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1. Identify the key elements in McDonald€™s global marketing strategy. Despite a slowdown in global fast-food consumption, McDonald€™s continues to be a success story. What is the key? Does McDonald€™s think globally and act locally? Does it also think locally and act globally?
2. Do you think government officials in developing countries such as Russia, China, and India welcome McDonald€™s? Do consumers in these countries welcome McDonald€™s? Why or why not?
3. Is it realistic to expect that McDonald€™s€”or any well-known company€”can expand globally without occasionally making mistakes or generating controversy? Why do antiglobalization protesters€”and sometimes government officials€”target McDonald€™s?
4. Assess the changes McDonald€™s is making to its marketing strategy in the United States and around the world.
McDonald€™s Corporation is a fast-food legend whose famous golden arches can be found at more than 35,000 locations in 118 different countries. The company is the undisputed leader in the quick-service restaurant (QSR) segment of the hospitality industry, with more than twice the system-wide revenues of Burger King. McDonald€™s built its reputation by promising and delivering three things to customers: inexpensive food with consistent taste regardless of location; quick service; and a clean, familiar environment.
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