Question : Give an example of how each of the macro-environment factors may directly drive the content and services provided by a web site.

►“Social” is one of the vital factors in macro-environment that will highly affect on the content and services provided by a website.►Social is an element that should be localised in terms of content for different cultures.

►McDonald’s is another good example of a company that successfully adapts its message, as well as its menus, to different cultures. The same slogan, “I’m lovin’ it,” is used globally, but on the Swiss site, it’s paired with an image of a woman relaxing, alone, listening to music through headphones. On the more colourful Indian site, the same slogan is associated with a family enjoying an outing to the supermarket.

►Switzerland, like many Western countries, is seen as having a more individualistic culture, making this image a good fit. Swiss users tend to prefer more minimalist websites with muted colours and fewer images or interactive elements. In contrast, family is extremely important in India, and websites tend to be more colourful and interactive.

►McDonald’s Malaysia website used local language content