McDonald's uses a standardized approach to operating globally while adjusting recipes locally. While standardization allows McDonald's to maintain quality and consistency worldwide, adjusting recipes locally allows them to cater to different cultures and tastes. McDonald's faces challenges expanding in saturated markets but seeks growth through experimentation with new menu items. Some governments and consumers in developing countries welcome McDonald's for the brand recognition and recipes, though others criticize the health impacts of fast food. As a global company, McDonald's will inevitably face some controversies, and protesters often target them as a symbol of globalization.
Case Study of the world's leading fast-food restaurant chain McDonald's. References: Marketing Management by Kotler. Created by Kandukuri Sai Omkar during a marketing internship under Prof. Sameer Mathur
Case Study of the world's leading fast-food restaurant chain McDonald's. References: Marketing Management by Kotler. Created by Kandukuri Sai Omkar during a marketing internship under Prof. Sameer Mathur
Vision of Ray Croc for McDonald's. McDonald's current position in international market. SWOT analysis for McDonald's. PESTEL analysis for McDonald's. Porter's Five forces of market. Conclusion. McDonald's customer satisfaction approach of business. King of international fast food chain.
Mc Donald's International Strategy studyRajat_upmanyu
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In this paper I examine the context for the internationalization of firm MC Donaldâs in the
Fast food industry. I firstly gave the introduction to the Mc Donaldâs and then examine the
degree of globalization of the fast food industry. After that I studied that how the global
scope for the fast food a changed over a period of time with the help of the cage framework.
Then I discussed about the competitive advantage that Mc Donaldâs receives from its
operations all over the world by the use of different framework and analysis. Lastly I
included the AAA Framework measures taken by Mc Donaldâs to sustain in this competitive
market.
THE KEY FACTORS BEHIND THE SUCCESS OF MC DONALDS IN INDIAVARUN KESAVAN
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McDonalds in India. It was as early as 1989 even before the New Industrial Policy of 1991 was introduced the International Team of McDonalds visited India to identify opportunities for entry into a highly traditional and conservative market. As the company was in the process of researching and devising entry strategies the Government of India announced the New Industrial policy of 1991. This paved way for the company and there was a need to fasten its efforts to develop its entry plan into India. During 1991 to 1992 the company had setup a specialised team to understand the regulatory issues pertain to FDI in India. The FDI for this fast food restaurant chain was possible through a Joint venture with two companies in1994. The market for the West was targeted through a Joint venture with Hard castle Restaurants and the market for the North was targeted through a Joint venture with Connaught Plaza Restaurants. As the company was in the process of establishing, it already started training its employees and also setting up the supply chain the most important part of a food chain. With strenuous efforts the company was able to open shop in 1996 with its first store in Delhi and second store in Mumbai both during August1996.With a very humble start the company currently operates more than 300 restaurants in India. The strong foundation laid by Ray Kroc continues even today with the company in its vision and strong commitment in evolving into a value driven brand and recognises the brand affordability as an important proposition for its sustainability in a market like India where majority of the customers belong to the middle class giving them the blend of pure Indian taste at an affordable price.
The company is in the path of Continuous Innovation to strengthen its business model in India and to keep evolving according to the customer needs.
Detailed Case Study on McDonalds India. Target Market, Retail Industry Overview. product, supply chain, pricing strategies, store location, hiring process, employees, promotional strategies, adapting to indian market. McDonalds Retail chain.
This is a part submission as a requirement of Internship under professor Sameer Mathur, IIM Lucknow. The case study of my choice is Mc Donald's. Chapter No 11, Marketing Mangement, Kotler et al.
This mini case based on McDonald's is prepared and presented by Arnav Das, IIT Kharagpur under the guidance of Prof. Sameer Mathur, IIM Lucknow during a Marketing Internship.
