As any other corporate, McDonald’s has fought for its survival in the fast food business which is one of the businesses that has a lot of competition. One of the entry modes that it has used extensively over many decades has been advertising which has been mainly through the media (business journals, TV, Newspaper, radio). Besides this mode of advertisement, McDonald’s has made use of other types of advertising and these include, billboard and sponsorships as indicated earlier in sports and games particularly in the Olympics.
As a marketing strategy, McDonald has used numerous slogans in different countries depending of course with the prevailing culture and market place. Its important to note here that these advertisement has made the corporation fall into trouble with many lobbyist especially the nutritionist lobbyist but the company has always find a way of dealing with this mainly by means of compliance and rectification especially when it comes to its menu by including more balanced diet foods and drinks.
The other entry mode that has aided McDonald’s venture into many countries is through franchise where by many local men and women are allowed to operate McDonald’s restaurant under conditions of McDonald’s franchise agreement. The agreements depend of
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As part of their corporate responsibility the corporation has considered the culture and the demographic of a country so as they can employ the right entry modes. McDonald’s has sought to serve only foods that are culturally acceptable to different countries and has also packaged and served foods and drinks depending on age and gender of a certain population. One other thing that the corporation has done is to redesign its physical outlook in order to make it more attractive and commode.
The new design include among others change in their color from red to something close like terra cotta, so as to warm up the look, there will be introduction of furniture made of more brick and wood than traditional plastic for comfortability, and also there will be bar stools for customers who eat alone together with sofas and armchairs for those who want to just linger around and enjoy their meal. There will be also additional items including TV and radio and also internet connections and all these will be to ensure that the consumers’ welfare is taken care of. Reasons for chosen entry points
Given the prevailing competition in the market every company is looking for its space in the market place. McDonald’s has employed afore mentioned entry modes because of their accessibility to its customers. The mode of advertisement that has been used is easily accessible and affordable to most of the company’s consumers as opposed to any other form. Being a fast food service provider, McDonald must have attractive joints so that it can attract the right customers, therefore, the redesigning aspect comes in very handy if the company is going to maintain its “outlook” which is basically all a customer needs to see.
In order to attract all types of customers, McDonald’s has endeavored to consider the culture, gender and age of its customers in both the menu and packaging services. Conclusion McDonald’s has maintained its market place through decades despite the many challenges faced in form of competition and lobby groups including The International Confederation of Free Trade Unions (ICFTU) which refuted the claim by McDonald’s to be the best employer in all communities around the world. This has been because of its well founded leadership which has held integrity, and ethical values all through despite pressures to compromise.
The corporation has also sought to extend its services to many countries and through the economic and non-economic international activities, it has been able to secure a solid market share. Through its marketing strategies, the corporation has been able to penetrate many countries and maintain its status quo as the leading fast food retail service provider globally.
McDonald’s publication. “Corporate FAQ”. McDonald’s Corporation. Retrieved on 2009-03-05. http://www. mcdonalds. com/corp/about. html Retrieved on 2009-03-05