1. Global and Industrial Marketing
Case Study: Μc Donald’s Hellas
Standardization - Adaptation
Professor: Working Team:
Georgios Panigirakis Dimitrios Demiris
Nikolaos Filippakis

2. Mc Donaldiazation

3. Mc Donaldiazation
Greece: 30 Restaurants
Global: more than 30.000
Restaurants

4. Mc Donaldiazation
Global: 400.000 employees
Net Income: 24,075 billions $
If Mc Donald’s was a country by If Mc Donald’s was a country by
population would be N. 173 GDP would be N. 91

5. Vision- Mission
Να παρζχουμε ςτουσ πελάτεσ μασ την καλφτερη δυνατή εμπειρία ςτον
τομζα τησ γρήγορησ εςτίαςησ παγκόςμια.
Φαγητό εξαιρετικθσ ποιότητασ, ςε καιαρό και φιλικό περιβάλλον,
ςερβιριςμένο φρέςκο και ζεςτό, με ταχύτητα και ακρίβεια

6. Corporate Profile
Global Facts Main Competitors in
Greece
McD’s is the ninth most valuable brand in the world
Goody’s
Everyday 0.5% of the worlds population visits a McD's
Everest
One out of three of all cows in the US used for food
purposes (beef) are used by McD's Pizza Hut
Dominos
One in eight Americans has worked for McD's
Gregory’s fast food
restaurants
In China, McD’s have opened 789 stores within the last
8years (only one operates as a franchisee) K.F.C.
Anti-Union policy.

7. Mc Donald’s Hellas
Current Targeting -Positioning
Targeting
Positioning
Kids 3-7 Via Happy Meal-
Online Game
Family- I ‘m Loving it
Teens -Students
Kids- Ronald McDonald
Working Adults
Teenager- Mc Cafe
Travelling –
Visiting Tourists
Vegetarian
Health Campaign
McSarakosti

8. Infographics Hellas
Πηγή: Γενική Γραμματεία Καταναλωτή 2007

9. Product- Consumer
VARIATION
• A wide variety of products (beef, chicken, pork, fish etc.) with healthy and
vegetarian options
INNOVATION :
• (Health and Wellness) - Offering nutritional value, GDA and nutrients
information contained in McD’s products.
• Unique food (localized menu) e.g. McSaracosti, Chinese New Year meal,
McCurry pan etc.
DIFFERENTIATION :
• Investing in the coffee sector (McCafe).
• Focusing on Kid’s market.
• Collaboration with local suppliers offering quality materials.
PRODUCT ELIMINATION (competition)
• Visiting tourists in the Greek isles (ages 17-25) prefer a ‘Big Mac’ than local
cuisine/local food chains

10. Product- Consumer
Global Standardization
Economics of scale & scope
BUT…

11. Think Global Act Local
Product Adaptation
Hong Kong Love Rice Burgers
In India people don’t it beef In Canada they love McLobster
In Germany they drink beer

12. Think Global Act Local
Product Adaptation
Chile’s Avocado instead of
Japan totally reinvents McDonald’s with its
ketchup
Ebi Filet-O (shrimp burgers), Koroke Burger
(mashed potato, cabbage and katsu sauce,
all in a sandwich), Ebi-Chiki (shrimp nuggets)
and Green Tea-flavored milkshake!
Norway loves Salmon Costa Rica Loves Gallo
Pinto

13. Mc Donald’s Hellas
Product Adaptation
Pitta is in Greeks DNA
Standardized Adaptation
McShrimp

14. Mc Donald’s Epic Fails

15. Price - Cost
PENETRATION PRICING :
• Value pricing ‘One for One’ offers
• New meal introductory low prices
• Affordable & Competitive from €1
PRODUCT LINE PRICING :
• Strategy falls solely on the cluster product lines
(flexibility).
PROMOTIONAL PRICING :
• Weekly/monthly offers usually seen on banners.

16. Price - Cost
Price Adaptation
Big Mac Index
08/2010
Five most expensive Five most affordable
Norway - $7.20 Croatia - $1.50
Sweden - $6.56 Ukraine - $1.84
Switzerland - $6.19 Hong Kong - $1.90
Brazil - $5.77 China - $1.95
Denmark - $4.90 Malaysia - $2.27
3.40€

17. Position - Convenience
DISTRIBUTION CHANNEL
•Leader in global logistics operations.
•Collaboration with local producers (quality and freshness of
products, delivery times).
•Re-location and closure of underperforming restaurants.
DIRECT SALES
• Restaurants located in areas with the highest
concentration of kids, teens and visiting tourists. Global Standardization
MARKET COVERAGE
• Covering all central districts in cities and near areas with
the highest concentration of the targeted groups.
• Restaurants located also at airports.

18. Promotion - Communication
McDonald’s localize all marketing communication strategies.
In 2009 McD’s has launched the biggest advertising global campaign since 1970.
World Children’s Day (Nov 20th).
Sponsorships in various events.
80-20 menu boards (80% visual – 20% descriptive).
Toys with every kids meal.
Personal Selling – skilled employees (McD’s took over from the US navy as the world’s larger
training organisation).
Mc Donalds Monopoly Contest

19. Sponsorship - C.S.R.
Παγκόςμια από το 2002 ζχει
δωρίςει πάνω 150 εκατ $

20. Process
•ISO 9001:2000, HACCP, Codex Alimentarius
certifications (World Health Organisation).
•Allocating environmental affairs officers worldwide.
•Community support (employment, funding,
sponsorships, etc.).
Global Standardization

21. People & Physical Evidence
Physical Evidence:
•Unique Atmospherics adaptation based on local
variations
•Reducing queuing times
•Food served warm & fresh
•Cleanness
•Revamped and new restaurants
•McCafe’s friendly environment
People:
•Well qualified and trained Store managers, staff and
contractors
•Collaboration with local producers (quality and
freshness of products, delivery times).
•Collaboration with Coke, MTV, Sony music etc.

22. Synopsis
Reasons for local strategy:
Satisfaction local habits
Price adaptation based on perceived position
Positioning against local competitors
Harmonized with local government law

23. Enjoy Responsibly

24. Enjoy Responsibly
Thank you very much for your attention!
Demiris Dimitris Filippakis Nikolaos
Email: demiris.dimitris@gmail.com Email: nkfilikos@yahoo.gr