Mac Donald's: management interculturel

Étude de cas Entreprises & gestion Management organisation

Date de publication :

21/01/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

14 pages

Niveau :

avancé

Consulté :

28 fois

Avis client :

non évalué

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le comité Oboulo.com

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Sommaire :

Sommaire

McDonald's organization : global and local
1. McDonald's firm presentation
2. McDonald's franchise system : a well-controlled liberty
3. An ambivalent hierarchy : multinational company and small structure network
How McDonald's adapts the offer to different cultures
1. A specific product range
2. Restaurant implantation
3. External communication
Discordances between McDonald's and cultural differences
1. For clients
2. And for employees

Résumé :

macdonald's is a multinational company that embraces more than 30,000 fast-food franchises under McDonald's brand in more than 120 countries. It was founded in the United States of America after the 1929 crisis. In the 50's, Ray Kroc took over the company and began to develop it nationally. The corporation is launched into a global expansion in the 70's in the main occidental towns. Nowadays, McDonald's is the most known brand all over the world (even more than Coca Cola), according to Financial Times (1996).

This firm is a good example of globalization success : in spite of few cyclical crises, its expansion continues. McDonald's international nature is obvious : more than a half of its turnover is realized abroad and there is four time more restaurants that open in foreign countries than in USA each year.

McDonald's brand took advantage of American culture globalization, of which it became a main symbol. Its performance enabled also such a success. The standard model of this company (the American way) is easily exportable and implantable everywhere in spite of cultural differences.

Nevertheless, it would be illusive to think that the McDonald's model could be absolutely universal : its development in regions afar off the American culture compels the firm to take into consideration some cultural specificities.

That is why we will analyze the corporate culture, including work organization, economical development strategies in the first part in order to show why McDonald's model is easily transposable in many cultures.

Then, the second part will explain how McDonald's overcomes cultural barriers in its expansion by adapting a "glocal" strategy.
Finally, the third part will be concentrated on problems that McDonald's can have with cultural differences.