McDonalds vs. Samsung: Market Share & Global Business Sample

Section 1 : International Presence: How McDonald’s & Samsung Expand Globally

1. Structure of the total business (P1) 

The chosen companies are McDonald’s and Samsung and the brief discussions about their market share and international presence and their business aspects. McDonald’s is not just a fast-food company it is a fast-food chain that has successfully traded globally. Where Samsung is a multinational electronics and telecommunication manufacturer that also does business across the world. Both companies are a big player in their industries and they also have a decent market share with a massive international presence.

1.1 Market share

McDonald’s market share in the fast-food industry is around 25.24% across the world which is nearly one-fourth of the industry percentage. Samsung has a 20% market share in the telecommunication industry across the world which is also impressive. McDonald’s provides their service near about 119 countries and that helps them to occupy 43.8% of the market share. 

1.2 International Presence

Samsung is internationally present in Asia-Pacific, America, the Middle East, Africa, and Europe. Both businesses are improving their international presence to expand their business and market share across the world. McDonald’s provides their service near about 119 countries and that helps them to occupy 25.24% of the market share (Mcdonalds.com, 2023). The United States is the biggest market for McDonald’s and for Samsung, the biggest market share for them is South Korea, the origin of the company. McDonalds and Samsung both have massive market shares in their industries. McDonald’s has the biggest market share in all over the world and they have 3600 outlets all over the world. In the Android smartphone segment, Samsung is a big name in the world and they also have a massive international presence in the telecommunication industry. McDonalds and Samsung both focus on their international expansion of their business and that makes them the biggest players in their industries where they have lots of competitors across the world. 

2. Activities of chosen businesses 

McDonalds and Samsung both are doing sort of operations or activities in their business that help them to achieve the present market share. The business activities also help them in successful international expansions. 

2.1 Activities of the business 

McDonald’s is a fast-food service provider that provides some fast-food items to customers. The main activities of their business are to make fast food for the customers and sell the food to the customers. McDonald’s always provides importance to the customers and tries to satisfy them through their food items. McDonald’s always tries to match the diverse taste choices of the customers and try to provide the best quality of food. These activities help them to become profitable and sustainable in the fast-food industry across the world. Where Samsung manufactures a wide range of electronic items (Mobile, Smart LED televisions, Air conditioners, Refrigerators, etc) for customers. Samsung is one of the biggest electronics and telecommunication manufacturers in the world. Samsung tries to provide better quality products to its customers (Samsung.com, 2023). For that reason, customers also rely on their products and that increases their customer retention. Samsung also makes some semiconductors and microchips and that will be the biggest turning point of their business. These sorts of activities are done by McDonald’s and Samsung to be the big players of their industries. 

2.2 Explanations of the Chosen Market

Fast food market

The total global fast-food industry was around $ 527 B in 2021, whereas in 2022, it was around $ 548.08 B. The projected TAM (total addressable market) for fast food in 2030 will be around $ 750.08 B. The CAGR (Compound annual growth rate) for the fast-food industry for the year 2023 to 2030 is around 4%. The United States has the biggest market share for the fast-food industry across the world which is around 50% of the total addressable market. The United Kingdom, France, and Sweden are placed in 2nd, 3rd, and 4th place respectively. The fast-food industry is the biggest in the food chain across the world.

Electronics Industry

The total global electronics industry is around $ 723 Billion in the year 2022. It is also a growing market across the world because the demand for electronics products is growing in a high percentage. The estimated total addressable market for the electronics industry in 2028 is around $ 999.73 B (Statista.com, 2023). That means it is projected that the total addressable market for the electronics industry is growing at 5.5% every year. China and South Korea have the biggest market for electronic goods. 

3. Reason behind the international business operations 

The main reason behind the international presence or the international business expansion for McDonald’s and Samsung is to increase their sales and market share. A commoditized business can make revenue and profits but international expansion provides a brand value to the companies. 

Figure 1: Growth of the fast-food industry

(Source: Statista.com, 2023)

The total addressable market for the fast-food industry is increasing by 4% every year (Allegretto et al.2023). That means the need for fast food will increase day by day. The above figure is based on the growth rate of the total addressable market of the fast-food industry. As well as it can estimate McDonald’s market share and its business growth. 