Vision of Ray Croc for McDonald's. McDonald's current position in international market. SWOT analysis for McDonald's. PESTEL analysis for McDonald's. Porter's Five forces of market. Conclusion. McDonald's customer satisfaction approach of business. King of international fast food chain.
Mc Donald's International Strategy studyRajat_upmanyu
Â
In this paper I examine the context for the internationalization of firm MC Donaldâs in the
Fast food industry. I firstly gave the introduction to the Mc Donaldâs and then examine the
degree of globalization of the fast food industry. After that I studied that how the global
scope for the fast food a changed over a period of time with the help of the cage framework.
Then I discussed about the competitive advantage that Mc Donaldâs receives from its
operations all over the world by the use of different framework and analysis. Lastly I
included the AAA Framework measures taken by Mc Donaldâs to sustain in this competitive
market.
THE KEY FACTORS BEHIND THE SUCCESS OF MC DONALDS IN INDIAVARUN KESAVAN
Â
McDonalds in India. It was as early as 1989 even before the New Industrial Policy of 1991 was introduced the International Team of McDonalds visited India to identify opportunities for entry into a highly traditional and conservative market. As the company was in the process of researching and devising entry strategies the Government of India announced the New Industrial policy of 1991. This paved way for the company and there was a need to fasten its efforts to develop its entry plan into India. During 1991 to 1992 the company had setup a specialised team to understand the regulatory issues pertain to FDI in India. The FDI for this fast food restaurant chain was possible through a Joint venture with two companies in1994. The market for the West was targeted through a Joint venture with Hard castle Restaurants and the market for the North was targeted through a Joint venture with Connaught Plaza Restaurants. As the company was in the process of establishing, it already started training its employees and also setting up the supply chain the most important part of a food chain. With strenuous efforts the company was able to open shop in 1996 with its first store in Delhi and second store in Mumbai both during August1996.With a very humble start the company currently operates more than 300 restaurants in India. The strong foundation laid by Ray Kroc continues even today with the company in its vision and strong commitment in evolving into a value driven brand and recognises the brand affordability as an important proposition for its sustainability in a market like India where majority of the customers belong to the middle class giving them the blend of pure Indian taste at an affordable price.
The company is in the path of Continuous Innovation to strengthen its business model in India and to keep evolving according to the customer needs.
Detailed Case Study on McDonalds India. Target Market, Retail Industry Overview. product, supply chain, pricing strategies, store location, hiring process, employees, promotional strategies, adapting to indian market. McDonalds Retail chain.
This is a part submission as a requirement of Internship under professor Sameer Mathur, IIM Lucknow. The case study of my choice is Mc Donald's. Chapter No 11, Marketing Mangement, Kotler et al.
This mini case based on McDonald's is prepared and presented by Arnav Das, IIT Kharagpur under the guidance of Prof. Sameer Mathur, IIM Lucknow during a Marketing Internship.
Running head MCDONALDâS SITUATIONAL ANALYSIS McDonal.docxjeanettehully
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Running head: MCDONALDâS SITUATIONAL ANALYSIS
McDonaldâs Situational Analysis
Samuel A. Sample
BUS 330 Principles of Marketing
Avisha Sadeghinejad
February 16, 2016
MCDONALDâS SITUATIONAL 2
McDonaldâs is the worldâs largest fast food chain with over $25B in annual sales and more
than 35,000 retail locations in more than 100 countries (McDonaldâs Corporation, 2015).
Core Products or Services
Beyond the burgers, French fries and milkshakes that they have, they have been selling
since its founding, McDonaldâs sells a variety of wraps, salads, sandwiches and beverages â more
than 200 items in all (The Economist, 2015). McDonaldâs locations are typically open for
breakfast, lunch, dinner and late night dining and many feature drive-thru service.
A Brief History
The first McDonaldâs restaurant was opened in 1948 by Richard and Maurice McDonald.
