CASE STUDY

The McDonald Prosperity Burger Strategy: Cultural Adaptation, Attitude towards brand and advertisement

Culture is one of the main cause of consumers wants and behaviour. Each cultures have subcultures such as nationalities, religion, racial group, geographic religions and so on. McDonalds tried to localize their food menu by designing new product according to different cultures and understood consumer buying behaviour. McDonalds carefully standardized food items according to local tradition and culture. For example, In middle east Arab countries, McDonalds consumer can get McArabia (grilled halal chicken with Arabic spices and bread), New menu for Vegetarian in India as some people dont consume meat, in addition to this they avoided beef as cow is sacred in Hinduism i.e majority religion in India, Shogun Burgers in Hong Kong (Teriyaki pork), McShawarmas in Israel (Kosher meat), Bubur Ayam McDs in Malaysia (chicken porridge), McPaltas in Chile (a burger with avocado paste), Bulgogi Burgers in South Korea (thinly sliced meat in bulgogi marinade). McDonalds marketing and advertising strategy were different for different regions. Their advertisement reflected different culture, subculture, racial group and social class. Also, regular and repeated exposure of an advertisement brings about a familiarity and positive feeling about the brand. Another important element in culture that might have significant impact to marketing strategy is cultural celebration such as Chinese New Year celebration. McDonald has introduce product and advertisement in particular to the celebration.

QUESTIONS:

1. From the given McDonald Prosperity case study, explain McDonald's marketing strategy to increase the consumer attitude and respond to different cultural market segment (5 marks)

2. What other marketing strategy could McDonald introduce from the Chinese New Year Celebration? Please suggest and explain ONE strategy. (15 marks)

3. If McDonald to introduce the Prosperity Burger to western market such as the United State or European country(s), what would be the focus of their strategy - considering the demographic of the western market?. Provide your point and justification. (10 marks)