Answered Essay: Has McDonald’s got the balance right between global standardization and national

Has McDonald’s got the balance right between global standardization and national differentiation (Strategy Capsule 12.3)? Should it offer its franchisees in overseas countries greater initiative in introducing products that meet national preferences or to adapt store layout, operating practices, and marketing?

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McDonald is one of the best brand known throughout the world and is a place known for millions of people to walk in to satiate their hunger and appetite.It is a globally recognised brand which has also met its standards in national level.Its franchisees are found in many countries where its brand name is a success. It caters to the need of local people without missing its quality at any cost.The strategies of marketing may be different in many countries but it has its own strategies in promoting business quality and brand.

To be effective in overseas it has to study the nature of the local area and its preferences.The franchisee store layout is the same in many of its franchises but the service and the menus differ according to the local preference.

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