How does McDonald's alter its marketing mix between countries a case Essay

How does McDonalds alter its merchandising mix between countries a persona study of UK and China - Essay Exampleerm the performance of marketing strategies is usu in ally depended on the resources in stock(predicate) funds, employees and technology (Luo et al., 2005, 50) however, it is also depended on the cultural and social characteristics and morals of the targeted market.Through the decades it has been proved that no all firms argon able to work internationally in fact, only those firms that have been able to align their strategies with the ethics and the culture of the targeted market have managed to survive in the specific market entering a orthogonal market is not the most difficult part of a relevant marketing scheme (Palich et al., 111999, 587). other issue is the fact that firms that have been established in countries with totally different social ethics and traditions are less likely to understand at least on time the psychology and the needs of consumers in a ma rket with particular culture and ethics (Nakata et al., 2001, 255). Organizational culture is proved at this case to have a decisive role in the ability of a firm to develop the strategies that lead be effectively implemented in the targeted market (Armstrong et al., 2009, 34) in this context, marketing schemes that are personnel casualty to be used for the promotion of products/ services in a foreign market will be going to be successful only if they respond to the characteristics and the needs of local people (Hennig et al., 2002, 230) otherwise they will concisely be led to a failure.Current paper focuses on the examination of the ways that McDonalds has altered its marketing mix in order to respond to the needs of two different markets the British and the Chinese. The identification and the paygrade of the relevant policies is based on two different criteria the views that have been published in the literature in relation with the studys main issue and the views of consume rs in the above two countries. In this context, a detailed literature review has been developed in regard to the structure