International marketing involves applying marketing principles across national borders. McDonald's first entered Australia in 1971 and has since grown to over 900 outlets with around 65,000 employees. McDonald's in Australia has pioneered innovations like digital ordering kiosks and customizable burger menus. It has also adapted its restaurants and marketing to be more appealing to Australian consumers, such as incorporating local design elements and healthier options. Australia is seen as an important testing ground since successful concepts there often spread to other developed markets.

1. AUSTRALIA-
INTERNATIONAL
MARKETING

2. INTERNATIONAL MARKETING
International marketing is the application of marketing principles in
more than one country, by companies overseas or across national
borders.
Three elements of IM
Identifying Targeting Decision

3. WAYS TO
ENTER
FOREIGN
MARKETS
Exporti
ng
FDI
Licensi
ng
Contract
Manufact
uring
JOINT
VENTU
RE

4. ADAPTATIONS
IN THE IM
STRAIGHT
EXTENSION
COMMUNICATION
ADAPTATION
PRODUCT
ADAPTATION
DUAL ADAPTATION

5. ▪Australia
▪Rank: 7 (Change from 2007: +4)
Ease of Doing Business Ranking: 9
2014 FDI Inflows: $115 billion
2014 GDP: $1.56 trillion (2.34% of world economy)
▪Currency-Australian dollar,1 $Aus= Rs.47.93
▪Access to natural resources and an attractive business
environment are the driving forces behind Australia's
seventh-place ranking. Foreign investors cited Australia as
the third most attractive location for investments in
resources.
(Source-Bloomberg.com)

6. KEY INVESTORS

7.  The Australian Trade Commission (Austrade) is a dedicated government agency that seeks to
promote and support productive foreign investment into Australia. The incentives offered take a wide
variety of forms including taxable grants, tax relief or the provision of infrastructure services at
discounted rates.
 Australia has nine FTAs currently in force with New Zealand, Singapore, Thailand, US, Chile, the
Association of South East Asian Nations (ASEAN) (with New Zealand), Malaysia, Korea and Japan.
 Australia is a strong proponent of trade liberalization. Free Trade Agreements (FTA)'s open up
opportunities for Australian exporters and investors to expand their businesses into key overseas
markets.
CORPORATE TAX
 Goods and Services Tax (GST)
 Capital Gains Tax
 Other business taxes

8. BALANCE OF TRADE:
Statement that shows the difference between country’s exports
and it’s imports. It is the largest components of country’s balance
of payments. Country has trade deficit when there are more
imports than exports and for vice versa it is trade surplus.
BALANCE OF PAYMENT:
Statement that summarizes an economy’s transactions with the rest of the
world for a specified time period. The balance of payments, also known as
balance of international payments, encompasses all transactions between a
country’s residents and its non-residents involving goods, services and income;
financial claims on and liabilities to the rest of the world; and transfers such as
gifts.

9. Australia reported a trade gap of $3.30 billion in October 2015, an increase of 38 percent
from a downwardly revised $2.40 billion deficit in a month earlier and below market
expectations. It is the largest deficit since April as exports fell while imports remained
unchanged.
Trade practices in Australia:

10. Why to do business in Australia?
• Ease of doing business index: 10th rank
• Continuous economic growth
• Low unemployment
• Contained inflation
• Very low public debt
• Strong and stable financial system
• Open market with minimal restrictions

11. McD Evolution in
Australia

12. largest chain
of hamburger fast food
restaurants
119 countries
36,000 outlets
68 million customers
daily
In 1969, the first man landed on moon and two years later, in 1971,
McDonalds landed up in Australia
Founded in 1940
Around two thirds of Macca’s restaurants are run by
franchisees
These six countries - Canada, Japan, Germany, Australia, France and
England - are known as McDonald's "Big Six" providing about 80 percent of
international operating income
“Australia is certainly a testing ground for McDonald’s. If a product is
successful here, the chances of replicating that success in other key Western
or developed countries are high.” - Julia Illera, a research analyst (Euromonitor
International) *
Source-(*Bloomberg.com)

13. 1. Owner/operators
2. Suppliers
3. company employees
Conceptualised and
launched in Melbourne,
Australia in 1993
MCDONALD’S Australia has tripled its digital media budget over
the past two years and is experimenting with a series of digital
marketing “firsts” as part of its bid to grow sales and remake itself
as a fully-connected enterprise.
Their websites are designed to be appealing to
teenagers. They are both interactive and
informative, and make use of latest design and
technology

14. 1. Owner/operators
2. Suppliers
3. company employees
Conceptualised and launched
in Melbourne, Australia in 1993
MCDONALD’S Australia
has tripled its digital media
budget over the past two
years and is experimenting
with a series of digital
marketing “firsts” as part of
its bid to grow sales and
remake itself as a fully-
connected enterprise.
Their websites are designed to be
appealing to teenagers. They are both
interactive and informative, and make use
of latest design and technology
Current No. of
employees: Around
65,000
Current no of Outlets: 920
Over the years, Macca’s have incorporated a lot of
healthier options in their menu keeping in mind the
health of the consumers

15. GLOCALIZED APPROACH OF McD
• Australia is McDonald's most innovative market globally.
• McDonald's was modernising but losing some of its magic.
• The architecture and experiences within the store had to
contain a sense of fun, intrigue, cleverness and nostalgia,
expressed in a modern Australian way.
• They reset how a Macca’s looks from the road and the inside.
• New customisable burger menu called ‘Create Your Taste’
• Use digital kiosks to build their own burger from scratch.
• The menu includes two types of buns, four kinds of cheese,
and 19 specialty toppings, such as grilled pineapple,
guacamole and beetroot.
• Introduced table service, allowing customers to relax with a
drink while they wait for their burger.
McD IN AUSTRALIA

16. MADE BY-
PRASANTHNARISETTY-1520
ANJALI MEHTA PGDM2-1504
CHERRY MALHOTRA PGDM2-1511
BALJENDAR SINGH PGDM2-
ASHWIN NAMBURI
IZHAAR SHEIKH