I’m Lovin’ It: Going Global by Going Local
The end of standardization has been realized for many years now, and it is even more apparent today as companies compete to break into international markets. We are seeing this with ecommerce companies, sharing services, fashion houses, pharmaceutical companies and a host of other businesses. Achieving international market growth is not easy and involves constant development of product, brand and distribution strategy as well as awareness of the government’s role in the country and the country’s policies and plans.
By evaluating McDonald’s we can learn effective strategies on how to “think global, act local”. Over the years, McDonald’s has continued to innovate its menu and adapt its go-to market system, allowing it to maintain its leading global presence, retain its customers and uphold its reputation as the “Golden Arches”. Many companies are able to break into a new country or environment quickly but fail to tailor their products and services…
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