...Caso Mc Donald’s en la India Cuando la cadena de restaurantes de comida rápida Mc Donald’s decidió conquistar el mercado de la India se encontró con un gran obstáculo, por creencias religiosas los hindúes no comen carne de vaca ya que para estos son sagradas. El atractivo mayor para los clientes de Mc Donald’s son sus ricas hamburguesas de carne, sus papas fritas y para los niños la famosa Cajita Feliz. Este obstáculo más que eso fue un reto para la compañía ya que esta decidió adaptar su al consumo y costumbres de la India. La India le pareció atractivo a Mc Donald’s ya que este país es uno de los destinos mundiales más visitados en las últimas décadas, además es el segundo país mas poblado en el mundo. En la India además de personas con costumbres Hindúes también viven musulmanes los cuales no comen cerdo, es por esto que Mc Donald’s adapta su menú utilizando como opciones el cordero, el pollo y los vegetales. Entre los productos ofrecidos se encuentra el Maharaja Mac que es como un Big Mac pero de cordero, otro producto es el Mc Aloo Tikki el cual es de pollo y el Mc Veggie Burger realizado con vegetales. En la India no ha sido el único país que Mc Donald’s adapta su menú según las costumbres del país en Colombia incluyeron en el menú el café de Juan Valdez un producto generado en la zona, en Noruega país donde comen mucho pescado ofrecen el Mc Lacks a base de salmón, en Alemania los combos se sirven con cerveza, en Canadá sirven el Mc Lobster a base de langosta...
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...place and promotion and are used to increase sales revenue, profit and also customer awareness. Marketing strategies may differ between two different cultures, as the business has to appeal to two different consumer markets. For example Mc Donald’s in a country such as America would have the different marketing strategies compared to a country such as India. Although Mc Donald’s is a franchise and has to follow a core menu set by the franchiser, it has to adjust its products to the country it is located in and the culture. The products that Mc Donald’s sells has to appeal to the market and the local culture. Since in India 85% of the population doesn’t eat beef or pork or will ignore any restaurant that serve beef, it really wouldn’t make sense for them to sell beef. In order for Mc Donald to maximize sales it would have to convert into selling chicken products to allow them to attract a lot of customers. But there is a problem in India there are a lot of other large franchises that sell products based of chicken, so Mc Donald will have to find a new way using the 4Ps from the marketing strategies to allow them to stand out from their competitors. In India for Mc Donald to stand out from the competitors, they had an innovative idea which is Mc delivery. So for them to have a higher sales revenue they decide to introduce home delivery of their products to the homes of their customers which was an innovative strategy. The United...
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...How are customer’s tastes changing in the fast-food industry? What impact do these changes have on McDonald’s? There are lots of obese in America. In America we can go to a drive up window and receive a fast, hot meal in less than 3 minutes. Everything is about fast. Mc Donald’s captured lot of market when fast food trend started. But customers are now looking for healthy options. Customers are substituting healthy food for a quick cheap meal. A healthy diet, healthy habits, can change our life. Customers are trying to eat fish, chicken and vegetables to stay healthy. Customers looking for better dining experience. They are looking to get food faster with high scale dining. They are also looking for quality salads and better quality food. These changes are great for world, but it is decreasing the Mc Donald's profits. Mc Donald’s changed their ambience and atmosphere to attract more people. They also added kid’s game area to attract more kids. Mc Donald’s added chicken items to their menu, also added more varieties to the menu. Mc Donald’s also started McCafe to attract coffee lovers. Question 2: How well these changes in customer tastes and preferences being reflected in competitive strategies in the industry? The restaurant industry is a mature, heavily segmented one from fine dining to fast food. This would indicate that the established restaurant chains – Burger King and Wendy’s specifically – are failing to come across with these customer preferences in their competitive...