It brought production line techniques to the burger business and challenged the dominant carhop
drive-in business model. Ray Kroc was one of the earliest franchisees and the key figure in the
rapid expansion of the business after he bought out the McDonald brothers 1961. McDonaldâs
became a public company in 1965 and opened its first international location in 1967. Sales and
locations have continued to grow every year since (Comoletti, 2014)
Key current competitors
Historically, McDonaldâs primary competitors were identified to be the large fast food
burger chains like Burger King and Wendyâs. But given McDonaldâs size and the expansion of
their menu, the competitive set must be viewed more broadly to include sandwich shops like
Subway, other fast food concepts like Chick-fil-A, more upscale fast casual restaurants like
Panera and Chipotle, as well as coffee shop chains like Starbucks and Dunkinâ Donuts.
SWOT Analysis
A SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses,
opportunities, threats, and trend of an organization, company, project, plan, or venture
MCDONALDâS SITUATIONAL 3
Strengths
⢠Anytime, anywhere convenience
With over 14,000 locations in the U.S. alone, there is a McDonaldâs within a short drive of
almost everyone and most are open from 6am to 11pm. The number of locations also means that
McDonaldâs can purchase media nationally which is more cost efficient than buyinglocally.
⢠Brand equity
Because of its many locations, consistent brand experiences and hundreds of millions of
dollars spent on marketing each year-- McDonaldâs has developed a very strong brand. For
example, they ranked 5th on BrandZâs 2014 most valuable global brand list (Rooney, 2014).
⢠The Best French Fries
McDonaldâs french fries are universally loved -- even by people who donât otherwise like
McDonaldâs food. McDonaldâs fries were voted #1 in a 2015 YouGov study (Peterson, 2015).
⢠Kid appeal
McDonaldâs is a popular destination amongst younger kids. Many locations have in ...
What does top brands sell is not merely their product, but also their brand power in terms of brand equity.
This brand power is earned by value, trust, consistent service etc.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
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3) The Beautiful Basics - Conversion Rate Optimization
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5) Roll the Dice - New Business Models
Digital Money Maker Club â von Gunnar Kessler digital.focsh890
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Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
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It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
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Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who donât adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
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For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
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E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
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Case Mc Donald
1. Global marketing: Antonia FICOVA
Case: McDonald´s expands globally while adjusting its local recipe
Antonia FICOVA
McDonald's Corporation is the world's largest chain of hamburger fast
food restaurants, serving more than 58 million customers daily.
1. Identify the key elements in mcdonald's global marketing strategy. in
particular, how does McDonald´s approach the issue of
standardization?
The key threats to McDonaldâs domestically are the lack of growth opportunities. The
market is well saturated, and it would difficult to achieve double-digit growth. Other concerns
are a newfound emphasis on healthier eating. Most of McDonaldâs most popular fare
probably in some small way contributes to the increasing incidence of cancer, heart disease,
and diabetes among the population.
But I feel the key threat to McDonaldâs continued success is its very ubiquity. Because
McDonaldâs are everywhere, the dining experience is never special. And as Baby Boomers
age and become more affluent, it is likely that they will leave behind their fast-food ways, if
only to step up to moderately priced restaurants like Olive Garden, Bennigans, and Pizzeria
Uno. These chains have the added advantage of serving higher-margin alcoholic drinks.
McDonaldâs, meanwhile, has to continually battle Burger King and Wendyâs, which leads to
an erosion of margins for everyone. Even alliances with toy manufacturers, while popular
with consumers, do little for the bottom line because the cost to run these promotions can be
quite expensive.
Business model
McDonald's Corporation earns revenue as an investor in properties, a franchiser of
restaurants, and an operator of restaurants. Approximately 15% of McDonald's restaurants are
owned and operated by McDonald's Corporation directly. The remainder are operated by
others through a variety of franchise agreements and joint ventures. The McDonald's
Corporation's business model is slightly different from that of most other fast-food chains. In
addition to ordinary franchise fees and marketing fees, which are calculated as a percentage of
sales, McDonald's may also collect rent, which may also be calculated on the basis of sales
In other countries, McDonald's restaurants are operated by joint ventures of
McDonald's Corporation and other, local entities or governments.
