Nataly Kelly’s recent blog post “McDonald’s’ Local Strategy, from El McPollo to Le McWrap Chèvre,” analyzing McDonald’s successful foray into foreign markets, caught my attention as it relates to several ideas we have been covering in class. Kelly describes some of the menu variations (eg. McSausage Burgers in Germany) that McDonald’s offers in different parts of the world to cater to local populations. This is a perfect example of glocalization, an integral part of McDonald’s business model. McDonald’s has gained a competitive advantage by positioning themselves as the only truly international fast-food chain, and they have managed to maintain their success by knowing, and accommodating, the tastes and preferences of local consumers all over the world. According to Kelly, five major lessons can be taken from McDonald’s global success:

1. Don’t confuse your brand with your products

2. Figure out which products have international appeal

3. View a new market as a chance to take on new brand attributes

4. Remember that “small markets” may very well define your future

5. Let your customers tell you what they want

I found Kelly’s blog post very extremely relevant to topics we’ve covered in class. It furthered my understanding of “glocalization” and strategy, and clearly outlines steps and precautions that a company should take in order to be successful at glocalization. Kelly’s five takeaways are ones that I will keep in mind throughout this course; they seem to be practical ideas that would be very important for a company to take into account if it was considering geographical expansion.