Mar 4503 Video Reflective Assignment

1mar 4503 Video Reflective Assignment The

The video reflective assignment you need to submit INDIVIDUALLY. Three paragraphs should be included in the video reflective assignment. Each paragraph can contain 5-10 sentences. The maximum length of the paper is two typed, double-spaced pages with font size 12. Place the title of the video at the beginning of the paper and list the discussion question number in front of your answers.

1st paragraph: Answer the discussion question 1.

2nd paragraph: Answer the discussion question 2.

3rd paragraph: What you think about the video. Video: McDonald’s Taps Ethic Subcultures for Ongoing growth 1) What other ethnic subculture segments should be considered as an important segment for McDonald's? What marketing plans and activities will attract these segments? 2) How difficult is it for McDonald's to position its products toward one segment without negatively affecting another segment? 3) What is your opinion about the video?

Sample Paper For Above instruction

Paragraph 1: Consideration of Additional Ethnic Subcultures for McDonald's

McDonald's, as a global fast-food giant, has successfully tapped into various ethnic subcultures to drive growth. However, expanding its reach further requires identifying and understanding new segments that hold potential for loyalty and profitability. One such group includes Hispanic and Latino communities, which represent a rapidly growing demographic in many countries, especially in the United States. Targeted marketing plans could include culturally relevant menu items, such as regional flavors and ingredients familiar to these communities, along with advertising campaigns featuring prominent Hispanic or Latino celebrities and in-language promotions. Additionally, collaborating with community organizations and sponsoring cultural festivals can enhance brand visibility and foster a sense of community engagement. Incorporating bilingual advertising and culturally tailored digital content can further attract these segments by making them feel valued and understood, fostering long-term loyalty.

Paragraph 2: Challenges in Positioning Products Without Alienating Other Segments

Positioning products toward specific ethnic subcultures presents inherent challenges for McDonald's, as it must carefully balance targeted marketing with maintaining broad appeal. Focusing heavily on one segment risks alienating other existing customer groups, potentially leading to a decline in overall brand cohesion. For example, emphasizing menu items exclusive to a particular culture might make other customers perceive the brand as too niche or culturally specific, which could undermine its universal appeal. Achieving an inclusive marketing approach involves incorporating diverse cultural elements into mainstream advertising, ensuring that promotional efforts highlight universal values like family, community, and quality. Additionally, conducting market research and testing campaigns can help determine the optimal level of cultural specificity that resonates without alienating broader customer bases. Ultimately, effective segmentation hinges on creating multi-layered marketing strategies that celebrate cultural diversity while reinforcing the brand's universal identity.

Paragraph 3: Reflection on the Video and Its Implications

The video “McDonald’s Taps Ethic Subcultures for Ongoing Growth” offers insightful strategies on how the company leverages cultural understanding to expand its market. I believe the approach of embracing cultural nuances and actively involving communities is crucial in today’s multicultural society. It demonstrates respect and relevance, making the brand more relatable and appreciated among diverse audiences. However, the video also highlights the delicate nature of multicultural marketing, emphasizing the importance of authenticity and sensitivity in campaigns. In my opinion, McDonald's commitment to cultural inclusion is commendable, but it must be consistently authentic to avoid perceptions of cultural appropriation or stereotyping. The success of such strategies depends on genuine engagement and tailored consumer experiences, which can strengthen customer loyalty and propel continued growth in multicultural markets. Overall, the video underscores the significant role cultural intelligence plays in global marketing success.

References

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• Grier, S., & Williams, D. (2010). Race, ethnicity, and advertising. In R. L. Blakemore (Ed.), The New Marketing Paradigm (pp. 128-145). Routledge.
• Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
• Steenkamp, J. B. E., & de Jong, M. (2010). Multicultural markets: Building adaptive marketing strategies. Journal of International Business Studies, 41(7), 1063–1075.
• Vignali, C. (2001). McDonald's: 'think global, act local'—the marketing mix. British Food Journal, 103(2), 97-111.
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