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Danone encountered a problem in Romania, after some items were suspected to contain damaging chemicals. The immediate marketing campaign revolved around a local star, which emphasized that the products were being safely manufactured in proper facilities and anyone who desired to see this for themselves was invited to visit Danone Romania.
Danone: Differences among the company's marketing strategies per region
The international marketing campaigns implemented by Danone only reveal slight differences, often materialized in approaches based on particular features of the market, the most common example being the campaign aimed to reassure the Romanian consumers of Danone's high quality.
Danone: Similarities among the company's marketing strategies per region
All marketing campaigns are based on a message, this being the healthy life achieved through the consumption of healthy Danone products. Even in the situations when they do not actually promote their products, they emphasize on the necessity to protect the individual and environmental health.
McDonald's: Brief company profile
The McDonald's Corporation was founded in 1940 in Sacramento, California by brothers Dick and Mac McDonald. It activates in the restaurants' industry and has a global presence in more than 100 countries. The organization operates with a total of 390,000 employees and register annual revenues of $22,786 million (Hoovers, 2008).
Company 3: Scope of operations Marketing strategy for each of the regions in which it operates
The McDonald's sales are based on impulse, rather than a rational thought. As a result, the aim of the marketing campaigns implemented by the Sacramento-based organization is to appeal to the eye and taste of the customer and generate the impulse to purchase. McDonald's marketing approach is one of the most diversified ones, at least in terms of product diversification and customization to local needs. In India for instance, they serve the Maharaja Mac, similar to Big Mac, but with chicken or lamb instead of beef; in Germany they serve beer; in Canada they serve lobster; in Norway, they serve gill salmon sandwich; in Chile they serve the burgers with avocado sauce instead of ketchup; in Greece, they serve burgers...
Other than that however, the actual strategic approach is quite similar.
Company 3: Similarities among the company's marketing strategies per region
Generally, the product strategy sees that each McDonald's store present the customer with a menu containing the basic dishes from the American menus, diversified and improved in accordance with the local demands. Foremost, all McDonald's advertisement aired on various global regions present happy people and good food.
A company's ability to reach its ultimate goals of increased profits depends directly on the marketing team's ability to increase sales. In this instance, they have to develop strong marketing campaigns focused on the high quality of the products or services delivered, the needs these items satisfy or the local features of the markets they serve.
References
Adams, B., 2007, McDonald's Strange Menu Around the World, Trifter, http://www.trifter.com/Practical-Travel/Budget-Travel/McDonalds-Strange-Menu-Around-the-World.35517last accessed on September 19, 2008
Cateora, P., Graham, J., 2006, International Marketing, 13th Edition, New York, NY: The McGraw-Hill Companies, Inc.
2008, Official Website of Nike Inc. http://www.nike.colast accessed on September 19, 2008
2008, Nike, Inc., Hoovers, http://hoovers.com/nike/--ID__14254 -- /free-co-profile.xhtmllast accessed on September 19, 2008
2008, Official Website of Groupe Danone, http://www.danone.comlast accessed on September 19, 2008
2008, Groupe Danone, Hoovers, http://hoovers.com/danone/--ID__41774 -- /free-co-factsheet.xhtmllast accessed on September 19, 2008
2008, Official Website of the McDonald's Corporation, http://mcdonalds.com/last accessed on September 19, 2008
2008, McDonald's Corp, Hoovers, http://hoovers.com/mcdonald%27s/--ID__10974 -- /free-co-factsheet.xhtmllast accessed on September 19, 2008
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