Glocalization of mcdonalds in india - Essay Example

GLOBALIZATION OF MCDONALD’S IN INDIA Introduction McDonald’s has glocalized itself within the Indian market through various corporate strategies with an aim of overcoming the political, social cultural, economic and religious forces which it faces within the Indian market. The glocalization of McDonald’s in Indian means that regardless of the fact that it is a multinational companies, it has been able to think locally while at the same time thinking globally. The analysis, interpretation of McDonald’s glocalization within the Indian market is presented in this section of the essay with a view of illustrating how the international company has been able to meet the local needs despite its international business strategies.

Glocalization into the Social Cultural Environment The international standards which the company employs in the production, packaging and presentation of its food products have been adjusted to meet the local needs within the Indian market. This has been achieved by applying international standards in producing a vegetative diet which is congruent to the religious and cultural beliefs of the Indian people. The value that the company has for the power of buyers in all its subsidiaries across the world is thus demonstrated by the company’s glocalization and adjustment to the religious values of the Indian buyer.

This is revealed by the fact that beef products are not presented to consumers in India whose religion regard cows as holy. Glocalizing the Economic and Legal Environment The economic glocalization of McDonald’s in the Indian market is demonstrated by its collaboration with local companies such as Hardcastle Restaurants Private Limited and the wholly acquired local subsidiaries (Center for Management Research, 2011). The company has applied the acquisition strategies within its global businesses but its glocalization to the economic and legal framework in India is the motive behind its acquisitions.

In the light of this illustration, it is evident that in addition to the international economies and regulations of investment, the company has glocalized into the Indian economic and legal framework for its operations in the country. Glocalized technological applications McDonald’s India has glocalized within the Indian market by taking advantage of the economic and technological growth within the country. By 2011 for example, there were 91, 427 internet users in India (Center for Management Research, 2011).

It is notable that the company has applied technology in varying degrees across its international subsidiaries. Nonetheless, its innovative and creative application of technology in marketing within the Indian market is targeted at taking advantage of the economic enabling of technological infrastructure and increased use of ICT. In this regard, it can be argued that the company has attained a technological glocalization in India. This is further revealed that the online communication of its marketing messages in presented in Hindu as a way of applying international online marketing while at the same time acting locally through the local language.

Conclusion In the light of the above discussion and illustrations, it is evident that the success which McDonald’s has attained in India is related to its ability to act locally while giving its business strategy an international though within the glocalization process. It is due to the adherence to the economic, legal and social cultural environment that the company is able to localize its business activities in order to meet the needs of the local buyers. Reference IBS Center for Management Research, 2011, “Marketing McDonald’s In India”, ICMR