Find a company that is adapting (or perhaps had adapted) some aspect of its marketing (product, price, promotion, distribution, etc.) to a foreign business environment. Explain what the adaptation is and why it is necessary.
International Marketing Adaptation of McDonald’s in China
Adaptation for a multinational corporation is necessary, and it is inevitable if the MNC is doing business in the food business. McDonald’s is no doubt the largest fast-food company in the world with business in more than 100 counties. It is a prime example of adaptation in all of its business functions, including marketing activities. Adaptation to the product by the company in the Chinese market is going to be discussed here.
Product has the most important part in marketing activities of McDonald’s. There are 2700 outlets in China, where the product is very different from the one sold in the west part of the world. Across the globe, the company uses meat from chicken breasts, but due to the preference of Chinese for meat from chicken thighs, the company uses this meat for its products there. The company also specifies and adapts to events in the Chinese calendar. Chinese New Year has central importance in China, and during celebrations of this event, Grilled Chicken Burger is offered to Chinese. Chinese like curly fries and Chinese horoscope is also central to the event of Chinese New Year. An animal is associated with each year, and a change in the animal sign takes place on each New Year event. McDonald’s presents these additional items with the product. Chili Garlic Sauce is presented to customers because of their preference (Racoma, 2019).
The adaptation was necessary because of the highly unique eating and food consumption habits of Chinese. It has always been very challenging for foreign firms to be successful in China, and food companies have to be further concerned and more serious. Therefore, local adaptation is inevitable, and for a fast-food company like McDonald’s, it is more than necessary. Similarly, changes in product ingredients are also advertised through advertising and promotional campaigns (Zhou & Zhang, 2016).
References
Racoma, B. (2019). How McDonald’s Adapts Around the World.
Zhou, L., & Zhang, Q. (2016). Cultural adaptation pattern analysis of McDonald’s and KFC in the Chinese market.
