Essays on Marketing across Culture - McDonalds Case Study

Download full paperFile format: .doc, available for editing

The paper "Marketing across Culture - McDonald’ s" is a good example of a marketing case study.   With over 1.5 million franchises in the United States and over 750,000 outside in more than 120 countries worldwide, McDonald’ s is one of the most successful international restaurant chains in the world (IBISWorld, 2015). The company has utilized effective global expansion and intercultural management strategies to expand into new markets and have managed to gain their share of the international fast food markets. This success, however, comes with a price as there are concerns about how the company products affect the cultures of the host countries.

There are various concerns about how McDonald's affects the cultures of the host countries especially in the Asian countries including China, India, Russia and Japan. This paper aims to analyze these contentious issues in specific countries and how they could affect the company’ s business and income in the long run. The paper will, first of all, give a brief introduction of the company’ s operations and structure, the strategies they use and how they are suitable to their business structure and the success of the company.

This will be followed by an introductory overview of the case study background. This will be followed by an analysis of the contentious issues which is the company’ s effects on the cultures of the host countries. A discussion of whether these contentious issues are justified will then follow leading to recommendations given on an intercultural management perspective. Introduction Company Overview McDonald’ s, incorporated in the 1950s is a fast-food company owning over 35,000 restaurants in more than 120 countries. It has over four million employees and serves close to 70 million customers in a day (IBISWorld, 2015).

In 2014, McDonald’ s had the largest market share in the fast-food restaurant industry in the United States with a 17% share (IBISWorld, 2015); this was 6% higher than its closest competitor Yum! Brands. The chain of fast-food restaurants offers similar consistent menus worldwide of the Big Mac, fries, chicken sandwiches, hamburgers, chicken nuggets, salads, the quarter pounder with cheese, wraps, soft drinks, desserts and other various beverages. However, in order to connect with the global markets, the company offers food menus that are relevant to the host countries as well.

China has the black and white burger while India has the Veg Pizza McPuff just to mention a few. McDonald’ s has a trademark of quality, service, cleanliness and values with which it delivers experiences to its customers. This is done through a strategy that focuses on customer experience through the five Ps which stand for Product, Place, People, Promotion and Price. They also have a three-legged stool approach where the three legs represent Operators/owners, suppliers and the employees who ensure the symbolic stool stands firm.

The company has incomparable global competencies and framework in restaurant operations, retailing, real estate, franchising and marketing (Cleveland M. & Laroche M., 2007). The company’ s expansion into other global markets has made it a symbol of globalization and the spread of Americanization. The reputation of the enterprise has made it a recurrent topic of public debates; these topics include health with a focus on obesity and other non-communicable diseases, social and consumer responsibility, corporate ethics and the point of this discussion which is culture or management across cultures to be specific.



Afaqi, M., 2017. Cultural impact of McDonald on public sphere: India & Pakistan. [Online]. Available at: India_and_Pakistan [Accessed 17 May 2017]

Business Today, 2017. McDonalds in Russia-Defeated Communism with a Happy Meal. [Online]. Available at: studies/mcdonalds-in-russia-defeated-communism-with-a-happy-meal.html [Accessed 17 May 2017].

Beck, T., 2005. Want loyal customers? Don’t stop at satisfaction. Customer Relationship Management Journal, 23(8), pp 121-143.

Cleveland M. & Laroche M., 2007. Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research; 60 (3), pp. 249-259.

Fung, E., 2010. McDonald’s to double restaurants in China. [Online]. Available at: [Accessed 17 May 2017].

Greenspan, R., 2017. McDonald’s PESTEL/PESTLE Analysis & Recommendations. A business management Journal, 12(4), pp 101-112.

Hawkes C., 2012. Food policies for healthy populations and healthy economies. BMJ Journal, 20(12), pp 344-380

IBISWorld, 2015. Global Fast Food Restaurants: Market Research Report. [Online] Available at: [Accessed 17 May 2017].

Institute of Medicine, 2012. Committee on Accelerating Progress in Obesity Prevention, Food and Nutrition Board. Accelerating Progress in Obesity Prevention: Solving the Weight of the Nation. Washington, D.C: National Academies Press.

Laroche, M., Kalamas, M. & Huang, Q., 2005. Effect of coupons on brand categorization and choice of fast foods in China. Journal of Business Research, 58(12), pp: 674-686.

Pan, Y., Dixon, Z., Himburg, S. & Huffman, F., 1999. Asian students change their eating patterns after living in the United States. Journal of the American Dietetic Association, 99: 54-57.

Mead, R., 2004. International Management: Cross Cultural Dimensions. (3rd Edn). Oxford: Blackwell Publishers.

Megan, V., 2009. Cultural Differences: McDonalds in Japan. [Online]. Available at: in-japan/ [Accessed 17 May 2017].

Mujtaba, B. G., 2007. Cross cultural management and negotiation practices. (2nd Edn). Florida: ILEAD Academy Publications.

Regmi, A., 2008. Global food markets: international consumer and retail trends. Washington, DC: US Department of Agriculture, Economic Research Service. [Online]. Available at: [Accessed 17 May 2017].

Rosenfield, L., 2015. 6 Ways McDonald's May Be Able to Turn around Its Struggling Sales. [Online] Available at: improve-mcdonalds.htm#sthash.zbDdTPxz.dpuf [Accessed 17 May 2017].

Wagner K. H, & Brath H., 2012. A global view on the development of non-communicable diseases. Prev Medical Journal, 18(11), pp 38-41.

Yu, C. and Zhang T., 2009. American Fast Food in Chinese Market: A Cross-Cultural Perspective: The Case of KFC and McDonald’s. Halmstad: University of Halmstad.

Download full paperFile format: .doc, available for editing
Contact Us