Mcdonald's Globalization Strategy

Translation for various language

Considering the difference of language between two cultures, many international companies pay special attention on the translated versions of product names when expanding into another country. Product translation is very important to a company. A product’s name gives the first impression to its customers. The translation of a product’s name should adapt the culture where they expand and this will make customers feel the products like a local product but not from other countries.

McDonald product’s names in China has been translated less attractive but easier to understand. Its old and new product’s names are consist of its main ingredient and cooking method. For instance, “McChicken” has been translated as

McDonald believe that globally and act locally can help them succeed over the world. For example, its advertising slogan “I’m Lovin’ It” has been advertised all over the world but McDonald using local culture background setting and characters to act it locally. It is similar to its food offerings. The taste and product’s appearance variations are all associated with the local culture and religious customs. For example, in India, Hindus do not eat beef and Muslims do not eat pork, so McDonald launched vegetable Mc Nuggets and mutton-based Maharaja Mc. These product innovations help McDonald to keep a competition in

McDonald need to understand the specific cultures to choose the preferred food in different areas. This help McDonald to have an adapted menu in specific countries and it allowed McDonald to succeed in global market growth. According to McDonald’s report for Q2 2012, 67.6% of McDonald’s businesses are from outside of the U.S. So, match other countries’ culture is very important to McDonald company.

In China, McDonald’s all chicken burgers are using thigh meat instead of the standard breast meat. Because the thigh meat is more preferred in China than breast meat. In Chinese New Year meal, McDonald also serves grilled chicken burger, curly fries and a horoscope of 12 animals which represent zodiac.

Japanese people like Teriyaki flavor, so McDonald menu in Japan include Teriyaki burger, shrimp nuggets, shrimp burgers, green tea flavor milk shakes. McDonald also serves some products with relish, ketchup and mustard to adapt Japanese eating