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International Business Strategy Essay Example

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International Business Strategy

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This project is done over the topic of the international business strategy for the company been chosen as McDonald’s, for understanding such a concept it is needed to conduct a qualitative research (Burgemeister, 2003, Pp. Qualitative research is best done using the secondary data. It helps to understand the concept using various theories and concepts developed by scholars and also give a better view about the concept off going global in the competitive market.There are various advantages of conducting a secondary research as it helps in conducting the research and understanding of the concept at a quick time and also very economically. Another advantage of secondary data collection is that this data is obtained from the experts and professional research reports, which is not obtained in case of primary research (Brown, 2009, Pp.It also helps to get new ideas and insights towards the concept from the previous analysis. This type of research will help to get more knowledge about the strategies that are been used by companies to go global and move their operations in different parts of the world and also the strategies they use to keep a good hold over the market share across the global market competing with their fierce competitors (Corbin and Strauss, 2008, Pp.It is the biggest fast food market share in the global market and has huge brand recognition. The company looks to spend high budget for the advertising. It has a good adaption to the local taste and preferences. It has the best brands as its partners along with huge number of franchises, targeting Children age group who play a vital role in making the buying decision.The company has got wrong publicity because of the unhealthy food items and more concern for health and also high employee turnover. The company has less differentiation among the brand from other fast food companies like KFC (Kentucky Fried Chicken)The markets of fast food industry in the developed economies are quite saturated and also people are shifting towards having healthy foods. It has a huge threat from the local restaurants and also with the changing currency rates (Handy, 1996, Pp.This analysis is used to understand the external factors that affect the working of an organization. This analysis uses the four important factors of Political, Economical, Social and

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Brown, L. 2009. Marketing and Distribution Research. New York: Ronald Press Company.

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Burrow, J. 2011. Marketing. Stamford: Cengage Learning.

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Corbin, J and Strauss, A. 2008. Basics of Qualitative Research. London: Sage.

Handy, C. 1996. Gods of Management. Oxford: Oxford University Press.

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Knapp, E. 2000. The Brand Mindset. New York: McGraw Hill.

Kotler, P. and Pfoertsch, W. 2006. B2B Brand Management. Berlin: Springer.

Mueller, B. 2011. Dynamics of International Advertising. New York: Peter Lang.

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Proctor, T. 2014. Strategic Marketing: An Introduction. London: Routledge.

Ries, A. and Trout, J.1986. Positioning: The Battle for your Mind. New York: Warner Books.

Wright, R. 2006. Consumer Behaviour. Stamford: Cengage Learning.

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preview essay on International Business Strategy
  • Pages: 8 (2000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Ph.D.
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