2. Threats faced:
Having multiple cuisines in different countries
and yet keep up the standards and the local laws
and culture.
Competition against confectioneries and fast
sushi restaurants. Similarly in other countries
against Burger King, Wendy’s, Kentucky Fried
Chicken and Pizza Hut.
Introducing completely new products in different
countries like French fries in Japan.
Competition from local store owners.
3. Handling:
Restaurants were run by local managers and
crews
Appointing near about 300 employees with 50%
more perk in Moscow
Opening 1860 outlets in Japan as compared to
43 outlets of Burger King to just dominate others
Owners and managers were trained in Hamburger
universities worldwide to maintain QSC&V
Quality assurance centers were opened in Europe,
US and Asia
Training and coaching in 22 languages to reach
100% customer satisfaction.
Heavy advertising and establishing the brand as
rapidly as possible
4. Reasons for success in Europe:
There were Quality Assurance Centers in Europe.
First restaurant to allow families with children and
made special arrangements for their
entertainment.
Special training for the crew for 100% customer
satisfaction.
14 years of planning.
5. Strategies in Europe:
Entertained the children customers with play lands, crayons and
paper to magnetize the children customers
To draw adult customers it spends more than $200 in
advertising American fast foods.
McDonald applied ‘promotion strategy’ to espouse the
marketplace of fast food.
Keep their major markets at the same time expanding their
business into the emerging markets.
Difference from Asia:
In Asian countries, it applied ‘distribution strategy’ after looking,
comparing and changing its products as per their diet and habits.
6. Basic philosophy for McDonalds is
“McDonald’s basic philosophy is to ‘serve fast food
around the world’.”
Enforcement of Philosophy:
Opening of the outlets worldwide to expand the
reach (in 1983 6,000, in 1995 18,000, in 2001
29,000 and by 2014 36,000)
McDonald applied different methods and
strategies in different region, from Europe to
Asia and Switzerland to Philippines.
Somewhere, it changed the taste with a little cost;
somewhere with millions in advertising.
7. McDonald seriously studied the SWOT theory in each
and every country to promote its brand and business.
In countries like, Japan, Norway, Philippines and
Germany McDonald prepared their traditional menu
with McDonald’s products, which engrossed
customers in a high rate.
In Russian countries or Moscow, it recruited 300 local
employees by giving extra 50% salary than local;
trained and exposed them to create a famous brand.
In Europe, they were the first restaurant to allow
families with children and made special
arrangements for their entertainment.
