Effective Marketing Strategies of McDonald’s in Malaysia and Indonesia
International Journal of Applied Business and International Management (IJABIM)
tải về 317.3 Kb. Chế độ xem pdf
|
Chin lc kinh doanh toan cu Mc Donal
| International Journal of Applied Business and International Management (IJABIM)
Vol. 6 No. 2, 33-46, August, 2021 E-ISSN: 2621-2862/P-ISSN: 2614-7432 DOI: https://doi.org/10.32535/ijabim.v6i2.1167 https://ejournal.aibpm.org/index.php/IJABIM 35 over by PT Rekso Nasional Food, a subsidiary of Rekso Group, which is the parent business of the Sinar Sosro soft drink company. McDonald's outlets in Indonesia switched to Tony Jack's Indonesia on October 1, 2009, but not all of them. There are 13 McDonald's stalls owned by Bambang Rachmadi which changed, among others, located in Sarinah (Thamrin), Melawai Plaza, Blok M Plaza, Arion, Kelapa Gading, Sunter, Bandung Indah Plaza, Plaza Surabaya, Soekarno-Hatta Airport, ITC Mangga Dua, Citra Land, Gajah Mada Plaza, and Kebon Jeruk. Unfortunately, the existence of Tony Jack's Indonesia did not last long. A few months later, Tony Jack's Indonesia went bankrupt and was taken back by McDonald's. Indonesia is a Muslim-majority in their country, all McDonald's restaurants are halal certified in Indonesia. In Indonesia, they do not provide pork-based goods and only use beef, poultry, and fish in accordance with Halal rules. Breakfast menu, beef, poultry, fish, drinks, desserts, happy meals, McCafe, and snacks are some of their most well-known items. They also provide breakfast specials with assured quick service and low rates. In 2020, McDonald's Indonesia has a greater range of local cuisine options, including chicken porridge, nasi uduk, spicy chicken, rica-rica chicken rice, Sosro bottled tea, and klepon pastries. People nowadays are chasing a fast-paced period, it makes the demand for fast food is increasing in Malaysia and Indonesia. The economy of Malaysia and Indonesia have both grown considerably in recent years, this causes the purchasing power of middle- class consumers to increase. McDonald's may implement strategies that will help to penetrate Asian markets more effectively. Both the consumer base and income will grow as a result of this. A PESTLE study, which includes political variables, economic elements, socio-cultural aspects, technical aspects, legal issues, and ecological aspects, is useful for analyzing and monitoring macroenvironmental elements that have a significant influence on an organization's performance. The macroenvironment of McDonald's business and economic McDonald's already has established operations in over 100 countries, owing to the company's political clout. McDonald's is like any other restaurant in terms of service. It is required to follow the government's health and hygiene requirements are influenced by political variables, which are government policies and acts. Several governments, like those in Malaysia and Indonesia, have put pressure on the fast-food industry. Fast-food restaurants are increasingly being perceived as less healthy, encouraging obesity, high cholesterol, and cardiovascular diseases, and leading the market to decline. Economic considerations are concerned with the influence of economic circumstances and trends on McDonald's macroenvironment (Greenspan, 2018). Economic developments have a direct and indirect impact on business success. External issues such as sluggish but stable growth (opportunity) in underdeveloped nations, the Covid- 19 epidemic (danger) in developed nations, and quick growth in developed nations will all have an influence on McDonald's industrial environment (opportunity). McDonald's development across the world is influenced by economic considerations. The exchange rate is a deciding element in deciding whether to import or buy raw materials from a local |