Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Business and Policy Studies
Series Vol. 10 , 13 September 2023
Open
Access | Article
Analysis on McDonald's Localization Strategy
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Abstract
McDonald's is a company that was established in 1940 in the United States. Since then, the company has grown in different parts of the world and increased its profitability over time. However, McDonald's has also faced a lot of challenges, including the lack of understanding of cultures in different countries, which resulted in its poor performance. Without completely understanding what the local people think about food, McDonald's expanded its operations to different parts of the world while carrying the culture of the United States to those parts. As a result, the company performed poorly and was unable to expand its operations further. However, through localization strategies, McDonald's has gradually become one of the world's most successful restaurants and food chains. This paper introduces McDonald's localization strategies from five aspects, namely its menu, business model, advertising translation, staff management, and market pricing. To conclude, the company has been able to adapt its menu to be in line with the local culture, and the prices are set according to the local economy. What is more, the localized translation and management also enable the company to avoid and timely solve the problems that are specific to a region. The localization strategies have made McDonald's one of the world’s most successful fast food companies.
Keywords
McDonald’s, localization strategies, management localization, menu localization
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-915371-47-8
- ISBN (Online)
- 978-1-915371-48-5
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/10/20230426
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited