La stratégie marketing internationale de McDonald's

Étude de cas Entreprises & gestion Stratégie

Date de publication :

23/06/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

24 pages

Niveau :

expert

Consulté :

11 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

9,95 € Ajouter au panier

Sommaire :

Sommaire

The international marketing strategy of McDonald's
1. Come back to McDonald's history
2. What about McDonald's international marketing strategy?
McDonald's first expansion and cultural adaptation
1. McDonald's: Getting abroad
2. Price strategies and economic reality
3. Food: Feel at home at McDonald's
4. When communicating means staying vigilant
McDonald's involved in the globalisation, and its conceptual evolution
1. How Mc Donald's copes with the religious question
2. The sensitive political question

Résumé :

Intercultural management aims first at improving intercultural interactions at work. What difficulties do the cultural differences cause in enterprise management, and how can firms cope with these difficulties and reap benefit from cultural diversity?
These improvements are valued thanks to the technical and economic performance of multicultural teams, but the subjective experience is also important. Intercultural management consists in building articulations between people who have different cultures to play down the negative consequences of cultural differences and take benefit from the resources offered by each culture. Intercultural management is also the study and the management of the international exchange of management tools. In fact the management tools are not universal and objective: they spread a specific conception of the company, so much so that there are as many tools as enterprises. Intercultural management has to adapt modalities to localities, and to be sure that the tools are understood and well-used by the people concerned.
Since twenty years globalisation has changed the enterprise's strategy: fusions, acquisitions and partnerships have fostered intercultural collaboration and consequently the meeting of distinct cultures, often generating a culture shock. Many examples show that the imposition of a concept reputed universal, which ignore the differences, brings to projects' failure. So an enterprise that wants to be competitive and dynamic has to consider cultural differences as an important factor in global management. New practices of management are necessary to respect the cultures. How can one articulate the management principles and national cultures?
Inter cultural management aims at improving the economic efficiency of multicultural enterprises and the ethic exigency of tolerance. Today multicultural management emerges, animated with a lot of debates concerning the notion of culture for example. What is the definition of the term culture?
The international working team needs some adjustments. First inter cultural management is an individual business. Someone who works abroad or in an inter cultural team has to adapt oneself and to be open-minded enough for the work to be successful. The first thing one can do is to become aware of other cultures, for instance by taking language courses. One must be educated to the fact that behaviours and management practices are relative and not universal as one could think. One has to be tolerant to other cultural environments. One must be careful to the stereotypes and the best thing to do is to have a personal vision. Then the person who works in an international context does most of its training in situation, doing his job. There are various phases: enthusiasm, dismay, progressive adaptation. All this is more about emotion than comprehension. The management of inter cultural teams is sometimes committed to multicultural people who can work in an international context and help people to do so. They are precious links between all the members of the enterprise. The firm selects the people who are the most able to cooperate in an international context. But how can we measure this capacity of adaptation? Who are "the good people"?