• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

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

Extracts from this document...

Introduction

BEGO�A IZQUIERDO, IPAG, ERASMUS 2012. MARKETING STRATEGY AND COMMUNICATION. Case comparing the strategies of Nike vs. Adidas: QUESTIONS: N�1. 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 N�2. 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. ...read more.

Middle

This means money and jobs for the actual countries welcoming them, and both local and central governors know it, as well as the local population who learns through advertising and other techniques how the beef they are being served comes from farmers in their region. N�3. McDonald's CEO Greenberg was in charge when the burger and fries model started to fade away, it was just when what lacked importance was to sell more burgers and the new objective was to see what other things, in their market, they could control with the money the core business achieved. This meant being stakeholders of different chains, like Donatos, Aroma, or Boston Market. The increase of cool spots to stop by, like Starbucks, sushi places, etc. pushed the brand even further away form being any hipster headquarters, making McDonalds be McDonald's. ...read more.

Conclusion

N� 4. It's evident how any realistic brand knows that any company that goes global takes risks of making mistakes, like the initial McDonalds unfashionable "vulgar-cuisine" spaces in France, but thanks to this errors the brand can quickly adapt to that country and even make tryout's in others attracting more consumers. The image of a superbrand that nourishes itself in a destructive manner from the local cultures is shared between some parts of the population who are very sensitive to the problems globalization creates and that feels that the unification of our cultures under the so called American Dream is destructive. This destructiveness is so towards the country's roots and therefore accuse the brand of contributing with an alienating trend of Americanizing the rest of the world who is quickly forgetting their own traditions as the arched brand continues to feed new generations of Mclovers. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Marked by a teacher

    Marketing case studies - Asda and John Lewis

    3 star(s)

    When john Lewis has a sale the products would be cheaper for but not as cheap as they would be in ASDA. Because in john Lewis you would be buying quality and in ASDA you would be buying quantity. Utilising new technology John Lewis would offer new technology because they

  2. Jollibee Foods Coporation case study. there are some alternative strategies that JFC can ...

    The Chief Executive Officer of Wal-Mart, Lee Scott had a huge contribution to the two goals, he emphasized growth overseas and ventured into new retail plan, which is the creation of Supercenters. These objectives are in a long-term scale and continue to grow adding more stores, acquiring businesses overseas and

  1. Marketing Analysis and Strategy Recommendation for Starbucks Coffee Company

    The countries in Asia are totally different when it comes to culture, value, religion, tastes etc. Many Asians prefer for tea especially in China, a county of devoted tea drinkers who do not take readily to the taste of coffee.

  2. Business Studies Company Profile

    marketing is especially important, as they have to market their new ideas as if they were exciting and would 'change the market'. This is really just the opposite of how Teams affect Enterprise. If BMW wanted a selling point as being the innovative car manufactures, like they do, then they

  1. Marketing Research

    They are 1) Probability sampling and 2) Non-probability sampling 6.3.1 Probability sampling techniques: These are techniques where each sampling unit (households or individuals) have an equal or known chance of being included in the sample. The other major distinguishing feature of probability sampling methods is that are unbiased.

  2. For this assignment I have been asked to produce a new marketing strategy for ...

    There some limitations to my research methods, the major one being that it will take a long amount of time. My plans for my new strategy: The flavour that I have decided to launch is banana and I would like to launch a fizzy drink.

  1. Unit 11 P2 Explain how relationship marketing can be applied to Tescos

    Getting customers to the top of the ladder of loyalty has great rewards i.e. lifetime value of customer is because this will create Tesco PLC guaranteed sales, and they will know that those customers won?t go to their competitors to shop Explain how your selected business seeks to differentiate itself

  2. Coca cola marketing plan. The following marketing plan forms the basis for the ...

    With that memory in mind, people will purchase the beverage for the connection. This is not the only attitude the company wants to portray. Their recent commercials show young people having a good time and making new memories. The product is displayed as hip and fun.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work