McDonald's global sales continues to enjoy healthy growth, despite global economic hardships. There is no doubt that McDonald’s rapid global growth is based on intelligent and innovative business ideas based on the dynamics of the international business environments.
The company does excellent researches and understands its customers well. They attract more and more customers by giving them the values for which they are searching. Its menus and advertising both reflect the change in McDonald’s global marketing strategy. For instance, their ads usually push specific products or deals, many use situations aimed directly at ethnic consumers. For example, in a recent commercial called “Big Day,” a young boy at a wedding looks bored while watching the bride and groom kiss and jump over a broom—an African American matrimonial tradition. His eyes light up, however, when he gets to his seat and finds a Happy Meal. Moreover, they also started heavily advertising coffee drinks last year; the ads emphasized the indulgent aspects of sweeter drinks like mochas, to attract customers with certain specific preferences. Neil Golden, McDonald’s US Chief Marketing Officer, says “The ethnic consumer tends to set trends, so they help set the tone for how we enter the marketplace and preferences gleaned from minority consumers shape McDonald’s menu and ad choices, which are then marketed to all customers”.
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