Differing Market Strategies of the McDonalds Brand in Various Income Countries

  • maite piedra fiu
  • Carolina Hedde University of Richmond
  • Reid Banbury University of Richmond
  • Will Tamplin University of Richmond
  • Matthew Krantz University of Richmond
Keywords: Market Research, Cross Cultural Analysis, McDonald's


This research explores how the McDonald's corporation differs its advertising strategies based on the different countries in which it operates.
The research covered two high income countries, the United States and the United Kingdom, and one low income country, China. This articles utilizes
both qualitative and quantitative analysis to explore McDonald's various marketing stategies and the resulting perception of consumers in each
respective countries.