Mc-d Case with international marketing

1. • Application of marketing principles in more than one country,
by companies overseas or across national borders.
• Based on an extension of a company’s local marketing strategy.
• Special attention paid to marketing identification, targeting,
and decisions internationally

2. • Geographical and cultural communication barriers are disappearing, and even
smaller businesses without a physical presence in other countries can
market and sell their products internationally .
• Almost anyone with the desire can market internationally, but will do so with
varying levels of success, depending on the thought and research that is put into
the international marketing strategy.
• Companies selling goods that have customs restrictions, like food and live
plants, must contend with a more rigorous regulatory process before marketing
their products internationally.

3. HOW TO ENTER INTO INTERNATIONAL MARKETHOW TO ENTER INTO INTERNATIONAL MARKET
Direct Export
Indirect
Export
Manufacturing
Abroad
ContractingFranchising
Licensing
Joint
Venture
INTERNATIONAL
MARKET

4. 4P’s in International Market

5. When launching a product into foreign markets firms can use a standard marketing mix or
adapt the marketing mix, to suit the country they are carrying out their business activities in
PRODUCT:
• In international markets it involves
consumer's cultural backgrounds, religion, buying habits and levels
income.
EG: McDonalds is a global player however, their burgers are adapted to local needs.
In India where a cow is a sacred animal their burgers contain chicken or fish instead of beef.
• In Mexico McDonalds burgers come with chilli sauce.
PROMOTIONS:
• Adapt or standardise their promotional strategy and message.
To be adapted because of language, political climate, cultural attitudes and
religious practices.
• For example a promotional strategy in one country could cause offence in another.

6. PRICING:
• International scale is a complex task.
• Considerations such as fixed and variable costs, competition and target groups
• Consider additional factor such as the cost of transport , tariffs or import
duties , exchange rate fluctuations , personal disposal incomes of thier target.
• The currency they want to be paid in.
PLACE:
• Distributing a product or service to the customer, at the right place and at the
right time.
• Distribution in national markets such as the United Kingdom will probably
involve goods being moved in a chain from the manufacturer to wholesalers
and onto retailers for consumers to buy from.
• Example: In Japan there are approximately five different types of wholesaler
involved in the distribution chain.

7. • The Indian fast food market is valued at $1-billion (Rs 4,547 crore) approx..
• India is blessed with one of the fastest growing fast food market of the world
• The Indian fast food market is growing at the rate of 30-35% per annum
• Foreign fast food chains are aggressively increasing their presence in India
Food Industry in India

8. Mc Donald
• Founded : May 15, 1940 in San Bernardino, California
• Founder: Richard and Maurice McDonald
• Number of locations: 33,000+ worldwide
• Employees : 30,60,000 (2014)
• World’s leading food service retailer –32,000 restaurants serving over 50 million
customers each day in more than 119 countries.

9. MacD in India
1996 - First restaurant opens in India, at Basant Lok Vihar, New Delhi.
Two separate operations in Northern & Western India.
Partners and their management teams trained extensively in Indonesia & the U.S.
Approximately 75% of the menu available in McDonald’s in India is Indianized and
specifically designed to woo Indian customers.

10. The menu in India has numerous unique items:
• Chicken Maharaja Mac – like a Big Mac, but with two pressed spiced chicken patties
instead of beef, served with a mustard sauce
• Paneer Salsa Wrap ("paneer is an Indian unsalted white cheese).
• Chicken Mexican Wrap
• McAloo Tiki – Breaded potato patty with onion and tomato on a plain bun ("aloo" is
"potato").
• Chicken McGill
Menu

11. Success Factors
Franchisees – own and operate the majority of our restaurants
Suppliers – provide food and packaging
Company employees – support and deliver restaurant operations around the world
Get them In, Get them back, Trade them Up
Main Focus is on service, hygiene and products
Used price penetration
Beautifully designed the menu