PERBEDAAN BUDAYA INDONESIA DENGAN NEGARA LAIN BERPENGARUH TERHADAP STRATEGI PEMASARAN MCDONALD’S

Abstract

McDonald's is a company in the fast food industry that has a global system and network that can reach various countries in the world. By using qualitative methods, the authors analyze how the international marketing strategy implemented by McDonald's and the influence of culture on its success. By using a literature review technique, the authors then found that the strategy adopted by McDonald's is known as glocalization, in which McDonald's promotes its brand while maintaining the integrity of the local culture in a country. The role of culture in supporting international marketing efforts is especially important for companies that are expanding internationally.