Figure 2: McDonald’s revenue estimation

(Source: Statista.com)

This above figure displays the revenue growth of McDonald’s across the world. The international expansion opens greater selling opportunities to their business. In 2014 they had revenue of around $ 28.02 B and in 2016 the revenue reduced to $ 25.13 B. In 1967 McDonald’s did their first international expansion and opened an outlet in Canada (Singireddy, 2020). In 2020 due to covid their revenue goes down and they are facing losses in their business. In 2020 the revenue of McDonald’s was around $19.32 B. In the financial year 2022 they were closing with $ 25.01 B and expected growth in their business. The demand for fast food is increasing day by day across the world and increasing the overall market. The international expansion helps to reach the food products of McDonald’s to customers all over the world (Komarova et al.2020). That expansion provided a positive impact to their business and customers across the world started to know about McDonald’s. This brand value and identity is the main outcome of international expansions. To hold the brand value McDonald’s needs to serve their customers the best quality of foods and that helps them to be the leader of the fast-food industry across the world. McDonald’s also needs to focus on their website and online selling process through the website. McDonald’s also needs to do online marketing with the help of their website and with the AI tools present on their website (Stone et al.2020). They need to find out their net promoter score (NPS) through their website and they need to do marketing for their business. 

Figure 3: Growth of the electronics market

(Source: Statista.com, 2023)

The above figure describes the electronics market across the world throughout the years. The electronics market is growing at an average of 5.5% every year all over the world. In 2022 the total addressable market for electronic goods was around $ 723 B and in 2023 it was around $ 761.32 B. As per the estimation in 2028 the total addressable market for the electronics market will be around $999.73 B. In 2032, the total addressable market will be around $ 1264.52 B. 

Figure 4: Samsung revenue

(Source: Statista.com, 2023)

This above figure indicates the growth of revenue in the electronics industry across the years. In the year 2015-2016, the revenue of Samsung was around $ 230.00 B and in 2019-2020 the revenue of Samsung was around $ 240.00 B. In the financial year 2022-2023, the revenue of Samsung is getting up and it was around $ 280-300 B. The international expansion provides Samsung with a big hike in its market share and revenue model. The increasing demand for electronic products is the main reason for their international expansion (Haizar et al.2020). Samsung has 9 SKUs (Stock-keeping units) and that is helping them to attract more customer segments to their business. Product quality and sustainability help them to lead the consumer market of electronic goods. The international expansion also provides them with a unique brand identity and that helps them to maintain a competitive advantage in the market (Azeem et al.2021). Samsung has a 20% market share and that’s an impressive market share because there are lots of competitors present in this industry. Samsung needs to use some advanced technology which helps them to manufacture better quality products. They need to use automation tools in their manufacturing system to increase manufacturing power and efficiency (Laragh et al.2021). Samsung maintained a good relationship with the United States of America because it is the biggest market for electronics goods. Samsung also needs to focus on manufacturing semiconductors and microchips because that segment will provide them a market sustainability in the future. The total global electronics industry is around $ 723 Billion in the year 2022. It is also a growing market across the world because the demand for electronics products is growing by a high percentage (Ghosh et al.2022). The estimated total addressable market for the electronics industry in 2028 is around $ 999.73 B (Statista.com, 2023). That means it is projected that the total addressable market for the electronics industry is growing at 5.5% every year. China and South Korea have the biggest market for electronic goods.

4. Explanation and analysis Choice of Markets businesses operate 

Developed Economics

The developed economy market derives from the market which is rich in the case of the economy. The market or the countries which are economically flexible and the market economy also good. In these countries, foreign businesses are also trying to invest more to do their business expansion. The developed economy countries and their business market also provide profitability to foreign businesses (Abdullah, 2022). The United States, Canada, London, and Western Europe are considered as the developed economy markets. 

Emerging markets

The emerging markets are not in the same table as the developed markets. The emerging markets have some capabilities that are similar to a developed market but they are not fully developed (Li and Fleury, 2020). These markets are also good for business investment and also the economic scale of the market is balanced. The emerging market is the middle point between the developed markets and less developed markets. Egypt, Iran, Nigeria, Russia, and Saudi Arabia are the emerging markets.

