Economics assignment essay on: Globalization
Introduction:
Globalization is the new jargon that has come into picture in order to dominate the world. Globalization has also brought in wide access to developed country markets and technology, new opportunities for the developing countries, holds a promise for improved productivity & moving towards the achievement of high standard of living.
Apart from all the positive aspects globalization has also thrown up new challenges like growing inequality across and within nations, volatility in financial market and environmental deteriorations.
This article mainly focuses on the establishment of McDonald’s in Beijing thereby providing the residents a taste of America. This article also highlights the pace at which globalisation has been hit in various nations all over the globe.
It states what globalisation is & how it manifests in different cultural locations. This article also takes into consideration how interaction occurs between the Western and the non-Western societies. It also highlights a fair relationship between the ‘local’ and the ‘global’ economies.
This major goal of this article is to provide a pinch of localization in the McDonald’s restaurants which were being operated in Beijing.
Globalization refers to culmination or integration of the domestic economy with the world’s economy. It is an emerging topic & shall be taken into consideration. This article talks about how McDonald’s took various initiatives in order to incorporate the American Style of dinning at Beijing.
The main purpose of this article is to imbibe the culture of America in Beijing with regards to their taste, eating habits, behavior patterns, etc. the main focus of this article is towards how the effect of globalisation leads to a change in the attitudes of the people as well as the residents of that particular country would be willing to accept the changing environment.
Critical Review:
There are various themes in this article which Yan is trying to address. The main points on which Yan focuses is the meaning of globalisation & how globalization manifests in different cultural locations. It also talks about the nature of interaction between Western and the non-Western societies and drives a relationship between the ‘local’ and the ‘global’. Yan also discusses about the number of perspectives in order to portray change in the working environment.
The recent changes in the Chinese Society, has lead to an outstanding rise in the number of McDonald’s in Beijing. The more & more number of McDonald’s lead to a shift in the number of customers as well as tourists who visited the store in order to have a taste of American Culture. This lead to a progressive change in Beijing & people loved visiting McDonald’s as compared to the local Chinese food joints.
In order to add in the American culture & give the residents of Beijing a full taste of American McDonald’s highly effective & efficient technology was being used. Fresh ingredients were being used in order to provide the Beijing localities with healthy food. McDonald’s also used certain scientific techniques with regards to the kind of potatoes they use to prepare French fries, burgers, etc. In order to provide the residents of Beijing with modernized food various types of international recipes as well as modern techniques have been used by McDonald’s to give their customers world class, healthy food.
McDonald’s at Beijing also used a different approach as compared to that which is being used by the local Chinese food joints. The person at McDonald’s used to be very humble to their customers. They used to treat them with great respect, warmth & were very friendly while taking orders. They used to treat everybody at par. A sense of equality was there.
Yan supported this argument by quoting an example i.e. when he conducted a small survey; the Beijing informants cited that Chinese restaurants are highly competitive in nature. The people try to have an edge over the other by ordering the most expensive drink or the most expensive dish. In order to avoid the embarrassment, major chunk of the population prefer to pay something extra and book a private room rather than dinning in the middle of the banquet hall.
In order to get away with the huge amount of pressure of competition, McDonald’s has a standardized menu consisting of limited varieties of food. These food items are priced at a very low cost as compared to the local Chinese food joints. The major reason why more number of customers is getting attracted towards McDonald’s is due to the offerings. The offerings provided by McDonald’s are almost same in nature which does not give their clients the sense of inequality.
In order to advertise, McDonald’s did not use any advertisements on the Beijing local channels as the advertisements in the channels used to be aired during the intervals and the audience had the tendency to change their channels and miss upon the advertisements. Therefore, McDonald’s opted for advertising their brand in the popular newspaper as well as the magazines. It highlights the varied features of McDonald’s i.e. QSVC, Quality, Service, Value & Cleanliness. Such kind of an approach has lead to a modernized local business environment for McDonald’s which gives them an edge over the other food joints available in town.
Yan also discusses how globalisation has led to a change in the working environment of Beijing McDonald’s. In order to be at par with America’s McDonald’s, the food at Beijing McDonald’s was cooked depending upon the requirement of the customer. It was designed to meet the modern specifications and also included the main nutritional ingredients such as vitamins, fats, proteins, sugar, etc. Yan argued by illustrating an example i.e. initially, Chinese people they used to visit the McDonald’s in order have a taste of America but after sometime the people became heath conscious. In order to meet the requirement McDonald’s had to think over the ingredients used so as to retain the customers.
It is stated in the article that the people of Beijing had no problem accepting the American Culture. There was a culmination of both the cultures. This means that there was an interaction between the western and the non western societies.
In order to match up with the American’s eating style, Beijing McDonald’s had also introduced the Big Mac & French Fries. But, at the same time people of Beijing did not find the burgers delicious & the flavor of cheese was very strange to taste good. Another argument highlighted by Yan in this regard was that the audience did not considered the burger served at McDonald’s as a meal whereas it was more like a snack. The survey conducted by Yan shows that approximately, 55% of the informants did not feel full after grasping a burger at McDonald’s.
The theme highlighted by Yan in this article was in regards to the patterns & behaviors practiced by the majority of Chinese restaurants. McDonald’s had a different style of dealing with their audiences.
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