cross cultural literacy of mc donald's
TRANSCRIPT
Group members
Dania Khawar
Warda Khawar
Cross
Cultura
l Lite
racy
in Inte
rnatio
nal
Business
Cross cultural literacy
Cross cultural literacy is understanding that how the culture across and within nations affect the international business.
Mc Donald’s
Introduction
Background
Values and mission
• BRAND MISSION To be our customers' favorite place
and way to eat.
• BRAND PROMISE To provide Simple Easy Enjoyment to
every customer at every visit.
Cross cultural lit
eracy and Mc
Donald’s
Tailoring menus to different
countries
Example of India
Other countries
Germany
CANADA
JAPAN
NORWAY
CHILE
COSTA RICA
GREECE
HONG KONG
• Cross cultural literacy in marketing:
• TV commercials in different countries• The “price” factor of mc Donald’s• in India the burger’s price starts from
just RS 20
• Cross cultural literacy in Language
• important element of culture
• menus in the local language for example in Saudi Arabia, Thailand and Greece.
• Greeting
• Layout and environment• same layout and environmentself serviceplay land
• Quality• Thus the chicken burger would taste
the same in Pakistan as it tastes n UK
Cross cultural literacy in Kitchen design
• flexible kitchen design
• “flexible operating platform”
• tilapia sandwich, mc Roasters, salmon with lemon and dill sauce and ‘Flautas’
Cross cultural literacy in Legislation
• governmental rules and regulations
• the governmental policies
• carry out their operations according to the laws of each country
Cross cultural literacy in Charity programs:
• Global programs The Ronald McDonald House Charities Charity to put smiles on children’s faces
Rest of the charity programs are tailored according to the particular needs of a given country.
Cross cultural literacy in Gestures
• The symbolic clown that is well known to every person is not the same in every country
• Mc Donald’s cross cultural literacy has gone to such an extent that that clown’s gestures and postures portray the cultures of different countries.
Conclusion:
Cross cultural literacy is very important for every international organization that wants to be successful in its business.
Mc Donald's has achieved this level of success mainly because of its excellent cross cultural literacy.
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