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Less developed

The less developed markets are the less the economic market has no economic stability. The less developed markets are not strong for doing any kind of business with profits (Cornell and Damodaran, 2020). These markets are the best choice for further investment and business expansion. These less developed markets are not sufficiently flexible for foreign businesses. Examples of the less developed markets are Nepal, Bhutan, Bangladesh, and Africa regions. 

Multinational businesses are mainly focused on emerging markets. McDonald’s also targets the emerging market for doing their business. They also target the emerging markets and the countries to do their international expansion. Samsung targeted the developed as well as the emerging market to do their international expansion. The developed and emerging market provide Samsung with a wide range in the market and they are able to create a competitive advantage for them. For that reason, Samsung maintains a good relationship with the United States of America. 

5. Explanation and analysis of types of finances available to the selected business (P2) 

5.1 Prepayments to the Importer

 McDonald’s imports their raw materials and in that case, they provide prepayment to the importers. In that case, the importers provide raw materials, and for that McDonald’s prepayment to the importers (Kim and Kim, 2021). Samsung also imported microchips and semiconductors from the importers and for that reason, they provided prepayment to the importers. The prepayment of the importers provides the booth companies the surety about their imported raw materials. That also helps them to count their EOQ (Economic Order Quantity) and they also estimate their production and inventory. The prepayment of the importers also makes the supply process faster and that has some good benefits for the business. 

5.2 Letters of Credit

Letter of credit is related to the sales and in that case, the companies are taking credit from the banks (GROSU et al.2021). McDonalds and Samsung also pay letters of credit from the exporter's bank accounts once they provide the commitment and as per the commitment the exporters ship the products. This is a useful process of supply and distribution between two companies. The payments and the contracts are regulated by the banks so there is no chance of fraud. 

5.3 Export Credits 

Sometimes companies export raw materials in credits and pay the amount after some time. The export credit helps to maintain the manufacturing ability of the business. In that case, the companies are provided products in credit sales and then the importer needs to pay the amounts to the exporter as accounts payable.

5.4 Bank Loans

Bank loans are also an important financial aspect of their business and in that case, the businesses are taking loans from the bank with interest (Gopal and Schnabl, 2022.). The businesses are taking loans from the bank as investments. Then after some time, they need to pay back the amount to the bank with promised interest. McDonalds and Samsung also take bank loans and maintain the financial stability of their business. Bank loans are not a good facility to take because of the interest part that compound interest increases the return amount aggressively. The bank debts are not good for the businesses. 

6. Identifications of the support of International Business 

The support for international business is the Department of International Trade, export finance providers, and trade fairs. The advisory and guidance help businesses to grow exponentially in the market. 

Department of International Trade (DIT)

The Department of International Trade provides some advice and techniques about international trade. The Department of International Trade provides proper guidance to the companies for the international expansion of their business. The DIT department also provides energy and techniques to lead the international market. Then DIT advisory provides some understanding of the international markets. The DIT provides the political aspects of the nations and that helps the businesses to expand their business worldwide.

Export finance provider

Export finance providers also provide some specific trading financial knowledge to businesses. The export finance provider also provides a clear picture of monetary exchange. As well as they provide proper rules for export and import. Prepayment to the importers, letter of credit, credit import all those aspects are provided by the export finance provider. 

Trade fairs

The international trade fairs also help to understand the international market and the diversified market norms. International trade fairs are also helpful in understanding the international market needs and the proper demand for the product. The international trade fairs provide a wide range of understanding to businesses about the real market demand and the market price of their product. 

Section 2 

1. Features of globalisation 

Features of Trading Blocs and international mobility of labour and capital on McDonald's and Samsung 

 Thus, allowing the company to enter the foreign market and retain its customers without facing much competition. With a workforce of about 1.9 million people, the company can rise to the zenith of success with the effect of trade blocs (Ivypanda.com, 2024). McDonald’s even offers managerial positions to people in the countries they are operating thus allowing collaboration between the US and other countries.

