The marketing strategy of McDonald’s is based on uniformity, no matter what McDonald’s you are in in the world, you will always have the most iconic items. Similar to The Coca-Cola Company, the company has seasonal advertising campaigns and regional ones that are tailor fitted to a particular occasion or event and culture of the geographic market. Cost reduction pressure can be benefited by primary activities like R & D production, marketing and sales and services. McDonald’s aims to lure price sensitive customers with its value for money meals such as the Buffalo Ranch McChicken and the Jalapeño McDouble (Lutz, 2014). The worldwide presence of McDonald’s symbolized both globalization and the extensive influence of the American way of life. Our Writers are waiting to serve you with: Alan M. Rugman (2008),The Oxford Handbook of International Business‎PP:352-380. McDonald's Main Business Strategy Was And Still Is Investing in Advertising & The Franchise Model “In 1967, McDonald's spent $2.3 million, or about 1 percent of its sales, on its first national advertising campaign, which was an unheard amount for a fast-food chain.” (22) Comparing the strategies for the American market and the Japanese market for example, you will see a big difference. Almost all the operating decisions are decentralized to the regional offices and franchisees to some extent. Aside from collecting royalty and licensing fees from franchisees, the company also collects rents from these individual businesses. Esploro embraces the responsibility of doing business that benefits the customers and serves the greater interests of the community. The organization conducted extensive research in countries where potential customers are there and market is prolific, then it went after franchising strategy where it decided to open its outlets in certain cities of those countries. McDonald has adopted the international strategy to do global business. Therefore, to get involved in the other food businesses McDonald holds major shares in PRET A MANGER (a UK-based sandwich retailer) and owns CHIPOTLE MEXICAN GRILL and a restaurant chain naming BOSTON MARKET. Franchising and licensing forms of new market entry is utilized within McDonald’s business strategy to a great extent. It is interesting to note that more than just a fast food restaurant, McDonald’s is also a developer and owner of real estate properties. Growth Strategy. Despite being a large chain of 36,000 Quick service restaurants run mainly by franchisees, McDonald’s is bound by a common thread. This case study discusses reasons for McDonald's success in India, it's business strategy and efforts to get more out of its stores in India. Although it also serves as a business model, franchising has enabled the fast-food company to enter a foreign market and thus, has allowed it to expand its operation across the globe. In the operational levels, there are different brands, which are made according to the traditional foods of every region. McDonalds business strategy utilizes a combination of cost leadership and international market expansion strategies. McDonald's locations are numbered at more than 38,000 in over 100 countries around the globe. In McDonald the business strategy for the company is to make food fast available to its customers at a very low competitive price but to get profit as well by reducing the cost of the product and expanding the business world wide. The company has applied these practices not only in its core restaurant business but also in other restaurant models such as the McDrive drive-in branches, McExpress food stalls, and the McCafè coffee shops. McDonalds - International Business 1. 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