Cross-cultural Awareness in Advertising: McDonalds

With increasing connectivity and cross-cultural interactions, corporations are beginning to see the need to go global if it wishes to sustain its growth and position as a brand. Though the new found intimacy between cultures have speculated the diffusion of cultural differences, corporations still need to exercise cultural sensitivity to ensure that the developed marketing strategies would produce the necessary reactions required to propel the corporation’s image forward.

Take for example, McDonalds, who in 2014 ranked 6^th as the most important brand in the world and credited its global success to its ability to segment its target audience and exercise cultural awareness (Ana Pomposo Carreras, 2014). When McDonalds opened its first store in Japan in 1971, McDonald’s Japanese President, Den Fujita, commented that the reason Japanese people were short and had yellow skin was because of the staple food common in Japanese culture and the only way to become fairer and taller, like Westerners, was to consume McDonalds.

First McDonald Store in Japan 1971

By the following year, McDonald’s sales had surpassed $1 billion and it continued its expansion in the Japanese market with its creation of “Japan Only” Menu. Some examples include the Cheese Tsukimi Burger and the Mega Teriyaki Burger.

Japan’s Mega Teriyaki Burger

Japan’s Cheese Tsukimi Burger

Organizations going global, need to engage in cross-cultural advertising to help build common frameworks in which individuals of different cultures can interact within and some strategies include building nation-specific websites. For example, McDonalds have different website designed that reflect each country’s cultural dimensions. According to the Hofstede’s Cultural theory, Japan registers high on uncertainty avoidance and long term orientation but low individualism. Hence, the web design targeted for Japanese consumers would promote family-orientated values and teamwork while having a comprehensive navigation menu.

McDonald’s Japan Webpage

Moreover, McDonalds also recognizes the need to be culturally aware of the social norms and cultural etiquettes that’s crucial to aid the development and maintenance of McDonald’s relationship with its consumers. Take for example, the cultural adaptation of Ronald McDonalds in Thailand that is in the traditional Thai greeting gesture.

Glocalization is an important first step many organizations use to break into a new international market. However, it’s also important for organization to note that to be a successful global brand, it needs to protect its own sense of identity. Despite its recognition as a global band, McDonalds have marketed itself on the concept of uniformity, which has allowed McDonald’s to provide consumers with a similar experience regardless of where they may be worldwide by ensuring its values are applied globally (Ana Pomposo Carreras, 2014).

Ronald McDonalds in a tradition Thai greeting (wai)

This can be seen in its globally-adopted iconic Big Mac.Take a look at the menus below and I’m sure you are able to spot some similarities.

Spain

McDonald’s Menu from Spain

Switzerland

McDonald Menu in Switerland

Lastly, global organizations also have to stay current and attuned to changing trends and values. With the increasing rate of globalization, marketing strategists need to constantly update themselves on what’s relevant to their consumers so as to provide products and services that meet the desires and needs of consumers.

Recently McDonalds have been experiencing a decline in market share that have been attributed to their lack of emphasis on the appropriate values (Katie Little; CNBC, 2015). Consumers concerns over the use of antibiotics in McDonald’s Chickens were left unaddressed and McDonald’s inability to line itself as a healthy food brand have left their consumers seeking better alternatives.

Good cultural-awareness is a necessity for any corporation to make it globally. However, it is important for corporations to remember that trends aren’t stagnant and tend to change relatively frequently. Without proper surveillance and efforts to keep up with constantly changing trends, global corporations stand to lose profits, but more importantly, its relevancy with consumers as a brand.