墨尔本Melbourne代写Essay:全球化思维

2020-01-02 23:04

事实证明，麦当劳的“全球化思维，本地化行动”战略在世界多个地区取得了成功。这一战略的目标是把全球战略的重点放在本地市场。这一战略使企业能够根据当地市场的需求进行经营(Crick and Crick, 2014, p.429)。但是，在有些情况下，这一战略未能产生富有成效的结果;比如在德国和荷兰。麦当劳进入这些市场时使用的是当地的菜单，但顾客并不接受。因为这些地区的顾客需要美式菜单(Jin and Li, 2017, p.817);顾客品味和偏好的全球趋同是导致这种变化的主要原因。这一趋势突出了将全球战略与地方战略相结合的必要性(Bharucha, 2018，第639页)。因此，建议麦当劳结合当地口味，以满足顾客的需求。全球经济正在迅速转变为单一市场。它是本地、半全球和全球市场的集合。麦当劳在国际市场上成功地运用了本土化战略。这一策略涉及到麦当劳菜单的调整。当地市场面临挑战，因为根据每个市场的需求调整菜单的成本很高(Wang and Somogyi, 2018, p.2868)。为了在国际市场上取得成功，麦当劳必须将业务扩展到其他两个领域，包括半全球化和本地化。半全球部分是客户显示本地和全局偏好组合的部分。本地部分是客户保留本地偏好的部分。
墨尔本Melbourne代写Essay:全球化思维
The ‘Think Global, Act Local’ strategy of McDonald’s has proved to be successful in several parts of the world. The aim of this strategy was to focus on the local market with the global strategy. This strategy has allowed the business to operate according to the requirements of the local market (Crick and Crick, 2014, p.429). However, there are cases in which this strategy failed to provide productive results; such as in Germany and the Netherlands. McDonald’s entry into these markets with the local menu, which was not accepted by the customers. It was because of the reasons that the customers in these regions demanded American menu (Jin and Li, 2017, p.817); The global convergence of customer tastes and preferences is the major reason that resulted in this change. This trend has highlighted the need for integrating global strategy with the local strategy (Bharucha, 2018, p.639). Therefore, it is recommended that McDonald’s incorporate local tastes to the level required by the customers.the global economy is rapidly transforming into a single market. It is a collection of the local, semi-global, and global market. McDonald’s has successfully operated in the international market with the localization strategy. This strategy involved the adaptation into the menu of McDonald’s. The local market involves challenges because it is costly to adapt the menu according to the needs of every market (Wang and Somogyi, 2018, p.2868). To achieve success in the international market, it is important for McDonald’s to expand into the other two segments including semi-global and local. The semi-global segment is one where customers display a mix of local and global preferences. The local segment is one where customers retain the local preferences.