Global Branding (Essay Sample)

Global Branding Student’s Name Institution Affiliation Instructor’s name Course Name Submission date Starbucks Corporation Starbucks corporation is a multinational chain of coffee houses headquartered in Washington DC in the United States of America. The corporation was opened in 1971 in Seattle, USA, as a business partnership between Gordon Bowker, Zev Siegl, and Jerry Baldwin (Hess, 2017). Initially, the three business partners started a small business selling coffee beans and equipment at the University of San Francisco. By 1976, the company had established its first coffee store and later opened another store on Western Avenue in Seattle. By this time, both stores were only selling coffee beans, not coffee drinks. The company was later sold to Howard Schultz, who quickly expanded the company. It took the company nine years to open its first international store in Vancouver. Up to now, Starbucks has over 33,833 stores in over 80 countries worldwide. Starbucks conducts extensive research on the different cultures, history of a country, and the local taste and preferences before opening a new store in a country. Before the store opens, the company formulates a special menu for that specific market to fit the customer's needs. Different countries have different menus and buildings. For example, in Japan, the store buildings have low roofs and have indirect references to Shintoism, the country's religion. The stores also offer localized drinks and fast food such as green tea, which is more petite and less sweet than the tea sold in the United States of America. In China, Starbucks stores have huge tables in big rooms that can accommodate many people at once because the people in China love to meet in large groups (Zhao, 2017). Doing extensive market research and meeting customer needs according to their cultures is one of the strategies that has given Starbucks an upper hand in the industry. McDonald's McDonald's corporation is a multinational food chain based in the United States of America. The corporation was founded in 1940 by two brothers, Maurice and Richard McDonald, as a small restaurant in California, USA (Opait, 2019). Maurice and Richard had previously named the business logo Hamburger stand, but an overlapping "M" symbol later replaced it. By 1953, they had opened a branch in Phoenix, Arizona. The company was later purchased by Ray Kroc, who had previously joined the company as a franchise agent. |Ray used his aggressiveness in business to drive the two brothers out of business and started expanding the franchise. When Ray took over, Mcdonald's already had eight established stores serving its customers using a modern fast-food restaurant service that had replaced the earlier 'Speedee Service System.' It took the company 27 years to open the first international outlet in Canada. Up-to-date, Mcdonald's serves over 60 million customers daily, operates in over 100 countries, and has over 37,855 stores. As a multinational brand, McDonald's employs marketing tactics that have enabled it to succeed. For instance, the company's adverts are different in different countries and regions. In the United States, the company's advert ads are bent away from children and are primarily focused on adults. However, in Japan, the company's advertisement ads focus on children and adults, with some features unique to the Japanese culture. Furthermore, McDonald's menus are considerate of local culture and customer preference (Jian et al., 2021). For instance, instead of serving chicken breast meat in burgers like in the United States, Chinese store menus have chicken thigh meat in their burgers. They also offer grilled chicken during New year together with curly fries and horoscope with animal signs, which is not common in the USA. These marketing strategies enable the company adaptation to different markets, enabling it to expand into new markets. Subway Restaurant Subway restaurant is a multinational fast-food franchise based in the United States of America that specializes in selling beverages, sandwiches, and salads. Fred DeLuca founded the company in 1965 as a small restaurant called Pete's Super Submarines in Connecticut (Walker, 2021). The restaurant opened its second franchise store in Wallingford. By 1978, Subway Restaurant had opened another branch in California, where it began its accelerated expansion and market fame. The restaurant took 19 years to open the first international subway restaurant when it launched a restaurant in Bahrain in December 1984. up-to-date, the restaurant has over 37,540 restaurants in more than 100 countries worldwide, with more than 50% of them being in the United States. It is the largest restaurant operator in the world. Subway restaurants have unique menus according to the customer needs and preferences in the respective markets. They offer different tastes and sandwiches according to the market research on the different cultures and product popularity in different markets. For example, in India, Subway Restaurants serve Paneer Tikka sandwiches cooked in a traditional Indian clay oven in line with the traditions of the Indian culture. In Japan, Ice Plant Veggie, a traditional plant loved by many Japanese for its salty-tasting leaves, is added to the sandwiches to bring in a natural and traditional taste. Recognizing different cultures and customer tastes is a strong marketing strategy that also helps Subway restaurants expand in the global market. References Hess, E. (2017). Starbucks Corporation (a). Retrieved from  HYPERLINK "https://...