A place like Australia is composed of competitive markets and firms require analysing the segments that they target in order to ensure better reach and better effectiveness in the marketing processes. In case of Mc Donald’s marketing strategy not being well aligned to the consumer needs and decision making process, then it can result in failure of the firm in the market in spite of having a good product. So the firm is to be blamed as it is marketing products which are unhealthy for the consumers. This is applicable even in case of international business and international markets, in present times of globalization. In the given case, it is extremely important for the business to adopt a global perspective in order to ensure that the business grows. Globalization refers to the process of diminishing trade borders and the world shrinking due to technology helping easy communication and access to global resources, global markets and global products (Kotler, P, 2011). In case of Mc Donald’s it is important for the firm to consider how it can make the world better and in order to achieve its goal of spreading happiness, health should also be a major focus. As the firm misses out of this, the firm is to be blamed.
Globalization has been defined as the process of creating a borderless world where there is no restriction or obstacle in trading with foreign customers. Planning and decision making are required right from the time of production till the point when it reaches the final consumer. The marketing processes require complete analysis of the market and the consumer mindset. The main strategies for production and distribution to stores and customers is to utilize in house production strategies ass the technologies are to be obtained and that there be effective usage of the competencies achieved by the organization over a period of time (Peñaloza, L., Toulouse, N., & Visconti, L. M., 2013).