Professional paper

Reference with citation

200 – 250 world only

Please reply to the below:

When Professor Lynch advised that global must be made and delivered local (Lynch, 2010) he meant that the consumer market, trends, wants and expectations should be considered and catered to when providing services.  Ensuring customers receive products that suit their taste profiles and culture.

Using McDonalds advertising as an example; some countries do not eat beef for cultural and religious reasons.  Therefore, if McDonalds were to continue marketing and pushing beef products as the pinnacle of their campaigns, and not make alternative products the priority then there would be a high volume of wastage, and customers would go to alternative fast-food providers to get the product they do want.

McDonalds has CEOs in each country to lead and drive the business forward.  The CEO is expected to have local knowledge which they can use alongside the global marketing strategy to build their local marketing approach in line with organisational policy.  This is not easy, as explained by the UK CEO, as it is difficult to find a balance between offering new products and services while maintaining a consistent experience (Fleming, 2020).

I work in the automotive industry for a global company.  This provides me with access to the different bid approaches used in each country and to the complete global strategy.  Our clients have factories in each country, building local and using local resources to provide parts for their cars.  Do you think this approach of using local resources is what consumers want?

Do you think it is important to maintain global standards, global consistency but provide a local feel for MNEs to be successful?  Is having a local approach to the global marketing strategy a route that works for McDonalds or does the use of local marketing cause issues in consistency?