Business Case Studies, Organizational Behavior Case Study, Strategy, Corporate Strategies Case Studies

print page
Tell A Friend
Bookmark

Corporate Strategies Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

McDonald's Localisation Strategy: Brand Unification, Menu Diversification?

Publication Year : 2006

Authors: Kisholoy, Sumit Kumar Chaudhuri

Industry: Fast Food & Quick Service Restaurants

Region: USA

Case Code: COS0043

Teaching Note: Available

Structured Assignment: Available


OR





Abstract:
McDonald's, the world's leading fast-food retailer with 30,000 restaurants in 119 countries, has successfully maintained its global brand identity by standardising its principles and service quality but customising its offerings across the globe. The highlight of McDonald's localisation strategy has been its foray into Asia where it has survived and has repeatedly proved itself vis-à-vis other big food retailers who have failed due to their inability to adapt to Asia's diverse cultures, tastes and temperaments.

Pedagogical Objectives:

  • To understand the importance of adaptation to local culture, tastes and preferences for global food retailers
  • To understand how McDonald's has maintained uniform brand identity across the globe while customizing its menu to suit local tastes
  • To analyse whether McDonald's localization strategy would prove to be a disadvantage in case the brand loses its unique American appeal.

Keywords :  'I'm lovin' it'; Balanced and active lifestyles; Localisation strategies of McDonalds's in Asia; McDonald's 'Happy Price Menu' in India; Food studios; McDonald's on the move; Localising the on-line world; Corporate Strategies Case Study; The McDonald's way; The 5P's (product, price, promotion, place, people) of McDonald's; The QSCV (quality, service, cleanliness and value) Principle; Menu customisation; Flexible operating platform

Related Links

Useful links

Currency Exchange Rates

Case Study :
   INR 200 = USD ($)

Structured Assignment:
   INR 150 = USD ($)

Teaching Note :
   INR 400 = USD ($)
c

Ad

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-500 082, Telangana, INDIA.
Mob: +91- 9640901313,
E-mail: casehelpdesk@ibsindia.org

©2020 - 25 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap