MARKETING STRATEGY AND COMMUNICATION. Mc Donalds Case 1-1.

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                                                                      BEGOÑA IZQUIERDO,  IPAG, ERASMUS 2012.

MARKETING STRATEGY AND COMMUNICATION.

                       

 Case comparing the strategies of Nike vs. Adidas:

QUESTIONS:

Nº1.

Global branding;


Nike vs Adidas. Global brands compete against each other, these two sport related brands are a very good example sinc they occupy the 6th (Nike) and 9th positions (Adidas) according to the Global Brand Power Score  created by Nigel Hollins in his book about this topic.

Global brands need to adapt their product and service to the different countries they start to step on, and these two giants in particular, liked to step on each others toes when expanding globally.

Nike had several issues back in it's day

Nº2.

Different encounters with Governments around the world have been problematic for McDonalds up to some extent, for example the disorganization in the Chinese dispute between the local and central government for the construction of a restaurant and the cultural clashes that came with the McDonald's imagery of the U.S.A. colonizing our cultures in an invasive toxic way with fast food products. Examples like the Hindu's accusations against them using beef tallow in their cooking or the French gourmands not accepting that their excellence in culinary excellence would be brought down on the arches of this foreign giant.

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Moreover McDonalds has achieved it's goal by adapting to these problems on a global scale taking a hard long look at the brands image and accepting the different challenges each of the different countries pursued, from going all 'green' kitchen in India with its McAloo Tikka potato burger, to the starting signal of it's top architecturally designed restaurants in Paris.

On top of it all it's very important not to forget how McDonald's has chosen to collaborate and use for its own advantage world widely the different local offer instead of importing everything. This means money and jobs for the ...

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