International Marketing (Emaad) Essay Example | Topics and Well Written Essays - 2500 words

International Marketing (Emaad) - Essay Example McDonald’s has realigned its worldwide operations around its global strategy ‘Plan to Win.’ The retailer strives to continuously improve its business operations and thereby improve customer experience. McDonald’s realises that it exists because of its customers. It if for this reason that the foodservice chain’s aim is to provide quality, service, cleanliness and value (QSC&V) to every customer, every time. McDonald’s also ensures that it caters to the needs of all the stakeholders including the shareholders. McDonald’s, a publicly traded company, is a profitable business and provides superior returns to its owners. Its â€Å"three-legged stool†Ã‚  business model ensures that McDonald’s balances the interests of its operators, suppliers and employees. McDonald’s conducts its business in an ethical and responsible manner. The QSR also discharges its corporate social responsibility to make the world a better place to live in. The restaurant is well known for its hamburgers,  cheeseburgers, chicken sandwiches, French fries,  milkshakes, and  desserts. In response to the changing times, McDonald’s has also included various salads, wraps, smoothies and fruit items in its menu. The Big Mac, Quarter Pounder and Chicken McNuggets are some of its immensely popular products. The company attempts to create a standardised set of items that taste the same across all its business locations. In some cases, the taste and ingredients are deliberately altered to suit local tastes. McDonald’s has adopted a multi-domestic strategy while pursuing its strategy of Internationalisation. 2.0 Rationale behind Internationalisation McDonald’s grew by leaps and bounds in the 1950s and 1960s in the United States. The company had thus made inroads in its home market and was looking at greener pastures oversees. The rationale behind internationalisation was to become a dominant worldwide player and increase its revenue. In 1967, McDonald’s opened its first oversees restaurants in Canada and Puerto Rico. As things stand today, McDoanld’s has business operations in 119 countries around the world (McDonald’s, 2013). The food chain has set three growth priorities; optimization of menu, modernisation of customer experience and increased accessibility to the brand. The last of these three growth priorities acts as a propeller for International expansion (DeTar, 2012). In 2012, the company added 1439 restaurants in its established markets like United States, France and Germany as well as its emerging markets like India, China and Russia. The ensuing discussion is on McDonald’s foray and expansion in India which is one of the most promising markets for McDonald’s. 3.0 Mode of Entry McDonald’s has been able to grow rapidly throughout the world due to its astute use of franchising. The importance of franchising in McDonald’s growth can b e gauged from the fact that more than 80 percent of its restaurants are franchisees. McDonald’s has extremely standardised procedures which makes it easier to train franchisees. Standardisation in business operations enables McDoanld’s to provide the same product, the same taste all over the world. McDonald's set foot on Indian soil by forging a 50-50 joint venture partnership between McDonald's Corporation (United States) and two Indian companies; Hardcastle Restaurants Pvt. Ltd., and Connaught Plaza Restaurants Pvt. Ltd. It is noteworthy to mention that McDonald’