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...The Department of Marketing Mc Donald’s Marketing Strategies in the U.S Topic: McDonald’s Marketing Strategies in the US Introduction………………………………………………………………………………3 Chapter One: Fast Food Industry Analysis 1.1 Rivalry Among Existing Firms……………………………………………………….4 1.2 Threat of New Entrants………………………………………………………………5 1.3 Bargaining Power of Buyers…………………………………………………………6 1.4 Bargaining Power of Suppliers………………………………………………………7 1.5 Threat of Substitute Product or Services…………………………………………….7-8 Chapter Two: Marketing Mix of McDonald’s in the U.S 2.1 Product……………………………………………………………………………..8-9 2.2 Price…………………………………………………………………………………9 2.3 Place………………………………………………………………………………..10 2.4 Promotion…………………………………………………………………………..10-11 Conclusion: Final Recommendations……………………………………………………………….12 Appendix………………………………………………………………………………13-15 Bibliography…………………………………………………………………………...16 2 Introduction There are many fast food restaurants in America presently; among them is Mc Donald’s, currently one of the most successful fast food restaurants in America. Mc Donald’s originally started out as a small restaurant that focused on burgers, fries and beverages. It was owned by two brothers Dick and Mac Mc Donald. Ray Kroc came along and saw their business and put forward an idea to establish Mc Donald’s as a bigger company by establishing them all over America. Mr. Kroc would later go on to modify the restaurant and buy out the brother’s...
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...Case Analysis on McDonald’s Vinil K Pillai City University of Seattle MBA 500 Essentials of Business Management June 22, 2014 Abstract This paper discuss about the case analysis of McDonald’s, one of the leading food chains around the world. This report starts off with a brief overview of the company, its presence and operations, and moves on to analyses of both external and internal environments. This paper tries to find out the relative strengths, weaknesses, opportunities and threats in different aspects of business operations of McDonald’s. The paper then looks at the issue faced by McDonald’s in today’s competitive world. The study finally concludes by suggesting some actions and recommendations to overcome those issues. Keywords: overview, external & internal analysis, issues and alternatives, recommendations and actions Company Overview McDonald’s corporation headquartered in Chicago, United States was founded in 1940 is the world’s leading global food chain service retailer with customers over 110 countries. The company restaurant offers a variety of food items, coffee, soft drinks and other beverages as well as newly added breakfast menus. McDonald’s is one of the most successful global restaurant chains around the world. Since coming in the market in the early 50’s McDonald’s has done very well in common stock and performing very consistently compared to its competitors. They have used the most effective management and global expansion strategies to...
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...Table of contents 1. Introduction ................................................................................................................................... 1 1.1. 1.2. 1.3. Structure of the report.............................................................................................................. 1 Mc Donald’s’ Business Model ................................................................................................ 1 Credit crunch ........................................................................................................................... 1 2. Theoretical framework ................................................................................................................. 2 2.1. The credit crunch 2008 ............................................................................................................ 2 The deregulation of the financial markets ....................................................................... 2 The U.S. housing market ................................................................................................. 2 Consequences of the subprime mortgage crisis............................................................... 3 Impact on businesses and consumers in the U.S. ............................................................ 4 2.1.1. 2.1.2. 2.1.3. 2.1.4. 2.2. 2.3. 2.4. 3. SWOT analysis ...................................................................................................
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...ulture is integrated in each and every individual existing in this world. It is a simple term originated from Latin word cultus which has got lot of intermeanings. It is an integrated pattern of the ideas, customs, and social behaviour of a particular people or society from different regions or the arts and other manifestations of human intellectual achievement. Culture is like mental software and it has been defined as “the collective programming of the mind that distinguishes the members of one group or category of people from others” Geert Hofstede, (2009). Culture diversity and multiculturalism are the problems faced by business firms who tried to do business globally. Cultural diversity related to variety of human societies like dress, language, traditions and cultures on a particular region or particular part of the world or as a whole, while multiculturalism with organizational promotion of multiple cultures. Multiple cultures mean giving respect to different types of culture at same time. All the aspects regarding the culture have to be considered when a concern is going to launch its products globally. So in the case of international business, understanding culture of different countries is important because then only a company can put forward its globalization strategies, marketing strategies as well as organization structure. Without proper foundation a company can’t keep moving globally and launch products since cultural world operates in its own...
