International Marketing (Emaad) Essay Example | Topics and Well Written Essays - 2500 words

International Marketing (Emaad) - prove ExampleMcDonalds has realigned its worldwide operations around its global strategy Plan to Win. The retailer strives to forever improve its business operations and thereby improve customer experience. McDonalds realises that it exists because of its customers. It if for this reason that the foodservice chains aim is to provide quality, service, cleanliness and value (QSC&V) to every customer, every time. McDonalds also ensures that it caters to the needs of every(prenominal) the stakeholders including the shareholders. McDonalds, a publicly traded company, is a profitable business and provides superior returns to its owners. Its three-legged stoolbusiness model ensures that McDonalds balances the interests of its operators, suppliers and employees. McDonalds conducts its business in an ethical and responsible manner. The QSR also discharges its corporate social responsibility to shape the world a better place to live in. The restaurant is good known for its hamburgers,cheeseburgers, chicken sandwiches, French fries,milkshakes, anddesserts. In response to the changing times, McDonalds has also included various salads, wraps, smoothies and fruit items in its menu. The queen-sized Mac, Quarter Pounder and Chicken McNuggets are some of its immensely popular products. The company attempts to create a standardised set of items that mouthful the same across all its business locations. In some cases, the taste and ingredients are deliberately altered to suit local tastes. McDonalds has adopted a multi-domestic strategy go pursuing its strategy of Internationalisation. 2.0 Rationale behind Internationalisation McDonalds grew by leaps and bounds in the fifties and 1960s in the United States. The company had thus made inroads in its home market and was sounding at greener pastures oversees. The rationale behind internationalisation was to become a dominant worldwide player and sum up its revenue. In 1967, McDonalds opened its first oversees restaurants in Canada and Puerto Rico. As things stand today, McDoanlds has business operations in 119 countries around the world (McDonalds, 2013). The food chain has set three growth priorities optimization of menu, modernisation of customer experience and increased accessibility to the brand. The last of these three growth priorities acts as a propeller for International amplification (DeTar, 2012). In 2012, the company added 1439 restaurants in its established markets like United States, France and Germany as well as its emerging markets like India, China and Russia. The ensuing discussion is on McDonalds foray and expansion in India which is one of the most promising markets for McDonalds. 3.0 Mode of Entry McDonalds has been able to grow quick throughout the world due to its astute use of franchising. The importance of franchising in McDonalds growth hobo be gauged from the fact that more than 80 percent of its restaurants are franchisees. McDonalds has extremely standardised procedures which makes it easier to look into franchisees. Standardisation in business operations enables McDoanlds to provide the same product, the same taste all over the world. McDonalds set foot on Indian soil by forging a 50-50 peg venture partnership between McDonalds Corporation (United States) and two Indian companies Hardcastle Restaurants Pvt. Ltd., and Connaught Plaza Restaurants Pvt. Ltd. It is noteworthy to mention that McDonald