BUSINESS

Global Marketing of McDonalds

Introduction

Each country is characterized by its own set of business environments and thus any organization looking to expand towards a certain country or continent must be studied in a comprehensive manner. If an organization does not do appropriate homework on the effective expansion in the context of that specific country, it would be highly detrimental for its operations. We would look to carefully study the successful expansion of McDonalds into Nigeria (Griffith, & Hoppner, 2013). Since Nigeria is an under developed country, there are a plethora of factors that must be looked at by the management of McDonalds for a successful international expansion.

While each organization has its own corporate culture, the business environment of all countries is also quite different. There are a multitude of micro and macro environmental factors that must be carefully examined before the actual expansion into a foreign country. We would look to identify a multitude of micro and macro environmental factors in the case of Nigerian economy that must be carefully addressed by the management of McDonalds (Nel, Binns, & Bek, 2013). These internal and external factors are highly significant in the sense that they have a high degree of contribution in shaping the success and failure of McDonald expansion plans.

Discussion

Managing local operations is not a complex thing to do since the managers are aware of the local conditions and environment. However, things take a different turn in the case of Globalized operations. The political, economic, social and technological environment in the case of specific foreign countries must be carefully addressed by organizations that are willing to expand since these are the factors that shape the success of international expansion. By carefully analyzing these factors in the context of Nigeria, we would be coming up with a pestle analysis that would be highly significant for the McDonald's successful expansion into Nigerian economy (Elzeiny, & Cliquet, 2013).

Nigeria is a country that relies heavily on the use of natural resources particularly oil. Although the Nigerian economy is characterized by a high deal of instability, corruption, ineffective management and lack of infrastructure, but there have been many scholars that point out to the increasing importance of Nigeria becoming an emerging market. Because of this factor, McDonald's management is looking to perform a successful expansion into Nigeria. Since it carries a high degree of market potential, McDonalds believes that a successful expansion into Nigeria would further diversify its earnings.

The Nigerian economy has been performing at an admirable pace in the recent past since its GDP has been increasing at a rapid pace. As a result, the policy makers in the context of Nigeria are now looking to counter the issues of mismanagement and corruption in order to build on the massive GDP growth. The policy makers in the context of McDonalds are now looking forward to implement new policies and reform mechanisms for improving the financial and services sectors of Nigerian economy.

In spite of these factors, Nigeria is still ...