harvard reference 格式：麦当劳的营销环境

harvard reference 格式：麦当劳的营销环境

麦当劳正在进行国际化经营。在这种背景下，当涉及到定义他们的市场细分时，它面临着来自多个方面的竞争。麦当劳的营销环境是一个高度竞争的环境，因为企业的本质是在市场上。一端是直接竞争的休闲和快餐风格的餐厅，另一端是更容易消费的本地食品连锁店，这对营销构成了挑战(Yeu et al .， 2012)。在营销环境中，麦当劳面临着来自当地食品连锁店的挑战，这些连锁店比麦当劳更注重产品的文化价值。人们可能将食品视为一种文化产品，那么营销快餐就成了一个挑战。例如，在印度，由于文化禁忌，使用牛肉作为麦当劳的主要成分是不被庆祝的。同样在目前，它也被困在与公司的一个疏远的合作伙伴的法律斗争，挑战其扩张(金融时报有限公司，2015)。

harvard reference 格式：麦当劳的营销环境
在挑战麦当劳营销策略的国际营销环境中，出现了食品安全问题。例如，考虑麦当劳在中国面临的问题。在这里，公众对过期肉类的使用感到恐慌。电视报道称，麦当劳使用的供应商使用过期肉，这些肉被发送给消费者(Financial Times Limited, 2015)。其次，营销环境下的消费者在食品消费方面的趋势是不断变化的，这使得麦当劳在满足消费者需求的同时保持原创性变得更加困难。有些问题没有其他问题那么严重。例如，在印度消费牛肉和牛肉相关产品的情况下，该公司能够通过使用素食选项、鸡肉馅饼等来呈现差异化的产品。因此，这是一个不那么严重的营销环境问题。然而，考虑一下中国的食品恐慌问题。

harvard reference 格式：麦当劳的营销环境

McDonald is operating on an international scale. In this context, it has competition from multiple ends when it comes to defining their market segment. The marketing environment of McDonald’s is a highly competitive one because the nature of businesses is in the market. At one end there are casual and fast food style restaurants that compete directly and at another end there are local food chains that are more readily available for consumptions which present a marketing challenge (Yeu et al, 2012). In the marketing environment, McDonald’s faces challenges from local food chains that associate cultural values with their products more than McDonald’s. Where people might observe food as a cultural product then marketing fast food become a challenge. For instance, in the case of India, it is seen that the use of beef as the main component of McDonalds is not celebrated because of cultural taboos. Also at present, it is stuck in a legal battle with an estranged partner of the company that challenges its expansion (Financial Times Limited, 2015).

harvard reference 格式：麦当劳的营销环境
There are food safety concerns that arise in the international marketing environment that challenges McDonald’s marketing strategy. For instance, consider the issues McDonald’s faced with respect to China. Here there was a public scare of expired meat usage. Television coverage alleged that McDonald was using a supplier who was using expired meat and that this meat was sent out to the consumers (Financial Times Limited, 2015). Secondly, the consumers of the marketing environment have changing trends with respect to food consumption and this makes it all the more difficult for McDonald’s to keep up with satisfying consumer demands and at the same time ensure they stay original. Some of the problems are less serious than others. For instance, in the case of Indian consumption of beef and beef related products, the company is able to present differentiated products by using vegetarian options, chicken patties and more. The issue is hence a less serious marketing environment issue. However, consider the issue of the food scare in China.