As a matter of policy, McDonald's does not make direct sales of food or materials to
franchisees, instead organizing the supply of food and materials to restaurants through
approved third party logistics operators.
The key thing that McDonaldâs operations strategy has to support is experimentation.
Now somewhat long in the tooth, McDonaldâs needs a breakthrough that will provide new
avenues of growth. It has a long history of such experimentation, which has resulted in some
new profit centers like Chicken McNuggets and the breakfast menu. Some later turn out to be
duds like the McLean Deluxe, but inevitably experimentation in limited outlets offers
McDonaldâs a way to retain its key strengths -quality and consistency, while continuing to
evolve for new palates and pocket books.
2. Do you think government officials developing countries such as russia, china, and
india welcome mcdonalds? Do consumers in these countries welcome Mcdonald
´s? Why or why not?
Probably yes, because this is strong brand name in the world, know how, good recipes.
McDonald's primarily sells: hamburgers, cheeseburgers, chicken products, french fries,
breakfast items, soft drinks, shakes, and desserts. In response to obesity trends in Western
1
2. Global marketing: Antonia FICOVA
Case: McDonald´s expands globally while adjusting its local recipe
Antonia FICOVA
nations and in the face of criticism over the healthiness of its products, the company has
modified its menu to include alternatives considered healthier such as salads, wraps and fruit.
On the second site, we have to admit that daily consumption of fast food causes an
impact on our health. As stated in the Financial Times reporter: âWHEREAS, the contribution
of the fast food industry to the global epidemic of childhood obesity and to diet-related
diseases, such as diabetes, cancer and cardiovascular disease, have become a major public
issue âŚâ. âRESOLVED: Shareholders ask the Board of Directors to issue a report, at
reasonable expense and excluding proprietary information, within six months of the 2011
annual meeting, assessing the companyâs policy responses to public concerns regarding
linkages of fast food to childhood obesity, diet-related diseases and other impacts on
childrenâs health. Such report should include an assessment of the potential impacts of public
concerns and evolving public policy on the companyâs finances and operations.â1
Business practices McDonald's penetrating virtually all areas of life of modern society,
and there can talk about mcdonalisation-work, family life, politics, travel, education and sex.
For understanding the effectiveness of the process for entering values into McDonald's
everyday life is important that this phenomenon affects only those sites that are interesting to
the American way of life. As if they formed a new, media-treated Imperium Roma-num,
which produces in every part of your living space the same values, by which it may be in
addition to the ubiquitous and popular entertainment products, fast food ...
Target customer groups are groups that live around, mcdonaldisation 'world (or
wherever has its McDonald's restaurants) ... they are usually teenagers, young people (the
most represented age group 14-29 years) and young families with children, it is rather the
liberal professions, entrepreneurs and students ... prefer a casual style, freedom and
spontaneity (free style), live a life oriented to the presence, love to spend time with friends,
cinema, shopping malls, have fun and spend ... recognize post-modern values, which we
could express the attributes, the new ',' modern ',' quick ', trendy','sexy','free'and'in' and ...
speaks the national language..
In the area of advertising McDonalds followed the trend of "radical nominalismâ,
standardizing the brand's position in daily life - while traveling, dressing, leisure, and, of
course, even when eating. Mark McDonald's has become synonymous with fast food,
Kellogg's healthy breakfast, Colgate for healthy teeth, Armani fashion clothing, Casio at the
exact time, Sony for quality listening, Gillette for safe shaving, Volvo for safe driving, Durex
for safe sex.
3. At the end 2003, mcdonalds announced it was selling the donato pizza unit. then,
in 2006 the chipotle chain was spun off. in light of these strategic actions, assess
McDonald´s prospects for success beyond the burger and fries model.
