International Marketing
McDonald's – a global cultural icon?

1) Which are the elements of the international business environment that affect McDonald's activities in foreign settings ?
List them and give examples each time. Explain how McDonald's reacts in order to palliate the effect of the negative elements of the international business environment.

2) Which are the sources of culture that affect consumers' attitudes towards McDonald's and how?
Consumers' attitudes towards McDonald's are affected by many sources of culture. The text highlights religion, nationality and the belonging to a group: - Religion affects the attitudes towards McDonald's mainly because of foods served. For example, Muslim people must eat hallal meat. - The nationality affects the vision people have of McDonald's. The firm is seen by many people as an American symbol and a symbol of globalization and homogenization, and buying these products means you accept this. That's why people reject McDonald's or even boycott or attack the company. In the Middle East countries, people reject McDonald's because of geopolitical tensions. - The belonging to a group is a mix of the two previous sources. Consumers affected or concerned by the American political situation and decisions would avoid buying American products (and so McDonald's') to express their disagreement. The example given here is the Iraq conflict and the many boycotts it has leaded to.

3) How do behavioral norms and norms in general force McDonald's to adapt its products' and services' offer to local expectations?

List them and give examples each time explaining how norms force McDonald’s to adapt its products’ and services’ offer to the local expectations.

McDonald’s must adapt its products’ and services’ offer to local expectations to fight for profits and survival. In 2004, McDonald’s planned to modify menu items in order to become as much part of the local culture