McDonald's

Food is an icon of culture. For marketers, this has many ramifications. Food can be sold to overseas communities simply for its comfort value -- the familiarity of the food reconnects the diner with the culture. Despite this, it is relatively easy to sell foreign food in most countries. Whether people have an innate curiosity or for some other reason, people often like to explore food. McDonald's is an example of a company that has been able to translate its menu around the world with relatively few difficulties. The company has habit of tailoring its menu for local tastes in order to gain traction in foreign markets. At times, this requires significant adjustments, such as in India (Petrun, 2009).

When the company moved into the UK market, it did not need to make many adjustments to the menu. There is a high degree of cultural similarity between the U.S....
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