ZAIN UL ABDIN KHAN
Topical Assignment: Global Marketing
Product – Element: Core Product
The core product, which refers to a commonality between the needs of customers of McDonalds across countries as well as what the product will be used for and in what context, differs greatly across some countries with regard to McDonalds’ home country, the United States. The prime example is India; religious and cultural requirements have forced McDonalds India to extensively develop a new menu to cater to the needs of the local population, which provides the major difference between the core product as it has no meat.
An excerpt from ‘McDonalds: Behind The Golden Arches’ by NMIMS University perfectly explains McDonalds’ changed Core Product in India. “McDonalds has intentionally kept its product depth and product width limited. McDonalds studied the behaviour of the Indian customer and provided a totally different menu as compared to its International offering. It dropped ham, beef and mutton burgers from the menu. India is the only country where McDonalds serve vegetarian menu. Even the sauces and cheese used in India are 100% vegetarian. McDonalds continuously innovates its products according to the changing preferences and tastes of its customers. The recent example is the introduction of the Chicken Maharaja Mac.” This excerpt alone presents the core difference in the customers needs in India as compared to the United States; meat, a crucial ingredient in almost every product McDonalds sells, is something that Indian customers cannot have in their meals and thus McDonalds cannot offer it.
However, there are several commonalities with regard to the product across countries as McDonalds provides fast food all across the globe, primarily providing burgers which are cheap and affordable to a large portion of the population. Lastly while also providing products to customers of all age groups, McDonalds finds itself as a major source of competition to local...