Introduction to case study• Brothers Richard and Maurice Brothers Richard and Maurice

McDonald’s have founded in McDonald’s have founded in 1937, Pasadena, California.1937, Pasadena, California.

• Ray Kroc taken first franchise in Ray Kroc taken first franchise in USA for $950 in 1954USA for $950 in 1954

• First international venture in First international venture in 1967 in Canada.1967 in Canada.

• They used franchising to local They used franchising to local people.people.

Theme of case study• Globalization and Globalization and

Internationalization are Internationalization are two frequently used terms two frequently used terms for business these days.for business these days.

• Mix of these terms Mix of these terms ‘Glocalization’ is used by ‘Glocalization’ is used by McDonald’s for achieving McDonald’s for achieving success.success.

Implementation of Implementation of concept of Glocalization concept of Glocalization

in Marketing Mix of in Marketing Mix of McD’sMcD’s

ProductProduct PlacePlace PricePrice PromotionPromotion PeoplePeople ProcessProcess PhysicalsPhysicals

Findings While entering a new market, we should

analyse culture, labour laws, labour working hours, tastes, preferences, customs of the target market.

While implementing the pricing strategy in target market, we need to analyse the stage of product in PLC.

For promotions local celebrities are a good means for communicating the idea of product.

Further sponsorships should not be forgotten to build the image of Company in minds of consumer.

Now the focus of companies is changing to be a born global company.

Think Global, Act Local.