McDonald's uses both standardized and localized marketing strategies globally. Their standardized approach promotes their core menu items like Big Macs and fries. However, this initially failed in India, showing the need to localize. McDonald's adapts to local cultures by tailoring their menus, stores, and promotions. They have been successful in China by being fast, convenient, and offering Western cuisine. Consumer attitudes and decision making are influenced by others, alternatives, and priorities like speed, cost, and nutrition. McDonald's focuses on making customers happy through convenient service and discounts.

1. Consumer
Behavior
Presentation
“Group 3”
Nguyen Pham Phuong Anh – 1258003
Truong My Ngoc – 1258040
Vuu Minh Tri – 1258082
Phan Quang Hanh Van - 1258093

3. Presentation
Structure
I. McDonald’s perspective
1. Marketing strategy
a)Persuasion
b)Marketing Techniques
2. Culture & Subculture
II. Consumers’ perspective
a)Culture & Subculture
b)Decision Making

6. McStore

7. McStore

8. McStore

9. McStore

10. McStore

11. McMenu

12. McPromotion

13. McPromotio
n

14. McPromotion

15. Media

16. TV Advertisement
• http://www.youtube.com/watch?v=G_-
Z_k6H90A

17. TV Advertisement

18. Sensory Marketing
Vision

19. Vision

20. Vision

21. Vision

22. Sound and Smell
• http://www.youtube.com/watch?v=WGR3mr0
SG0c

23. Sound and Smell

24. McDonald’s Expansion
Cross
Culture
Standardized Strategy Localized Strategy

25. Standardized Strategy
• Etic Perspective:
Big Mac and potato fries

26. Standardized Strategy

27. Drawbacks
• Mc Donald's failed in India market in the first
time

28. Localized Strategy
• Emic perspective
• Adaptation in the host’s culture

29. Localized Strategy

30. Localized
Strategy

31. Localized Strategy

32. Kids’ Playground

33. How McDonald's Survives in
China Market?
• Fast-convenient

34. How McDonald's Survives in
China Market?
• Western cuisine

35. Decision
making
Effect by
other
people
Attitude of
Consumers
Compare
to
Alternative

36. Attitude of Consumers
Attitude: is a predisposition evaluate an object
or product positively or negatively.
It has a big influence to decide buy or not.
There are 3 components:
 Affecting
 Behavior
 Cognition

37. Attitudes

39. Children as Decision Makers

41. • focus on 3 points:
– Speed
– Cost
– Nutrition
• Their strongest priority is “making customers
happy”
McDonalds Vs Burger King

42. • Discount program
Cost

43. • “provide fast, friendly and accurate service”
Speed

44. • Health trend
Nutrition

45. Reference: http://www.weightchart.com/nutrition/info-mcdonalds-caesar-salad-
with-grilled-chicken.aspx

46. Thank You for Your
Attention!