McDonald’s is a successful global brand

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We all know McDonald’s is a successful global brand, so unlike its menu, I’ll keep it light.
While keeping its overarching branding consistent, McDonald’s practices “glocal” marketing efforts. No, that’s
not a typo. McDonald’s brings a local flavor, literally, to different countries with region-specific menu items. In
2003, McDonald’s introduced the McArabia, a flatbread sandwich, to its restaurants in the Middle East.
(See The Web Page Below…)
McDonald’s has also introduced macaroons to its French menu
And added McSpaghetti to its menu in the Philippines:
This “glocal” approach has helped put McDonald’s
Should the global marketer adapt the product, marketing, and advertising to individual markets throughout the
world?
What is the best approach to advertising?
1) create advertising campaigns locally or regionally?
2) allow campaigns to be created independently or by local advertising companies; OR
3) centralize all advertising at national headquarters and develop a consistent worldwide advertising campaign.
Outline your points that defend either side of the proposition that advertising can be standardized for all
countries

Sample Solution

A glocal strategy stresses that companies should focus on concentrating on the needs and unique qualities of their local targets. For instance, McDonald’s currently has over 36,000 restaurants across the globe, and they all feature the iconic “golden arches,” the unique McDonalds color arrangement, and the Big Mac hamburger. However, depending on where you go for your McDonald’s dinner, the food you get may change. For instance, restaurants in Brazil server croissants with cheese and ham for breakfast. In Israel, you can tuck into a lemon tea and McKebab. Selling different products is one of the easiest ways to adapt your business through glocalisation.

cusing more on recruitment, Lievens, Van Dam and Anderson (2002) noted that effective recruitment strategies provide a means for organization to build a large pool of qualified talent from which to choose the best talent among the bests. Basing their assumption on a study conducted on public organizations, Lavigna and Hays (2004) claimed that organizations can choose from among a rich list of recruitment techniques that would help strengthen their competitiveness in the labor market. Consequently, Devaro (2005) noted that the choice of recruitment strategies determine the quality, size, and arrival of speed of the recruits. Moreover, Devaro (2005) elaborated that in selecting the best recruitment technique, the usual In view of Devaro’s (2005) assertion, identifying the appropriate recruitment approaches and strategies may be considered crucial.

In relation, Henkens, Remery, and Schippers (2005) identify commonly used strategies, which may be enumerated as follows: firstly, active and informal recruitment approaches, which include scouting fresh talents from universities and educational institutions, utilizing social networks of current workforces, such as the employee referral program, offering on-the-job trainings or apprenticeship, and conducting job fairs; secondly, online recruitment techniques, which include posting job advertisements on the company website, accessing curriculum vitae databases and career sites, and placing banners and links on-line; finally, formal recruitment techniques, which includes recruiting applicants from formal channels, contracting the recruitment process, and print advertising.

From the workforces’ perspective, recruitment attempts of the compan

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