How Mac’D leveraged Glocalisation Strategy!
Glocalisation in marketing is the practice of adapting global products or services to suit local preferences, cultures, and market conditions while maintaining a consistent global brand identity. This strategy combines “globalization” and “localization,” allowing businesses to address diverse customer needs across different regions. For example, global fast-food chains modify menus to include local dishes or flavors. Glocalisation ensures relevance in local markets, enhancing customer satisfaction and brand loyalty. It requires thorough research into local cultures, regulations, and consumer behavior. By balancing global consistency with local adaptation, companies can achieve greater market penetration and competitiveness in international markets.
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