Applied Marketing: McCain’s Food Ltd

Monalisa Taylor

August 15th, 2015

Applied Marketing: McCain’s Food Ltd

1. Does McCain have a truly global strategy or just a series of regional strategies? Explain.

McCain started off exporting regionally then once the company had expanded enough is when they went global and developed a global strategy for exporting their product list. As stated in the text, Harrison McCain and his three brothers, Andrew, Wallace and Robert, founded McCain Foods Ltd in 1956. They had a small factory in Florence Ville, NB. When McCain first goes into a market they import products from Canada and then they ease into operations from within in the Company. Because McCain’s product list ranges more to than just fries and the derived demand for the food was great, the company had to broaden and globalize their market, not only to Canada and USA but also to other continents and countries around the world; this firm got into global international marketing by simply shipping out its goods. The company employs 19,000 people, generates more than $6 billion in annual revenues, and operates 57 productions facilitates on 6 continents. McCain exports to 160 countries including South Africa, Denmark, Brazil, and Turkey.

The product invention of McCain’s goes far beyond what most people would think. They offer thousands of other foods including vegetables, desserts, juices, pizzas, oven meals and entrees to name a few. McCain product adaptation and product invention was the best thing the company did to meet the local conditions and wants for every consumer. McCain created a “Better For You” line of products; products that have reduced sodium 30% fewer calories, and low levels of saturated fat. When McCain entered India The whole mission for McCain is to create great food and a better lifestyle for its consumers, customers, the community it works in and also worldwide.  

McCain is the worlds largest and only French fry supplier to McDonalds and KFC also preferred supplier to Jollibee and Burger King. As a result of this, McCain graduated to an international division when they started to sell to both end consumers and businesses.

The regional strategies McCain has taken on are very big projects concerning the Global Market when they started to plant test patches of potatoes with a widespread operating plan for in-country operations in China and India. McCain has been exporting goods to India since 1998, with more than $1 billion in goods and services in 2005 alone. McCain does have a global strategy and a series of regional strategies. McCain’s new plant in India will make French fries as well as frozen vegetables.