Mcdonalds En Mercados Internacionales

McDonalds Case.

INTRODUCTION.

Talking about McDonalds is talking about a vivid example of globalization of a company full committed to its customers, as an anecdote several years ago one ofMcDonalds branch managers discovered how to prepare the regular hamburger in 3 seconds less than the usual, he brought the idea to the board of directors emphasizing how 3 seconds saved, in eachhamburger times the total number of hamburgers served on daily basis, would impact on the development of the restaurants in terms of income and customer satisfaction. After his exposition the president ofthe board agreed on implementing the procedure only after the surveys were done in order to have the consumer’s point of view. When the surveys were examined they realized that for the averageconsumer having to wait 3 seconds more or 3 seconds less was completely irrelevant, therefore they decide to take another path. They realized that the time you wait is just a perception and the perceptionof waiting is more when you stare at a white wall with a big red M, so they decided to throw down the wall behind the cashiers, open up those spaces and let the customers see how the hamburger isprepared while they wait. The policy was so successful that many others fast food chains followed the lead.
So this last would give us a glance of how McDonalds would react when it come to changes, andof course “Changes” is the key term when it comes to insert the brand in other countries.

DEVELOPMENT.

1. What are the benefits to MDO of having a slightly different menu in each country?What are the implications of cost of doing so?
So we have seen how in order to explore other markets MDO has evolved from the hamburgers and fries served originally in USA to several local menus thatgo from Kosher meals in Argentina, poutine served in Quebec, Mclobster in Canadian Maritime provinces, Passion Fruit sundaes served in Latin America, lamb burgers in Australia, French fries with peel...