• 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

    Last, to strategic ally with .com companies to expend its selling channels. Starbucks can setup online chat room to facilitate communication among its stakeholders. It may also create free email accounts to further spread its fame and consolidate customers' loyalty.

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

    this will help to attract consumers, as Coca Cola is a well-known company around the world. ? Packaging- packaging is very important, as it is the first thing that catches people's eyes. I will try to make my new strategy attractive as I can, I will include pictures of blackcurrant so it will show customers immediately what flavour it is.

  1. Business Studies Company Profile

    In the late 1990s, the plant extended its production facilities for the BMW x5, which is likewise built only in Spartanburg. 1993 In order to expand rapidly and gain a presence in market segments in which it had not previously been involved, BMW purchased the British-based Rover Group, with the active brands Rover, Land Rover, MINI and MG.

  2. I am going to be writing about the concepts of marketing distinctiveness of the ...

    Establish distinctive identity for a product or organisation. Nowadays we don't actually see different unique products in the market. They are all the same thing but just with a different brand. They need a brand to make it different as the competition. The Nike brand is just a normal tick but it has become so popular that anyone around the world can recognise the sign.

  1. Unit 2 Investigating business

    I have decided that I am going to go into my local branch to find out what help is actually there for me and see if I am able to pick up a start up pack with some more information in.

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

    Tesco PLC need to offer price, place, promotion, physical evidence, people, product, and processes to get people up the ladder of loyalty, if Tesco PLC only use the 4p?s they will only get people on the ladder of loyalty, they must offer the total product concept, the reason why Tesco

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