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...Author: (if specified) Date article was published: 1. Which one, specific US company is the focus of this news article? a. Specific US company. b. In which specific country/region of the world is this company’s business the topic of the article? 2. What is the main idea of article? a. Provide a brief summary. 3. From the article, can you describe the target market? a. Provide a brief description of the target market b. What makes you think that this is the target market? 4. Please describe in detail the marketing challenge(s) faced by this US company in the international business situation that is the topic of the news article. a. Description of marketing challenges. Mc Donald’s challenge here is to offer a sandwich specifically for the people in France, a “Baguette”.The sandwich consists of a burger topped with French-made Emmental cheese and mustard. France is a difficult market because they are used to high quality products. b. What is the role for marketing in meeting these particular challenges? The role of marketing here is to offer them a Baguette in a sandwich, bread that they are fans of, research shows that 98% of French people eat bread every day. Research also showed that 65% of the two billion sandwiches sold each year are baguette based. c. Describe in detail what marketing should do/ is...
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...and operated it as a barbecue restaurant. Businessman Ray Kroc joined the company as a franchise agent in 1955. He purchased the chain from the McDonald brothers and oversaw its worldwide growth. In 1955, Ray Kroc opened the first franchised restaurant in Des Plaines, Illinois, the ninth Mc Donald's restaurant overall. (Franchising is the practice of using another firm's successful business model.) With the expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee". Speedee was eventually replaced with Ronald McDonald a clown shaped man having puffed out costume legs. McDonald's predominantly sells hamburgers, various types of chicken sandwiches and products, French fries, soft drinks, breakfast items, and desserts. In most markets, McDonald's offers salads and vegetarian items. In Germany, McDonald's sells beer. Mc Donald's is in the list of the most valuable brands, number 4. Brand value: $95.2 billion What happened: McDonald's is accelerating growth in India. Its expanding in the U.S. by experimenting with baked goods and creating a cafe atmosphere to rival Starbucks. Facts about McDonald's: McDonald's' daily customer traffic (62Million) is greater than the population of...
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...The Influence of Personality, Brand Personality, Values and Cultural Differences on Consumer Behavior and Service Management Example: McDonald’s Author: David Burtscher Date: 23th of June, 2014 I Abstract This paper presents the constructs of personality and brand personality as well as the construct of values from consumer behavioral view. Furthermore the paper gives a short insight into value related cultural differences. The paper can be arranged into three parts: personality, values and culture. At first the single constructs are described theoretically, then the relationships and differences between the constructs are discussed shortly. As a last step we tried to integrate and apply the theoretical knowledge at a practical example. For this we chose McDonald's. We think McDonald’s is a good choice because it is present all around the world in many different cultures and it also appeals many different customer types. II Table of Contents Abstract..................................................................................................................................................... I Table of Contents ................................................................................................................................... II 1 2 INTRODUCTION ....................................................................................................................1 PERSONALITY AND BRAND PERSONALITY ........................................
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... Introduction • Started by 2 brothers-Richard & Maurice McDonalds. Sell only Hamburgers. • Ray Kroc expressed interest in the business. • McDonalds operates on franchising model. • In 1965, it listed its shares on NYSE. • It has opened 34000 restaurants in 122 countries of the world. • It has a very large and diverse product line. McDonalds in India McDonalds entered India in 1996- JV between McD Corp & 2 Indian Businessman. Most of the restaurants serve only vegetarian food items. Most of the restaurants are located in malls, multiplexes, highways, metro stations etc. Located in Delhi, Jaipur, Mumbai, Gujrat, MP, UP, AP etc. 2 Market Segmentation of McDonalds Market segmentation is defined as dividing a single market into smaller segments. The basic reason for dividing the market into small segments is to make it simple to address the needs of smaller groups of customers and try to manufacture different products according to their consuming habits. Particularly it is done according to the people who have similar characteristics. It can be done on the basis of age, gender, lifestyle, region, etc. McDonalds in India segmentation it has done is on three different bases: 1) Demographic Segmentation: Kids, Family and Students McDonalds offers different products like Happy Meal which includes a free toy for kids. For families it has made different outlets and meals which are suitable for takeaways and...
