account in China emphasized the freshness and quality of food offered to visitors. Amateur media content was presented, which showed that food is made from fresh ingredients, which maximizes satisfaction. There are also occasional posts dedicated to festivals and other Chinese public events that give the impression of the company as one that respects local culture. In this way, McDonald’s has been successful in social media marketing and has increased its market share since its launch.
India
In India, it is essential to note that McDonald’s also clearly emphasized localizing its menu. The company offers its customers menu items that best suit the tastes of Indian consumers, but these items are not widespread in other countries. A vivid proof of this is the vegetarian menu advertising campaign, particularly the McAloo Tikki burger. This product was very popular in the Indian market, which helped the business increase its profit significantly.
In addition, the company positioned itself as a family and socially responsible brand. In order to consolidate its status, the restaurant introduced the Happy Price Menu and McDonald’s Mein Hai Kuch Baat, which aimed to maintain the organization’s image in India. Promotion of the campaign included all types of advertising, from print to digital (Cassidy et al., 2021). A vital advertising campaign is McDelivery, which focuses on the convenience of ordering food online, without requiring additional effort or leaving the house.
Although India was less advanced in innovation than China, social media also allowed for greater turnover. For example, McDonald’s regularly posts videos on its Instagram page about reviewing menu items. Promotions and competitions that attract customers’ attention by the profitability of offers are regularly published. In addition, there are also company initiatives to develop corporate social responsibility. The fast-food restaurant supports farmers, alerts subscribers on social networks, and emphasizes the sustainability of the food supply for producing quality goods.
The UAE
In the United Arab Emirates, McDonald’s policy focuses on meeting the needs of the country’s multicultural population. Advertising considers customers’ different needs and periodically launches promotions that would interest a particular ethnic group (Cassidy et al., 2021). A striking example is the launch of Arabian Breakfast and McAloo Tikki products, which are the most exciting positions for the Indian population.
In addition, McDonald’s understands the importance of communication with its potential customers and actively uses social media. This allows one to interact more closely with people living in the UAE and respond more quickly to their wishes. Interestingly, during Ramadan, the restaurant created a special filter on Snapchat called #ShareTheSpirit. The idea was that under this hashtag, people would share photos of iftar dishes ordered at McDonald’s.
In the United Arab Emirates, Spicy McChicken’s burger was famous. The advertisement featured people enjoying food and dancing to Middle Eastern music. Another example is the already printed advertisement for the hamburger Big Tasty, which depicts a burger characterized by Arabic design.
As for social networks, McDonald’s UAE combines professional and amateur content from its customers. In addition, some posts advertise offers on a menu with a limited duration. An example is a McFalafel sandwich that people could only order at certain times. Thus, attracting customers and increasing the popularity of the business becomes more accessible and realistic.
Australia
Finally, Australia also has a dedicated marketing strategy development system. In this country, McDonald’s’ policy promotes healthy lifestyles and healthy meals on its menu, such as diet rolls and salads. These actions were introduced in response to public concern about the high percentage of obese and malnourished people (Cassidy et al., 2021). In addition, among the localized menu items, the burger McOz can be highlighted, where you can find a slice of beets, as well as the Aussie BBQ Angus burger.
In order to promote its products as widely as possible, McDonald’s in Australia uses marketing, combining print and television advertising with active social networking. One successful campaign was 30 days, 30 trades, conducted on Twitter and Facebook. The essence of the proposal was that the restaurant offered its customers new profitable deals every day for a month, which could not leave the customers indifferent.
Various means of disseminating information have also played an important role in promoting healthy nutrition. For example, a television advertisement showed a woman choosing a salad instead of a hamburger, and her entourage supported the decision without condemnation. In addition, McDonald’s launched a print campaign that advertised the ability of a person to independently create their own burger while showcasing the finished product. On Instagram and Twitter, McDonald’s Australia focuses on the local production of products it uses to make dishes. For example, a post on a burger made from Australian beef or a time-limited transaction for a drink of Frozen Fanta Raspberry raises interest in ordering these items on the menu.
Key Lessons on International Marketing
Studying the features of McDonald’s international marketing strategy can help you draw meaningful conclusions regarding the conduct of the correct advertising campaign. First, cultural sensitivity is essential in doing business. This is especially critical when it comes to working with foreign customers. Each country has unique factors that could manifest themselves in social, economic, and cultural differences, and each must be taken into account. Otherwise, businesses may face cultural misunderstandings and not succeed in the international market.
The next lesson is the need to adapt the business to local preferences in each country. McDonald’s provides unique menu items in different countries, focusing on the specific needs of the population in each and their taste preferences. The third lesson emphasizes the importance of continuous market research. To understand the tendencies of the local market and correctly determine the target audience and its needs, it is necessary to be constantly aware of the prospects for the development of a particular business sector in the country.
The fourth lesson is that social media can be a decisive factor in promoting a product or service. Recently, they have become a powerful marketing tool, as they allow you to quickly create localized content that attracts the right audience. Finally, the final lesson is the need for continuous innovation and improvement in the business environment. To maintain a competitive position in the international market, businesses need to keep abreast of and adapt to current technological trends. McDonald’s constantly tries to implement innovative approaches such as fast-food delivery, bonus systems, and other exciting offers.
Conclusion
In conclusion, this exercise allows you to think about those things that a person could not notice in everyday life. By studying how a marketing strategy works in the example of a large international business, a person can have a more accurate understanding of how it works from within. The most critical points from this study were the lessons to be learned by a business owner wishing to expand globally. Cultural barriers can be an obstacle to success, and tolerance and inclusion are integral to the strategy. By creating a positive image of the company, more customers can be attracted, and the focus on their needs is the primary goal of any business.
References
Behl, A., Jayawardena, N., Nigam, A., Pereira, V., Shankar, A., & Jebarajakirthy, C. (2023). Investigating the revised international marketing strategies during COVID-19 based on resources and capabilities of the firms: A mixed-method approach. Journal of Business Research, 158(113662). Web.
Cassidy, O., Shin, H. W., Song, E., Jiang, E., Harri, R., Cano, C., Vedanthan, R., Ogedegbe, G., & Bragg, M. (2021). Comparing McDonald’s food marketing practices on official Instagram accounts across 15 countries. BMJ Nutrition, Prevention & Health, 4(2), 510–518. Web.
Schooley, S. (2019). How to Avoid International Marketing Mistakes – businessnewsdaily.com. Business News Daily. Web.
Wu, S., & Ma, J. (2021). Analysis of McDonald’s Marketing Strategy in China. Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICICI 2021).