The trading bloc and its effect have significantly altered the face of Samsung's electronic business. The result of Trading blocs and their impact has enabled the company to diversify and differentiate its electronics products at par with the international competitiveness that is prevailing in the electronics industry. The results of the trading blocs and their effect on the business of Samsung have resulted in increased sales and market share in the European markets in the past three to five years. 

The mobility of labour by Samsung in the previous three years has shown a rise from each previous year. The number of employees from the region has shown a rise in the Korean region from 106330 in 2020 to 11126 in 2021 to 117927 in 2022. Similarly, a rise has been noticed in the North, central, and south American markets with an increase in employees from 25000 in 2020 to 25695 in 2021 to 27166 in 2022 (Samsung.com, 2023). 

Regarding the mobility of labour in its European market McDonald's Europe announced in Brussels a plan of issuing the “MassArt” (Mcdonalds.com, 2023). This document has greatly increased the labour mobility of European employees. The document regards various information regarding the position held, dates, and salary history truly committing to the mobility of labour and capital. 

Communication of businesses internationally and usage of international payment systems 

Similarly to various large businesses McDonald's uses an integrated international market communication approach to ensure the consistency of its brand and messages worldwide. The strategy adopted by McDonald's was to think globally and act locally to meet the culture. McDonald's uses a variety of approaches to meet its global customers such as TV channels, print media, and digital ads (Globalmarketingprofessor.com, 2024). In Singapore McDonald's appeals to the population's strong sense of nightlife, In the UK they create cartoon ads focused on Happy Meals to attract the children segment.

Various international payment systems such as Visa, Mastercard, American Express, Apple Wallet, and Apple Pay, and for payments, PayPal, and Venmo are also available with mail order and pay. Samsung is a multilateral conglomerate with subsidiaries in almost every country of the world aiming to provide a comparable product (Econlib.org, 2024). The global strategy Samsung applied in the business is “global strategy” which focuses on economic effectiveness through the integration of various businesses, standardisation of products, and uniform standard of product quality. The second type of international strategy utilised by Samsung is “transnational”. This strategy focuses on the development of economies of scale, adaptation of local markets, and a strategy for activities in optimal locations. This strategy has a high level of global integration while also being nationally responsive. The international payment systems Samsung Ung, American Express, and other methods like PayPal, and NFT are also used. 

The environmental impact of the globalisation of McDonald’s and Samsung 

People all over the world have realised McDonald's is a "brand ambassador" for the fast-food restaurant. It is said that the company imposes a happy family culture. Three characteristics mainly define McDonald’s: its broad acceptability, fast availability, and a low price. The impact of McDonald's globalisation to its stakeholders regarding lifestyle, employability, etc provides both positive and negative.

Positive impacts 

The Positive impact of "globalisation" includes the generation of employability and providing of Jobs to local people. Generation of happy experiences for the customer regarding visiting McDonalds.

Negative impact 

There are various negative impacts of "globalisation" which is mostly among its customers such as loss of local culture, unpleasing lifestyle, unhealthy diet plans among new generations.

Samsung is a huge electronic technological conglomerate that has taken advantage of globalisation to expand its business internationally and increase its sales. As a result of embracing globalisation Samsung has remained at the forefront of changing its product to meet the demands of the global market. Regarding its impact, it has created both positive and negative impacts on its stakeholders.

Positive impact

Regarding the effect of globalisation, the business Samsung has expanded significantly in the international market, providing numerous out-of-the-box experiences by providing high-value products at low cost.

Negative impact 

Despite Samsung having a variety of positive impacts and a plethora of negative impacts, through the introduction of globalisation Samsung can kill off small competitors in foreign markets, and youth getting tied up to mobile addiction. 

2. Explain International Trading Blocs 

International Trading Blocs are the group in regards to various trading blocs created by the group of countries who are operating in the creation of the trade barriers. The various types of trade blocs are WTO, Custom union and Common Markets 

WTO (World Trade Organization) - the World Trade Organization plays a crucial factor in regards of creating a trading environment which enables its member countries to develop their economy (economicshelp.org, 2024). Also, WTO focuses on building global trade rules for assurance and stability.

