1. Practicum 7: International Marketing
BUS 306
April 23, 2013
Thomas Bozeman
Patricia
Lamothe
Jonathan Petrovich
Practicum 7: International Marketing
all

2. Agenda Global marketing overview McDonalds in France & the USA
Marketing Mix
Adapting to new markets
McDonalds in France & the USA
Product
Price
Place
Promotion
Reflect and summarize
Quiz
Q & A jp

3. Global Marketing Global Firms Typically large corporations
Global supply chains
Every Market is different
Cultural tastes & preferences tb

4. The message and products a company offers for the marketing mix
Standardized: One global marketing approach & product offering
Adapted: Change marketing approach & products for each market. Jp pl
Standardized marketing mix involves selling the same products and using the same marketing approaches worldwide. McDonald’s restaurants are not this kind of marketing mix.
Adapted marketing mix involves adjusting the marketing mix elements in each target market, bearing more costs but hoping for a larger market share. McDonald’s restaurants adjusted the marketing mix elements in each target market.
The 4 P’s
Product Price
Place Promotion

5. Global Marketing: Adapting to New Marketstb

6. Global Marketing: Chapter 19 : Case Study of McDonald’s in Russia
Serving local markets with a global brand
About 65% of $23 billion of sales came outside America
32,000 restaurants serve :
- more than 60 million people
- more than 100 countries each day
Most Americans thinks of McDonald’s as their own but it’s not !
This restaurant has spread to every corner of the world now.
What made ​​it so successful is that it adapts to the culture of the country wherever he moved. That is why we will talk about this example taken from the book.
talking about global brand  local communities
More precisely, Serving local markets with a global brand
About 65% of McDonald’s $23 billion of sales last year came from outside the United States.
It’s 32,000 restaurants serve more than 60 million people in more than 100 different countries each day

7. McDonalds in France & the United States
Founded May 15, 1940 in San Bernardino, CA
Iconic logo & brand recognition
Estimated $2 billion global advertising budget
Operates in 122 countries
First McDonalds in France opened June 30, 1972 jp

8. McDonalds In France & the United States: Product
Baguette Sandwiches & Tomatoes
12 sauces
McFlurry: 16 different mix-ins
Beer
Partnerships with local agribusinesses
United States
Burgers & Fries
8 sauces
McFlurry: 3 mix-ins
3 large corporate suppliers
Tb and pl
Products are very different between France and United States.
For example, in France McDonald’s restaurants have Baguette Sandwiches and small bag of tomatoes for snack.
Also, in France customers can chose between 12 dipping sauces and between 16 different mix-ins of McFlurry desert.
Funny fact, in France customer can order beer with their lunch and it’s about the same price than convenience store or grocery store.
France McDonald’s restaurants have a lot of partnerships with local agribusinesses.
Favor local supplies: In 2012 over 70% of the food purchased by McDonald’s was from French agribusiness. McDonald’s France is an important market for French agriculture. In 2012, the company purchased through its suppliers more than 200 000 tonnes of French agricultural commodities. For example, wheat, beef, chicken, fruits and vegetables, potatoes.
Also, McDonald’s France has contributed to the activity of more than 60,000 farmers and rancher.

10. McDonalds In France and the United States: Price
Big Mac: $4.80
Maximum Menu
Good value
Big Mac: $4.37
Dollar Menu
Good value
Jp and pl
We converted France’s Euro price in American money and it’s not a big difference between products like Big Mac for example that costs $4.80.
In France, restaurants have maximum menu which comprise:
1 sandwich choice, 1 large fries or Deluxe potatoes, salad and 1 bottle of water or juice.
It’s a good value.

11. McDonalds In France and the United States: Place
Over 1,200 Locations
Stay and eat with friends
America
12,804 Locations
Get food & Go
Us locations 3x more than japan pl tb
70s and 80s expansion in europe and asia
90s expansion in middle east and eastern europe(post-iron curtain)
The concept in this country is very different from the U.S. The majority of people go to McDonald for eating for a long time. It’s not really a restaurant to take out because in this country a lot of small sandwich restaurants are already there for person who wants to take a fast meal. So people who going to eat at McDonald restaurant, it’s more for take a long dinner and have a good night with their friends. It’s more like a social spot compare to the U.S. This restaurant is considering one of the best for fast and to go. In fact, McDonalds want to fallow the country culture where they are.

12. McDonalds In France and the United States: Promotion
French McDonalds advert endorsing sexual equality
Focus on social change
McDonalds adverts in US typically musical
Monopoly game
Once a year
McRib
Cult following, lines out of McDonalds when released
Tb and jp

13. Global Marketing: Conclusion
Successful companies know how to adapt
Every market is different
McDonalds much bigger, more varied than expected

14. QUIZ! Question 1; name two sauces from the french menu
Question 2; how many mcdonalds locations are in france PAT

15. Questions?

16. References
"McDonalds restaurants by country", McDonald's. Retrieved from

17. References: Images Slide 1: http://logo-sign.com/tag/mcdonalds-logos/

18. References: Images 2
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