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...Overview In this day and age people are always on the go, with their busy work schedules. It is more convenient to pick up fast food for lunch, rather than to make a home cooked meal. The fast food industry has seen tremendous growth in the past decades because of changes in American society. Due to the fact that more women were entering the workforce and seeking more convenience created the boom of the fast food industry (11). Several decades ago over 75% of the money used for food was used to prepare meals at home, but today over 50% of the money is used to eat out. The fast food industry is comprised of famous names such as McDonald’s, Burger King, Taco Bell and Wendy’s to name a few. Fast food is now served not only at restaurants and drive-thru but also at airports, college campuses, Walmart, gas stations and even hospital cafeterias worldwide (12). In 1970, Americans spent about $6 billion on fast food, and in 2007 they spent more than $100 billion on fast-food (12). Has the fast food industry been affected by the Economy turmoil? The United States fast food industry has reported an extraordinary growth despite tough times and a poor economy. US consumers consume more than 50% of their meals in a restaurant and fast food plays an important role in the restaurant industry (Wood). The fast food industry has not suffered in tough times; in fact seen growth because of its low prices and also the fact that it is convenient for customers. As the economy continues to...
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...who decried all the litter and solid waste its restaurants generated each day to counter some of the criticism, McDonald’s partnered with the Environmental defense fund to explore new ways to make its operations more friendly to the environment. INTRODUCTION McDonald’s is a limited menu restaurant is characterized by speed of operations. McDonald’s is the world leading retailer with more than 33,000 restaurants in 118 countries serving more than 67 million customers each day. In India, the first outlets of the chain threw open their doors to the public in Delhi and Mumbai in 1996 within one month of each other. McDonald’s is present in 40 Indian cities with 250 restaurants and serves 650,000 customers daily. THE FOOD RETAIL INDUSTRY internationally, no doubt McDonald’s is considered the largest food service retailer in the world. The first restaurant was established in 1955 in Des Plaines, Illinois, USA. It emerged in Indian Territory in 1996 eyeing the informal dining-out industry in India which is estimated...
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...Running head: CONDUCTING AN ORGANIZATIONAL ASSESSMENT Conducting an Organizational Assessment George Kennedy Argosy University online Operations Management MGT416 A01 Faculty: Godwin Igein Conducting an Organizational Assessment The purpose of my report as a hired consultant I am to evaluate the performance of a manufacturing or service organization, Part of my primary function is to assess the organization’s current position with any regard to their business operations, strategy, and organizational structure, as well to identity potential ethical issues management may face. The executive management team has asked me to submit a report of my findings. In the global competitiveness market the McDonald’s in China as one of the most renowned western style fast food trademarks on the continent of China. Previous studies have shown that its performance of their environmental analysis, and organization in terms of both Internal and external environments with the help of Michal Porter’s “five forces of competitive position.” A model of its internal analysis in regards to the organization’s core resources and competences equally well as the current strategic choices adopted by the company in the Chinese market sector. But in terms of its strategic capabilities, I have identified six general strategic capabilities which includes production, resources, revenue, design, delivery and shareholder value Seeing the company’s business objective in the Chinese market means that the...
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...Starbucks International Business Student’s name Name of the Institute Contents Executive Summary 3 Introduction 3 SWOT Analysis of Starbucks 4 Starbucks Introduction to International Business 7 Market entry strategies adopted by Starbucks 7 Porter’s 5 forces 8 Challenges and Barriers in International Business 11 Conclusion 13 References 15 Executive Summary Starbucks is one most successful example of transnational companies across the globe with its rich cultural and organizational strength. This paper analyzes Starbucks from an International Business perspective in which the various nitty-gritties of International Business are applied on the company to analyze its core strengths and prospect areas of concerns. The paper starts with an introduction regarding Starbucks, its origin, current standing in terms of stores across the world and a brief history. The SWOT analysis of the company uncovers its major strengths and weakness and prospect areas of threats and opportunities while expanding internationally. The current situation analyses analyzes the prime factors of the current organizational situation, which are of use and which should be looked forward to improve its international perspective. Further the paper discusses its basic market strategies while entering in any foreign market in which is focusses on analyzing the market and culture in depth and the collaborating partner so as to keep a sync with its values. The organizational barriers discusses the various...
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