Glocalization

GLOCALIZATION

Talking about culture, the internationalization of global Companies and their brands and products have had to be adapted to foreing countries, but not only the brands and the products, also the way to make advertising has to change.

This could be the case of McDonald’s, one of the most global brands in the world. This Company is probably one of the best examples of glocalization, because they have adapted their global products to the local markets, and they have managed to maintain their success by the knowing, service, tastes and preferences of local consumers all over the world.

For example McDonald’s had to change its products when it entered in Spain. the most of its products are totally different, and also its advertising. It is very interesesting how the publicity that Mcdonald’s uses in the U.S. is diferent in the rest of the world, besides, the slogan is different depending on each place.

The advertising of McDonald’s in U.S. is based in Price, size, taste and special offers, and its ads are fun, casual, with warm colors, (the original colors of the Company). However the advertising that McDonald’s uses in Spain tries to highlight the healthy characteristics of its products, and shows in its ads fresh ingredients, like vegetables, because they try to make the products look more healthy and natural, instead of making them look tasty. Even in Spain people don’t give the importance to the price or size of the product. in Spain the advertisements highlight the good time that people could spend and enjoy with their Friends. It isn’t normal there that they show a lot of people eating their products in the ads like in the U.S. In Spain they use to utilize groups of people having fun.

The menu is another example of how McDonal’s had to change in each country. The company had to adapt to the gastronomy of each place. The types of burgers and products are changed to local tastes for example, McRice in Indonesia, the McItaly burger in Italy, Maharaja Mac in India, the McLobster in Canada, the Ebi Filit-O in Japan and the McBurrito here in Mexico.

In conclusion I think in business there aren’t boundaries, and McDonald’s is a good example of that. They have gotten enter in a lot of many countries, knowing adapt to the culture and preferences of the people in each country.

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