Standardisation vs.

adaptation international marketing approach with regards to McDonalds operations

in India
Introduction
The central purpose of the study is to determine the best international marketing strategy for McDonalds in India
and shedding light on these strategies- Standardisation or Adaptation.
Background
McDonald's is a pioneer in the foodservice industry with over 32,000 restaurants in about 130 countries. The
brand is handled and overseen by two following business organisations in India:

Connaught Plaza Restaurants Private Limited, headed by Mr. Vikram Bakshi, JV Partner and Managing

Director, East and North India

Hardcastle Restaurants Private Limited, headed by Ms. Smita Jatia, Managing Director (MD), West and
South India

McDonalds believes in Q-Quality, S-Service, C-Cleanliness and V-Value. This motto is their driving force in the
Indian marketplace. For McDonalds, India was the first country wherein no-beef or pork products were served.
McDonalds in India catered to wants and needs of the people, with different menus as well as food processing
plants for vegetarian and non-vegetarian customers. Currently, in India there are 300 McDonalds.
Discussion
Standardisation approach is quite different from the adaptation international marketing approach.
When the needs and wants of the target market are same, standardization strategy comes into the picture. On the
other hand, if the wants and needs of the target audience are different, and also the socio-economic conditions of
the target market differ, in that case, adaptation strategy is used.
Standardisation-McDonalds in India

McDonalds has many recipes that are same all across the world, thus maintaining its brand value and image.
Standardisation approach gives a competitive edge to McDonalds in India.
Adaptation-McDonalds in India
In India, McDonalds adopted the adaptation strategy. The most prominent example of this strategy in the context
to McDonalds India is:
Adaptation in the local menu: McDonalds India does not serve beef or pork products, thus respecting the cultures
and religions in India. Additionally, McDonalds offers many varieties of veg diets, keeping in mind the larger
population in India being Vegetarians.
Also, there is a full vegetarian McDonalds in India (established in 2012).
Therefore, it is very evident that McDonalds uses both the standardization and adaptation strategy to the core.
Conclusion
McDonalds sell standardize product, i.e. the ingredients, taste, weight and packaging are same throughout India
(Standardisation strategy). At the same time, McDonalds has made a few changes in its menu as per the demand,
preferences and wants of the people out there (Adaptation strategy). With a unique mix of both the international
marketing strategy, the brand is topping the popularity chart with every passing day. McDonalds uses a solid base
of both the standardisation and adaptation strategies, which allows them to retain the confidence of the people in
them and additionally maintain the brand value.
To thrive in this competitive international market, the blend of standardization and adaptation approach must be
used. Hence, Adaptstandation is the USP of McDonalds in India.

Bibliography
BBC News, September 4th 2012, McDonalds opens vegetarian-only restaurant.
Kotler, P. (1994), Marketing Management, Prentice-Hall, Englewood Cliffs, NJ.
Doole, I & Lowe, R. (2008), International Marketing Strategy: Analysis, Development and Implementation, 5th
ed. London, Thomson Learning.
(n.a), February 2nd 2014, McDonalds Corporation 2013 annual report.

Websites:
McDonalds India official website, http://www.mcdonaldsindia.net/mcdonalds-india.aspx
Panos Mourdoukoutas, McDonalds Winning Strategy- At home and abroad, 2012/04/20, Forbes,
http://www.forbes.com/sites/panosmourdoukoutas/2012/04/20/mcdonalds-winning-strategy-at-home-and-abroad/
Valdez, 2011, Adaptation marketing strategy, accessed on March 16 2014,
http://www.ehow.com/info_8335809_adaptation-marketing-strategy.html