Custom Unions - the role of customs unions involves the free movement of goods and services between borders without incurring border custom duties. Thus, eliminating the trade barriers between different countries enables the reduction of the importation cost thus making foreign products more competitive than domestic products.

There are various global trading blocs all over the world which are detailed below.

European Union - it is one of the most “integrated trading” blocks the EU 27 have free trade and common “regulations” and are part of a customs union.

APEC - Asia Pacific Economic Cooperation ensures that goods, services, investment, and people move easily across borders. The primary initiative is to synchronise the regulatory system to integrate the Asia-Pacific economy.

3. Methods for protecting markets

The process of protecting the markets of the country by implementing various policies is known as protectionist trade policy. Protectionist trade policy enables promotion of domestic producers and thus boosts the domestic production of goods and services. An economy can undertake a variety of methods such as Tariffs, Quotas, Currency restrictions, Subsidies, and legal restrictions.

Currency restriction - these are government-imposed limitations on sales and purchase of currency. Through these measures the economies limit the inflow and outflow of cash.

Subsidies - subsidies refers to the cut off in taxes or tax credit which is favoured by the government to domestic producers thus allowing the domestic producers an upper advantage.

Legal restriction - governments restrict competition in certain industries and include legal restrictions like patents, foreign trade tariffs to protect the domestic market.

Reasons for countries to protect their market 

The government analyses a variety of benefits in favouring its economies regarding the imposition of market protections. Through the policies of protectionism results in reduction of imports level thus increasing trade balance. Boosting the domestic economies will result in more job creations.

4. Barriers to Trade 

In regards to the barriers to trade a variety of risks can be in regards to operating in the international market by companies. The risk may include various trade restrictions, exchange rate volatility values and various operating risks. The impact of trade restriction and their effects have been discussed below

Trade Restrictions

The trade restriction can result in the abstract of free trade which results in a loss in benefits from a company for the company and might provide an upper advantage to competitors. Also due to unfavourable trading conditions the quality of product might decrease which affect the market holding capacity of the company.

Exchange rate volatility value 

The exchange rate volatility might affect the profitability of McDonalds from operating in the US market to operating in the US market and their maintaining of exchange rate (UK/USA: 1.26/1). In the case of Samsung operating in the UK market and their exchange rate (UK/ Korea Won: 0.0000060/1) thus regarding the change in the volatility of value in operation the business function might get affected.

Operating risks 

The various operating risks a business might find in respect to the risk occurring outside the company. This risk can be from natural disasters, a change in the political scenario, war in foreign countries like war in Israel or Ukraine etc. The operational risk might affect the business of Samsung and McDonalds in their sales of operation and supply Channels. Regarding the operation in both companies the sales have greatly affected, the marketing and sale of McDonalds have been affected in Russia, Ukraine and middle east countries due to sanction, boycott and destruction of geographical areas. Regarding Samsung, its target market and "supply chain" have greatly affected.

Section 3: Impacts of "globalisation" on Samsung

On one hand market "globalisation" keeps a benefit for the company but on the other hand, some negative impacts also hamper the strategy of the company in the market. In this section, the positive and negative impact of "globalisation" on the Samsung company is going to be discussed below 

 Positive impact 

"Globalisation" refers to a term that is used to explain how technology and trade have created the planet into a better interdependent and connected place. "Globalisation" also arrests in its measure the social and economic transformations that come as a consequence. 

Improve access to its resources

"Globalisation" allows the company to acquire entrance to resource labour, and markets from near the world. With the help of globalising its supply network, the company can decrease expenses and is capable of improving efficiency (Haizar et al. 2020). In addition, the selected company has extended its demand and market reach, letting it access fresh markets along with new customers. In addition, the company also implements a localised strategy. The localised approach of the company applies to localising its "supply chain" processes to the exhaustive markets of Samsung. In addition, by localising its "supply chain", the company can satisfactorily meet the needs of the customers in the company’s target markets (Abdulahi, 2022). This even allows the company to satisfy customer needs more efficiently as well as decrease costs that are linked with shipping.

