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Case Title:

McDonald's in Asia: Opportunities and Challenges

Publication Year : 2007

Authors: Sandeep Varma, Doris Rajakumari John

Industry: Retailing

Region:Asia

Case Code: MES0068C

Teaching Note: Available

Structured Assignment: Not Available

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Abstract:

McDonald's was concentrating on its business in Asia mainly- Japan, China and India. These areas were touted to be prospective areas for McDonald’s expansion in the decade ahead. McDonald’s had tried to localise its strategies in these areas with reasonable success. However, to achieve increased returns from these areas, it had to overcome challenges like competition, menu innovations etc. In this background, it was to be seen if McDonald’s could increase its share in the Asian market and what it should do to achieve this.

The case brings out the strategies adopted by McDonald’s in its markets in China, Japan and India and the challenges in each of these markets. The case allows the student to appreciate the localisation strategies adopted by McDonald’s and also to discuss the future of McDonald’s in Asia. The case would be suitable to teach modules in International marketing with specific reference to localisation strategies.

Pedagogical Objectives:

  • To understand the globalisation of an international fast food brand
  • Localisation issues in Asian markets.

Keywords :  McDonald's; Strategy; Fast food outlets; Market Entry Strategies Case Study; Branding; Redesigning; Menu change; Drive thrust

Contents : 
About McDonald’s
McDonald’s International Operations
Share of Sales of APMEA Region
Comparable Sales: McDonald’s Restaurants
Number of McDonald’s Restaurants in APMEA Region
McDonald’s Indian Menu

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