Effective Marketing Strategies of McDonald’s in Malaysia and Indonesia
International Journal of Applied Business and International Management (IJABIM)
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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 36 supplier. Other aspects to consider for successful and intelligent decision-making include tariffs on imported raw materials, unemployment rates, severances, and taxes. Around the world that financial recession crisis that began at the end of 2007 resulted in a sharp drop in global commerce and an increase in unemployment in a number of nations (UKEssays, 2018b). However, in comparison to its neighboring nation, Singapore and Malaysia have done so well that it has been unaffected by the recession. Malaysia had already experienced a financial crisis in 1997, and had learned from it (UKEssays, 2018b). Furthermore, McDonald's was able to resolve the problem by reducing food prices and providing value-added meals. McDonald's did the same thing and outperformed its competitors. Malaysia's economy is growing at a pace of 4.5-5 percent per year right now. The Malaysian Ringgit-to-US Dollar exchange rate remained stable at 2.95. (UKEssays, 2018b). Social culture factors relate to the social conditions that promote or limit McDonald's operations (Greenspan, 2018). Malaysia and Indonesia are multicultural and multireligious countries. Moreover half of the people in both nations are Muslims. As a result, Islam was made an official religion in both Malaysia and Indonesia. The 'Halal' certification plays an important role in the Malaysian food business (Nik Muhammad, Md Isa & Kifli, 2009). McDonald's does not introduce any pork-containing products under the Halal mark in order to respect the culture and adhere to national rules. Furthermore, it adheres to stringent 'Halal' compliance by procuring crucial raw material components from 'Halal' approved sources. The cultural variety gives lots of opportunities for fast food firms like McDonald's, since it may present endless possibilities for tourist industries (Nurlaila, 2020). McDonald's, for example, creates a variety of goods that appeal to customers in various local and regional markets. Furthermore, the emergence of healthy lifestyles is a challenge, as McDonald's goods feature criticism of the harmful consequences on health. McDonald's, on the other hand, may add fresh fish pieces and fresh veggies to their healthy meals. To attract and retain all consumers, McDonald's has transitioned into a more efficient and innovative technology-based business model that includes self-service ordering kiosks. McDonald's has debuted its digital ordering platform, which has improved the self-service ordering kiosks' experience for consumers. Customers now have a new way to order and pay for their meals thanks to digital technology. It is quite convenient for individuals who are in a hurry to get jobs and improve sales. Furthermore, McDonald's stated that these kiosks would not result in layoffs and those employees will be sent to other areas to free up time to prepare a fresh meal (Peterson, 2017). This underlines how kiosk marketing might increase ordering efficiency and food quality. In the long run, it also provides McDonald's with a competitive edge. The majority of people who purchase food from a kiosk tend to add on to their purchase. McDonald's has also increased the capacity of its contact centers, which can now handle up to 70,000 calls compared to 20,000 previously ( Marketing Environment of McDonalds Assignment , 2019). |