McDonald's Business
Autor: lina95marouf • April 28, 2017 • Research Paper • 572 Words (3 Pages) • 456 Views
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Discuss why you chose this company?
McDonald's, an iconic and one of the largest fast-food companies in the world with pan global presence, introduced its market brand in the Middle East and Saudi Arabia in the 90s. The band became very successful and is now present in many locations throughout every major city in Saudi Arabia.
While many competitors tried to follow the same footsteps, McDonald's was always ahead of the game and is by far the most popular brand in Saudi Arabia. The company strategy of adapting to the local market was one of the pillars of its success with such a pioneering ventures including the introduction of clever products such as the McArabia to suit the local taste
This product is unique to the Middle Eastern region created specifically to match the local cuisine. The regular burger bun is replaced by a pita like flat bread with seasoning and ingredients that are familiar. This product was a great success and became very popular boosting sales in addition to the other familiar McDowell items.
However, McDonald's remained loyal to its core values and global identity despite cleverly adapting its menu to international markets. Their well known menu remained stable and this menu is appreciated by consumers both internationally and locally. Even the Saudi king at some point did not hesitate to show his liking to the McDonald's French fries on national television!
The strategy of making minor adjustments to the flavor and menu turned out to be a model for success that many other restaurants chains are following and trying to tailor their menus to the local market.
Why you apply in this country?
Fast-food has become an essential part of the consumer life style and foodservice industry in Saudi Arabia with estimated sales valued at SAR22.6 billion in 2015 that are expected
These revenues will continue to grow and expand and are expected to grow by 11% on an annual basis given the vast popularity of fast food products across a wide range of consumer segments in the region.
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