CREATING WORLDWIDE MARKET DOMINATION

McDonald's has dominated the fast food industry for nearly three decades. With global sales of over $40 billion, its closest competitor, Burger King, would need over $27 billion in sales to take over the number one position in the industry. (Dailey, 2000, p. 8) The company has achieved prosperity through the application of highly successful marketing procedures first in the United States, and then globally. These procedures include (1) educating their consumers, and (2) brand consistency.
When McDonald's first opened, they served people quickly and efficiently. That's one of the things that appealed to Ray Kroc when he opened his own franchise. (McDonald's History, 2001.) People learned to expect fast service and consistent food at each McDonald's as they opened across the country.
When McDonald's spread globally, they had to reeducate their consumers. Many customers were not familiar with the American menu of burgers, fries and shakes, or the concept of quick service. (Ed...