Technology changes

"Globalisation" has guided the movement of the facilities of “Samsung Electronics" after Korea to less production expenses. Asia has experienced surprising changes in terms of presentation (Yeung, 2022). This problem has resulted in a decrease in the operational costs of the company. This helps the company to increase the efficiency of its performance in the foreign market and reduce the expenses of production. The main elements that spearhead "globalisation" of the company Samsung and its conquest in foreign markets are creative techniques that permit it to bring the benefit of “cutting-edge technology”. Samsung developed its developments in 1990 in order to trade in additional digital technologies such as audio cameras, systems, and additional electronics, leading the company to adapt to new markets. 

Efficiency and Automation 

The selected company has to implement an automation strategy in order to increase its efficiency. "Globalisation" can allow lower costs of production as a development of across-the-board production, by applying production over grander units of creation economies of ranking can be accomplished. Thus, improving efficiency via delivering lower operating costs. Automation allows the company to automate multiple processes, improving efficiency and expense protection and also in capital investment (Hooper and Holdrege, 2020). Automation has permitted the company to lessen the payment of manual endeavours needed, resulting in smaller periods and funds spent on labour. The company also focused on advancing technology and helped the company to improve efficiency with the help of some technologies such as artificial intelligence (AI) in its products.

Benefits of "supply chain" strategy 

The beginning of "globalisation" suggests "supply chain" management is more difficult and business-necessary than ever earlier. As "supply chain" leaders or business proprietors, logistics optimization loses people, and it is their responsibility to understand how "globalisation" can help their operations. It also boosts the "supply chain" process of the company.

Reach new shoppers in the new markets

"Globalisation" facilitates communication between company owners, vendors, and shoppers and therefore makes it more comfortable to get new markets and remain connected with shoppers no matter where they are in the world. Thus, while operating or trading internationally, Samsung and McDonald’s prefer segmentation method to reach to new customers in different market. 

Develop sourcing opportunities 

"Globalisation" makes it feasible for companies to expand production by guaranteeing a various selection of employees, natural materials, and effects from parts of the globe that were formerly out of space. 

Suggest a bigger selection of interests and services 

Global sourcing possibilities mean an expansion in the field of outcomes and benefits that people can deliver for their customers.

Negative impact

"Globalisation" has shown the entry of numerous opponents in the electronics enterprise. This condition is a risk to "Samsung Electronics" since more businesses have raised quality outcomes at comparatively subordinate prices. "Globalisation" has increased competition, particularly in the market of mobile phones. The firm has also carried out its high-end method by modularising and normalising its consequences in a measure to provide first-class outcomes to consumers.

"Globalisation" permits Samsung to acquire access to help, markets, and work from almost the globe. Samsung can decrease costs and enhance efficiency by globalising its "supply chain". Further, Samsung has developed its market space, letting it access new needs and shoppers.

Legal issues and regulatory pressures

Samsung meets regulatory forces in different markets about antitrust, data privacy, and environmental problems. These limitations can show the expanded compliance expenses, potential penalties, and harm to the organisation’s reputation. The negative impacts of "globalisation" include greater inequality, improved corruption, a decline in sovereignty, the decline of cultural uniqueness, and the degradation of the atmosphere.

Effect on Consumers 

The products of Samsung are created from a non-biodegradable material and when the company is not accurately disposed of it may have a negative effect (Kazakova and Lee, 2022). Another negative effect of "globalisation" on Samsung consumers is that it has given them the possibility to access details from rival businesses with ease. Some of the shoppers have since moved their commitment from the Samsung brands.

Impact on Suppliers

Samsung has in many experiences been attacked for selecting suppliers from the expanded nation and underpaying suppliers in the expanding country. "Globalisation" leads to rivalry in the market. One of the biggest rivals of the selected firm in the current market is Apple, which snatched the suppliers of the company due to its competitive edge. Thus, "globalisation" impacts negatively on the "supply chain" of the selected firm which could lead to a loss in profit (Hiba et al. 2021). The shift in supplying raw materials occurs due to "globalisation". However, "globalisation" led to an overflow in the degradation of the environment which caused changes in the loyalty of the suppliers in supplying raw materials to its rivals like Apple. 

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