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Abstract
McDonald s is a multinational corporation, is one of the leading fast food restaurant chains in the whole nation. In 1965, McDonald s turned into public limited company and entered into international market by joint ventures and franchising where only 15% is owned by the company and rest 85% is owned by joint ventures and franchises. McDonald s is entering into and globally expanding into multiple nations in different markets as a result of globalization. Localization is key to ensuring that a global company adapts to the local market. It is important to have good communications. It is recommended that McDonald's follow this strategy, i.e.: focus its attention simultaneously on business aspects that involve international standardization and regional sensitivity aspects. Processes should be streamlined where applicable, however, working on local markets requires retaining the required local flexibility. Mostly, McDonalds is moving towards standardization in their marketing strategy in order to retain a similar identity globally, so that anyone should be able to recognize McDonalds regardless of where they are in the world. But due to cultural differences, McDonalds had to adapt its products to suit local tastes, which is also common among international food retailers in general. A global brand such as McDonald's will effectively achieve global adaptation by recruiting the best people for the job. To ensure full business and customer awareness, comprehensive market research, systematic and unbiased evaluation and preparation should go
Keywords: Marketing strategy, international standardization, customer awareness, local market
Introduction
McDonald's is a multinational corporation, is one of the leading fast food restaurant chains in the whole nation. This corporation came into existence in 1954 as a follower of Kentucky Fried Chicken (KFC) in the fast food restaurant industry. In 1965, McDonald's turned into public limited company and entered into international market by joint ventures and franchising where only 15% is owned by the company and rest 85% is owned by joint ventures and franchises. McDonald's is entering into and globally expanding into multiple nations in different markets as a result of globalization. It serves more than 58 million customers day to day with business in approximately 120 countries across the world. It is one of the most well-known and popular brands in the world. And, it also has...