Page 190 - Aamir Rehman - Dubai & Co Global Strategies for Doing Business in the Gulf States-McGraw-Hill (2007)

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Figure 6.6 McDonald’s customizes its message

Clearly, the ad is tailored to this specific market, not just in
terms of language, but in terms of tone, content, and messages. This
level of adaptation makes McDonald’s a far more rooted franchise
than many other multinational firms in the region.
While adapting the message for the GCC market is an important
step in connecting genuinely to Gulf buyers, some firms take cus-
tomization one step further. These companies adapt their product mix
for the region in an effort to better suit the local needs and preferences.

ADAPTING THE PORTFOLIO

Adapting the portfolio for the GCC market is a simple but power-
ful way to better connect with the market without needing to invest
in unique product development. The concept is straightforward:
Examine your company’s global product portfolio, and identify the