Most standalone McDonald's restaurants offer both counter service and drive-through
service, with indoor and sometimes outdoor seating. Drive-Thru, Auto-Mac, Pay and Drive,
or "McDrive" as it is known in many countries, often has separate stations for placing, paying
for, and picking up orders, though the latter two steps are frequently combined. To
accommodate the current trend for high quality coffee and the popularity of coffee shops in
general, McDonald's introduced McCafĂŠ, a cafĂŠ-style accompaniment to McDonald's
restaurants in the style of Starbucks. Some locations are connected to gas
stations/convenience stores while others called McExpress have limited seating and/or menu
1
http://blogs.wsj.com/health/2011/03/04/group-of-nuns-asks-mcdonalds-to-consider-childhood-obesity/,
[5.03.2011]
2
3. Global marketing: Antonia FICOVA
Case: McDonald´s expands globally while adjusting its local recipe
Antonia FICOVA
or may be located in a shopping mall. Other McDonald's are located in Wal-Mart stores.
McStop is a location targeted at truckers and travelers which may have services found at
truck stops.
Competitors:
ď§ Burger King - Second largest burger chain
ď§ Subway (restaurant) - Largest single brand restaurant chain
ď§ Yum! - Largest multi-brand restaurant chain
McDonald's advertising
"I'm lovin' it" redirects here. For the Justin Timberlake single, see I'm Lovin' It.
In Spring 2008, McDonald's underwent the first phase of their new image and slogan:
'What we're made of.' This was to promote how McDonald's products are made. Packaging
was tweaked a little to feature this new slogan. In Fall 2008, McDonald's introduced new
packaging, eliminating the previous design stated above with new, inspirational messages, the
"i'm lovin it" slogan. (appearing only once on most packages). McDonald's also updated their
menu boards with darker, yet warmer colors, more realistic photos of the products featured on
plates and the drinks in glasses. In 2009, McDonald's expects to have all of this nationwide.
Celebrity spokespeople: Michael Jordan, Kobe Bryant, Charles Barkley, Venus
Williams, Destiny's Child (2004â2005), Justin Timberlake (2003), Ashanti (2003).
McDonald's has become emblematic of globalization, sometimes referred to as the
"McDonaldization" of society. The Economist newspaper uses the "Big Mac Index": the
comparison of a Big Mac's cost in various world currencies can be used to informally judge
these currencies' purchasing power parity. Scandinavian countries lead the Big Mac Index
with four of the five most expensive Big Mac's. Norway has the most expensive Big Mac in
the world as of July 2008, whilse the country with the least expensive Big Mac is Malaysia.
4. Is it realistic to expect that mc or any well known company - can expand
globally without occasionally making mistakes or generating controversy? Why
do globalization protesters arround the world frequently target McDonald´s?
Legal cases
McDonald's has been involved in a number of lawsuits and other legal cases, most of
which involved trademark disputes. The company has threatened many food businesses with
legal action unless they drop the Mc or Mac from their trading name. In one noteworthy case,
McDonald's sued a Scottish cafĂŠ owner called McDonald, even though the business in
question dated back over a century (Sheriff Court Glasgow and Strathkelvin, November 21,
1952).
It has also filed numerous defamation suits. For example, in the McLibel case,
McDonald's sued two activists for distributing pamphlets attacking its environmental, labor
and health records. After the longest trial in UK legal history, McDonald's won a technical
victory for showing that some allegations were untrue. The McLibel Case was also a massive
public relations disaster for McDonald's, as the judge also found that while more than half of
what was on the pamphlet was truthful, much of the information simply the opinions of the
activists and therefore non-prosecutable.
McDonald's has defended itself in several cases involving workers' rights. In 2001 the
company was fined ÂŁ12,400 by British magistrates for illegally employing and over-working
child labor in one of its London restaurants.
Possibly the most infamous legal case involving McDonald's was the 1994 decision in
The McDonald's Coffee Case.
3