Multinationals with new business strategies.

McDonald's, Starbucks, Apple and Uber, companies that change their businesses.

Some of the largest companies in the world are not content and are adapting their business models to ensure the sustainability of their competitive advantages at an international level. Apple, Toyota and even Alibaba have interpreted the evolution of the markets and are promoting innovation and diversification so as not to be left behind in their businesses.

Two of the world's largest food chains are also betting on new service strategies. Starbucks recently launched its Café Express e Wall Street boutique, where customers will be served at the speed and style of Manhattan living.

Mc. Donald's, on the other hand, is developing a new table service strategy at its Frankfurt airport store. In both cases, companies have decided to use workers equipped with mobile devices to take orders in order to streamline waiting times and offer better service.

These new strategies represent what experts call "attention to the signs of the business environment." According to Carlos Rodríguez, a professor at the National University specializing in strategy, “all companies, regardless of their size or the sector they belong to, must be attentive to the signals provided by their environment and properly interpret the new demands of their consumers, to be able to evolve favorably in the market”.

Additionally, Starbucks has also set out to win over tea drinkers in China by creating a latte culture. "Our main strategy is to gain presence in China through the location of our stores," said Mark Aoki-Fordham, director and corporate lawyer of the multinational.

DIVERSIFICATION CASES

Nike, Alibaba and Uber have decided to expand their portfolio. The sports shoe manufacturer has created an entire experience for its female public in the new "Fitting Room" advice center, where inventions such as the Nike Pro 360 Fit System (a calculator that helps women choose their ideal bra size) and the N+TC (a personal pocket trainer exclusively for women).

The Chinese giant of online sales is also renewed. Alibaba Group has made a digital music distribution deal with German music rights company BMG. The Chinese firm intends to start providing entertainment services, including selling music, video games and movies.
McDonald's, Starbucks, Apple and Uber, companies changing their businesses

The Chinese giant of online sales is also renewed. Alibaba Group has made a digital music distribution deal with German music rights company BMG. The Chinese firm intends to start providing entertainment services, including selling music, video games and movies.

Francisco Cubillos, director of the Business Administration program at the Universidad del Rosario, explained that "without forgetting their core business or their identity, companies have to respond to the expectations of their consumers and surprise them, incorporating elements of innovation to avoid volatility of the consumer”.

In this sense, Uber is indeed surprising its users, since in addition to transporting them and making their moves, it now distributes lunch to their homes for US$12 and will start its helicopter service in China.

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