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I believe that Professor Lynch saying ‘global must be made and delivered local’ means that in order for MacDonalds to experience high levels of success, they need to adapt to their local environment. By doing this, they would have had to have come up with a strategic response to the local environment. By doing this, they could look and trends like consumer behaviour in order to meet the needs of the cultural demands.
E.g. in Japan, McDonalds offer chicken tatsuta, teriyaki chicken and the Teriyaki McBurger as well as iced coffee and corn soup. This would not be available in western countries like the UK and the USA. They had the first-mover advantage so they have been able to keep ahead of rivals trying to do the same thing.
Their approach to their chosen marketing strategy involves several implications. One being is to understanding the cultural differences to a great extent. This would help them in the think global, act local attitude they adopted as they have taken ideas from the localisation strategy. This did involve a number of challenges. E.g. it can be costly to adapt the menu to meet the needs of every different market they operate in. They also needed to take into account the differences in religion, law. There are some parts of the world where they may have faced these issues, e.g. religious beliefs may stop them from producing certain things on the menu so they needed to work around this like they have in many countries.
Are there any other implications for the way McDonalds operates its international marketing strategy?