Global Marketing Case Study

Name: Aarushi Jain
Semester: 3
Roll No.: MFM/23/44
Case 1 - McDonald’s
Answers:
1. Key elements in McDonald's global marketing strategy:
McDonald's success lies in its ability to think globally and act locally, meaning they adapt their menu,
marketing, and operations to fit the preferences and cultures of different markets while maintaining a
consistent global brand image.
Key elements include:

● Standardization and Adaptation: McDonald's maintains core elements like the brand logo,
operational efficiency, and quality, but customizes menus to local tastes (e.g., offering
vegetarian options in India like McAloo Tikki or coming up with different architecture and
design in France)
● Supply Chain Efficiency: A strong global supply chain ensures product consistency, but they
also source locally to reduce costs and appeal to local tastes.
McDonald's thinks globally and acts locally as it applies global strategies like efficiency and branding
but adapts to local tastes, regulations, and cultural expectations. This dual approach has been crucial
for their sustained global success.
But McDonald's may sometimes take successful local innovations and roll them out globally. For
instance, drive-thrus popularized in the US were adapted in other countries where they later became
successful.
2. Government officials in these countries do welcome McDonald's for various reasons:

● Economic Impact: McDonald's provides employment opportunities in its restaurants as well
as McComplex ( McDonalds processing facility), which helps develop local supply chains,
and attracts investments.
● Cultural Exchange: McDonald's presence is seen as a symbol of modernity and international
integration bringing western culture with it which appeals the consumers to try it out making
it a trend.
However, there have been instances of resistance from locals, particularly from those concerned about
cultural domination or dietary changes caused by fast food. Local businesses also feel threatened by
McDonald's dominance. For example, the protest led by Jose against the construction of the 851st
McDonald’s near the village of Milau pointing out how McDonald’s is a symbol of America and how
it promotes globalisation and industrially produced goods while unfairly penalising the peasants.
Consumers, particularly in urban areas, often see McDonald's as a symbol of Western culture and
convenience. However, some consumers resist due to national pride or concerns over health and
nutrition.
3. It is unrealistic to expect any global company, including McDonald's, to expand without occasional
mistakes or controversy. McDonald's has faced backlash over criticisms regarding obesity and the
nutritional value of fast food. Also, it’s unfair treatment of peasants and how it is taking away local
businesses. Protesters may see it as an emblem of how global corporations overshadow local
businesses, cultures, and economies.
4. Changes in McDonald's marketing strategy in the US and globally:
McDonald's has been adapting to changes in consumer preferences, focusing more on

health-conscious choices, environmental sustainability, and digital innovation. Some changes include:
● Healthier Menu Options: Offering salads, and low-calorie items.
● Sustainability Efforts: Reducing waste by using less plastic, and incorporating eco-friendly
packaging.
● Digital Transformation: Adopting Apple Pay to make it convenient for consumers to pay.
● Colour Palette: Getting rid of the red roofs and neon yellow and incorporating subtle shades
of colours like green, orange and yellow with softer lighting and comfortable seating to make
people spend more time at the restaurants.
● New Concepts: Introduced new menu innovation of “Create Your Taste” where customers
can customise their hamburgers or sandwiches according to their palette.
These strategies reflect McDonald's ongoing efforts to balance global consistency with local
adaptation, ensuring their relevance in various markets worldwide.
Case 2 - Apple Vs Samsung
Answers:
1. I have an Iphone 15 and have owned several iPhone models over the years, mainly because I find
their durability far superior to other smartphones on the market. Additionally, Apple carries a certain
social status that gives users a sense of pride when owning the device. And without question, the
camera quality of the iPhone is unparalleled.
2. The introduction of the iPhone 5c in 2013 aimed to reach consumers who were unwilling or unable
to pay the premium for higher-end iPhones like the 5s. Pricing the 5c about $100 less was intended to
appeal to a broader market segment. It allowed customers to carry an Apple product while paying less
and getting similar features and user interface of the expensive Apple products . But, the plastic body
of the 5c can be seen as a compromise in quality, which could dilute Apple's premium brand image for
some. Ultimately, I have a mixed opinion on the pricing decision.
3. Apple has a strong history of market disruption with products like the iPod, iPhone, and iPad.
However, creating entirely new markets is becoming more challenging as technology advances and
competition increases. While Apple can still innovate and improve within existing product categories,
its ability to introduce truly groundbreaking products that open new markets may be limited. Future
growth might come from enhancing the ecosystem around existing products (such as through services
like softwares, Apple Music) or through completely creating a unique product which is better than its
competitors and has a USP attached to it which also justifies its price like Samsung’s Galaxy Note
which had larger screens.
4. Samsung has implemented several key strategies to compete with Apple:

● Product Diversification: Samsung offers a wider range of products at various price points,
from premium models like the Galaxy S series to more affordable alternatives, appealing to
different market segments.
● Technological Innovation: Samsung is often a leader in hardware innovations, such as
introducing larger screens, which differentiate its offerings.
● Localization: Samsung tailors its products and marketing efforts to meet the needs of
different regions, allowing it to compete effectively in various global markets. For example to
capture the market in the US it did a huge event for its product launch at Radio City Music
Hall in New York.
● Aggressive Advertising: Samsung spends heavily on marketing by doing collaborations with
celebrities like Ellen De Generes who took a star-studded selfie on the Samsung Galaxy even
though she was an iphone user herself, she was paid a whopping $ 20 million to do this stunt
which resulted in the publicity of the phone on twitter.
5. Apple Pay has promising global potential, driven by the rising demand for secure, contactless
payment methods. Its success will rely on expanding the number of merchants that accept it and
gaining continued support from financial institutions. Apple's strong focus on privacy and security
helps foster consumer confidence. However, it faces competition from other mobile payment
platforms like Google Pay and Samsung Pay, which may limit its dominance in certain regions.
The Apple Watch is likely to experience significant growth, particularly among health-conscious
consumers. It attracts fitness enthusiasts and those who value seamless integration with other Apple
devices. Its success will rely on the ongoing development of health-focused features and staying
ahead of competitors’ innovations in the industry. For sustained global success, the Apple Watch will
need to continue differentiating itself and expanding its range of functionalities.

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Name: Aarushi Jain

1. Key elements in McDonald's global marketing strategy:

Key elements include:

2. Government officials in these countries do welcome McDonald's for various reasons:

4. Changes in McDonald's marketing strategy in the US and globally:

McDonald's has been adapting to changes in consumer preferences, focusing more on

Case 2 - Apple Vs Samsung

4. Samsung has implemented several key strategies to compete with Apple:

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