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Analysis: McDonalds Corporation - Case Study Example

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Case Study Analysis: McDonalds Corporation Executive summary The perceptions of a consumer towards a company’s products are affected by the way the company markets and presents the products. Marketing a product does not just involve the aspects related to a specific segment…
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Case Study Analysis: McDonalds Corporation
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Download file to see previous pages The case study regarding McDonalds is centered on one such promotion, where the company did not consider all segments of the population before running the promotion. A quick summary of the case study indicates that the company tried to present its customers in the Asian market with gifts resembling the twelve Chinese Zodiac signs. However, because of a small Muslim population in Singapore, the company decided to eliminate the pig figurine from the zodiac toys collection. Therefore, the company offended many parts of the population. An analysis of this case study will reveal that there are many issues that the company should have considered before deciding to run the promotion without consideration for all members of the society. Case Issues From the case study, it is evident that McDonalds Corporation in Hong Kong and Singapore decided to run a promotion that would connect with the local Chinese astrology (Ling, 2011). This was to be done by introducing a lucky charms promotion that included twelve of the Chinese zodiac signs. The promotion was conducted by having customers buy the toys whenever one Happy Meal was consumed, and it ran well in Hong Kong because of the predominant Ethnic Chinese population (Wong-Anan and Ng, 2010). However, the real case issue arose when the company decided to run the promotion in Singapore. ...
The first case issue is the fact that the company did not perform efficient market research to determine whether the Muslims would be offended by the pig effigy. The second ethical issue that affected the promotion is the apparent disinterest of the company in the religious views of the population. The Doraemon toys are a significant part of the Chinese culture (ChineseZodiac, 2011); therefore, removing one part of the collection would make the entire collection useless. The failure by the company to consider the wishes of the other parts of the population and their religious views is also contentious. In modifying the promotion, McDonalds Corporation focused only on the views of the Muslim population. The people who complained about the promotion cited the fact that the Sikh community does not take ‘halal’ food, or the Hindus beef. Therefore, the marketing issue that McDonalds failed to consider was the expected reaction of the consumers to the promotion. The other issue that can be identified from this case is the failure of the company to consult the Muslim leaders before conducting the apparent sensitivity promotion (Wong-Anan and Ng, 2010). The response of the company is also a major issue, since the company responded by further denting the cultural significance of the Chinese zodiac. This is illustrated by the fact that the response promotion re-introduced the pig toy into the collection, but after the lunar year had ended. Case Issues Analysis Any firm operating in an international environment should always be cross-culturally sensitive to the population in which they operate (Schiffman et al, 2008). Cross-cultural sensitivity refers to the attitudes and perceptions that a company has of the people in the cultural ...Download file to see next pagesRead More
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